HighLevel vs. HubSpot: Comparing the Best AI-Powered Sales & Marketing Tools

According to McKinsey’s latest State of AI report, more than 55 percent of companies have adopted AI in at least one business, and marketing and sales are leading the charge. 

AI has shifted from a futuristic concept to a core driver of productivity and competitive advantage.

For agencies and small businesses, this means one thing: the tools you choose now will decide whether you keep up or get left behind.

Two names often top the shortlist for teams wanting powerful AI Marketing Tools and an All-in-One CRM: HighLevel and HubSpot. 

Both platforms promise to simplify outreach, close deals faster, and help you engage customers with smart automation. But which one actually delivers the best AI features, flexibility, and value for growing teams?

Let’s unpack it.

Why Agencies and SMBs Are Rethinking Their CRM Stack in 2025

The traditional CRM has evolved. Ten years ago, just storing contact info and logging calls felt revolutionary. Today, businesses expect more, they want AI Marketing Tools that automate follow-ups, qualify leads, generate websites, and even answer calls.

For agencies and SMBs, cost and complexity have become huge pain points. Many teams outgrow basic CRMs quickly but can’t stomach the enterprise pricing or steep learning curves of bloated platforms. This is where the HighLevel vs HubSpot debate gets interesting:

HubSpot CRM has been a leader for years, known for its polished interface and solid reputation. But it can become expensive fast, especially when you need advanced automation, reporting, and multiple seats.

HighLevel CRM, on the other hand, was built specifically for agencies and growing service businesses. It combines a CRM, sales automation, funnel builder, email marketing, SMS tools, and a full suite of AI Productivity Tools under one roof, all at a flat, predictable price.

If you want a CRM with AI Features that scales with you, not against you, HighLevel is giving HubSpot a run for its money.

Pricing Breakdown: Where Each Platform Delivers the Best Value

Let’s get straight to the point: budgets matter.

HubSpot CRM Review — Pricing:

HubSpot has a generous free CRM tier. But the moment you need serious automation, AI insights, or multiple user seats, pricing jumps dramatically. Many small teams find themselves paying hundreds — even thousands — per month once they add Marketing Hub Professional or Sales Hub Enterprise features.

HighLevel Pricing:

HighLevel keeps it simple. One flat monthly fee covers the entire platform, including unlimited users for your sub-accounts, and every built-in AI Employee tool. There’s no hidden upcharge for extra contacts, funnels, or campaigns.

When comparing HubSpot alternatives, cost predictability alone makes HighLevel stand out.

AI Features Compared: Automation, Agents, and Intelligence

Now, let’s get to what matters in 2025, smart automation.

Both platforms offer AI-powered enhancements, but HighLevel takes it further by bundling tools that actively work for you, not just recommend actions.

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To be fair, HubSpot’s AI is great for predictive lead scoring and some content suggestions. But it relies more on third-party apps for advanced AI agents.

HighLevel’s suite of AI Marketing Tools delivers proactive, human-like automation out of the box, no extra integrations or licenses required.

Sales Enablement: Booking, Pipelines, and Closing Tools

A CRM lives or dies by how well it helps you close deals.

HubSpot CRM offers a well-known pipeline tracker and integrates nicely with email inboxes. Booking links are straightforward, and sales playbooks are a big plus for larger sales teams.

HighLevel CRM goes deeper for agencies and service providers. You get:

• AI-powered booking assistants that handle calls and chats.

• Customizable pipelines with drag-and-drop stages.

• Automated lead scoring.

• Automated follow-ups via text, email, or voice drops.

• Prebuilt sales workflows that adapt to your industry.

For teams that want the Best Sales Automation Software without juggling plugins, HighLevel shines here too.

Marketing Automation: Emails, Funnels, and Personalization

When it comes to running multi-channel campaigns, both platforms deliver, but their approach differs.

HubSpot: Known for its polished email editor and robust A/B testing. It’s a solid choice if you have a dedicated marketing team to build and manage campaigns.

HighLevel: Built for fast, flexible execution. Funnel and Website AI can spin up new landing pages instantly, complete with content and visuals. Emails and SMS drip campaigns are easy to link into workflows. And Reviews AI keeps your reputation clean on autopilot.

The ability to run a funnel, email sequence, and AI chat bot — all inside the same dashboard — is what makes HighLevel a top HubSpot alternative for agencies and lean teams.

Integrations, Scalability, and Ease of Use

A platform is only as good as your team’s willingness to use it.

HubSpot: Slick UI, great onboarding, but you’ll likely pay for consultants if you want deep customization. Many advanced features live behind higher tiers.

HighLevel: Designed for agencies to roll out fast. White label options make it a favorite for resellers. The AI Employee tools eliminate much of the manual work, so small teams see results quickly without needing an in-house developer or extra Zapier chains.

When you want an All-in-One CRM that grows with you and doesn’t require a dozen plugins, HighLevel is easier to scale affordably.

Conclusion: Which Platform Wins for Your Business Needs?

There’s a reason both HighLevel and HubSpot have loyal fans. HubSpot is polished and proven, with strong brand recognition. But for agencies, consultants, and SMBs who want modern AI baked in, not bolted on, HighLevel edges out as the better value.

If your priority is real AI Marketing Tools, conversational agents, voice assistants, reputation automation, and done-for-you workflows, all in a single login, HighLevel should be your first stop.

For fast-growing teams, it’s simply the CRM with AI Features that works as hard as you do.

Stay Ahead This Summer With HighLevel’s Summer of AI

HighLevel’s Summer of AI promotion gives you full access to the entire AI Employee suite at no extra cost. It’s the smartest way to test the best HubSpot alternative risk-free.

Here’s what’s included:

• 30-Day Free Trial of AI Employee: Unlimited usage, all tools unlocked.

• Free AI Employee Kickoff Call: Meet with a HighLevel Success Specialist to maximize your setup.

• Unlimited AI Features: Voice AI, Conversation AI, Reviews AI, Workflow Copilot, Funnel & Website AI, and Ask AI.

• Ask AI Assistant: In-dashboard help to build, troubleshoot, and automate in real time.

This summer, choose a CRM that lets you work smarter, not harder. One platform, one login, one predictable cost.

Start your free trial today and see why so many agencies and SMBs choose HighLevel when comparing HighLevel vs HubSpot.