HubSpot integration: connecting HubSpot to Xero, your website and the rest of the business

What does HubSpot's Xero integration sync?

According to HubSpot's knowledge base, the Xero integration can sync contacts and products in either or both directions, invoices from Xero to HubSpot or both ways, and payments applied to invoices. You choose the direction for each type of record.

HubSpot also documents the timing: changes from HubSpot to Xero are detected within a few minutes, and changes from Xero to HubSpot every 30 minutes. It recommends setting up contacts first, then products, then invoices, because Xero needs a contact and items to exist before an invoice can sync.

What does the standard sync not do?

HubSpot lists the limits itself, and they are worth reading before you rely on it. The first catches most people: in HubSpot's words, "Draft invoices will not be synced to Xero." An invoice has to be open before it moves. The others that most often matter to UK businesses:

• Invoices created in HubSpot must be edited in HubSpot, and invoices created in Xero edited in Xero.
• Tax rates created in HubSpot do not sync to Xero, and HubSpot does not import taxes for multi-tenant Xero accounts.
• Only payments created after the app is connected sync to HubSpot, so history does not come across.
• Contact names must be unique in Xero, which trips up firms with several contacts at one company.
• Credit card fees do not sync to Xero invoices, which can mean manual reconciliation.

None of these is a reason to avoid it. They are reasons to decide in advance which system owns invoices, and to agree the setup with whoever does your books.

Can HubSpot connect to Sage?

It depends on which Sage. Sage Accounting, the cloud product, has a public API, so a connection is possible through a marketplace app if one suits you, or a custom integration if not. Sage 50 on the desktop is harder, and Sage's own developer forums point to a separate SDK route rather than a web API. Our Sage integration guide explains the difference.

Check the HubSpot marketplace for a current Sage listing and read its reviews before buying. If the business also needs Sage to agree with a job system or a website, a single custom integration that owns all of it is often simpler than three apps.

How should a website connect to HubSpot?

Directly, if you can. HubSpot forms embedded on the site, or a site form sending its data to HubSpot, put every enquiry in the CRM with its source. HubSpot documents how it can capture submissions from non-HubSpot forms, and our guide to connecting a website to a CRM covers the three main routes.

Whichever route you use, test what happens when HubSpot is unavailable. An enquiry should never be lost because a connection failed. The form should still send an email, and the failure should be visible to someone.

When is a custom HubSpot integration worth paying for?

• The system you need has no HubSpot connection, or the connection is unsupported.
• The standard sync cannot follow a rule your business depends on, such as stage payments, deposits or several billing entities.
• Three or more systems must agree: HubSpot, the accounts, a job or booking system, and the website.
• You need history moved across, not just new records from today.

With us, a single integration starts from £650, a connected system of two or three tools from £1,950, and larger integrations from £3,500. Every price is on the price list. Each one is built on your own accounts, documented, and shows its failures. A free systems audit (normally £495, free for a limited time) will tell you whether you need one at all.

Questions about HubSpot integration

Does HubSpot integrate with Xero?

Yes. HubSpot publishes its own Xero integration, which can sync contacts, products, invoices and payments. HubSpot documents its limits, including that draft invoices do not sync and only payments created after connection come across.

How long does the HubSpot Xero sync take?

HubSpot says changes from HubSpot to Xero are detected within a few minutes, and changes from Xero to HubSpot every 30 minutes.

Can HubSpot connect to Sage?

Sage Accounting, the cloud product, has a public API, so it can be connected through a marketplace app or a custom integration. Sage 50 on the desktop is harder and usually needs a different route. Check the current marketplace listings first.

How much do HubSpot integration services cost?

With Werehouse Media, a single HubSpot integration starts from £650, a connected system of two or three tools from £1,950, and larger integrations from £3,500. Prices are published on the price list.