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CMS comparison HubSpot CMS vs Umbraco

HubSpot CMS vs Umbraco

HubSpot CMS is a closed-source site builder that runs on the vendor's cloud. Umbraco is an open-source traditional CMS that you can host yourself or run on the vendor's cloud. The table below sets them side by side on 28 features. They get a different status on 15.

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  • HubSpot CMS Site builder · Closed source · 16 of 28 built in
  • Umbraco Traditional · Open source · 18 of 28 built in

Sources checked: HubSpot CMS on 29 Sept 2026, Umbraco on 29 Sept 2026. Plans and releases can change after those dates.

WAYF is an official Payload partner and top contributor. Every platform in the table is classified by the same published definitions, and each answer lists the vendor page it came from.

Feature comparison

Built inPaid tierPlugin or add-onLimitedNot available
HubSpot CMS vs Umbraco feature comparison. Columns are the two platforms. Rows are features, grouped by area.
Platform
HubSpot CMS Site builder
Umbraco Traditional
Overview
What it is HubSpot's hosted CMS and site builder, sold as Content Hub. Pages and blogs connect to the HubSpot CRM, and HubSpot hosts every site.Open-source .NET CMS that renders sites with Razor or serves content headless. Self-hosted or run on Umbraco Cloud.
Edition compared The product and release each column describes. Content Hub: Free, Starter, Professional, Enterprise SaaS, continuously updated Umbraco CMS 17 LTS, open source. Umbraco 18.2.0 is the latest short-term release. Version 17.7.0, released 17 Sept 2026
Vendor HubSpot, Inc. hubspot.com Umbraco A/S umbraco.com
Licence Closed source Proprietary Open source MIT
Hosting No self-hosting Vendor cloud Self-hosting Vendor cloud Forms and Deploy are paid add-ons when self-hosted. Umbraco Cloud includes both.
Built with HubL templates, HubSpot CLIC#, ASP.NET Core on .NET 10, TypeScript backoffice
Database Managed by HubSpot, with HubDB for structured dataSQL Server, SQLite
Pricing Public list prices only. Hosting and implementation are extra everywhere. Free to start Free plan for 2 users. Starter $20 per seat per month. Pro from $450 per month for 3 seats. Enterprise from $1,500. Free to start Free to self-host. Umbraco Cloud Starter €45, Standard €280, Professional €730 per month. Enterprise on request.
Content modelling
Content model in code You define content types in files in your repository, review them like any other code and apply them from there. Imperative migration scripts alone count as limited. Built in Theme and module fields live in fields.json, synced with the HubSpot CLI. 3 Plugin or add-on Umbraco Deploy saves document types as .uda files in Git. Paid on-premises, included on Umbraco Cloud. 45
Content model in the UI Admins can create and change content types and fields in the admin interface without writing code. Paid tier Module fields in Design manager on Starter. HubDB tables on Professional. 14 Built in Document types are built in the backoffice.
Reusable blocks Editors compose pages from reusable, typed components or blocks, and can reorder them. Built in Drag-and-drop modules and sections. 5 Built in Block List and Block Grid editors. 6
Localization Editors translate content per locale inside the CMS, by field or by entry, without a separate site for each language. Built in Free tools cover 3 languages, Starter 50, Professional unlimited. 16 Built in Culture variants per property.
Image transformations The CMS resizes, crops or converts images on request, through URL parameters or generated sizes, with no external service. Built in Automatic resizing plus the HubL resize_image_url function. 7 Built in ImageSharp crops and resizes images from query string parameters. 9
APIs and delivery
REST API A documented REST or JSON HTTP API returns content. Built in CMS APIs for pages, blog posts and HubDB. 8 Built in Content Delivery API. 7
GraphQL API The vendor or an official module provides a GraphQL API for content. Paid tier Content Hub Professional. 9 Not available No official GraphQL. Community package Nikcio.UHeadless adds one. 20
Webhooks The CMS can call an external URL when content is created, changed or published. Not available Webhooks API covers CRM objects. No page publish events. 10 Built in 8
Renders the website The CMS itself renders and serves the public pages through themes or templates. Headless-only products answer no. Built in HubL themes and templates on HubSpot hosting. Built in Razor templates.
Editorial workflow
Drafts Editors save changes as a draft and publish them later. The live version stays untouched until then. Built in Built in
Scheduled publishing An editor can set a future date and time for content to publish or unpublish. Built in 118 Built in 10
Version history The CMS keeps earlier versions of an entry, and editors can compare or restore them. Built in Restore previous versions on all plans. 12 Built in Rollback compares and restores earlier versions. 11
Preview Editors can see unpublished content rendered as it will appear on the site before publishing. Built in Built in
Visual editing Editors can click on the rendered page and edit content in place or in a side panel next to it. Built in Drag-and-drop editor edits the rendered page. 5 Not available
Approval workflows Content moves through review stages you configure, such as draft, review and approved, with permissions per stage. Paid tier Content approvals on Enterprise. 1 Plugin or add-on Umbraco Workflow add-on. Its free version is capped at five approval groups. Full use is paid. 1221
Content releases Editors group changes across several entries and publish them together as one release. Paid tier Content staging on Professional publishes staged pages together. 13 Plugin or add-on Release Sets in a licensed Umbraco Workflow. 13
Real-time co-editing Two or more editors can work on the same entry at once and see each other's changes live. Not available Not available
Access and governance
Custom roles Admins define their own roles with granular permissions instead of picking from a fixed set. Paid tier Permission sets on Enterprise. Per-user permissions on all plans. 14 Built in User groups with granular permissions.
Field-level permissions Admins can restrict access to single fields, on top of content types and entries. Not available Limited Per-property read and write limits per user group, enforced in the UI only. 14
Single sign-on Editors can sign in through SAML or OpenID Connect against a company identity provider. Paid tier SAML SSO on Content Hub Professional and Enterprise. 15 Built in OpenID Connect providers such as Entra ID, configured in code. 15
Audit log The CMS logs who changed what and when across the whole installation, and admins can review the log. Paid tier Activity logging on Enterprise. 1 Limited Audit trail per item plus a log viewer. No installation-wide audit screen in core. 16
Platform and extensibility
Multiple sites One installation or account can manage several separate websites or brands with shared users. Paid tier Multisites on Enterprise. 1 Built in Several root nodes, each with its own domains.
Extensible admin UI Developers can add their own components, views or fields to the editing interface. Built in Custom modules and their fields appear in the page editor. 3 Built in Backoffice extensions.
Plugin marketplace The vendor runs an official directory or marketplace of installable extensions. Built in HubSpot Marketplace for apps and themes. 16 Built in Umbraco Marketplace.
Form builder Editors can build and publish forms and collect submissions without code. Built in Plugin or add-on Umbraco Forms, paid licence. Included on Umbraco Cloud. 217
Site member accounts The platform handles sign-up and login for public site users or members, separate from editors. Paid tier Memberships on Professional with 2 access groups and Enterprise with 100. 12 Built in Members, separate from backoffice users.
AI writing assistant A first-party AI feature in the editing interface generates, rewrites or translates content. Built in Breeze generates and refines content in editors on all plans. 17 Plugin or add-on Free Umbraco.AI packages add prompts and an editor copilot. 18
Official MCP server The vendor publishes a Model Context Protocol server so AI agents can read or write content. Built in Remote HubSpot MCP server reads site pages, landing pages and blog posts. 18 Built in Umbraco CMS Developer MCP server. 19

HubSpot CMS sources

Checked 29 Sept 2026. Content Hub: Free, Starter, Professional, Enterprise.

  1. HubSpot Content Hub pricing
  2. HubSpot Product & Services Catalog
  3. HubSpot docs: Modules overview
  4. HubSpot KB: Create and populate HubDB tables
  5. HubSpot KB: Edit content in the content editor
  6. HubSpot KB: Create pages in multiple languages
  7. HubSpot docs: HubL functions
  8. HubSpot API: Schedule a website page
  9. HubSpot docs: Query HubSpot data using GraphQL
  10. HubSpot docs: Webhooks API guide
  11. HubSpot KB: Set a blog post's publish date and time
  12. HubSpot KB: Restore a previous version of content
  13. HubSpot KB: Redesign and relaunch a site with content staging
  14. HubSpot KB: Create and assign permission sets
  15. HubSpot KB: Set up single sign-on (SSO)
  16. HubSpot Marketplace
  17. HubSpot KB: Generate and refine content with AI
  18. Remote HubSpot MCP server is now generally available

Umbraco sources

Checked 29 Sept 2026. Umbraco CMS 17 LTS, open source. Umbraco 18.2.0 is the latest short-term release..

  1. Umbraco releases
  2. Umbraco pricing
  3. Umbraco 18 release
  4. Umbraco Deploy licensing
  5. Umbraco Cloud: UDA files
  6. Umbraco docs: Block Grid
  7. Umbraco docs: Content Delivery API
  8. Umbraco docs: Webhooks
  9. Umbraco docs: Image Cropper
  10. Umbraco docs: Scheduled Publishing
  11. Umbraco docs: Rollback to a previous version
  12. Umbraco Workflow
  13. Umbraco Workflow docs: Release Sets
  14. Umbraco docs: Property Level UI Permissions
  15. Umbraco docs: External Login Providers
  16. Umbraco docs: Log Viewer
  17. Umbraco Forms licensing
  18. Umbraco.AI on GitHub
  19. Umbraco MCP on GitHub
  20. Nikcio.UHeadless on Umbraco Marketplace
  21. Umbraco Workflow docs: Licensing

Considering more platforms? Compare HubSpot CMS and Umbraco with the rest of your shortlist in the CMS comparison tool.

Where they differ

HubSpot CMS and Umbraco get a different status on 15 of the 28 features and the same status on 13. HubSpot CMS has 16 built in on its baseline edition, Umbraco has 18. Two matching statuses can still name different paid tiers or limits, so read the notes in the table before treating a row as equal.

Licence
HubSpot CMS is closed source (Proprietary). Umbraco is open source (MIT).
Self-hosting
HubSpot CMS cannot be self-hosted. Umbraco can be self-hosted.

Built in on HubSpot CMS, a different answer on Umbraco 4

  • Content model in code HubSpot CMS: Built in. Umbraco: Plugin or add-on.
  • Visual editing HubSpot CMS: Built in. Umbraco: Not available.
  • Form builder HubSpot CMS: Built in. Umbraco: Plugin or add-on.
  • AI writing assistant HubSpot CMS: Built in. Umbraco: Plugin or add-on.

Built in on Umbraco, a different answer on HubSpot CMS 6

  • Content model in the UI HubSpot CMS: Paid tier. Umbraco: Built in.
  • Webhooks HubSpot CMS: Not available. Umbraco: Built in.
  • Custom roles HubSpot CMS: Paid tier. Umbraco: Built in.
  • Single sign-on HubSpot CMS: Paid tier. Umbraco: Built in.
  • Multiple sites HubSpot CMS: Paid tier. Umbraco: Built in.
  • Site member accounts HubSpot CMS: Paid tier. Umbraco: Built in.

Built in on neither, with different answers 5

  • GraphQL API HubSpot CMS: Paid tier. Umbraco: Not available.
  • Approval workflows HubSpot CMS: Paid tier. Umbraco: Plugin or add-on.
  • Content releases HubSpot CMS: Paid tier. Umbraco: Plugin or add-on.
  • Field-level permissions HubSpot CMS: Not available. Umbraco: Limited.
  • Audit log HubSpot CMS: Paid tier. Umbraco: Limited.

More comparisons

HubSpot CMS against other platforms

Umbraco against other platforms

Open the CMS comparison tool to put up to six platforms in one table.

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