For years, HubSpot has been one of the best-known CRM systems in the world.
And honestly, that made complete sense.
HubSpot solved a huge problem for small businesses.
“Get started with a free CRM.”
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It was a brilliant offer.
Businesses could organise contacts, track deals, manage pipelines, and start bringing some structure into the sales process without needing a massive software budget.
For many SMEs, HubSpot became their first “proper” CRM system.
But over the years I have noticed a very common pattern.
Businesses sign up to the free CRM.
They like it.
The team gets comfortable using it.
The pipeline works nicely.
Then gradually the business wants to do more.
And this is where many businesses begin researching how to migrate from HubSpot to HighLevel.
Not because HubSpot is bad.
Far from it.
But because growing businesses eventually want:
- more automation
- AI functionality
- SMS marketing
- social media scheduling
- funnel building
- Voice AI
- lead nurturing
- centralised communication
- more users
- more flexibility
And this is often the point where software costs can begin escalating quickly.
At the same time, HighLevel has been growing extremely quickly.
Originally known mainly as a platform for agencies, HighLevel has evolved into something much bigger.
Increasingly, businesses now describe HighLevel as:
- the AI Operating System for SMEs
- the WordPress of CRM systems
- an all-in-one marketing and communication platform
- a central business automation ecosystem
And importantly, this is no longer simply a question of:
“Should we use HubSpot OR HighLevel?”
In 2026 businesses now have far more flexibility.
Some companies are:
- integrating HubSpot with HighLevel
- extending HubSpot using HighLevel
- partially migrating from HubSpot to HighLevel
- or moving fully from HubSpot to HighLevel
And that changes the conversation completely.
Why Businesses Initially Choose HubSpot
To be fair to HubSpot, they got a lot right.
The onboarding is polished.
The interface is clean.
The CRM is easy to understand.
The ecosystem feels professional.
And the free CRM genuinely provides value.
For many businesses it is the perfect introduction to CRM software.
Especially businesses previously managing leads using:
- spreadsheets
- notebooks
- inbox folders
- sticky notes
- memory
HubSpot quickly brings structure and visibility into the sales process.
And for many companies, that works brilliantly for quite a long time.
But eventually most growing businesses begin wanting more advanced marketing and automation capability.
Questions start appearing like:
- How do we automate follow-up?
- How do we improve lead nurturing?
- How do we text customers?
- How do we manage social media?
- How do we stop missing calls?
- How do we add AI?
- How do we centralise communication?
- How do we automate reviews?
- How do we build funnels and landing pages?
This is where businesses often begin moving beyond “basic CRM”.
And this is also where many SMEs begin exploring alternatives and researching how to move from HubSpot to HighLevel.
The Emotional Journey Many SMEs Experience
Over the years I have noticed a very common journey businesses go through.
It often looks something like this:
“We only wanted a CRM.”
“Now we need email marketing.”
“Now we need automation.”
“Now we need reporting.”
“Now we need another user.”
“Now our contact database grew.”
“Now we need another Hub.”
And this is often the point where SME businesses hit a wall.
Not because HubSpot is a bad system.
But because the business now wants:
- more tools
- more automation
- more AI
- more communication channels
- more flexibility
- more integrations
without enterprise-level software costs.
Where Costs Can Start Escalating
Again, this is not an anti-HubSpot article.
HubSpot is an excellent platform.
But many businesses discover that once they begin building a more sophisticated marketing and automation system, the monthly software costs can rise much faster than expected.
Typically this happens when businesses begin adding:
- extra users/seats
- marketing contacts
- advanced automation
- reporting functionality
- additional Hubs
- onboarding packages
- third-party integrations
- AI tools
- communication tools
And what often happens is this:
The business wants to improve its automation and communication systems.
But the cost jump feels difficult to justify commercially.
So instead of upgrading properly, the business sits in an awkward middle ground.
The CRM works.
But the business never fully implements the automation systems it actually needs.
And sometimes growth slows because of it.
This is one reason why more SMEs are now researching how to migrate from HubSpot to HighLevel or integrate the two platforms together.
Where HighLevel Fits Into The Picture
One of the biggest misconceptions about HighLevel is that it is “just for agencies”.
That may have been partly true a few years ago.
Even today, if you visit the main HighLevel website, much of the messaging is focused around becoming a HighLevel agency or SaaS reseller.
This is largely because of the HighLevel business model. HighLevel primarily sells through agencies, who then act as implementation partners and software resellers within the marketplace.
But that does not mean the software itself is only suitable for agencies.
In fact, increasingly I see HighLevel being used directly by:
- SMEs
- consultants
- service businesses
- clinics
- local businesses
- trades businesses
- sales teams
- internal marketing departments
The reason is simple.
Modern businesses no longer just want a CRM.
They want:
- communication tools
- automation
- AI
- funnels
- SMS
- email marketing
- appointment booking
- review generation
- social media scheduling
- websites
- forms
- reporting
- unified communication
And increasingly they want it all integrated together.
This is why many people now describe HighLevel as the “WordPress of CRM systems”.
It is flexible.
It is highly customisable.
And businesses can build very sophisticated automation systems around it.
Increasingly I see HighLevel acting as the central “AI Operating System” inside the business.
Final Thoughts
HubSpot remains an excellent platform.
For many businesses it will absolutely continue to be the right fit.
But the market is changing quickly.
Businesses increasingly want:
- AI tools
- automation
- centralised communication
- integrated systems
- predictable pricing
- flexible marketing ecosystems
And importantly, businesses now have more choice than before.
The conversation is no longer:
“Should we use HubSpot OR HighLevel?”
Increasingly the conversation is:
“How do we build the right automation and communication ecosystem for our business?”
And for many SMEs, that is exactly why more businesses are now researching how to migrate from HubSpot to HighLevel.
Written by Julian Mills, HighLevel consultant and marketing strategist.
To learn more about HighLevel, explore the platform through MarketerM8, our UK-based HighLevel implementation and training platform for SMEs, consultants and growing businesses.
Book a Discovery Call with Julian
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