HubSpot covers a lot, but not everything. With the HubSpot API and tools like Make, I connect HubSpot to your other systems and build what it doesn’t offer out of the box. Often you don’t need a more expensive plan for that.
The HubSpot API is the official interface other software uses to read and write data in HubSpot: contacts, companies, deals, tickets and more.
You set up access in your own HubSpot account through a private app. It gets an access token and only the scopes it needs for its job.
The API is included in every HubSpot plan, including the free one. The plans differ in how many requests per day they allow. For most processes at small and mid-sized companies, that’s far more than enough.
| Plan | Limit |
|---|---|
| Free and Starter | 250,000 |
| Professional | 625,000 |
| Enterprise | 1,000,000 |
These integrations are live at my clients’ companies. I only name clients when they’ve agreed to it.
ToolsLead portal API, Make, HubSpot API
ToolsHubSpot
ToolsHubSpot API, Make
ToolsHubSpot API, Make, Microsoft Graph API (Teams, Planner)
Some HubSpot features only come with Professional, such as custom reports, advanced automation, custom objects and merging duplicate records. Professional costs $90 per seat per month, billed annually, plus a paid onboarding that HubSpot requires at purchase. Some of these features can be covered through the API and external automation, others can’t.
I run the numbers on both and recommend whatever pays off for you. I’m not a HubSpot partner and I don’t sell licenses.
What HubSpot really costsYour team keeps working in HubSpot the way it always has. The integrations run in the background.
In the free intro call, we look at which process is getting stuck today and which systems are involved.
I build the integration, test it with real cases and define what happens when data is missing or a system doesn’t respond.
You get documentation of what was built and why. If one of your systems changes, you can still reach me.
We have been working with Lorenz for quite a while on various automation and integration solutions for shared clients. He is absolutely reliable, always quick to reach, and not only knows HubSpot inside out but also brings a real understanding of automation and the human processes behind it. I’m happy to recommend him!
Translated from German
Michael PauliManaging Director, WOWING GmbH Besides several HubSpot optimizations, Lorenz delivered larger automation projects for us. For example, every participant who passes the exam in our academy automatically receives their personal certificate as a PDF by email, and every new customer automatically gets an onboarding plan with dynamic deadlines and automatic staff assignment. We are happy to recommend Lorenz.
Translated from German
Emanuel LonzManaging Director, ComputerSysteme Lonz 
I’ve worked with HubSpot every day for more than 6 years.
Before going independent, I helped two companies grow from around 15 to more than 60 employees within a few years, with annual revenue in the eight figures. In my last role I was responsible for all automation, the sales processes, the AI strategy, tracking, reporting and a lot more.
Today I help small and mid-sized businesses get similar results.
Yes. The API is included in every HubSpot plan, including the free one. The plans differ in their usage limits. Some parts of the API require specific plans, for example when they access features that only come with Professional.
A private app is the access point your own code or a tool like Make uses to talk to your HubSpot account. You create it in your HubSpot account, give it only the scopes it needs and get an access token. HubSpot retired the old API keys in 2022. With its new developer platform, HubSpot now lists existing private apps as “legacy” apps, and they are still supported.
For private apps, the daily limit per HubSpot account is 250,000 requests on Free and Starter, 625,000 on Professional and 1,000,000 on Enterprise. There’s also a limit per 10 seconds: 100 requests per app on Free and Starter, 190 on Professional and above. If you need more, you can buy an increase from HubSpot. As of October 2026.
I decide that for each process. Make and Zapier are quick to set up and easy to follow. With larger data volumes or complex logic, custom code is often more reliable. For one client, for example, I replaced a Zapier Zap with a scenario in Make.
Webhooks are notifications HubSpot sends to another system as soon as something changes, for example when a deal is won. The other system doesn’t have to keep checking and can react right away. Whether a process runs better with webhooks or with regular polling depends on the process and on your HubSpot plan.
HubSpot versions its API and announces changes. I build processes so that errors surface instead of data silently getting lost, and after go-live I’m available if anything needs adjusting.
No. Your team keeps working in HubSpot the way it always has. The integrations run in the background.
It depends on the process and the systems involved. After the free intro call, you get a proposal with scope, timeline and price. I deliberately keep ongoing costs low, for example for operations in Make.
Tell me which of your systems don’t talk to each other. In a free 30-minute intro call, we take a look and figure out whether the API, automation or an upgrade is the better route.
The calendar is provided by HubSpot. Data is only sent to HubSpot once you open it.
Send me a message. I’ll reply within 24 hours.
I’ll reply within 24 hours.
