Side-by-side comparison · Marketing & Ads
HubSpot vs Klaviyo vs AdNova
Everything that matters when choosing between them, in one place: our rating, what each can do, what they cost, and the trade-offs.
Comparing 3 tools, the maximum.
At a glance
HubSpot
4.1Pick it if: Service businesses, agencies and B2B teams that need contacts, deals and marketing in one system.
Klaviyo
4.3Pick it if: Online stores that want their email and SMS to run on real customer behaviour.
AdNova
3.6Pick it if: Brands and agencies producing a steady stream of Meta ad creative.
Overview
| Attribute | HubSpot | Klaviyo | AdNova |
|---|---|---|---|
| In one line | A free CRM with AI agents that handle leads, support and content for you. | Email and SMS for online stores, with AI that writes, segments and predicts. | One place to find ad inspiration, see which creatives win and launch Meta ads in bulk. |
| Pricing model | Freemium | Freemium | Paid |
| Starting price | From $800/mo | From $20/mo | $39/mo |
| Free plan | Yes | Yes | No |
| Works with Claude Code | Yes | Yes | No |
Rating breakdown
Our scores out of 5. The higher bar in each row is highlighted.
| Attribute | HubSpot | Klaviyo | AdNova |
|---|---|---|---|
| Overall rating | 4.1 | 4.3Winner | 3.6 |
| Ease of useHow quickly someone non-technical gets value from it. | 4.0 | 4.0 | 3.5 |
| FeaturesHow much it can do, and how well the pieces fit together. | 5.0 | 5.0 | 4.0 |
| Output qualityHow good the results are before you fix them. | 4.0 | 4.5 | 3.5 |
| Value for moneyWhat you get for the price, including the free plan. | 3.5 | 3.5 | 3.5 |
| Speed & reliabilityHow fast it is and how often it falls over. | 4.0 | 4.5 | 3.5 |
Feature comparison
A tick means it does this today. A dash means we haven't checked.
| Attribute | HubSpot | Klaviyo | AdNova |
|---|---|---|---|
| Access & platform | |||
| Free plan | Yes | Yes | – |
| Mobile app | Yes | Yes | No |
| Desktop app | No | No | No |
| Browser extension | Yes | No | – |
| API access | Yes | Yes | – |
| Teams & business | |||
| Team workspace | Yes | Yes | Yes |
| Enterprise plan or SSO | Yes | Yes | Yes |
| Connects to other apps | Yes | Yes | Yes |
| Open source or self-hosted | No | No | No |
| AI abilities | |||
| Works with your files | Yes | Yes | Yes |
| Understands images | – | – | Yes |
| Makes images | Yes | – | No |
| Makes video | No | No | No |
| Writes code | No | No | No |
| Runs agents or automations | Yes | Yes | No |
| Learns your brand or style | Yes | Yes | No |
| Works in many languages | Yes | Yes | – |
| Capabilities score | 12/ 17 | 10/ 17 | 5/ 17 |
Pricing
Plans as listed on each vendor's site when we last checked. Confirm before you buy.
| Attribute | HubSpot | Klaviyo | AdNova |
|---|---|---|---|
| Plans | Free Free Anyone who needs a CRM and basic marketing tools without a budget. | Free Free New stores building their first flows. | Creative Hub $39/mo Teams that only need a shared place for assets and feedback. |
Marketing Hub StarterOur pick $20/seat/mo, currently $7/seat/mo for new customers Small teams ready to remove the branding and send more. | EmailOur pick From $20/mo Most stores once they pass 250 contacts. | Ad Launcher $99/mo, or $79/mo billed yearly Buyers who launch big batches into Meta every week. | |
Marketing Hub Professional From $800/mo billed yearly, or $890/mo Marketing teams that need real automation. | Email and SMS From $35/mo Stores that want text messages in the same flows. | PlusOur pick $150/mo, or $119/mo billed yearly A brand or small agency that wants research and analytics together. | |
Marketing Hub Enterprise From $3,600/mo Large teams with several brands or business units. | Enterprise Custom Large brands with many stores or markets. | Growth $309/mo, or $249/mo billed yearly Agencies tracking many competitors across several clients. | |
Pro $499/mo, or $399/mo billed yearly Larger agencies with big spend across many workspaces. | |||
Enterprise Custom Large teams that need custom limits and a dedicated account team. | |||
| Which plan to pick | Run the free CRM for as long as you can; it covers most small businesses. Starter is the sensible first paid step when you want the branding gone and more sends. Only move to Professional when you have a specific automation in mind that will pay for the jump. | Start on Free and build your welcome and abandoned cart flows before you pay anything. Move to Email when you cross 250 contacts, and only add SMS once email is working, because text messages cost extra per send. | Plus on the yearly plan is where the value is: research and analytics for one brand at a price close to Foreplay alone. Add the Ad Launcher only if you launch dozens of ads a week by hand today. The Creative Hub on its own is hard to justify when Google Drive and Slack exist. |
Key features
| Attribute | HubSpot | Klaviyo | AdNova |
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Pros and cons
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Who each one is for
| Attribute | HubSpot | Klaviyo | AdNova |
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How we compare
Ratings are our own, from using each tool, across ease of use, features, output quality, value for money, speed & reliability. The "Visit" buttons may use affiliate links, which never affect a score.
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