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Comparison · Financial services firms · Sources checked October 9, 2026

HubSpot vs Zoho CRM for Financial Services

HubSpot and Zoho CRM both serve financial services firms, and they price and package their products differently. This page sets out what each vendor says, how the two compare on the points regulated firms ask about, and what to plan if you are moving from Zoho to HubSpot.

HubSpotZoho CRMMoving from Zoho
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Short answer

At Professional and Enterprise, Zoho CRM lists lower per-user prices than HubSpot Sales Hub, with audit logs from its Standard edition and field-level security from Professional. HubSpot also lists a lower-priced Starter tier, which this page doesn't compare because team-based record access needs Professional or Enterprise. HubSpot puts marketing, sales and service on one customer platform. Zoho describes its CRM as an industry-agnostic platform that is customized for each industry, and HubSpot's financial services page doesn't describe a prebuilt industry data model, so plan to configure either one. In our experience, firms that want the lowest cost per seat and are comfortable configuring a general CRM often look at Zoho, and firms that want marketing and sales in one system, or that already run marketing in HubSpot, often look at HubSpot. We're a HubSpot and Salesforce partner and we don't implement Zoho, so read this page with that in mind.

What each vendor says it does for financial services firms

  • HubSpot has a financial services page with sections for credit unions, banking, insurance, wealth and asset management, and mortgage. For wealth and asset management it lists personalized content and sequences triggered by financial milestones and life events, and deal pipelines built for long advisory cycles. On security it lists role-based access controls, field-level permissions, Sensitive Data properties and full audit logging, and it points to its Trust Center. It says its solutions partners set up workflows that work within your compliance requirements. The page doesn't name FINRA, SEC or GLBA.
  • Zoho CRM has a financial services page that lists uses such as banking customer management, onboarding and KYC, wealth planning, omni-channel communication, fintech integration and risk alerts, loan origination, and support and dispute handling. Zoho describes the CRM as an industry-agnostic platform that can be customized. The page cites GDPR and CCPA, mentions audit trails and role-based field masking, and doesn't name FINRA or SEC rules.

Comparison table

 HubSpotZoho CRM
What it isA customer platform for marketing, sales and service, with a financial services offeringA CRM that Zoho describes as an industry-agnostic platform that can be customized, and says isn't an out-of-the-box vertical solution
Who the vendor says it's forFinancial services firms, with sections for credit unions, banking, insurance, wealth and asset management, and mortgageIndustry-agnostic. Its financial services page lists banking customer management, onboarding and KYC, wealth planning, loan origination and other uses
Pricing model, as publishedFree CRM for up to 2 users. Sales Hub is priced per seat, per month: Professional shows $90 with $100 struck through, and Enterprise starts at $150, billed annually. A lower-priced Starter tier is also listedFree for up to 3 users. Paid editions are priced per user, per month, billed annually: Standard $14, Professional $23 and Enterprise $40. A higher Ultimate edition is also listed
Other costs and supportSales Hub Professional and Enterprise carry a required one-time onboarding fee of $1,500 and $3,500. Marketing Hub and Service Hub are separate products with their own plans. Some AI features use HubSpot Credits: each paid plan includes a set number (3,000 on Professional and 5,000 on Enterprise), and more cost $0.010 each. Starter includes email support, and Professional and Enterprise add phone supportClassic support is included on paid editions, with an 8-hour first response. Premium support is an optional plan at 20% of the subscription fee, and the Enterprise and Platinum plans at 25% and 30% start at 50 and 250 licenses
Security reports and certifications the vendor listsIts security page, last updated April 2023, describes a SOC 2 Type 2 report available to customers and prospects on request and a public SOC 3 report. It points to its Trust Center for reports and documents. Its data hosting FAQ, updated July 24, 2026, says HubSpot itself is not currently ISO 27001 certified, and that its infrastructure provider, AWS, isIts compliance page lists ISO/IEC 27001, 27701, 27017 and 27018, SOC 2 Type 2 for its cloud services, and SOC 1 Type 2 and SOC 2 plus HIPAA Type 2 reports that name Zoho CRM. The SOC 2 plus HIPAA entry shows an audit period that ends September 30, 2024
Access controls and auditTeam-based record access needs Professional or Enterprise. Limiting who can edit a property, and Sensitive Data properties, need Enterprise, and a limited property stays visible to all users. The audit log is available from Starter, with categories such as property updates on Enterprise. Its financial services page also lists field-level permissions and full audit logging, so ask which plan includes each control you needAudit logs from Standard, field-level security from Professional, and record sharing and data sharing rules from Enterprise
Data hostingFive locations: Germany for the EU, Virginia and Oregon in the US, Montreal in Canada and Sydney in AustraliaLists data centers in the US, Canada, India, Singapore, the Netherlands, Ireland, Australia, China, Japan, Saudi Arabia and the UAE. It picks one based on the country you choose at sign-up
Custom data modelCustom objects are available on Enterprise subscriptions. Ask HubSpot for the object limits on your planCustom modules: 10 in Standard, 25 in Professional, 200 in Enterprise and 500 in Ultimate
AIHubSpot's Customer, Prospecting and Data agents use HubSpot CreditsIts pricing page places AI agents in Professional and extended Zia AI capabilities in Enterprise
Moving from ZohoHubSpot publishes a Zoho CRM data sync app that HubSpot built. Its listing says it syncs deals, leads, contacts and accounts, and also says activities and custom modules will not sync, while a mapping table on the same listing includes calls, meetings, notes and tasks. Custom field mappings need Data Hub Starter or higher. Test what actually moves before you rely on it

Vendor facts above come from the pages listed under Sources, checked October 9, 2026. Prices are list prices in US dollars, and totals are our arithmetic. The two vendors package and charge for AI differently, so compare the features you would use. Prices and plan limits change, so confirm with each vendor before you budget.

Which fits when

HubSpot fits when

Marketing, sales and service share data and you want one system for all three. You can use Professional or Enterprise features such as team-based record access and Sensitive Data properties. A higher cost per seat is acceptable for a platform that your marketing team will also use.

Zoho CRM fits when

Cost per user matters most and your team is comfortable configuring a general CRM. You need audit logs, field-level security or custom modules at Zoho's list prices. You need a data center region that HubSpot doesn't list, such as India, Singapore, Japan, Saudi Arabia or the UAE, and Zoho confirms it is available to your account.

Either can work when

You need contacts, deals, tasks and email in one place for a small team. Both vendors offer a free edition, HubSpot for up to 2 users and Zoho for up to 3, which is useful for testing a workflow. Check which controls a free edition lacks before you load client data.

Questions to ask either vendor

Which edition has the access controls, audit logs and custom objects we need, and what will it cost at our headcount in year three? Which security reports cover the CRM itself, and for which dates? Where will our data be hosted? How do we archive email, notes and call records to meet our supervision and recordkeeping rules? What support is included, and what does more support cost?

For a comparison that includes Salesforce, see HubSpot vs Salesforce for wealth management.

Migration notes

  • Export early. Zoho lists export limits by edition, including up to 200,000 records per module per export and a daily cap on exports, so check them against your data volume. Pull a full export and your attachments before you plan the cutover. Our Zoho to HubSpot migration page lists what moves and a typical timeline of 3 to 6 weeks.
  • Test the sync app. HubSpot's Zoho CRM data sync app lists deals, leads, contacts and accounts, and its listing is unclear about activities and custom modules. Run a test on a copy of your data, and plan activities, notes and custom modules separately.
  • Plan custom modules. In our migrations, Zoho custom modules map to HubSpot custom objects, which need an Enterprise subscription, and the sync app listing says it doesn't sync custom modules. Check your plan before you design the data model.
  • Merge duplicates first. In our migrations, Zoho leads become HubSpot contacts with a lifecycle stage, so leads and contacts that overlap become duplicates. Clean them before the move, not after.
  • Check your other Zoho apps. If you also use other Zoho apps, decide what replaces them or how they connect to HubSpot.
  • Keep records you must retain. If any Zoho product holds records you have to keep, such as archived email, keep them accessible until your retention period ends. Zoho's separate eProtect email archival product, for example, names FINRA, GLBA, SOX, HIPAA and FRCP among the regulations it says it helps meet.

Fit check

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HubSpot and Zoho CRM questions

Does Zoho CRM work for financial services firms?

Zoho's financial services page lists uses such as banking customer management, onboarding and KYC, wealth planning, omni-channel communication and loan origination. Zoho describes its CRM as an industry-agnostic platform that can be customized, so the fit depends on how much configuration your team will do and which controls your edition includes. See the security rows in the table above.

Does HubSpot work for financial services firms?

HubSpot's financial services page has sections for credit unions, banking, insurance, wealth and asset management, and mortgage. It lists sequences triggered by financial milestones and life events, deal pipelines built for long advisory cycles, and security controls that include field-level permissions, Sensitive Data properties and audit logging. The page doesn't describe a prebuilt industry data model, and it says solutions partners set up workflows that work within your compliance requirements, so your team or a partner configures HubSpot for your workflows.

How do HubSpot and Zoho CRM pricing compare?

Zoho lists Standard at $14, Professional at $23 and Enterprise at $40 per user per month, billed annually, with a free edition for up to 3 users. HubSpot shows Sales Hub Professional at $90 per seat per month, with $100 struck through, and Enterprise at $150, with a free CRM for up to 2 users and required one-time onboarding fees of $1,500 and $3,500. For 10 users, that works out to $2,760 a year for Zoho Professional against $10,800 for Sales Hub Professional at $90 per seat ($12,000 at $100), and $4,800 for Zoho Enterprise against $18,000 for Sales Hub Enterprise, with HubSpot's one-time onboarding fees on top. That is our arithmetic from list prices. The editions don't include the same features, HubSpot's Marketing Hub and Service Hub are separate products with their own plans, and Zoho's optional Premium support plan adds 20% of the subscription fee. Confirm current prices with each vendor.

How do HubSpot and Zoho CRM compare on security reports?

HubSpot's security page describes a SOC 2 Type 2 report available to customers and prospects on request and a public SOC 3 report, and it points to its Trust Center for reports and documents. Its data hosting FAQ says HubSpot itself is not currently ISO 27001 certified while its infrastructure provider, AWS, is. Zoho's compliance page lists ISO/IEC 27001, 27701, 27017 and 27018, SOC 2 Type 2 for its cloud services, and SOC 1 Type 2 and SOC 2 plus HIPAA Type 2 reports that name Zoho CRM. HubSpot's financial services page and Zoho's compliance page don't name FINRA, SEC or GLBA. Ask each vendor for its current reports, the products and dates each one covers, and how the CRM fits your regulators' expectations.

Can we move from Zoho CRM to HubSpot?

Yes. HubSpot publishes a Zoho CRM data sync app, and we run Zoho to HubSpot migrations that move accounts, contacts, leads, deals, activities and notes. In our migrations, Zoho custom modules map to custom objects, which need HubSpot Enterprise. A typical move takes 3 to 6 weeks. See our Zoho to HubSpot migration page.

Does Vantage Point favor one platform?

We're a HubSpot and Salesforce partner and we don't implement Zoho, so read this page with that in mind. The vendor facts on it come from the vendor pages listed below, with the date we checked them, and the totals are our arithmetic. If Zoho is the better fit for your firm, we'll tell you.

How Vantage Point helps

Vantage Point implements HubSpot and Salesforce for financial services firms, and we move firms from Zoho to HubSpot. We'll look at your access rules, archiving needs and growth plans and tell you which platform fits. See our Zoho to HubSpot migration page and the industries we serve.

Sources

Third-party product facts on this page come only from these vendor pages, checked October 9, 2026.

Product names belong to their owners. Updated October 9, 2026.