HubSpot lead object explained: Why it exists and when to use it
Jun 01, 2025
Managing payments across multiple platforms is a nightmare that most businesses know all too well. You've got your CRM in one place, payment processing in another, and invoicing scattered across yet another system. It's messy, time-consuming, and frankly, a recipe for things falling through the cracks.
HubSpot payments changes this by bringing everything under one roof. But before you dive in headfirst, there are some important considerations about when it makes sense, and when it doesn't.
HubSpot payments refers to the payment processing capabilities built into HubSpot's Commerce Hub. It's designed to handle the entire quote-to-cash process within your existing HubSpot environment, from creating quotes and invoices to collecting payments and managing subscriptions.
Rather than switching between different platforms to manage customer relationships and collect payments, HubSpot payments consolidates everything into your CRM. When a customer pays an invoice, that payment data automatically flows into their contact record, updates deal stages, and triggers any automation you've set up.
The system is available across all HubSpot tiers - including the free CRM - though you'll pay transaction fees rather than a monthly subscription cost. This consumption-based pricing model means you only pay when you actually process payments, making it accessible for businesses of all sizes.
This is where things get interesting, and frankly, a bit confusing for many businesses. HubSpot offers two distinct payment processing options, and understanding the difference is crucial.
HubSpot payments is their native payment processing solution. When you choose this option, HubSpot handles the entire payment experience within their platform. While it uses Stripe's technology behind the scenes for security and compliance, you don't need a separate Stripe account.
The major limitation?
It's only available to US-based businesses with US bank accounts. HubSpot payments also requires an application process where their underwriting team reviews your business before approval.
Transaction fees for HubSpot payments (at the time of publishing this blog):
HubSpot's processing fees vary by payment method and may change over time. For the most current pricing information, check HubSpot's official pricing page.
Alternatively, you can connect your existing Stripe account to HubSpot. This option is available globally and supports over 20 currencies, making it the go-to choice for international businesses.
With Stripe payment processing, you're essentially using HubSpot's payment collection tools (invoices, payment links, quotes) while Stripe handles the actual payment processing. Your Stripe account manages the money flow, fees, and compliance requirements.
Transaction fees for Stripe processing:
The key difference is control and flexibility. HubSpot payments offers a more seamless experience within the platform, while Stripe gives you more advanced features and global reach.
The beauty of HubSpot payments lies in its versatility. There are several ways to collect payments, each suited to different business models and use cases.
Payment links are probably the most flexible tool in the HubSpot payments arsenal.
Think of them as customisable checkout pages that you can share anywhere - emails, websites, social media, or even in person on a tablet.
When you create a payment link, you can set it up for one-time payments or recurring subscriptions. The checkout page automatically includes your branding from HubSpot's brand kit, and you can customise what information you collect from customers during checkout.
What's particularly clever about payment links is their versatility. You can embed them directly into your HubSpot website, put them behind forms to capture leads before payment, or even attach them to meeting booking links if you charge for consultations.
For businesses selling digital products, services, or memberships, payment links eliminate the need for complex Ecommerce platforms. A consultant could create a payment link for their strategy session, embed it in their email signature, and start collecting bookings immediately.
HubSpot's forms can integrate seamlessly with payment collection, creating a smooth lead-to-customer journey. You might use a form to capture initial interest or requirements, then redirect successful submissions to a payment link to complete the purchase.
This approach works particularly well for businesses that need to qualify leads or collect specific information before payment. A training company might use a form to understand a customer's skill level and requirements, then direct them to the appropriate course payment link.
The form data automatically associates with the contact record in HubSpot, so when they complete payment, you have their full information and purchase history in one place.
HubSpot's invoicing system transforms the traditionally tedious billing process into something almost enjoyable. You can create invoices directly from deals in your CRM, automatically pulling in contact details, company information, and any products or services you've already associated with the deal.
The real magic happens with automation. You can set up workflows to automatically send follow-up emails for overdue invoices, notify team members when payments are received, or trigger onboarding processes when subscriptions are paid.
Invoices also support payment schedules - crucial for B2B businesses that often work with deposits and milestone payments. You might require a 50% deposit upfront, then bill the remainder when a project milestone is completed.
HubSpot offers two main approaches for creating e-commerce functionality, depending on your needs and technical requirements.
The simple approach uses payment links embedded throughout your HubSpot website. You can create individual payment links for each product and embed them on dedicated product pages, providing a streamlined purchase experience without complex development work.
For example, a business coach might have separate payment links for different coaching packages, each embedded on its own landing page with detailed descriptions and testimonials. This approach is quick to set up and perfect for businesses with a focused product range.
The advanced approach involves custom HubSpot web development to create more sophisticated e-commerce functionality. Working with experienced HubSpot developers, you can build fully functional online stores that rival traditional e-commerce platforms while keeping everything within the HubSpot ecosystem.
This custom development approach allows for shopping cart functionality, complex product catalogues, and advanced checkout processes - all while maintaining HubSpot's unified data management. Every purchase automatically creates or updates customer records, tracks behaviour, and feeds into your marketing automation.
The key is working with developers who understand both HubSpot's capabilities and e-commerce requirements. They can leverage HubSpot's CMS, database functionality, and payment processing to create bespoke solutions that fit your exact needs.
Check out these examples of e-commerce websites built using HubSpot to see what's possible with the right development approach.
HubSpot handles recurring billing automatically once you set up the initial subscription. When someone purchases a product or service with recurring billing, HubSpot creates a subscription object in your CRM and charges the customer's payment method on schedule.
This subscription management goes beyond simple billing. You can track renewal dates, monitor churn, and use the subscription data for targeted marketing campaigns. The subscription object integrates with HubSpot's reporting tools, giving you insights into recurring revenue, customer lifetime value, and growth trends.
HubSpot payments isn't suitable for every business, but it's brilliant for specific use cases.
If your team lives in HubSpot for sales, marketing, and customer service, adding payments to the mix creates a genuinely unified workflow. No more jumping between platforms or manually syncing data.
Consultants, agencies, SaaS companies, coaches, and other service-based businesses often find HubSpot payments perfect for their needs. There's no inventory to manage, no complex shipping calculations, and the focus is on relationship management rather than transaction volume.
HubSpot's subscription management is surprisingly robust for a CRM-first platform. If you're selling software subscriptions, memberships, or retainer-based services, the automatic billing and revenue tracking can simplify your operations significantly.
For smaller businesses or those just starting with recurring revenue models, the simplicity of managing everything in HubSpot can be incredibly appealing. No need to integrate multiple systems or train your team on various platforms.
HubSpot payments has clear limitations that make it unsuitable for certain business models.
HubSpot payments (their native processor) is US-only. While you can use Stripe payment processing globally, you lose some of the seamless integration benefits.
While HubSpot's payment reporting is decent, businesses processing thousands of transactions monthly might need more sophisticated analytics and financial management tools.
The payment pages and checkout experience, while brandable, aren't as customisable as dedicated payment platforms. If your brand requires specific checkout flows or unique payment options, you might feel constrained.
While the basic setup is simple, maximising the potential of HubSpot payments often requires strategic thinking about how payments integrate with your broader CRM processes. This includes setting up automation workflows, configuring proper reporting, and ensuring your payment data flows seamlessly into your sales and marketing activities.
If you're unsure how to best integrate payments into your existing HubSpot setup, or want to explore more advanced functionality like custom e-commerce development, consider working with a HubSpot partner. They can help you design a payment strategy that aligns with your business processes and maximises the unified data benefits that make HubSpot payments so powerful.
Remember that there's no monthly fee for Commerce Hub - you only pay transaction fees when you actually process payments. This makes it low-risk to test with smaller transactions or specific use cases before fully committing.
