HubSpot Forms is best if HubSpot is the center of your marketing and you only need simple lead forms. Gravity Forms is best if you need forms that do more: conditional logic, multi-page forms, calculations, payments, file uploads or workflows, all for a flat yearly price. And you don’t have to choose. Gravity Forms’ free-with-any-license HubSpot Add-On sends every submission to HubSpot as a contact, so many sites use Gravity Forms for the forms and HubSpot for the marketing.
“Why would I use Gravity Forms when HubSpot has free forms?” is a question I hear a lot. It’s a fair one. Here’s an honest look at what each does well, what they cost, and how to use them together.
The Quick Answer
- Choose HubSpot Forms if you live in HubSpot, your forms are short (name, email, a few questions), and you want every submission to become a contact with no setup.
- Choose Gravity Forms if your forms need conditional logic, multiple pages, calculations, payments, uploads, approvals or user registration, or if you want your data stored on your own WordPress site.
- Use both if you want Gravity Forms’ power and HubSpot’s CRM and email marketing. The HubSpot Add-On connects them.
What’s the Difference Between HubSpot Forms and Gravity Forms?
They come at forms from opposite directions.
HubSpot Forms is one feature of HubSpot, a hosted marketing and CRM platform. You build the form in your HubSpot account and embed it on your site with a snippet of code (or HubSpot’s WordPress plugin). Every submission goes straight into the HubSpot CRM as a contact, ready for emails, workflows and sales follow-up.
Gravity Forms is a WordPress plugin. You build the form inside WordPress with a drag-and-drop editor, and every submission is saved as an entry in your WordPress database. From there, Gravity Forms can email it, take a payment, start a workflow or send it to other tools, including HubSpot. (New to it? See What Is Gravity Forms?)
HubSpot Forms vs Gravity Forms: Side-by-Side
| HubSpot Forms | Gravity Forms | |
|---|---|---|
| What it is | Part of the HubSpot marketing platform (hosted) | WordPress plugin |
| Starting price | Free (with HubSpot branding) | $59/year (Basic license) |
| Where submissions live | HubSpot CRM, as contacts | Your WordPress database, as entries |
| Multi-step forms | Paid HubSpot Starter or higher | Included on every license |
| Conditional logic | Marketing Hub or Content Hub Professional or higher | Included on every license |
| Calculations | No | Yes (number and product fields) |
| Payments | No payment field (you can redirect to a payment link) | Stripe, PayPal and Square on Pro and Elite licenses |
| File uploads | Yes | Yes |
| CRM and email marketing | Built in | Through add-ons (HubSpot, Mailchimp and more) |
| Works outside WordPress | Yes, on any website | No, WordPress only |
HubSpot features and prices are from HubSpot’s knowledge base and pricing page, October 2026.
What HubSpot Forms Does Better
- Zero-setup CRM. Every submission becomes a HubSpot contact, and with HubSpot’s tracking code on your site you also see the pages they visited. There’s nothing to connect.
- Marketing built in. Lists, emails, workflows, lead scoring and reporting are all in the same place as the form (many of them on paid plans).
- Free to start. The free plan includes forms and the CRM for up to 2 users.
- Works on any site. The same form can go on WordPress, a landing page builder or a non-WordPress site.
What Gravity Forms Does Better
- Much more form power for less. Conditional logic, multi-page forms, calculations, save and continue, and dozens of field types come with every license. In HubSpot, conditional logic alone needs a Professional plan that starts at $800 a month.
- Payments, signatures and workflows. Take Stripe, PayPal or Square payments, collect signatures, register users, or add approval steps with Gravity Flow.
- You own the data. Entries stay in your WordPress database, so you can view, export and work with them without another subscription.
- Styled like your site. Gravity Forms forms are built into your WordPress pages and can be styled from the block editor, instead of being an embedded script you style separately.
- Flat yearly price. No per-seat or per-contact pricing.
How Much Does Each One Cost?
| Plan | Price | What it means for forms |
|---|---|---|
| HubSpot Free | $0 | Forms with HubSpot branding, free CRM, up to 2 users |
| HubSpot Marketing Hub Starter | From $20/seat/month (discounts often available) | Removes HubSpot branding, adds multi-step forms |
| HubSpot Marketing Hub Professional | From $800/month (billed annually) + $3,000 onboarding | Adds conditional logic and workflow emails |
| Gravity Forms Basic | $59/year | All core features, plus the HubSpot Add-On, 1 site |
| Gravity Forms Pro | $159/year | Adds payments (Stripe, PayPal, Square), 3 sites |
| Gravity Forms Elite | $259/year | Adds signatures, user registration, surveys and more, unlimited sites |
Check HubSpot’s pricing page and Gravity Forms Pricing: Basic vs Pro vs Elite before you buy, since both change from time to time.
Can You Use Gravity Forms With HubSpot?
Yes, and it’s often the best of both. The official HubSpot Add-On is included with every Gravity Forms license, Basic included. Each time someone submits your form, it creates or updates a contact in HubSpot. (See it in the add-on directory.)
Here’s what the add-on does:
- Creates a new HubSpot contact, or updates the existing one when the email address matches.
- Maps your form fields to HubSpot contact properties, including your own custom properties.
- Sets the contact’s Lead Status and Lifecycle Stage.
- Creates a matching form in your HubSpot account and records each submission against it.
- Uses conditional logic, so only some submissions are sent (for example, only qualified leads).
- Adds HubSpot’s tracking script, so page views can be tied to the contact. You can turn this off if HubSpot tracking already loads another way.
Heads up: version 3.0.4 (September 2026) removed the Contact Owner setting, because HubSpot’s Forms API no longer supports it. If you need to assign owners, use a workflow in HubSpot instead.
How to Connect Gravity Forms to HubSpot
- Install the HubSpot Add-On from Forms → Add-Ons (any Gravity Forms license).
- Go to Forms → Settings → HubSpot and connect your HubSpot account.
- Open your form and go to Settings → HubSpot → Add New.
- Name the feed and the HubSpot form, then choose a Lead Status and Lifecycle Stage.
- Map your form fields to HubSpot contact fields. Email is required.
- Optionally add conditional logic, save, and send a test entry to check the contact appears in HubSpot.
One tip: choice fields (radio buttons, drop-downs, checkboxes) must use values that exactly match the HubSpot property’s options. Turn on Show Values in Gravity Forms to set them.
Which Should You Choose?
| Your situation | Best choice |
|---|---|
| A simple newsletter or contact form, and you already use HubSpot | HubSpot Forms |
| Your site isn’t WordPress | HubSpot Forms |
| Quote forms, calculators, applications or long multi-page forms | Gravity Forms |
| You take payments, or need signatures or approvals | Gravity Forms |
| You don’t use a CRM yet, or use a different one | Gravity Forms |
| You want advanced forms and HubSpot’s CRM and email marketing | Gravity Forms + the HubSpot Add-On |
My take: if you’re on WordPress, Gravity Forms with the HubSpot Add-On gives you the most for the least. You get forms that can do almost anything, and HubSpot still gets every lead. Use HubSpot Forms on its own when the form is simple and HubSpot is where your whole team works.
Frequently Asked Questions
Is HubSpot Forms free?
Yes. HubSpot’s free plan includes forms and the free CRM, but free forms show HubSpot branding. Removing the branding and adding multi-step forms needs a paid Starter plan, and conditional logic needs Marketing Hub or Content Hub Professional or higher.
Is Gravity Forms better than HubSpot Forms?
For complex forms on WordPress, yes. Gravity Forms includes conditional logic, multi-page forms, calculations and file uploads on every license from $59 a year, and adds payments on Pro. HubSpot Forms is better for simple lead forms when your marketing already runs in HubSpot.
Does Gravity Forms integrate with HubSpot?
Yes. The official HubSpot Add-On is included with every Gravity Forms license. It creates or updates HubSpot contacts from form submissions, sets Lead Status and Lifecycle Stage, maps custom properties and supports conditional logic.
Can I use HubSpot Forms on WordPress?
Yes. You can embed a HubSpot form on any WordPress page with its embed code or HubSpot’s WordPress plugin. Submissions are stored in HubSpot, not in WordPress.
Do HubSpot Forms have conditional logic?
Yes, but only with a Marketing Hub or Content Hub Professional or Enterprise subscription. Gravity Forms includes conditional logic on every license.
Can the Gravity Forms HubSpot Add-On assign a contact owner?
Not anymore. HubSpot Add-On 3.0.4 removed the Contact Owner setting because HubSpot’s Forms API no longer supports it. Use a HubSpot workflow to assign owners instead.
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