How Much Does HubSpot Onboarding Cost? Jasey Tielen Quotes 5K for a 20K Setup

When a prospect brings Jasey Tielen a competitor’s quote for a HubSpot implementation, he often starts by cutting it. “We don’t want to do an implementation for 20K,” he tells them. “The 20K, we can do it maybe for five, because we just want to do the implementation in a good way, because we have the experience to do it in less time than maybe others can.” Then he asks for the rest of the budget anyway, “to actually build your business, get some business impact in there.”

Jasey is co-founder and chief commercial officer of Bonana, a HubSpot partner in the Netherlands and Belgium that was eight months old when we recorded. If you are asking how much does HubSpot onboarding cost, his answer on our Fast & Tierious episode with him is less than a typical partner quote for the setup, with a bigger share of the budget kept for the months after it. He does the setup quickly with senior people, then spends the rest of the money on work that moves the client’s revenue.

He learned the trade inside a large HubSpot agency, where he worked for five years and, by his count, on about 250 HubSpot projects. In his last two years there he kept asking himself what kind of entrepreneur he wanted to be. He took notes on what he liked about that agency, “and at the same time what I really didn’t like,” and built Bonana to keep the first list and drop the second.

His co-founder, now Bonana’s founder and CEO, had spent about 20 years growing an IT agency from 8 people to 500. In 2022 he started Bonana as a digital agency building high-volume e-commerce sites. Jasey sat across from him and asked, “Do you really like this? You really feel like you’re helping your clients in a really broad and efficient way?” He did not. The two of them combined Jasey’s HubSpot background with his partner’s IT background and rebuilt the firm around the CRM, the technology connected to it, and design. The design side is two designers who each spent eight-plus years at a digital agency.

How much does HubSpot onboarding cost?

Jasey believes in the product. “It really helps you in commercial strategy,” he said, “but at the same time it doesn’t fill all of the blanks.” Bonana sells the work that fills those blanks, and that decides how he prices a client’s onboarding. Before his split makes sense, it helps to know the going rates.

A company buying help with HubSpot has two main options, and they are priced differently.

HubSpot sells its own onboarding for Professional and Enterprise subscriptions as coaching. A HubSpot specialist guides your team through topics like “how your data lives in HubSpot,” and your team does the work. HubSpot’s page says “if you need additional help executing, you’ll want to enlist a certified Solutions Partner” (HubSpot, Marketing Hub onboarding).

Avidly, a HubSpot partner that publishes its numbers, lists the 2026 prices (Avidly, 2026):

• HubSpot’s onboarding for one hub. About €2,750 for Marketing Hub, and €1,400 to €2,750 for Sales Hub or Service Hub, at Professional or Enterprise.
• HubSpot’s suite onboarding. About €4,000 to €7,000 when you buy several hubs together.
• A partner implementation. Typically €6,000 to €25,000, and past €30,000 for complex builds.

Avidly also says the HubSpot onboarding fee is mandatory on Professional and Enterprise hubs, and that it comes off the contract when a certified partner tells HubSpot it is doing the setup. So a buyer pays one or the other, and a partner quote replaces the HubSpot fee rather than adding to it.

Jasey’s numbers sit at the bottom of that range, and sometimes below it. He will take a 20K implementation and do it for about 5K. For a prospect with one specific problem, Bonana will take a project “even if it’s like 2K, 3K, we don’t care at this point,” while other partners ask for “a minimum amount of three months for 10K.”

Where does Jasey put the rest of the budget?

Both options spend most of the money on configuration. Jasey spends less there. A 20K budget becomes about 5K of implementation, with the rest going to “marketing strategy, sales strategy, maybe the digital side of the website, branding, whatever it might be.” He wants clients to stop thinking of Bonana as a HubSpot vendor and start thinking of it, in his words, as “an agency that can help them grow.”

Why does the money after setup matter most?

Research on software buyers supports Jasey’s split. Capterra surveyed 3,385 software decision-makers in 11 countries and found 66% had experienced unexpected disruption, regret or both, and 89% of those who regretted a purchase first hit disruption during implementation (Capterra via Business Wire, 2025). Those buyers felt the trouble while the software was going in, and a portal can be configured perfectly while the team still works around it.

New habits also take longer than most onboarding projects last. Phillippa Lally and colleagues at University College London followed 96 volunteers as they built a new daily behavior; the median time to reach 95% of peak automaticity was 66 days, and the range ran from 18 to 254 days (Lally et al., European Journal of Social Psychology, 2010). A setup project that wraps up in week six leaves plenty of people still forming the habit. Money spent on strategy after go-live keeps a senior partner working with the team while it learns to live in HubSpot. Our HubSpot onboarding checklist covers the setup phase, and our guide to CRM adoption covers the months after.

Why does Bonana hire only senior people?

A 5K implementation only works if the people doing it are fast. So Bonana hires what Jasey calls medior-plus, a Dutch term for people past the junior stage, and plans to keep doing so even two or three years in. Its clients are SaaS and business services companies, and “all of those companies are quite digital mature by themselves,” he said. Junior staff would cost less and give those clients less.

I pushed on the cost of that choice during the episode. Hire senior people and the founders barely eat; hire junior people and you get to eat more, but the food sometimes goes moldy. Jasey agreed on the first half: “there’s not an awful lot to eat for the founders.” Experienced people are also hard to find, because most already work at a partner, or “they’re fed up with the agency life.” The upside is that Bonana’s hiring and its sales pitch are the same decision. Senior people are what let it quote a lower entry price and still deliver sooner.

The hires also bring in clients. Bonana’s most recent hire was a RevOps specialist from a Dutch content marketing agency. When her network saw the move, Jasey said, “they’ll be like, oh yeah, maybe that’s a good agency to talk to when we have a RevOps challenge.” He called it “leading by example in terms of thought leadership in the people that you actually hire.”

Where do a new HubSpot partner’s first clients come from?

Bonana had no outbound plan. “It’s not like we go to events and harass people at events,” Jasey said. The inbound came from his 250 projects. Marketers he once worked beside had become marketing managers at other companies, and they called him. LinkedIn posts helped when he had time to write them, because “people have a specific image of you, and then when they see you pop up on LinkedIn,” they get in touch.

Flexibility won the deals. The small 2K and 3K projects gave Bonana a way in with prospects who would never sign a three-month minimum. I did the same when I started out: 30 onboardings in one month at low prices, “just to learn what the heck people needed.”

What would Jasey structure sooner?

When I asked about mistakes, Jasey named the back office. In Bonana’s first weeks he would ask whether something was set up, hear that it was, and find out later that it was not. “It took us a month” to get it all running.

He would also have structured the service itself earlier, meaning how Bonana serves a client, for each of its lines of work. The CRM work had a structure from day one because he brought it from his old agency. The design and technology work was still being figured out. His plan for the following six to twelve months was to settle who owns project management and which tools the team uses and how, because he expects it to have “a huge impact” on keeping current customers. I described the goal as a method the client experiences the same way in sales and in delivery. Jasey said it in two words: “expectation management.”

Jasey Tielen’s lessons on HubSpot onboarding cost

• A faster setup. Senior consultants can deliver a 20K implementation for about 5K, so quote the setup for what it takes.
• A budget for after go-live. Put the savings into strategy, the website and business results while the team is still building habits.
• Senior hires who sell the firm. Experienced people justify the lower entry price, and their networks send the next clients.
• Small first projects. Solve one problem for 2K or 3K to learn what clients need and earn their trust.
• A written way of serving clients. Define how each line of work runs, so sales and delivery feel the same to the buyer.

What should you pay for HubSpot onboarding?

If your team has time to do the work itself, HubSpot’s coaching is the cheapest route, at roughly €1,400 to €2,750 a hub on Avidly’s figures. For most sales and marketing teams, though, we would hire the kind of partner Jasey runs: one that does the setup quickly and stays on for the months after it, instead of spending the whole budget on configuration. Capterra’s buyers met their regret during implementation, the team is still getting used to the portal when a setup-only project hands it over, and Lally’s volunteers needed up to 254 days to form a habit. Before you sign, ask your partner the question Jasey asks himself: how much of this budget will reach the business?

If you are a partner building that kind of practice, Supered’s partner program helps agencies deliver adoption as a service. For the next read, our HubSpot implementation guide covers what the setup itself should include.