In June 2026 HubSpot introduced a new pricing model across the Nordic markets. It is built on seat types and credits rather than the traditional Hubs, and our read is that the intent is to drive usage of the features that matter while billing for actual use rather than for access.
Two caveats up front, because they decide whether the rest of this article applies to you. The model is a limited release offered only to brand new portals. If you already run HubSpot, you are on the old Hub model, and as of September 2026 there is no way to move across. And the model is Nordic. HubSpot has rolled out a separate pricing structure for other markets in parallel, so if you buy your licences through an entity outside the Nordics, different numbers apply.
The figures come from HubSpot's Nordic pricing model as of September 2026. Prices are quoted in euros, and where we convert to Norwegian kroner we use 11 NOK to the euro. All prices are indicative list prices and subject to change.
No Hubs, one tier for the whole portal
HubSpot's licence structure has been wide, letting you mix different licences at different tiers. A typical setup was Marketing Hub Pro, a couple of Sales Pro seats for the sales team and a few Service Starter seats alongside. That gave flexibility, but the obstacle we ran into most often was the threshold for upgrading when the need was a single feature.
A common example: a company runs Marketing Pro and Content Starter, then hits the cap on the number of website pages. Upgrading to Content Pro could add up to 420 dollars a month to the licence cost, so people waited until enough needs had piled up to justify the jump. Rarely critical, but a persistent annoyance.
The new model removes that. Choose Pro and you get all the functionality that used to sit spread across Marketing, Sales, Service, Content, Data and Revenue in a single licence. You pick Starter, Pro or Enterprise, then the number of seats and credits.
Two seat types: Core and Front Office
- Core seat: from 20 euros a month on Starter, from 60 euros on Professional and from 90 euros on Enterprise.
- Front Office seat: not available on Starter, from 120 euros on Professional and from 150 euros on Enterprise.
A Core seat gives access to the features in the edition you bought, including CRM, Breeze Assistant and enriched data. This is the seat for people working behind the scenes on configuration, optimisation and development of the system. It usually fits marketing, admin, finance and whoever owns the CRM.
A Front Office seat adds the workspaces sales and customer service use. It replaces the old Sales, Service and Revenue seats. Reps running sequences, and support staff living in the helpdesk all day, need Front Office in practice.
What HubSpot Credits are
Credits are a consumption currency. You pay a fixed licence cost for the seats, then for the features you actually use. In the Nordic model, marketing emails, workflow actions and AI agents all draw from the same pool. Each action has a fixed price, and credits can be bought as packages if you want more predictable costs.
The pool resets at the start of each month, and unused credits do not roll over. Under "Payments and usage" in HubSpot you can choose a pay as you go structure or set limits per feature.
Credits now pay for email and automation too
This is the biggest change. Credits are no longer just an AI meter, and anything that creates volume draws from the same pool.
Included per month: 5,000 credits on Starter, 10,000 on Professional and 15,000 on Enterprise. Beyond that a credit costs 0.01 euros, and you can set a fixed cap or run pay as you go.
Here is the price per action:
- Email, sends 1 to 10,000: 15 credits per email.
- Email, 10,001 to 55,000: 5 credits.
- Email, 55,001 to 100,000: 2 credits.
- Email above 100,000: 0.5 credits.
- Workflow action, 1 to 10,000: 3 credits.
- Workflow action, 10,001 to 55,000: 2 credits.
- Breeze action inside a workflow: 10 credits.
- Customer Agent: 50 credits per resolved conversation.
- Prospecting Agent: 100 credits per recommended lead.
- Data Agent: 10 credits per prompt per record.
- Content Agent, still in beta: 1,000 credits per content item.
- Accepted quote: 100 credits.
Ordinary one-to-one email from a connected inbox costs nothing. For workflow actions above 55,000 a month the price list does not state a separate rate, but at that volume the capacity package is the right call anyway.
This makes planning harder than before, so here is a sense of scale. 5,000 credits on Starter covers 333 marketing emails. Send one newsletter to 1,500 contacts and you have used the whole pool and then some.
If the pool runs out and you have not bought extra, the features that use it stop. The newsletter does not go out, or an automation halts mid-flow. Buy extra capacity before that happens, and set spending limits per feature so the credits go where you want them.
Every action should have a purpose
If you run a portal today with piles of automations and large newsletters on Marketing Hub, you can take comfort in the fact that the model is currently offered to new portals only. It is still a good moment to review how many automations you have and how good your sends actually are.
Workflows need tightening and reassessment, and newsletter lists need cleaning. With a model where every send costs something, it also becomes easier to work out the return on an individual campaign.
The capacity packages decide the maths
Professional and Enterprise can buy fixed packages that make volume cheaper than paying per credit. For email the packages look like this:
- Small: 2,000 sends a month for 200 euros.
- Medium: 10,000 sends for 1,000 euros.
- Large: 100,000 sends for 3,000 euros.
- X-Large: 1,000,000 sends for 6,000 euros.
For automation, the package on Professional costs 150 euros a month and covers 500,000 actions.
Compare that with paying per credit: 10,000 emails cost 1,500 euros in credits and 1,000 euros with a package. 55,000 workflow actions cost around 1,200 euros in credits and 150 euros with a package. Starter has no access to the packages, which is why the maths flips for companies that send a lot of email.
Four worked examples
1. Small company, four people, on Starter
A small consultancy or a local trades business with 1,500 contacts and one newsletter a month.
- 4 Core seats: 80 euros a month.
- 1,500 emails at 15 credits: 22,500 credits, of which 5,000 are included in the base licence.
- 17,500 credits at 0.01 euros, since Starter has no packages: 175 euros.
- Total: 255 euros a month, around NOK 2,800.
If they skip the newsletter, the cost is 80 euros, around NOK 880. The newsletter is then two thirds of the bill. Since credit packages are not available on Starter, the cost only lands when the sends actually happen.
It sounds like a lot to track, but it makes the decisions easier. You pay for a campaign when you run it, and once you have worked out the return per campaign it gets easier to see where time and budget should go.
The company in this example has no access to workflows, sequences or custom reports. They get two sales pipelines and two ticket pipelines, and room for 25,000 records in total across all object types.
2. Twelve employees with high email activity
Five of the twelve need to edit data. They have 5,000 contacts and send two newsletters a month, so 10,000 emails. On Starter the bill is 100 euros for the seats and 1,450 euros for email, since 150,000 credits less the 5,000 included have to be bought one by one. Workflows are not available. Total: 1,550 euros a month, around NOK 17,000.
On Professional the seats cost 300 euros, email is covered by the medium package at 1,000 euros, and 5,000 workflow actions cost 50 euros once the included credits are deducted. Total: 1,350 euros a month, around NOK 14,900.
Professional is 200 euros cheaper a month, and it adds workflows, custom reports and custom objects. Send just one newsletter a month and it flips: Starter then costs around 800 euros, while the cheapest Professional setup is around 1,000.
With five seats the tipping point sits between 8,000 and 9,000 emails a month. Below that Starter is cheaper, above it Professional is both cheaper and better.
In the old model you moved to Professional because you needed a particular feature. Now it is just as often the email volume that decides. If you depend on workflows and solid reporting, Professional is still the right answer whatever your volume.
3. B2B company, 30 employees, 25,000 contacts
Marketing, sales and customer service all use the system, and support runs a Customer Agent.
- 8 Front Office seats for sales and support at 120 euros: 960 euros.
- 6 Core seats for marketing and operations at 60 euros: 360 euros.
- Large email package, around 40,000 sends: 3,000 euros.
- Workflow package, around 60,000 actions: 150 euros.
- Agents and quotes: 150 resolved conversations, 300 Data Agent prompts and 20 accepted quotes add up to 12,500 credits. After the 10,000 included, that costs 25 euros.
- Total: around 4,500 euros a month, around NOK 49,500.
Email is by far the largest line. 40,000 sends cost roughly the same with a package as without, but the package leaves room up to 100,000. If they can segment down to 25,000 sends, they save around 750 euros a month by dropping the package and paying per credit. Healthy email lists now matter more to the bill than they used to.
The old warning about custom objects does not apply here. Objects for subscriptions, sites or licences are included on Professional. Professional also allows 250,000 records, 100 pipelines and teams. For many companies with several product lines, that was exactly what used to push them onto Enterprise.
4. Eight active sellers with no marketing
A sales team selling direct to businesses. They run sequences, build quotes and use the Prospecting Agent, but send no newsletters.
- 8 Front Office seats: 960 euros.
- Prospecting Agent, 40 leads at 100 credits: 4,000 credits.
- 25 accepted quotes at 100 credits: 2,500 credits.
- All within the 10,000 included credits: 0 euros.
- Total: 960 euros a month, around NOK 10,600.
If only three of the reps actually run sequences, the other five can take Core seats. That brings the total down to 660 euros.
Which setup fits whom
The free licence fits one or two people with under 3,000 records and a maximum of 300 sends a month. It works well for testing whether the team can actually use a CRM before you pay for one, and most companies can set it up themselves.
Starter without marketing fits small sales teams and service businesses with up to ten people writing into the system. It is the cheapest way to get a proper pipeline, contact records and simple quotes. The bill is essentially the seat count times 20 euros.
Starter with a newsletter fits as long as you send under around 8,000 emails a month and do not need automation with branching. Budget email as its own line, not as something that comes along for free.
Professional with mostly Core seats fits where marketing drives the growth. That means sending more than around 8,000 emails a month, needing workflows and custom reports, or having a data model that requires its own objects. Many people are surprised that this often costs less than Starter.
Professional with Front Office fits sales and service organisations where people are in HubSpot all day, with sequences, playbooks, a knowledge base and SLAs. Give Front Office only to the people who need the workspace, and Core to everyone else.
Enterprise fits when you need a sandbox to test changes, run several brands in one account, or host content on more than one root domain. The same goes for more than 250,000 records, managing multiple accounts, or handling health data. Seats cost 50 percent more than on Professional and the capacity packages are larger. It is a different price level and a different conversation.
Something other than HubSpot is right when all you need is a sales pipeline without marketing and customer service. Pipedrive and similar tools do that job for a fraction of the price.
Commitment, onboarding and terms
Under HubSpot's general terms, Professional and Enterprise carry a one-year commitment. Starter can be bought monthly or annually. Commitment term and billing cycle are two different things, so you can commit for twelve months and pay monthly.
You can upgrade mid-term but not downgrade. Downgrades take effect at renewal, and you have to give notice before the renewal date. Subscriptions renew automatically.
Onboarding is the line it is hardest to get a straight answer on. In the old Hub model onboarding was mandatory on Professional and Enterprise and cost between 1,500 and 7,000 dollars as a one-off. For the Nordic model we find no public price list for onboarding, and in the new international prices the line appears to have gone. Ask explicitly about onboarding before you sign, and get the answer in writing.
Because the model is in a pilot phase, both prices and terms may change. That is a good reason to talk to a HubSpot partner before you configure anything, so the setup survives the changes that come.
Four expensive traps in a HubSpot budget on the new model
- Treating email as free. Count how many emails you sent last year, month by month, and convert that to credits. It is the line that surprises people most, especially on Starter.
- Giving everyone Front Office. Front Office costs twice as much as Core on Professional. Count who actually runs sequences or works the helpdesk.
- Paying for workflows per credit. With more than around 5,000 actions a month on Professional, the 150 euro workflow package almost always pays for itself.
- Switching on agents without a cap. A hundred resolved customer conversations cost 5,000 credits, half of what Professional includes. Set the limit per feature before you turn the agent on, not after.
Want to try HubSpot?
At Frontkom we have CRM specialists and advisors working in HubSpot every day, from evaluating CRM and licensing through to running and improving the setup. Get in touch with Jens if you want the new model costed for your seat count and your email volume before you talk to a salesperson.
Transparency note: This article is based on the author's own analysis and experience. AI has been used as an editorial aid for language and structure.