Case Study
View Case StudyTray.ai
Migrating hundreds of thousands of pages, re-platforming and extending for the leading composable AI integration platform
We are the Hubspot CMS to Payload migration experts
Challenges with Hubspot CMS
HubSpot CMS has its perks, but you practically need a Mr. Moneybags subscription to keep the lights on. Pricing shoots up the moment you add seats, automations, or anything remotely “enterprise,” and you can only hope the pricing team doesn’t wake up one day and charge the equivalent of a beach-facing villa.
It’s also not winning any awards for flexibility. Deep customization is limited, the theme system is rigid, and you’re stuck learning HubL, a proprietary template language that no one dreams about using. The plugin ecosystem is tiny compared to WordPress, so advanced requirements usually mean custom builds, workarounds, or giving up. And yes, parts of the system can feel slow and clunky when you least expect it.
If you’re okay with the trade-offs, great. If not, you know where to find us.
Key pain points
Expensive pricing structure
HubSpot gets pricey really fast with every new seat, feature, or automation. It ends up feeling like a fresh subscription to financial pain.
Limited customization flexibility
The theme system is rigid, and anything beyond surface-level edits usually needs a developer. “Drag-and-drop” has limits… and you’ll hit them quickly.
Smaller theme and plugin ecosystem
Compared to WordPress or open-source giants, HubSpot’s marketplace feels tiny with fewer prebuilt solutions and more custom work.
Proprietary HubL language
Say hello to HubL, HubSpot’s own templating language. It works… but only in HubSpot. Enjoy the vendor lock-in.
Platform lock-in
Once you're in, getting out feels like moving out of a house with 14 years of hoarded junk. Migration isn’t fun.
E-commerce limitations
HubSpot CMS can run landing pages and lead funnels, but full-scale eCommerce? Not its game and definitely not its strength.
Benefits of Payload
Payload is genuinely strong tech. It’s fast, open-source, developer-first, and perfect if you want full control over your content model. The Next.js integration is smooth, the admin UI is clean, and it’s one of the more flexible modern CMS options if your team prefers to build things exactly the way you want them.
Just know that if you want actual features like visual editing, Vercel Blob storage, image handling, etc, you’ll be paying extra for the privilege. If you’re considering Payload or thinking about migrating into (or out of) it, reach out to us. We can help you figure out whether it’s the right stack or guide you toward a cleaner, saner (Sanity) setup.
Key advantages
Integration with Next.js applications
Payload works natively with Next.js, giving you clean data fetching and a smooth development flow. It removes the usual CMS friction so you can build fast, modern frontends without hacks.
Fully customizable
Everything is configured in code, which means you can tailor the CMS to your exact use case. You define the logic, workflows, and behaviour.
Supports custom data models
You can design any content structure your project needs, from simple documents to complex relational models. This gives you full control over how content is organised and delivered.
Intuitive admin UI
Payload’s admin panel is simple, clean, and fast. Editors can create, update, and manage content without training or digging through confusing menus.
Custom plugins and APIs
You can extend Payload however you like. Build custom fields, integrate external services, or add your own API routes. Perfect for teams that need deeper project-specific functionality.
Built-in authentication
Payload comes with user auth, roles, and access control baked in. No external auth service needed, and you can customise permissions to match your editorial workflow.
Get in touch
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