HubSpot CRM vs Wave
A detailed, side-by-side comparison of HubSpot CRM and Wave. We compare features, pricing, ease of use, and value for money to help you make the right choice in 2026.
Reviewed by the Ikaroa team · Last updated: March 2026
Quick Verdict
HubSpot CRM edges ahead overall with a rating of 4.5/5. However, Wave (3.8/5) may be the better fit if you prioritise Freelancers and micro-businesses wanting genuinely free accounting and invoicing. Read on for the full breakdown.
HubSpot CRM vs Wave at a Glance
HubSpot CRM
★ 4.5HubSpot offers a free CRM with powerful marketing, sales, and service tools. Popular with small to mid-sized businesses for its generous free tier and intuitive interface.
Starting from: £0/month
Best for: Small to mid-sized businesses wanting a free starting point with room to grow
Read full review →Wave
★ 3.8Wave is a genuinely free accounting platform for small businesses. It offers invoicing, accounting, receipt scanning, and financial reporting at no cost. Wave makes money through optional paid services like payroll, payments processing, and bookkeeping. Ideal for freelancers and micro-businesses on a tight budget.
Starting from: £0/month
Best for: Freelancers and micro-businesses wanting genuinely free accounting and invoicing
Read full review →HubSpot CRM vs Wave Feature Comparison
Here is how HubSpot CRM and Wave compare across the features that matter most. We have tested both platforms extensively across client implementations.
| Feature | HubSpot CRM | Wave |
|---|---|---|
| Free Plan Available | Yes | Yes |
| Starting Price | £0/month | £0/month |
| Best For | Small to mid-sized businesses wanting a free starting point with room to grow | Freelancers and micro-businesses wanting genuinely free accounting and invoicing |
| Our Rating | 4.5/5 | 3.8/5 |
| Mobile App | Yes | Limited |
| Email Marketing | Yes | No |
| Automation | Yes | Limited |
| Reporting | Yes | Yes |
| Integrations | Extensive | Limited |
| API Access | Limited | Limited |
| Ikaroa Exclusive Discount | N/A | N/A |
HubSpot CRM vs Wave Pricing
Pricing is often the deciding factor. Here is a full breakdown of what each platform charges at every tier:
HubSpot CRM Pricing
Free
£0/month
- ✓Contact management
- ✓Email tracking
- ✓Deal pipeline
- ✓Live chat
Starter
£18/month
- ✓Everything in Free
- ✓Email marketing
- ✓Ad management
- ✓Landing pages
Professional
£720/month
- ✓Everything in Starter
- ✓Automation
- ✓Custom reporting
- ✓Teams
Enterprise
£3,000/month
- ✓Everything in Professional
- ✓Advanced permissions
- ✓Predictive lead scoring
- ✓Custom objects
Wave Pricing
Free
£0/month
- ✓Unlimited invoicing
- ✓Accounting
- ✓Receipt scanning
- ✓Financial reports
Pro (Payments)
2.9% + 30p per transaction
- ✓Online payments
- ✓Bank payments
- ✓Recurring billing
Pro (Payroll)
£16/month + £5/employee
- ✓Self-service payroll
- ✓Direct deposits
- ✓Tax filings
Not sure which to pick?
Our team has implemented both HubSpot CRM and Wave for clients. We can help you decide based on your specific needs.
HubSpot CRM Pros and Cons
✓Pros
- •Generous free tier with no time limit
- •Excellent user interface and onboarding
- •All-in-one platform (marketing, sales, service)
- •Huge integration marketplace (1,000+)
- •Strong community and learning resources
✗Cons
- •Gets expensive quickly at Professional tier
- •Free plan has HubSpot branding
- •Limited customisation on lower tiers
- •Annual contracts on paid plans
- •Per-seat pricing adds up for larger teams
Wave Pros and Cons
✓Pros
- •Completely free for core accounting and invoicing
- •No user or feature limits on free plan
- •Easy to learn for beginners
- •Receipt scanning via mobile app
- •No trial period or hidden fees for core features
✗Cons
- •Revenue comes from payment processing fees
- •No inventory management
- •Limited integrations
- •No project tracking or time tracking
- •Payroll only available in US and Canada
Our Verdict: HubSpot CRM vs Wave
Both HubSpot CRM and Wave are solid options, but they serve different needs. Having implemented both for multiple clients, here is our recommendation:
Choose HubSpot CRM if you need Small to mid-sized businesses wanting a free starting point with room to grow. With a starting price of £0/month and a rating of 4.5/5, it offers generous free tier with no time limit.
Choose Wave if you need Freelancers and micro-businesses wanting genuinely free accounting and invoicing. Starting at £0/month with a 3.8/5 rating, it excels at completely free for core accounting and invoicing.
Still not sure? Talk to the Ikaroa team. We have helped hundreds of businesses make this exact decision, and we are happy to point you in the right direction.
🎁 Get either product at a discount through Ikaroa Partners
Consider Open Doors Instead
Why choose between HubSpot CRM and Wave? Open Doors gives you the best features of both in one platform, for less. It is an all-in-one CRM with email marketing, SMS, funnels, booking, invoicing, automation, and more, starting at just £97/month with unlimited contacts.
Need implementation help?
Ikaroa can set up HubSpot CRM or Wave for your business, migrate your data, and train your team. We have done it dozens of times.
Free consultation. No obligation.