How to build org charts in HubSpot in 2026: every option compared

In June 2025, HubSpot acquired OrgChartHub, closed it down to new customers, and pulled the app from the marketplace. The org chart lives on inside HubSpot as Buying Groups, but it arrived with a plan requirement attached.

A year on, the picture is genuinely more complicated, and more crowded, than it was. This guide covers every option available in 2026: what each one costs, which HubSpot plan it needs, and what it does. If you already know the history and just want the alternatives, skip to the comparison table.

For the full story of what the acquisition changed, see one year of HubSpot Buying Groups.

Why this got harder in the first place

HubSpot stores contacts, companies, deals and activity extremely well. What it was never designed to store is the shape of a buying committee: who reports to whom, who quietly influences the decision, who will kill the deal in week nine.

That gap always mattered. It matters more now. Gartner puts a typical enterprise B2B purchase at six to ten decision makers, and the number one reason a "qualified" deal slips is a stakeholder nobody mapped surfacing late. Single-threaded deals are fragile in a way that no amount of activity logging fixes, which is the case for mapping decision makers in the first place.

So the question is not really "which tool draws boxes and lines." It is "where does the committee map live, who maintains it, and does it stay true a month later."

Option 1: HubSpot Buying Groups (the native route)

Buying Groups is what OrgChartHub became. It sits as a card on the company record and gives you a visual org chart of associated contacts, buying role badges, custom relationship lines with notes and colour coding, and an activity heatmap that colours the chart by sales or marketing engagement.

You build a group one of three ways: from a blueprint you define, automatically from associated contacts, or by hand. Blueprints are the useful part if your sales motion is repeatable, because every rep starts from the same committee shape instead of improvising.

What it costs and what it needs. Buying Groups is generally available on Sales Hub Enterprise and Service Hub Enterprise. Editing a group requires an assigned Sales or Service seat.

Where it breaks down. The automatic builder does not run on companies with 100 or more associated contacts. The buying role property lives on the contact rather than the deal, so a person who is your champion on this year's renewal and a blocker on next year's expansion carries one value across both. And if you are on Starter, or on a Professional portal, you do not have it at all.

Best for: teams already on Sales Hub Enterprise who want a built-in option and do not need anything beyond the chart.

Option 2: HubSpot native, without Buying Groups

You can track some of this with standard HubSpot functionality on almost any plan. You will not get a visual hierarchy, but you will get structured, reportable data.

• The buying role property. A multi-select contact property with seven defaults: Decision Maker, Budget Holder, Champion, End User, Blocker, Executive Sponsor, Legal and Compliance. You can add custom roles. You cannot delete the defaults, so build your taxonomy around them.
• Association labels. "Reports to" and "Manager of" labels between contacts. Text only, no visual output, and Enterprise-tier.
• Custom properties. Create reports_to, department and org_level yourself. Works on any plan including the free CRM.
• External visualisation. Export to CSV and draw the chart in Miro, Lucidchart or Google Drawings.

Where it breaks down. Everything is manual, one contact at a time, and the picture lives outside HubSpot the moment you want to actually see it. This holds up for a hand full of key accounts but not for a repeatable sales motion.

Best for: teams that need reportable role data more than they need a picture, and are willing to do the maintenance.

Option 3: vizrm

vizrm builds a live, two-way org chart on any HubSpot company record, on any HubSpot plan without the Sales Enterprise requirement.

Since the June 2026 release the chart opens directly in the company record card, so reps do not switch tabs. You drag associated contacts into shape, add placeholders for roles you know exist before you know the name, group contacts into functions like Procurement or IT, and draw informal relationship lines for influence that does not follow the reporting line. The full org chart builder feature set covers the rest.

On top of the structure sits the analysis layer: engagement heatmaps colour the chart by HubSpot activity so cold stakeholders and single-threaded deals stand out in seconds, and custom views let you colour by any CRM field, including buying role.

The LinkedIn integration is the part most teams underestimate. The vizrm browser extension creates and updates matched HubSpot contacts from any LinkedIn profile in one click, logs LinkedIn messages and connection requests as CRM activities, and shows open deals and tasks in the LinkedIn sidebar. Most of the stakeholders you are missing are on LinkedIn and not yet in your CRM. This is how they get there.

What it costs. Basic is €22.90 per user per month, Professional €29.90. Both are published on the pricing page, with a 14-day trial and no credit card required. Note for anyone who has read otherwise in a competitor comparison: vizrm has public self-serve pricing and does not gate it behind a demo.

Where it breaks down. Chart structure is built by hand rather than generated, though AI assistance is something we have written about openly and are planning to ship soon. And vizrm is a smaller company than HubSpot, which is a fair thing to weigh.

Best for: HubSpot Starter and Professional teams running multi-stakeholder deals who want the account map inside the CRM without moving the whole team to Enterprise. If you are coming from OrgChartHub specifically, the migration comparison covers the switch, including free setup help and a discount on year one.

Option 4: Org Chart for HubSpot (orgchart.work)

A newer marketplace app that generates a first-draft org chart with AI from the contacts already associated with your deals and companies, then lets you correct it in a drag-and-drop editor. It uses HubSpot's native buying role property as the source of truth and adds relevance and engagement scoring per contact.

Pricing is unusually transparent: a free tier with ten charts, $9 per user per month for unlimited, and $69 per month for teams under ten users, with published tiers above that.

Best for: teams that want a fast AI first draft and are disciplined about verifying it.

Option 5: Account Map (accountmap.ai)

HubSpot-only, rendered as a CRM card and tab on the company record. Beyond the chart it offers six buying role badges, an engagement heatmap broken down by email, call and meeting, influence lines with three strength levels, a deal coverage view that surfaces which roles you have not engaged, and AI-generated coaching notes per contact.

Where it breaks down. It was in private beta through the first half of 2026, free during the beta with pricing yet to be set.

Best for: HubSpot-first teams comfortable adopting an early-stage product, who want coverage analysis rather than just a hierarchy.

Option 6: CRM Canvas

A different premise: instead of asking you to draw the chart, it reads your existing HubSpot activity data over a read-only connection and generates a relationship map, with strength scored from email and meeting history, gap analysis for departments with no coverage, and output to FigJam. Founder's pricing has been $99 one-time for early users.

Where it breaks down. It depends entirely on the quality of your logged activity. If your reps do not log email and meetings in HubSpot, there is nothing to read. And a relationship map is not a reporting structure. Knowing that Sarah answers your emails does not tell you that Sarah needs the CFO's sign-off.

Best for: teams with genuinely good CRM hygiene who want engagement intelligence and are happy for the formal hierarchy to be a secondary concern.

Option 7: DemandFarm

The most established account planning platform in the category, covering org charts, relationship mapping, whitespace analysis and revenue planning. It supports HubSpot.

Where it breaks down. DemandFarm is Salesforce-first by architecture, and the HubSpot integration is newer and less deeply native than purpose-built HubSpot tools. Data lives in DemandFarm's own database rather than being written back to HubSpot properties. Pricing is enterprise, typically quoted in the low thousands per year for a small team, and implementation runs to weeks rather than minutes.

Best for: larger organisations with a dedicated sales ops function and a formal key account management programme, particularly those straddling Salesforce and HubSpot.

Option 8: NextRow OrgChart Builder

Builds charts in the HubSpot sidebar with a drag-and-drop tree, relationship connectors, and meeting notes attached to each relationship line. No separate app or login. Pricing is not published.

Where it breaks down. Limited public track record and documentation, and a sidebar is a small canvas for an account with twenty or more contacts.

Best for: teams that want the lowest possible friction and are happy to go through sales for a quote.

Option 9: The Org Enrichment

Worth understanding because it is frequently mistaken for a competitor to the tools above. It is not. The Org maintains a public database of org charts covering roughly 400,000 companies and 10 million contacts, and its HubSpot app surfaces those public charts against your company and contact records, highlighting people already in your CRM.

That is research, not account planning. It tells you who the executives are before you start selling. It does not map the specific committee on your specific deal, and it does not know that the quiet director of ops is the person who actually decides. The HubSpot app also requires The Org's own Enterprise tier.

Best for: early-stage account research, used alongside an account mapping tool rather than instead of one.

Option 10: Slides and spreadsheets

Still the most common alternative, and worth naming honestly. Export contacts, draw the chart in PowerPoint or Miro, screenshot it into Slack.

It costs nothing, gives you total formatting freedom, and is a snapshot that starts decaying the moment you finish it. Nobody volunteers to update org charts. The knowledge sits in one person's file, and it leaves when they do. That is not a tooling problem, it is a process problem, and it is exactly the problem the CRM-native options exist to solve.

The comparison table

Pricing verified June 2026 from vendor sites. Confirm before you buy, especially where a tool is in beta.

How to choose in four questions

Which HubSpot plan are you actually on? This decides more than anything else. On Sales Hub Enterprise, try Buying Groups first, it is already paid for. On Professional and Starter, the native route is closed and you are choosing between third-party tools and slides.

Will your reps maintain it? Be honest. A tool that depends on manual maintenance goes stale unless updating it is a side effect of work reps already do. That is the argument for two-way CRM sync and LinkedIn capture: the chart updates because someone did their job, not because someone remembered the chart.

Do you need a picture or a decision? A hierarchy tells you who reports to whom. A heatmap over that hierarchy tells you the budget holder has been silent for three weeks. Only one of those changes what a rep does on Monday.

Where does the data end up? Some tools write back to HubSpot properties. Others keep an external database. The first improves your CRM. The second creates a second system to keep in sync, and a migration problem later. If you have a procurement review ahead of you, ask each vendor what they actually store, as we set out on our security page.

Our recommendation, and where we are biased

If you are on Sales Hub Enterprise, use Buying Groups. It is included, it is competent, and adding a tool for the chart alone is hard to justify. Look at vizrm only if you need LinkedIn capture, placeholders and advanced analytics capabilities.

If you are on Professional or Starter vizrm gives you the chart, the heatmap and the LinkedIn pipeline on the plan you already pay for, at roughly a fifth of the cost of moving the team to Enterprise. Moving ten sales seats to Sales Hub Enterprise costs around €7,200 in year one against €2,512 for adding vizrm Professional to your current plan. The full breakdown of that math is on our OrgChartHub comparison page.

"We've been very happy with this integration, from account mapping to LinkedIn profile alignment and identifying the right stakeholders within opportunities. It has made a meaningful impact on our business, especially around timing and engagement strategy." — Jason Krilich, VP of Sales, MetrixData360

More from teams running this setup is on our customers page.

Frequently asked questions

Does HubSpot have a built-in org chart?

Yes, as part of Buying Groups on the company record. It is generally available on Sales Hub Enterprise and Service Hub Enterprise.

What happened to OrgChartHub?

HubSpot acquired OrgChartHub and GeoMapper in June 2025, closed both to new customers and removed the app from the marketplace. The org chart functionality was rebuilt inside HubSpot as Buying Groups.

What is the best OrgChartHub alternative for HubSpot Starter or Professional?

For teams that want the chart natively inside HubSpot on any plan with two-way sync and LinkedIn capture, vizrm is built for exactly this case. orgchart.work is worth a look if AI-generated first drafts matter more to you than LinkedIn capture, and Account Map if you want deal coverage analysis and are comfortable with an early-stage product.

Can I build an org chart in HubSpot for free?

Partly. You can create custom properties like reports_to on any plan and export contacts to a free diagramming tool such as Miro or FigJam. You will not get a visual chart inside HubSpot, and you will maintain it by hand. orgchart.work has a free tier limited to ten charts.

Do I have to upgrade to HubSpot Enterprise to get org charts?

Yes, but third-party apps including vizrm put a native org chart on the company record on any HubSpot plan, including Starter and Professional, for a fraction of the cost of an Enterprise upgrade.

Does the HubSpot buying role property work without Buying Groups?

Yes. It is a standard multi-select contact property you can set, report on and automate against. Only the org chart visualisation and activity heatmap require the higher tiers.

Ready to see it on your own portal? Start a free 14-day trial and watch your first company record become a live org chart, on whatever HubSpot plan you are already on. No credit card required.

Sources: HubSpot Buying Groups and the buying role property, Superwork · HubSpot has acquired OrgChartHub and GeoMapper · 5 best OrgChartHub alternatives, Account Map · Best HubSpot org chart tools, CRM Canvas · Org Chart for HubSpot · The Org CRM enrichment