GoHighLevel suits agencies and marketers who run campaigns for several clients, because every plan counts sub-accounts and includes unlimited contacts and users. HubSpot suits a single small business that wants to start free, with a free CRM for up to two users and 1,000 contacts that doesn't expire. Ask whether you're running your own business or other people's.
These two turn up in the same conversations because both promise to replace a pile of separate tools. They're built for different buyers, though. I read HighLevel's plans page and HubSpot's free CRM page, so the facts below come from each company's own words.
GoHighLevel and HubSpot at a glance
| GoHighLevel | HubSpot | |
|---|---|---|
| Free plan | Not listed (14-day free trial on any plan) | Yes, free CRM with no expiration date |
| Users | Unlimited users | Up to two users on the free CRM |
| Contacts | Unlimited contacts | 1,000 contacts on the free CRM |
| Built around | Sub-accounts (3 on Starter, unlimited from Unlimited) | Hubs for marketing, sales, service, content and data |
| Funnels and websites | Website and funnel builder included | Content Hub (separate product) |
| Booking calendars | Included | Meeting scheduling in the free CRM |
| Live chat | Unified conversations inbox | Live chat in the free CRM |
| White label | SaaS mode on Agency Pro; white label app as an add-on | Not covered on the page I read |
| Contract | Month to month | Free CRM has no expiry |
GoHighLevel: one platform, many client accounts
HighLevel, the company behind GoHighLevel, describes Starter as perfect for smaller businesses and solo marketers, with 3 sub-accounts. Each sub-account is a separate space for a client or brand. Unlimited is built for growing agencies with unlimited sub-accounts, and Agency Pro adds SaaS mode so agencies can resell the platform under their own name.
Every plan lists the same core toolkit: CRM and pipelines, a website and funnel builder, email and SMS marketing, calling, a unified inbox, social planning, workflow automation, forms, booking calendars, reputation management, courses and communities. HighLevel flags AI, email, SMS and calling as usage-based, so check those terms if you plan to send a lot of texts.
There's no long-term contract either. HighLevel runs month to month, and you can upgrade, downgrade or cancel from your dashboard. That suits agencies who sign clients for a few months at a time.
HubSpot: a free CRM that grows into hubs
HubSpot's free CRM covers up to two users and 1,000 contacts, with no limits on customer data and no expiration date. It includes contact, deal and task management, email tracking, templates and scheduling, document sharing, meeting scheduling, live chat, sales quotes, reporting dashboards and the Breeze Assistant.
From there you add hubs as you need them: Marketing Hub, Sales Hub, Service Hub, Content Hub and more, each with free and premium plans. There's also a Small Business Bundle, which HubSpot describes as the Starter edition of each product, built for startups and small businesses. If you go that route, my HubSpot setup checklist will keep the first week tidy.
The difference that decides it
Here's the line that sorts most people. GoHighLevel has no free plan, only a 14-day trial, but once you're in, contacts and users are unlimited and the whole toolkit is there. HubSpot's free CRM has no expiry date, but it stops at two users and 1,000 contacts, and many of the marketing tools sit in separate hubs. So a solo owner with a small list can live on HubSpot free for a long time, while an agency with ten clients will feel boxed in by two users straight away.
Who each platform suits
GoHighLevel suits agencies, consultants and marketers managing several brands from one login, and owners who want funnels, texting, booking and reviews under one roof. HubSpot suits a single business that wants a clean CRM now and the option to add marketing, service or content tools later. If you're still choosing your first CRM, read my guide to the simplest CRM a small business can start with.
Want AI doing the heavy lifting in your marketing?
I build the systems that handle the boring 80 percent, so you get your week back. Done properly, with the human kept in.
My advice before you migrate anything
Count two things: how many businesses you're running marketing for, and how many people need to log in. One business with one or two people points to HubSpot's free CRM. Several clients, or a team that all needs access, points to GoHighLevel. Use the 14-day trial to rebuild one real client's funnel and booking flow before you move everyone across.
Do you make CRM or marketing automation software? Tool makers can ask to be considered for a featured place in comparisons like this one.
Frequently asked questions
Does GoHighLevel have a free plan?
No. HighLevel offers a 14-day free trial on any plan, then month-to-month plans with no long-term contract.
Is HubSpot CRM free?
Yes. HubSpot's free CRM includes up to two users and 1,000 contacts, with no expiration date.
What is a sub-account in GoHighLevel?
A sub-account is a separate workspace for a client or brand. Starter includes 3 and the Unlimited plan includes unlimited sub-accounts.
Can I white label GoHighLevel?
Agency Pro includes SaaS mode, and HighLevel lists a white label mobile app as an add-on.
