HubSpot CRM vs Wave
A head-to-head comparison to help you pick the right tool
Last updated: April 30, 2026
HubSpot CRM
HubSpot CRM is a powerful and easy-to-use customer relationship management platform trusted by over 150,000 companies worldwide. It offers a completely free core CRM with optional paid Marketing, Sales, and Service Hubs for growing teams. HubSpot is the go-to CRM for companies that want to align their marketing, sales, and customer service teams in one platform.
Wave
Wave is a free accounting and invoicing platform designed for small businesses, freelancers, and solopreneurs. It offers genuinely free accounting, invoicing, and receipt scanning with no subscription fee. Wave makes money through payment processing and payroll add-ons. It is one of the best free accounting tools available for very small businesses with simple needs.
Pros
- ✓Generous free plan that is genuinely useful for small teams
- ✓All-in-one platform covering marketing, sales, and service
- ✓Excellent onboarding resources and HubSpot Academy
- ✓Strong integrations with 1000+ tools
Cons
- ✗Can get very expensive as you add paid Hubs and contacts
- ✗Some advanced features locked behind higher tiers
- ✗Reporting is limited on free and starter plans
Pros
- ✓Genuinely free accounting and invoicing — no subscription required
- ✓Clean and easy to use interface
- ✓Good enough for most very small businesses and freelancers
- ✓Receipt scanning and bank connections included free
Cons
- ✗Limited features compared to paid alternatives
- ✗Customer support is minimal on the free plan
- ✗Not suitable for growing businesses with complex needs
- ✗Payroll and payment processing add-ons can add up in cost
HubSpot CRM vs Wave: Side by Side
| Factor | HubSpot CRM | Wave |
|---|---|---|
| User Rating | N/A | N/A |
| Category | CRM Software | Accounting Software |
| Pricing Model | Freemium | Freemium |
| Starting Price | Free | Free |
| Best For | SMBs wanting a free CRM with room to grow into marketing automation | Solopreneurs and very small businesses wanting free accounting and invoicing software |
| Our Pick | — | — |
HubSpot CRM Features
- ✓Contact management
- ✓email tracking
- ✓deal pipelines
- ✓live chat
- ✓meeting scheduling
- ✓reporting
- ✓marketing automation
- ✓landing pages
Wave Features
- ✓Free accounting
- ✓invoicing
- ✓receipt scanning
- ✓bank connections
- ✓financial reporting
- ✓payments processing
- ✓payroll add-on
- ✓mobile app
Pricing Comparison
Our Take
Choose HubSpot CRM if smbs wanting a free crm with room to grow into marketing automation. Choose Wave if solopreneurs and very small businesses wanting free accounting and invoicing software.
Best For
SMBs wanting a free CRM with room to grow into marketing automation
Best For
Solopreneurs and very small businesses wanting free accounting and invoicing software
Also Consider
If neither HubSpot CRM nor Wave is the right fit, Monday.com CRM is worth evaluating.
Monday.com CRM
Teams that want CRM and project management combined in one visual platform
From $12/user/mo
Frequently Asked Questions
What is the difference between HubSpot CRM and Wave?
HubSpot CRM is best for smbs wanting a free crm with room to grow into marketing automation. Wave is best for solopreneurs and very small businesses wanting free accounting and invoicing software.
Which is better, HubSpot CRM or Wave?
Choose HubSpot CRM if smbs wanting a free crm with room to grow into marketing automation. Choose Wave if solopreneurs and very small businesses wanting free accounting and invoicing software.
How much does HubSpot CRM cost?
HubSpot CRM starts at Free. Pricing model: Freemium.
How much does Wave cost?
Wave starts at Free. Pricing model: Freemium.
Who should use HubSpot CRM?
SMBs wanting a free CRM with room to grow into marketing automation
Who should use Wave?
Solopreneurs and very small businesses wanting free accounting and invoicing software