HubSpot starts free, then charges per seat and per feature as you grow. Athena Automate gives you everything — CRM, automation, SMS, AI — for one flat AUD price.
Athena price
AUD $97–$397/mo (everything included)
HubSpot price
USD $0–$3,600+/mo (per seat, features gated)
Built in
USA (Massachusetts) vs 🇦🇺 Brisbane
HubSpot's free plan sounds great until you realise the features you actually need — automation, sequences, reporting — are locked behind Starter, Professional, and Enterprise tiers that quickly add up to thousands per month. And every user you add means more cost. For an Australian SMB, you're often paying $500–$2,000/mo AUD equivalent for features Athena includes at $97/mo.
Per-seat pricing — every team member you add costs more
The features you actually need (automation, sequences, custom reporting) are gated behind expensive tiers
Price is in USD — unpredictable AUD cost
Built for enterprise with an enterprise learning curve
No SMS, no call scoring, no AU-specific integrations (Xero, PBS)
Athena Automate vs HubSpot — side by side
“HubSpot charged us $1,200/mo AUD (equivalent) for 4 users and half the features still needed add-ons. Athena is $197/mo for our whole team with everything included. I genuinely don't know why we waited.”
Rachel Tran
Operations Manager · Tran & Associates Legal · Sydney, NSW
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