Theo vs. HubSpot

HubSpot is the marketing automation giant with 1,500+ integrations and comprehensive features—designed for companies running high-volume lead generation campaigns. Theo is purpose-built CRM for professional services firms managing long-term client relationships. Both are powerful, but for fundamentally different use cases. HubSpot excels when marketing automation drives your growth, you manage thousands of leads, and you have staff to leverage its complexity. Theo excels for relationship-focused professional services firms where clients come from referrals, context matters more than campaign automation, and you need follow-up discipline rather than landing page builders. The pricing difference is dramatic: HubSpot Professional runs $1,800-$2,400/month for a 7-person team; Theo Firm is $119/month. This honest comparison covers features, pricing, learning curve, and most importantly—which CRM actually fits how professional services firms work.