HubSpot Seats and Credits Pricing Is Live in EMEA: The Real Rate Sheet

HubSpot’s new seats-and-credits pricing model went live for new customers across Europe, the Middle East, and Africa on October 1, 2026. New EMEA portals now buy one platform edition (Starter, Professional, or Enterprise), pay per seat, and fund email, automation, and AI activity from a monthly allowance of HubSpot Credits. Existing customers stay on their current pricing. Nothing migrates.

The structure itself is documented in HubSpot’s own Limited Release Pricing catalog supplement, and the EMEA rollout date was reported by Martech Notes on October 2. Here is what actually changed, with the real rate sheet numbers.

What changed in HubSpot’s new pricing model?

Three things replace the old hub-by-hub shopping cart. First, you pick one edition for the whole account. Mixed editions, like Marketing Professional stacked on Sales Starter, are not supported in the new model. Second, access is sold as seats: Core Seats for everyone, plus Front Office Seats on Professional and Enterprise, which replace the separate Sales, Service, and Revenue seats. Third, usage is metered in HubSpot Credits, and that now includes marketing email sends and workflow actions, not just AI agents.

That last point is the real story. Under the old model you paid for marketing contacts and sent email freely. Under the new one, every email HubSpot sends for you, except 1:1 emails from a connected inbox, draws down credits.

What do seats cost under the new model?

From HubSpot’s limited-release catalog supplement, checked today:

Every paid edition includes monthly credits: 5,000 on Starter, 10,000 on Professional, 15,000 on Enterprise. Credits reset monthly and unused credits do not roll over.

How fast do the included credits actually burn?

The rate sheet is where the model gets real. The headline rates, from the same catalog supplement:

Run the math and Starter’s 5,000 monthly credits cover about 333 email sends if you spend them on nothing else. A Professional portal’s 10,000 credits are roughly 666 email sends, or 200 resolved support conversations, or 100 prospecting agent leads. Per-send pricing does drop at volume (5 credits from 10,001 sends, 2 from 55,001, 0.5 past 100,000), and Professional and Enterprise accounts can buy Email Sends Capacity Packs, starting at €200/month for 2,000 sends, to take email off the credit meter.

If an account uses all its included credits and does not add more, credit-consuming features pause until credits are available. Once you have made a first purchase of additional credits, overages are invoiced in arrears at pay-as-you-go rates instead. Either way, usage forecasting is now part of buying HubSpot, which is exactly the work we do in an AI readiness audit before a client commits to an edition.

Does this affect existing HubSpot customers?

No. The launch applies to new EMEA portals. Existing customers keep their current pricing, seat types, and billing, and nothing about this release forces a migration. New buyers outside EMEA are not in this release either; HubSpot has not announced general availability beyond the limited-release program, which began in the Nordics before the October 1 EMEA expansion.

If you are an existing customer, the practical question is different: this is the clearest signal yet of where HubSpot’s commercial model is heading, following the Fall Spotlight wave we covered in our UNBOUND 2026 breakdown. Agents, automation, and email all land on one meter, so the cheapest HubSpot portal is the one with clean data and efficient workflows. Our HubSpot pricing and review page covers the current model, and talk to an expert if you are negotiating a new contract this quarter.

Frequently asked questions

Does HubSpot’s new seats-and-credits pricing affect existing customers?

No. It applies to new EMEA customers from October 1, 2026. Existing accounts keep their current pricing and seat model, with no forced migration.

How many emails can you send with HubSpot’s included credits?

Email costs 15 credits per send on the first 10,000 monthly sends. Starter includes 5,000 credits (about 333 sends), Professional 10,000 (about 666), Enterprise 15,000 (about 1,000), assuming credits go to nothing else. Capacity packs from €200/month add dedicated send volume on Professional and Enterprise.

What do Breeze agents cost in HubSpot Credits?

On the limited-release rate sheet: 50 credits per conversation the customer agent resolves, 100 credits per lead the prospecting agent recommends, 10 credits per Breeze workflow action, and 1,000 credits per piece from the content agent while in beta.

What happens when a HubSpot account runs out of credits?

Features that consume credits pause until credits are available. After a first purchase of additional credits, further overage is invoiced in arrears at pay-as-you-go rates in 10-credit increments.

Is the new HubSpot pricing model available in the US?

Not yet. It is a limited-release program that started in the Nordics and expanded to new EMEA customers on October 1, 2026. HubSpot has not announced a date for other regions.