This page describes a comparison between ServiceNow IntegrationHub & the Exalate app for ServiceNow.
We might be tempted to compare the functionalities of IntegrationHub & Exalate, focusing on one particular Integration scenario /need. However, it would be better to look first from a broader perspective and acknowledge that the Integration scenarios can be vastly different and ServiceNow IntegrationHub & Exalate are targeting different sorts of organization & needs.
IntegrationHub is mostly used by the enterprises that use ServiceNow as the main platform to manage IT services & intend to take the IT automation to the next level. For such a purpose, IntegrationHub (together with flow-designer and the spokes for various systems) provides an excellent foundation. And if an organization doesn't choose IntegrationHub, then the reason would likely be strategic e.g. a different platform is chosen to do the IT service automation & orchestration.
Exalate is an excellent solution for organizations with teams working on different platforms e.g. ServiceNow and Jira, that want to streamline the collaboration between the teams by synchronizing their tickets. For this purpose, Exalate is a good candidate due to its flexibility, reliability & autonomy. In other words, if someone is seeking to sync incident/change/problem tickets with Jira issues/projects/stories, Exalate is a good solution.
If we do want to compare the two integration solutions based on a concrete simple integration use case, e.g. creating an Incident(Issue) from an Issue(Incident), we could then draw the following conclusions:
To achieve the above simple integration scenario, ServiceNow IntegrationHub needs more configuration work and is likely more costly from a financial perspective as well.
The Jira Spoke is a third-party Application designed for ServiceNow IntegrationHub, the included Actions are extensive, but fixed. Therefore, the integration of customized attributes/process logic on Incident/Issue depends on what each of the Actions supports. In case an Action needs to be adjusted to allow more flexibility, an updated version from the creator of the Spoke is needed.
IntegrationHub does provide the immediate means to create a Jira Issue from different ServiceNow ticket types (e.g. Problem, Change, etc). The support of Integration scenarios is more flexible e.g. it allows integration between Incident/Issue, Change/Story, Change/Project, etc. with the same ServiceNow/Jira connection. Different flows need to be designed in ServiceNow for each desired integration scenario.
Bottom line: IntegrationHub is more of a ServiceNow infrastructure for integration/automation. Exalate is a solution for particular integration needs.
They are not direct competitors with one another. If somebody intends to use ServiceNow IntegrationHub only for Jira integration, it would be like shooting birds with a cannon!