# HubSpot vs. Klaviyo: The Fight for DTC Budgets

> A look at how HubSpot's Commerce Hub and B2C-facing triggers are pushing into the direct-to-consumer marketing budget that Klaviyo built a $1.2 billion business on. The real question for brands already running HubSpot as their CRM is whether to build inside one system of record or bolt on the best-of-breed tool for email and SMS.

## Achievements

- Klaviyo reached roughly $1.2 billion in annual revenue in fiscal 2025, up about 32% year over year, serving 193,000+ customers.
- Klaviyo powers more than 60% of DTC email programs and reported 18.2% of customers using SMS as of Dec 31, 2024.
- HubSpot finished 2025 with $3.1 billion in revenue and 288,706 paying customers - its largest-ever annual customer gain of roughly 40,000 net adds.
- HubSpot Commerce Hub introduced Invoices, Payments and Subscriptions as standard CRM objects, powered by Stripe.
- Klaviyo repositioned from an ecommerce email tool into a full B2C CRM spanning Marketing, Analytics and Service.

## Latest updates

- **2025-02** — Klaviyo announces the 'only CRM built for B2C' and shifts to active-profile billing.
- **2025-06** — Klaviyo launches WhatsApp and RCS messaging in beta, broadening channels beyond email and SMS.
- **2026-02** — HubSpot reports full-year 2025 results: $3.1B revenue, 288,706 customers.

## Links

- Website: https://www.klaviyo.com/
- LinkedIn: https://www.linkedin.com/company/klaviyo/
- Twitter/X: https://twitter.com/klaviyo
- GitHub: https://github.com/klaviyo
- YouTube: https://www.youtube.com/klaviyo
- Instagram: https://www.instagram.com/klaviyo/
- Facebook: https://www.facebook.com/klaviyo/

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Published by YesPress — https://yespress.io
Last updated: 2026-08-21