Lua CRM vs HubSpot CRM: Which Is Better for Your Business?
How Lua CRM and HubSpot compare on pricing, AI, ERP features, and support, and which one fits your business.
Lua CRM vs HubSpot at a glance
Short answer: HubSpot is the stronger choice for marketing-led teams that want a large ecosystem, a free CRM, and best-in-class inbound marketing tools. Lua CRM is the better fit for small and mid-sized businesses that want CRM and ERP-style operations (inventory, invoicing, finance, projects) in one system at a flat monthly price, and that want to customize the software by describing changes in plain language to an AI assistant.
Competitor pricing checked on November 8, 2026, from HubSpot's official pricing page (USD, billed annually) and Sales Hub product page. Prices change often; confirm on hubspot.com before buying.
| Feature | Lua CRM | HubSpot CRM (Sales Hub) |
|---|---|---|
| Pricing model | Flat price per plan, not per user | Per seat, per month |
| Paid plans (billed yearly) | Starter $63/mo, Professional $159/mo, Enterprise $199/mo, Custom (quote) | Customer platform: Starter $7/seat/mo (limited-time 65% off), Professional $90/seat/mo, Enterprise $175/seat/mo. Sales Hub product page lists Starter from $20/seat (promo $10), Professional from $100 and Enterprise from $150 per seat |
| Free plan / trial | 14-day free trial on all plans, no credit card | Free plan for up to 2 users, no credit card; 14-day trial of premium sales tools |
| Users | Up to 5 (Starter), up to 20 (Professional), unlimited (Enterprise) | Free up to 2 users, Starter up to 10 users; each paid user needs a seat |
| AI features | Lua AI chatbot that customizes the system from natural-language requests; predictive analytics | Breeze Assistant on all plans, including Free; AI agent builder from Starter; prospecting agent and AI deal tools on higher tiers |
| Customization | Request new features or changes in plain language; Custom plan adds custom development and integrations | Workflows and advanced automation (Professional+); custom objects and sandbox on higher tiers; 2,000+ marketplace integrations |
| ERP capabilities | Built in: inventory & catalog, financial management, online invoicing, project and task management | Not an ERP; relies on integrations and its marketplace |
| Support | Email on all plans, priority on Professional, 24/7 dedicated support with account manager on Enterprise | Email and chat on Starter; email, chat and phone on Professional and Enterprise |
| Best for | SMEs that want CRM + operations in one tool at a predictable cost | Marketing and sales teams that want a broad ecosystem and inbound marketing |
Key differences
Pricing: flat plans vs per-seat
HubSpot charges per seat, so cost grows with every person who needs edit access. A team of 10 on HubSpot Professional at $90 per seat comes to about $900 a month on annual billing, or $1,000 on Sales Hub Professional seats at $100, before add-ons. Lua CRM's Professional plan is $159 a month (billed yearly) for up to 20 users, and Enterprise is $199 a month with unlimited users. For growing teams, that difference adds up quickly.
HubSpot's advantage is that you can start at $0. Its free plan covers up to 2 users and is a real product for very small teams. Lua CRM has no free plan; it offers a 14-day free trial with no credit card instead.
CRM only vs CRM plus operations
HubSpot is a customer platform centered on marketing, sales, and service. It does those very well, but it is not built to run inventory, finance, or production. Lua CRM combines CRM with ERP-style modules: inventory and product catalog, financial management, online invoicing, project management, task management, a document builder, and a website builder. Lua CRM also offers ready setups for specific industries, including medical and dental clinics, travel agencies, logistics, manufacturing, retail, and real estate.
How you customize the system
In HubSpot, you customize through settings, properties, workflows, and, on higher tiers, custom objects, often with help from an admin or a HubSpot partner. In Lua CRM, you can ask the built-in Lua AI chatbot for a change, such as a new dashboard widget, in plain language, and the system implements it and notifies you when it's ready. For larger needs, the Custom plan adds custom development and custom integrations.
Ecosystem and maturity
HubSpot is a mature, widely adopted platform with 2,000+ marketplace integrations, a large solutions-partner network, and free courses and certifications. If you depend on many third-party tools or need advanced marketing automation, HubSpot's ecosystem is a real strength. Lua CRM is a younger, SME-focused product with a smaller footprint.
Which one should you choose?
When to choose HubSpot
You want a free CRM and may never need paid features.
Inbound marketing (email, landing pages, SEO, ads) is central to your growth.
You need a large marketplace of ready-made integrations.
You have budget for per-seat pricing as the team grows.
When to choose Lua CRM
You want CRM, invoicing, inventory, finance, and projects in one system.
You want predictable pricing that doesn't climb with each new user.
You'd rather describe a change to an AI assistant than configure it yourself.
You run a small or mid-sized business in an industry Lua CRM has a ready solution for, such as clinics, travel, logistics, retail, or manufacturing.
Frequently asked questions
Yes, for small and mid-sized businesses that want CRM and operations (inventory, invoicing, finance, projects) in one tool at a flat monthly price. If you mainly need inbound marketing tools or a free CRM, HubSpot may suit you better.
Usually, for teams of more than a few people. Lua CRM costs $63, $159, or $199 a month (billed yearly) per plan, not per user. HubSpot's paid plans are priced per seat: $7 on Starter (limited-time offer), $90 on Professional and $175 on Enterprise per seat per month on annual billing, as checked on November 8, 2026. HubSpot's free plan is cheaper if up to 2 users and the free tools are enough.
No. Lua CRM offers a 14-day free trial on every plan with no credit card required. HubSpot offers a free plan for up to 2 users.
Lua CRM includes ERP-style modules such as inventory and catalog, financial management, online invoicing, and project management, so many SMEs use one system instead of separate CRM and ERP tools. HubSpot does not include ERP features.
HubSpot's Breeze Assistant gives AI help across HubSpot, and paid tiers add AI agents such as the prospecting agent. Lua CRM's AI chatbot can also change the system itself: you describe a feature or modification in plain language and it is implemented for you.
All plans include email support. Professional adds priority support, and Enterprise includes 24/7 dedicated support with a dedicated account manager.
Try Lua CRM free for 14 days
No credit card required. Pick a plan, invite your team, and ask Lua AI to shape the system around how you work.