HubSpot 
Klaviyo HubSpot vs Klaviyo
A side-by-side CRM comparison of HubSpot and Klaviyo — capability coverage, pricing, and stack fit, with every recorded cell citing the vendors' own documentation. No referral fees; the data is ours.
Catalog verdict
Overlapping — These overlap, and plenty of teams deliberately run both.
Both can run lifecycle email programs with segmentation and journeys, but HubSpot is an all-in-one CRM suite while Klaviyo is a dedicated multi-channel B2C messaging platform.
Drafted by an AI model and accepted into the catalog; overlap verdicts are not all checked by hand.
Switching is a project, not a swap. A judgement, not computed from the capability data.
Capability comparison
31on one record only
20on both
| Capability | HubSpot | Klaviyo | ||||||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| On one record only 31 | ||||||||||||||||||||||||||
| Content Management (CMS) | Core Content Management (CMS)Core Content Hub provides the HubSpot CMS for website pages, landing pages, blogs, templates, and publishing. developers.hubspot.com/docs/cms/start-building/introduc… ↗ 15 Sept 2026 · AI-evaluated | — | ||||||||||||||||||||||||
| Customer Service / Ticketing | Core Customer Service / TicketingCore Help Desk centralizes tickets and support channels for customer service teams. knowledge.hubspot.com/help-desk/overview-of-the-help-d… ↗ 15 Sept 2026 · AI-evaluated | — | ||||||||||||||||||||||||
| Data Unification / Profile Stitching | — | Core Data Unification / Profile StitchingCore Advanced KDP collects and unifies data from multiple sources. help.klaviyo.com/hc/en-us/articles/17655007276059 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Identity Resolution / ID Graph | — | Core Identity Resolution / ID GraphCore Klaviyo resolves identities through anonymous activity backfill and deterministic profile merging. help.klaviyo.com/hc/en-us/articles/12902308138011 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Multi-channel Messaging | — | Core Multi-channel MessagingCore Omnichannel campaigns coordinate email, SMS, WhatsApp, and push messages. help.klaviyo.com/hc/en-us/articles/40939669530011 ↗ 14 Sept 2026 · Verified by hand | ||||||||||||||||||||||||
| Push Notifications | — | Core Push NotificationsCore Push notifications are available in campaigns and flows. help.klaviyo.com/hc/en-us/articles/360006653972 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Sales Pipeline | Core Sales PipelineCore Sales Hub tracks deals through pipelines and forecasts revenue. knowledge.hubspot.com/forecast/use-the-forecast-tool ↗ 15 Sept 2026 · AI-evaluated | — | ||||||||||||||||||||||||
| SMS / MMS | — | Core SMS / MMSCore SMS is a named Klaviyo messaging channel. help.klaviyo.com/hc/en-us/articles/40939669530011 ↗ 14 Sept 2026 · Verified by hand | ||||||||||||||||||||||||
| Trigger-based Automation | — | Core Trigger-based AutomationCore Flows use triggers to automate messages, data actions, delays, and logic. help.klaviyo.com/hc/en-us/articles/115002774932 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Workflow Automation | Core Workflow AutomationCore HubSpot Workflows automate processes with triggers, actions, and re-enrollment settings. knowledge.hubspot.com/workflows/create-workflows ↗ 15 Sept 2026 · AI-evaluated | — | ||||||||||||||||||||||||
| A/B & Multivariate Testing | — | Supported A/B & Multivariate TestingSupported Experiments collects A/B tests from campaigns and flows. help.klaviyo.com/hc/en-us/articles/18631098703515 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Audience Activation / Sync | — | Supported Audience Activation / SyncSupported Lists and segments can sync to Google Audiences. help.klaviyo.com/hc/en-us/articles/6353315757211 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Business Intelligence / Reporting | Supported Business Intelligence / ReportingSupported Custom reports analyze multiple data sources with visualizations and dashboards. knowledge.hubspot.com/reports/create-reports-with-the-… ↗ 15 Sept 2026 · AI-evaluated | — | ||||||||||||||||||||||||
| Cohort Analysis | — | Supported Cohort AnalysisSupported Klaviyo provides cohort reports for groups of profiles over time. help.klaviyo.com/hc/en-us/articles/33865795499163 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Computed Traits / Aggregations | — | Supported Computed Traits / AggregationsSupported Reports support SUM and AVG aggregations for metric event data. help.klaviyo.com/hc/en-us/articles/360046234772 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Cross-channel Coordination | — | Supported Cross-channel CoordinationSupported Omnichannel campaigns coordinate messages and scheduling across channels. help.klaviyo.com/hc/en-us/articles/40939669530011 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Customer Lifetime Value (CLV) | — | Supported Customer Lifetime Value (CLV)Supported Predictive analytics includes historic, predicted, and total customer lifetime value. help.klaviyo.com/hc/en-us/articles/360020919731 ↗ 14 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Data Access Control | — | Supported Data Access ControlSupported Custom user roles provide product-area permissions with view, export, edit, and publish controls. help.klaviyo.com/hc/en-us/articles/40493034144795 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Event Stream Ingestion | — | Supported Event Stream IngestionSupported The Events API creates and retrieves profile events for flows and analysis. developers.klaviyo.com/en/reference/events_api_overview ↗ 14 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Feature Flagging | Supported Feature FlaggingSupported Feature Flags API controls app-card availability by account flag state. developers.hubspot.com/docs/api-reference/latest/app-ma… ↗ 15 Sept 2026 · AI-evaluated | Not offered Feature FlaggingNot offered Documentation topics checked for release-management feature flags and kill switches; none was documented. help.klaviyo.com/hc/en-us/categories/341412839799… ↗ Checked · 6 of 6 passes | ||||||||||||||||||||||||
| Funnel / Conversion Analysis | — | Supported Funnel / Conversion AnalysisSupported Funnel analysis reports show customer journey steps and drop-off. help.klaviyo.com/hc/en-us/articles/17798009376155 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| In-app Messaging | — | Supported In-app MessagingSupported Mobile SDKs support in-app forms. developers.klaviyo.com/en/v2026-01-15/docs/sdk_overview ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Lead Scoring / Routing | Supported Lead Scoring / RoutingSupported HubSpot provides predictive scoring properties for prioritizing contacts. knowledge.hubspot.com/properties/determine-likelihood-… ↗ 15 Sept 2026 · Verified by hand | — | ||||||||||||||||||||||||
| Lifecycle Management | — | Supported Lifecycle ManagementSupported Segment-triggered flows support lifecycle messaging and recurring engagement campaigns. help.klaviyo.com/hc/en-us/articles/360003040052 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Master Data Management | Supported Master Data ManagementSupported Data Quality provides duplicate detection, merge rules, winning-record criteria, and audit logs. knowledge.hubspot.com/records/manage-duplicate-records ↗ 15 Sept 2026 · AI-evaluated | Not offered Master Data ManagementNot offered Profile merging and identity resolution were checked, but golden-record stewardship and survivorship governance were not documented. help.klaviyo.com/hc/en-us/articles/12902308138011 ↗ Checked · 6 of 6 passes | ||||||||||||||||||||||||
| Mobile SDK | — | Supported Mobile SDKSupported Klaviyo offers iOS, Android, React Native, and Flutter mobile SDKs. developers.klaviyo.com/en/v2026-01-15/docs/sdk_overview ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Privacy Compliance (GDPR/CCPA) | — | Supported Privacy Compliance (GDPR/CCPA)Supported Klaviyo documents GDPR and CCPA consent, export, and deletion requests. help.klaviyo.com/hc/en-us/sections/49375422664091 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Product Recommendations | — | Supported Product RecommendationsSupported Product feeds generate personalized product recommendations for messages. help.klaviyo.com/hc/en-us/articles/115005082787 ↗ 14 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Real-time Profile API | — | Supported Real-time Profile APISupported Profiles API retrieves customer profiles and predictive analytics fields. developers.klaviyo.com/en/reference/get_profiles ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Web Personalization | — | Supported Web PersonalizationSupported Onsite product recommendation blocks personalize product detail pages for visitors. help.klaviyo.com/hc/en-us/articles/53665916979099 ↗ 15 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| Web SDK | — | Supported Web SDKSupported Klaviyo.js provides browser identification and event tracking. developers.klaviyo.com/en/docs/javascript_api ↗ 14 Sept 2026 · AI-evaluated | ||||||||||||||||||||||||
| On both records 20 | ||||||||||||||||||||||||||
Data collection 1 · core on all
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Identity 2 · supported on all
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Audience 1 · graded apart
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Activation 3 · all core on 1
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Personalization 1 · supported on all
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Orchestration 2 · all core on 1
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Governance 1 · supported on all
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AI & agents 8 · all core on 1
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CRM 1 · graded apart
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Not offered means the evidence sweep read the vendor's documentation and did not find it — hover to see the page it checked. — means no verdict either way. Hover a recorded cell to read its evidence and source; a cell with no source says so, and each cell says whether an AI pass or a person set the grade.
Sources · 72 pages on the vendors' own sites
HubSpot · 28
Agent Builder / Orchestration — knowledge.hubspot.com/workflows/create-workflows-in-ag…Agent Interface (MCP / Tool API) — developers.hubspot.com/docs/apps/developer-platform/bui…Agentic AI / Autonomous Agents — knowledge.hubspot.com/prospecting/use-the-prospecting-…AI Assistant / Copilot — knowledge.hubspot.com/ai/use-breeze-assistantAI Governance & Guardrails — knowledge.hubspot.com/account-management/view-and-expo…AI Send-time / Channel Optimization — knowledge.hubspot.com/marketing-email/optimize-marketi…Audience Segmentation — knowledge.hubspot.com/segments/create-active-or-static…Business Intelligence / Reporting — knowledge.hubspot.com/reports/create-reports-with-the-…Campaign Management — knowledge.hubspot.com/campaigns/create-campaignsContact / Account Management — knowledge.hubspot.com/get-started/manage-your-crm-data…Content Management (CMS) — developers.hubspot.com/docs/cms/start-building/introduc…Conversational (Chat / WhatsApp / RCS) — knowledge.hubspot.com/inbox/overview-of-the-conversati…Conversational AI / Virtual Agents — knowledge.hubspot.com/customer-agent/set-up-the-custom…Customer Service / Ticketing — knowledge.hubspot.com/help-desk/overview-of-the-help-d…Data Enrichment — knowledge.hubspot.com/records/enrich-your-contact-and-…Dynamic Content Assembly — hubspot.com/productsEmail Delivery — developers.hubspot.com/docs/api-reference/latest/market…Feature Flagging — developers.hubspot.com/docs/api-reference/latest/app-ma…Form Capture & Progressive Profiling — knowledge.hubspot.com/forms/create-and-edit-formsGenerative AI (Content) — knowledge.hubspot.com/website-pages/generate-content-w…Journey Orchestration — knowledge.hubspot.com/workflows/use-journeysLead Scoring / Routing — knowledge.hubspot.com/properties/determine-likelihood-…Marketing Email — knowledge.hubspot.com/marketing-email/create-and-send-…Master Data Management — knowledge.hubspot.com/records/manage-duplicate-recordsPredictive Scoring / Propensity — knowledge.hubspot.com/properties/determine-likelihood-…Sales Pipeline — knowledge.hubspot.com/forecast/use-the-forecast-toolVisitor Identification — knowledge.hubspot.com/account/how-does-hubspot-track-v…Workflow Automation — knowledge.hubspot.com/workflows/create-workflows Klaviyo · 44
A/B & Multivariate Testing — help.klaviyo.com/hc/en-us/articles/18631098703515Agent Builder / Orchestration — help.klaviyo.com/hc/en-us/articles/50972338030491Agent Interface (MCP / Tool API) — developers.klaviyo.com/en/docs/klaviyo_mcp_serverAgentic AI / Autonomous Agents — help.klaviyo.com/hc/en-us/articles/37659268052635AI Assistant / Copilot — help.klaviyo.com/hc/en-us/articles/50972338030491AI Governance & Guardrails — help.klaviyo.com/hc/en-us/articles/52230280693403AI Send-time / Channel Optimization — help.klaviyo.com/hc/en-us/articles/45231714007323Audience Activation / Sync — help.klaviyo.com/hc/en-us/articles/6353315757211Audience Segmentation — help.klaviyo.com/hc/en-us/articles/115005237908Campaign Management — help.klaviyo.com/hc/en-us/articles/14508495654427Cohort Analysis — help.klaviyo.com/hc/en-us/articles/33865795499163Computed Traits / Aggregations — help.klaviyo.com/hc/en-us/articles/360046234772Contact / Account Management — help.klaviyo.com/hc/en-us/articles/115005247088Conversational (Chat / WhatsApp / RCS) — help.klaviyo.com/hc/en-us/articles/37659268052635Conversational AI / Virtual Agents — help.klaviyo.com/hc/en-us/articles/37659268052635Cross-channel Coordination — help.klaviyo.com/hc/en-us/articles/40939669530011Customer Lifetime Value (CLV) — help.klaviyo.com/hc/en-us/articles/360020919731Data Access Control — help.klaviyo.com/hc/en-us/articles/40493034144795Data Enrichment — help.klaviyo.com/hc/en-us/articles/40939206649627Data Unification / Profile Stitching — help.klaviyo.com/hc/en-us/articles/17655007276059Dynamic Content Assembly — help.klaviyo.com/hc/en-us/articles/7655965301531Email Delivery — developers.klaviyo.com/en/docs/integrated_data_in_klavi…Event Stream Ingestion — developers.klaviyo.com/en/reference/events_api_overviewForm Capture & Progressive Profiling — help.klaviyo.com/hc/en-us/articles/360026474752Funnel / Conversion Analysis — help.klaviyo.com/hc/en-us/articles/17798009376155Generative AI (Content) — help.klaviyo.com/hc/en-us/articles/21977834205723Identity Resolution / ID Graph — help.klaviyo.com/hc/en-us/articles/12902308138011In-app Messaging — developers.klaviyo.com/en/v2026-01-15/docs/sdk_overviewJourney Orchestration — help.klaviyo.com/hc/en-us/articles/115002774932Lifecycle Management — help.klaviyo.com/hc/en-us/articles/360003040052Marketing Email — help.klaviyo.com/hc/en-us/articles/40939669530011Mobile SDK — developers.klaviyo.com/en/v2026-01-15/docs/sdk_overviewMulti-channel Messaging — help.klaviyo.com/hc/en-us/articles/40939669530011Predictive Scoring / Propensity — help.klaviyo.com/hc/en-us/articles/360020919731Privacy Compliance (GDPR/CCPA) — help.klaviyo.com/hc/en-us/sections/49375422664091Product Recommendations — help.klaviyo.com/hc/en-us/articles/115005082787Push Notifications — help.klaviyo.com/hc/en-us/articles/360006653972Real-time Profile API — developers.klaviyo.com/en/reference/get_profilesSMS / MMS — help.klaviyo.com/hc/en-us/articles/40939669530011Transactional Email — help.klaviyo.com/hc/en-us/articles/360003165732Trigger-based Automation — help.klaviyo.com/hc/en-us/articles/115002774932Visitor Identification — help.klaviyo.com/hc/en-us/articles/17928628922395Web Personalization — help.klaviyo.com/hc/en-us/articles/53665916979099Web SDK — developers.klaviyo.com/en/docs/javascript_api What HubSpot adds
On HubSpot's record, not on Klaviyo's
- Content Management (CMS)
- Customer Service / Ticketing
- Sales Pipeline
- Workflow Automation
- Pricing
- From $7/seat/month (limited-time offer, paid annually; list price $20/seat/month)
What Klaviyo adds
On Klaviyo's record, not on HubSpot's
- Data Unification / Profile Stitching
- Identity Resolution / ID Graph
- Multi-channel Messaging
- Push Notifications
- SMS / MMS
- and 1 more in the matrix above
- Pricing
- Free tier available
HubSpot vs Klaviyo — FAQ
What is the difference between HubSpot and Klaviyo?
Both are CRM tools. HubSpot's record includes Content Management (CMS) and Customer Service / Ticketing, which Klaviyo's does not, while Klaviyo's includes Data Unification / Profile Stitching and Identity Resolution / ID Graph. The matrix above shows every recorded cell citing the vendors' own documentation.
Do I need both HubSpot and Klaviyo?
Often not — both can run lifecycle email programs with segmentation and journeys, but HubSpot is an all-in-one CRM suite while Klaviyo is a dedicated multi-channel B2C messaging platform. The parts that do not overlap: Content Management (CMS), Customer Service / Ticketing, Data Unification / Profile Stitching, Identity Resolution / ID Graph. The matrix above shows where the records actually differ.
How do HubSpot and Klaviyo compare on price?
HubSpot: From $7/seat/month (limited-time offer, paid annually; list price $20/seat/month). Klaviyo: Free tier available. Check each vendor's page for current rates.
Free stack audit
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