Welcome to our HubSpot Product Spotlight for September. In this blog, we’ll explore some of the team's favourite HubSpot updates from the last month. Ready? Let’s dive in!
These are all the new features live and ready to use in your HubSpot portal.
Allowed 2FA Methods enables admins to configure which two-factor authentication (2FA) methods users in their organization can log in with. When the setting is turned on, admins can restrict which methods are allowed: SMS 2FA or Authenticator Apps (e.g. Google Authenticator, Authy, Duo). When the setting is off—which is the default mode—all 2FA methods offered through HubSpot are allowed.
To meet the needs of customers' organisational security policies, this feature allows admins to set which two-factor authentication (2FA) are allowed for users to access their account.
We’ve updated ticket export functionality in the customer portal. Previously, exports always included a default set of ticket properties, regardless of what customers had configured to display. With this update, when portal clients export tickets, the export will now reflect the exact customized properties that were set up by your team.
This change eliminates the confusion caused by a mismatch between what clients saw in the portal and what they received in an exported file. Now, exports are consistent with the configured ticket view, ensuring clients export exactly what they see in their portal.
You can now use association actions in lead based workflows. Additionally, the Lead object may now be used as the associated record in any of the association actions. Actions affected include
We have updated our reporting to introduce a delay of up to 24 hours before metrics from ad networks are displayed in our system. We've done this to avoid importing inaccurate data and reduce load times.
To view the most recent metrics without the delay, click on a particular campaign. That will show the latest reporting that the ad networks can provide.
This should increase the accuracy of our reporting as ad networks do not finalize their data for up to 48 hours and importing this to our system too early may lead to instances where the data we show is incorrect (as ad networks can go back and update information).
This should also decrease load times due to the large amounts of data that is being pulled in from different ad networks and will enable us to do future work to improve our reporting user interface.
Why it matters: Many enterprise organizations manage multiple brands, divisions, or regional entities within their company. Business Units allow these customers to effectively manage and organize their marketing efforts for each distinct brand within a single HubSpot account.
Problem solved: This feature addresses the need for large organizations to segment their social media accounts, users, settings, and reporting by brand. It enables better organization, targeted configurations, and clearer reporting across different business units operating within one HubSpot portal.
Marketplace apps that are created on, or migrated to, the new HubSpot Developer Platform now have customer install limits.
Apps with the “marketplace” distribution type are limited to 25 customer installs until they are listed on the HubSpot Marketplace, and apps distributed privately using OAuth are limited to 10 customers (or up to 100 customers for Solution Partners).
App partners who plan to use new features on the updated HubSpot Developer Platform need to account for these limits when preparing their app and Marketplace listing.
Groups within a Lead Score no longer require a limit, which means you now have more flexibility when creating lead scoring rules and deciding how they contribute points to the total score.
Here’s what is updated:
Customers felt constrained trying to build their lead scores while managing groups and their limits needing to add up to the total score limit, rather than being able to focus on setting up rules with the best fit and engagement signals. With this update, you can now focus on
Breeze can now generate custom properties for you using natural language.
A CRM should reflect the way you work and support your data needs. Now, it's easier than ever to create custom properties in HubSpot Smart CRM that reflect your business. Instead of using trial and error to create a property or get the data you need, you can use Breeze to quickly set up your data precisely the way you want it.
Search for workflow triggers by asset type or name when building workflows. This feature covers forms, lists, emails, and properties.
This feature helps you:
For example, if you want to automate a flow after a webinar submission, simply search for your webinar form to see all related trigger options.
When creating a landing page using AI, you will now have the option to pick from any of the existing templates in your portal. Images and text will be generated and plugged into the template so that you have a publish-ready page that is aligned to your brand.
Today, the AI-powered landing page flow only works with HubSpot default templates. This can make it difficult to match the AI-generated pages to the look and feel of your existing content.
You can now use AI to generate custom equations for calculated properties.
Building a custom equation for a calculated property can be time-consuming. With this feature, you can simply describe what you're looking to calculate, and HubSpot will build a formula for you to test and modify.
You can now use a country or 2-letter country code property to dynamically format phone numbers as part of the Validate and Format Phone Number workflow action.
This update is especially helpful for global teams. It ensures phone numbers are validated using the correct country context for each record. Previously, you had to select one default country code for all records, which made it difficult to manage international numbers. Now, your teams can work faster and maintain better data quality.
Phone number property values on index pages are now clickable links that open HubSpot’s calling dialer, making it easier than ever to start a call.
This update streamlines outbound calling. If you're working through a list of phone numbers, you can now launch calls with a single click — no need to copy and paste phone numbers into the dialer.
HubSpot have combined brand, primary, and secondary domain tables into one unified table — and replaced the separate primary/secondary domain connection wizards with a single, simplified wizard.
Previously, domains were split across multiple tables and wizards, which made it harder to see all your domains in one place and confusing to decide between “primary” and “secondary” usage types.
The Brand Kit Logo modal is now available directly in the Global Content Editor, allowing you to set up your default logos without navigating to Brand Settings.
Note: Updating an existing logo still requires going to Brand Settings.
This change simplifies global content editing by reducing the number of interfaces you need to manage brand assets. It makes setting up a default logo faster and more intuitive, improving the publishing experience and helping you get started with global content more smoothly.
You can now use the Microsoft Teams integration to sync your organization's Microsoft Teams meeting data to HubSpot.
You can now:
You can also use conversation intelligence with your Microsoft Teams meetings, allowing further meeting analysis like reviewing tracked terms, viewing AI-generated call summaries, adding recordings to playlists for coaching, viewing call stats, adding inline comments to transcripts, and more.
The Google Meet app for HubSpot makes it fast and easy to connect your conversations to HubSpot. With this update, you can now automatically sync and analyze your meetings, ensuring no valuable detail is missed in your CRM.
With this integration, you can:
HubSpot customers can use their Google Meet recording and transcript data in a range of features within HubSpot from conversation intelligence, and meeting assistance, and Breeze AI
Previously, valuable interactions from Google Meet meetings weren’t always logged and recorded in HubSpot, meaning you would miss out on important information.
Now, you can easily record, capture, and leverage important meeting data by automatically recording meetings to capture important information, which provides an additional layer of intelligence for coaching and business intelligence now that the data exists in the HubSpot CRM.
Developers with access to Sales or Service Hub Enterprise can now use CRM development tools to build UI extensions (custom cards) based on a new technology stack with React as frontend. These extensions can be displayed on the middle column tab or the sidebar of the record page.
This allows developers to build custom cards that are flexible, dynamic, and interactive. The choice of this technology stack makes it so that customers can have entirely custom yet immersive user interfaces built on top of HubSpot and that matches cohesively with the the UX that HubSpot is known for. They can build complex integrations, multi-step business processes on top of HubSpot to solve their unique business needs and scale their businesses.
Editing properties on the highlight card on the left sidebar of the record page is now faster, easier, and more intuitive. Instead of clicking ‘Save’ after each edit, HubSpot will save your property edits as they are made.
Property autosave will reduce the number of clicks required to enter data in the CRM, making data entry fast and saving you time.
Additionally, property autosave will decrease the risk of data entry errors and data loss when users forget to hit ‘save’ before moving on to the next task in the CRM. Users’ work will be saved as they go.
With Meeting Prep, Breeze Assistant ensures users are ready for any meeting by providing useful summaries of companies, contacts, and deals; suggesting talking points and agendas; and raising possible questions and concerns from meeting attendees.
Getting ready for any meeting requires pulling together context from many sources inside and outside of your CRM. With Breeze Assistant, reps are armed with all the resources they need to confidently enter a meeting, knowing they have not missed any of the key details.
Customers can now choose to route to a team without assigning a ticket owner in Help Desk ticket routing.
Sometimes teams don't want tickets to resolve to a specific owner, but they do want to route the ticket to a team so that team can view and triage as needed.
Introducing Enhanced Sorting and Filtering for the File Manager. Find your files faster with new multi-level sorting options and advanced filters. Now, you can quickly narrow your search using filters for file type, uploaded date, file status, and uploaded by.
Users struggle to find specific assets quickly, especially in larger organizations where multiple team members contribute to the file library. The limited filtering and sorting options make managing growing collections of files difficult, leading to frustration and wasted time. This update addresses these issues by introducing powerful sorting and filtering tools that help users locate and organize their files more efficiently.
HubSpot's guided report creation experience now provides a dedicated space to build custom reports either from templates or using one of six report builders.
Data-driven decisions are essential for your business strategy, but creating reports in HubSpot hasn't always been straightforward. Previously, it wasn't clear what templates were available or which report builder best fit your needs. Trial and error was costly because you had to start over if the wrong option was selected.
Now you have a clearer path to insights. The new experience organizes templates by business area and data type, while providing guided setup for HubSpot's six report builders. The custom report builder specifically offers more guidance whether you're building from pre-built datasets (Operations Hub Enterprise) or selecting from data sources.
The improved QuotaPath app for HubSpot helps sales teams unify key deal data in HubSpot by bringing commission insights directly into your CRM. The new Quota Attainment App Card displays real-time quota progress and deal impact in HubSpot deal records, while the Earnings App Object makes commission data available as a native HubSpot object.
Before, sales reps had to switch between HubSpot and QuotaPath to understand their quota progress and the impact of potential deals. With the new Quota Attainment App Card, they can now view their quota attainment directly on HubSpot deal records and instantly see how closing specific pipeline opportunities will impact their overall quota achievement. This enables sales teams to focus their time on the highest-impact deals while RevOps teams gain better forecasting visibility.
Also, RevOps and Finance teams previously couldn't incorporate commission data into their HubSpot reporting and automation strategies, forcing them to export data from multiple systems to create comprehensive analytics. Now, the new Earnings App Object makes earnings data available as a native HubSpot object. This empowers RevOps teams to build reports that combine sales metrics with commission insights and create automated workflows triggered by earnings milestones. Sales leaders also gain deeper visibility into team performance through unified dashboards.
There's now a more modern and flexible framework for building dynamic apps for the HubSpot App Marketplace. UI extensions are the first step toward a more open platform where you can craft deeper experiences that integrate seamlessly with the rest of HubSpot.
This beta includes early access to full-stack UI extensions, a Figma Design Kit, HubSpot CLI, a hybrid development model for iterating on app features, managing app configuration as code via developer projects framework and UI extensions SDK.
Powered by UI extensions, HubSpot admins can configure app cards in their portals, so users can view, sync, and action data between HubSpot and the rest of their tech stack. App cards appear in the record middle column, right sidebar, preview panel, and helpdesk ticket sidebar across all standard objects with record pages.
Apps with app cards are also featured in a collection that extends beyond the App Marketplace and into HubSpot, embedded where this type of customization is most relevant to users and instantly available for discovery.
Past attempts to create an end-to-end app experience meant piecing together different buttons and iframes across HubSpot. Now, UI extensions offer a new framework with tools to build a more cohesive and contextually-aware app experience. We are finally meeting users where they are – in the right place, at the right time, with actionable information.
With UI extensions, apps are front-and-center in areas of high usage in the HubSpot product. The more places your app shows up, the stickier it becomes. And with more control over how your app appears in HubSpot, you can now give users an immersive experience that looks, feels, and behaves HubSpot-native.
You can also continue to use your existing infrastructure and backend for enhanced app development, and manage the rest of the non-supported features (workflow actions, timeline events, app settings) through existing development methods.
You now have full control over which ticket properties are displayed in your Customer Portal. With customizable ticket properties, you can now select which columns are visible on your ticket listing table.
What this enables for Admins:
Every business handles its support tickets differently. Until now, customer portal visitors saw preselected ticket columns, which often meant they missed important business context. Now you can provide a more tailored experience for your visitors and help them get the info they need at a glance.
This brings customers closer to a fully customizable support experience and gives your customers the information they need in one place.
The 2025 essential apps for data activation collection in the HubSpot Marketplace is now live. View the full collection in the HubSpot Marketplace here.
When paired together with HubSpot, the 11 apps featured in the new collection help marketers achieve smarter automations, deeper personalization, and better AI performance. Many of these apps can also be used to bring data into the new data studio in Data Hub.
Essential app collections are editorial groupings of apps in the HubSpot Marketplace that are recommended by HubSpot. With over 1,950+ turnkey apps available, HubSpot makes it easy to connect with the tools and business systems that customers use and love. Install these new and updated apps to grow better with HubSpot.
Your AI-powered solution finder that does the work for you. Instead of hunting through different sections or endless searches, the reimagined HubSpot Marketplace proactively surfaces the perfect solutions tailored specifically to your business needs, industry, and HubSpot setup. One unified experience with intelligent discovery that allows solutions to find you.
We're bringing our offerings closer together under one unified marketplace. You can search for apps and agents, and easily find templates and solutions from the top menu. Soon we will bring them truly all together.
Each portal sees different recommendations because our AI analyzes your HubSpot setup, industry, company size, and usage patterns to surface the most relevant solutions. You'll see personalized suggestions like:
Plus, with intelligent recommendations based on your HubSpot setup, you'll discover solutions you didn't even know existed, turning your marketplace into your competitive advantage.
Previously, finding apps, website templates, and solution partners required navigating separate sections and experiences, a frustrating maze of different platforms, different UIs and endless searches for integrations that just work seamlessly with HubSpot.
The reimagined marketplace is working to consolidating everything you need, from powerful apps to intelligent Breeze agents & Assistants, into one unified experience. This means you can finally find solutions tailored to your specific needs, significantly cutting down on the time it takes to pinpoint the right tools. What used to take hours of research now can happen in minutes. With a unified search and discovery experience and refreshed listing pages, you'll make confident decisions faster, reducing downtime and helping you achieve your goals sooner.
This isn't just a redesign—it's your first step into AI-powered business growth.
Experience the new HubSpot Marketplace, now personalized just for you. Discover app and agent recommendations tailored to your portal's unique needs, backed by your actual usage data and business context.
The marketplace learns from how you work, delivering increasingly relevant suggestions based on your industry, use cases, and trending solutions. This intelligent personalization extends beyond the marketplace into your everyday HubSpot tools, ensuring you get the right resources exactly when you need them.
Plus, enhanced AI-powered search helps you find what you're looking for with smart suggested terms that expand on your queries.
Get solutions for the challenges you're actively working on – plus discover opportunities you didn't even know existed.
Lists have been renamed to Segments. Active and static lists are now active and static segments. As we have added more segmentation features, including the ability to segment anonymous website visitors, we want to better reflect the dynamic, AI-powered, and omnichannel capabilities of the new and improved Segments.
This change isn’t just about a name; it’s about redefining how you think about audiences inside HubSpot.
Breeze Agents & Assistants can now be seamlessly discovered and installed from the HubSpot Marketplace.
Work alongside AI to solve complex business challenges in real-time. The integration of Breeze Agents into the Marketplace means you can browse and discover AI-powered solutions that understand your workflows, anticipate your needs, and provide proactive solutions. This unified experience lets you instantly deploy AI capabilities that learn from your data and optimize your processes—delivering smarter outcomes without leaving your HubSpot workspace.
Enrichment for company and contact records is now included, without consuming any credits, in all paid portals with a Starter plan or higher. Eligible users can now enrich records automatically, in bulk, or manually, without consuming HubSpot credits.
Keeping records enriched and up to date ensures cleaner segmentation, faster routing, and less manual work for your teams. By making enrichment free to use, HubSpot is helping every Starter+ customer maintain accurate company and contact data as part of their Smart CRM. Data enrichment underpins essential workflows across marketing, sales, and customer success.
An evolution from our singular "Content Agent" to multiple specialized content agents. Some existing workflows become embedded AI features, and we’ve added net-new agents available through Breeze Marketplace.
This evolution delivers on our vision of multiple, specialized agents working for you. Each agent focuses on specific content creation tasks, providing more targeted assistance and better outcomes.
Your Prospecting Agent just got a whole lot smarter.
What's changing: The agent now makes strategic decisions about when to reach out, what to say, and how to engage based on real buying signals and prospect behavior.
For existing users: Your currently enrolled contacts will continue using the existing/legacy flow. New enrollments default to the powerful new adaptive flow with these updates.
Your agent analyzes massive amounts of data to craft deeply personalized outreach. It examines your CRM history (past emails, meetings, calls, notes), tracks engagement patterns (page views, form submissions, email opens), and researches company websites for products, values, and blog content. With additional research on job postings and company news, you get outreach so personalized it feels like it came from someone who's been following the account for years. You’ll also see the research as a card on company record pages.
Your agent watches for buying signals, CRM activity, and market triggers to optimize every touchpoint. It monitors funding rounds, product launches, leadership changes, and engagement patterns to craft increasingly relevant messages. As it learns more, it refines its approach while respecting your guardrails, creating outreach that evolves with your prospects' behavior.
Direct your agent's style, cadence, and messaging with specific instructions. The system clearly indicates its limitations, flagging any unclear directions. Whether you want formal or casual tone, aggressive or patient follow-ups, your GTM strategy scales perfectly across every prospect.
Now, supporting over 200 languages, your agent automatically drafts emails in each contact's preferred language straight from their CRM record. No translation delays or missed opportunities. Just authentic outreach that resonates worldwide.
Marketing assigns high-intent leads to reps via the agent. The agent automatically researches and begins outreach, allowing reps to focus on replies and booked meetings.
Enroll dozens of prospects at once. Review and approve suggested outreach or just handle the replies.
After events, enroll all attendees and let the agent craft personalized follow-ups based on their session attendance and engagement history.
Revive cold leads by having the agent reference their original interest points combined with new company developments and trigger events.
Email Performance Anomaly Detection automatically keeps an eye on your marketing emails and informs you when something unusual happens with open rates, click rates, or unsubscribes—so you can quickly understand what’s going on and take action.
Because small shifts in performance can signal big opportunities—or potential problems. Instead of spending time digging through reports or wondering if a drop is normal, anomaly detection spots unusual changes for you, explains why they might be happening, and gives you recommended next steps. That means you can respond faster, protect your results, and act on opportunities with confidence.
Timeline events—now App events—allow you to send rich activity data from your tech stack into HubSpot. Previously, these events only appeared on timelines, workflows, and lists, but couldn't be used for reporting or analysis across your tech stack.
App events are now available in all HubSpot tools—including Custom report builder, Customer journey analytics, Scoring, Datasets, and updated Workflows support to include branch logic. App events can be managed and analyzed in the event management interface alongside custom events. App events can now be linked to any object type (including app objects, custom objects, and service objects). and work together with app objects to enable custom data models for integrations,
App events can be created and managed through developer projects with enhanced schema validation and version control. While timeline events were previously available to all public apps, new app events are intended for public distribution only and are subject to an approval process moving forward. Existing timeline event integrations continue working unchanged and can be migrated when ready. Customers connecting in-house tooling for internal use should use Custom events instead of App events.
Integration data shouldn't be trapped on timelines. You need to analyze trends, understand customer journeys, and trigger sophisticated automations based on activity across your entire tech stack. App events unlock this by making your integration data a first-class citizen across HubSpot's analytics, reporting, and automation infrastructure. When combined with app objects, you can build complete custom data models that mirror your application's unique business logic.
The HubSpot Developer Platform is a unified app framework that gives you a modern and consistent way to build on HubSpot, with tools that meet you where you are. Equipped with a growing set of developer tools, a reimagined developer experience, and deeper extensibility, you can confidently create, scalable, AI-ready apps and solutions that are built to grow alongside you.
Developer Platform highlights:
Moving forward, all new app capabilities and developer tooling improvements will be made exclusively on the HubSpot Developer Platform.
The future of business software is not about choosing between different tools; it is about creating seamless, intelligent experiences that adapt to how teams actually work. Today, we are taking a major step toward making that vision a reality.
The HubSpot Developer Platform is the path forward and signals HubSpot’s commitment to investing in the developer community. Customers want deeper, more feature-rich integrations delivered faster, and this platform makes it possible to meet that demand.
By unifying the developer experience, HubSpot can deliver new capabilities more quickly while giving developers modern tools to build better solutions with greater speed and impact. Starting today, there is one way to build on HubSpot—whether you are creating a custom integration or the next great Marketplace app.
The unified experience combines a central developer overview, a consistent development framework, AI-native documentation, and CLI-guided setup flows (including the new hs get-started command) to take you from idea to “hello world” in minutes. It also enables deeper, more feature-rich integrations to solve customer pain points. Unification is not just about convenience; it is about unlocking new possibilities for developers and customers alike.
These updates are currently in the works and nearly ready to be released on your HubSpot Portal.
The Blog Research Agent is an AI-powered content engine designed to research topics, identify sources, and write high-quality, SEO-optimized blog posts. This agent enables content marketing teams to produce significantly more long-tail content at scale.
When you activate the Blog Research Agent, you get:
Creating high-quality blog content consistently can be time-consuming, especially during the early stages of research and topic ideation. The Blog Research Agent helps provide a significant head for content marketers by:
This makes content production smoother, quicker, and more aligned with strategic goals, all without leaving HubSpot!
Streamline your blog writing workflow with the new Blog AI Suggestions tab, a centralized space for Breeze Agents and Breeze Features for blog.
Writing new blog content is hard, especially when you’re stuck staring at a blank page. With the new Blog AI Suggestions tab, you can see all of the suggested topics proposed by your Breeze Agents for blog. You can also kick-off new agent runs to generate more ideas right when you need them.
An updated contact sidebar for the HubSpot Gmail Chrome extension that now opens in the Chrome side panel instead of within the Gmail interface.
Sales teams need quick access to contact information while managing email workflows. Moving the sidebar to the Chrome side panel frees up valuable Gmail interface space while providing a more flexible, resizable view of contact details without disrupting your email workflow.
We're enhancing the Index page experience to make it simpler, more intuitive, and more powerful—so you can move faster, focus on what matters, and make better decisions with ease. Check out this loom for a quick walk through.
The redesigned CRM Index pages put your data front and center, so you can focus on what matters most. With new view types like Calendar, Gantt, Report, and more, you can now visualize your data in ways that match your workflow. Whether you're renaming views on the fly, spotting trends with conditional highlights, or diving deep into column-level insights, everything is built to help you see more, click less, and act with confidence.
Ticket reopening management is a new workflows-powered solution that allows users to control if, when, and how tickets re-open based on new replies to closed tickets.
Once a support rep closes a ticket, their customer may reach back out for a number of reasons: to say thank you, to ask follow up questions, or to raise a completely new issue. Historically, there has been no way to prevent that closed ticket from re-opening or to auto-generate a new ticket. Whether the end user reached back out within five minutes, two days, or six months, that original ticket gets re-opened, causing issues for reporting, SLAs, and overall rep efficiency and organization.
Not anymore! Ticket reopening management workflows give support teams an automated solution that allows them to proactively manage their process for new replies on closed tickets and makes it easier for reps to respond, prioritize, and stay organized.
Often, a support team's process is to allow customers to re-open support tickets within a certain window of time after the ticket was closed, e.g. three days. If the customer responds any later than that, a new ticket should be created. This update makes that process possible.
Restore Property Edits allows users to revert property changes caused by an action. Historically, users had to export property history and re-import the data when unwanted changes occurred, but now you can filter and revert property edits without ever leaving the UI.
In order to protect customer data, users require the ability to quickly restore property values to a previous state. Mistakes may occur with import and workflow actions and historically there wasn't a great way to revert these changes. Without a clear history of data modifications, it becomes challenging to locate the exact point of change and revert, leading to prolonged downtime and inefficiencies in data management.
Breeze Studio now makes it easier than ever to customize and deploy off-the-shelf agents for your business. Whether you're enhancing an existing agent or building something entirely your own, you can tailor how agents behave, what they know, and which tools they use—all without writing code.
Because it transforms AI agents from static tools into dynamic teammates. With full control over what agents do, when they do it, and how they do it, businesses can:
By putting customization and automation in the hands of users, Breeze Studio unlocks the full potential of AI in the front office.
By giving users full control over what AI knows, how it behaves, and where it acts, Breeze Studio transforms AI from a helpful add-on into a strategic, scalable advantage for the entire front office.
User-level ticket permissions gives you more control over ticket visibility in the customer portal. Previously, you could only set ticket visibility for contacts to view all organization tickets or their own tickets. Now, you can assign access at the individual user level, so managers, admins, or designated users can see all tickets, while others only see their own.
Not every user needs the same level of ticket visibility. With this update, you can:
We're rolling out an updated CRM record activity timeline that combines a modern new look with powerful new filtering capabilities to help you find what matters, fast.
The activity timeline is one of the most frequently used surfaces in the CRM and now it's faster, clearer, and more powerful.
The Custom Action Builder is a visual, guided tool that gives app partners and developers a dedicated UI for creating custom workflow actions—no need to rely solely on the API.
Instead of hand-writing JSON, you can:
This makes building custom actions faster, easier, and less error-prone, so you can focus on delivering valuable functionality instead of troubleshooting setup.
HubSpot provides a variety of tools for external developers to extend the platform—such as CRM cards, timeline events, and webhooks. Until now, there’s been no dedicated UI for configuring custom automation actions.
Previously, developers were limited by relying only on our Custom Workflow Action API to create actions. This meant hand-writing JSON definitions and relying heavily on documentation examples to get the structure right.
As a result, many developers expressed frustration with the lack of a UI—spending extra time setting up and troubleshooting actions. Without a clear way to configure and preview actions, the process was inefficient and prone to errors.
Unlock your social media data directly within the Custom Report Builder. You can now build customized reports using a wide array of social media metrics to gain deeper insights into your performance across networks.
Why it matters: This feature addresses the need for deeper, more flexible analysis of social media performance than currently available in standard reports. It allows users who need detailed insights to create tailored reports specific to their business goals.
Problem solved: It solves the limitations of pre-defined in-app social reporting by giving advanced users direct access to a wider range of social metrics within the familiar Custom Report Builder. This empowers users to conduct in-depth analysis and build reports that meet their specific needs, comparable to dedicated social media analytics tools.
Data Agent actions your data throughout HubSpot Smart CRM. This AI-powered agent researches and answers custom questions about your customers by analyzing your CRM, calls, emails, documents, and the web—giving you the insights you need, without the manual work.
Previously, your CRM contained a lot of valuable, unstructured data that was challenging to understand. With Data Agent, this fragmented information is transformed into holistic, unified intelligence.
This results in complete customer insights that flow seamlessly across HubSpot. This becomes clean, usable data you can also leverage in workflows and Data Studio.
13. Internal FAQ Assistant
The Internal FAQ Assistant addresses a critical internal operations and productivity challenge: how to deliver quick, reliable answers to employees without overloading internal teams. Here's why it matters:
In essence, the Internal FAQ Assistant helps organizations run smoother by giving employees instant access to the knowledge they need to do their jobs, right when they need it—without waiting, guessing, or escalating.
App home is an extensible, full-page centralized experience for HubSpot apps. It allows app partners and developers to build full-page applications powered by UI extensions accessible directly from the HubSpot global marketplace navigation. With an app home, you can deliver a unified front door for your app, render context-aware content based on users, and surface custom content and actions beyond record pages – all within HubSpot.
Until now, HubSpot apps have been limited to isolated features and single record UI constraints, forcing partners and developers to build fragmented solutions, or redirect users to external platforms. App home addresses this by providing a centralized, flexible surface for app innovation. This unlocks the ability to build comprehensive, intelligent solutions that work across the entire HubSpot Customer Platform, improve user engagement, and create seamless experiences without context switching.
Admins can turn on HubSpot Meeting Notetaker so sales conversations are automatically recorded, transcribed, and stored in HubSpot. This frees your team to focus fully on customers instead of note-taking. The tool seamlessly joins your Zoom, Google Meet, and Microsoft Teams meetings with external contacts that are stored in your CRM.
Sales reps can engage completely in customer conversations rather than dividing attention with manual note-taking. Meeting summaries are automatically logged in HubSpot immediately after each call, providing valuable context for follow-ups and coaching opportunities.
Every sales opportunity counts. HubSpot's new smarter sales meetings gives you a single place to manage meetings with prospects - providing pre-meeting insights to help you prepare, post-meeting summaries to help you review, and AI-generated follow-up actions to keep deals moving forward and make sure no follow-up actions are forgotten.
HubSpot calling now supports live call transcription and AI powered note taking. While on a call, this new feature will transcribe your conversation in real time and automatically create a tailored summary of key points once the call has ended.
HubSpot know how hard it is to stay fully present in a conversation while also trying to jot down important details. With live transcription and smart note-taking, you can:
The power dialer allows sales reps to automatically dial through a queue of contacts sequentially, with configurable settings for call timing and voicemail drops.
Sales reps spend valuable time manually dialing and navigating between contact records. The power dialer eliminates these repetitive tasks by:
Introducing Brand Voice and Identity Customization for Brands (aka Business Units): You can now define a unique brand voice, identity, and kit for each brand (formerly known as business units) in your portal. This update allows you to tailor how content is created across HubSpot's AI tools to better reflect the personality, tone, and values of each individual brand.
For every brand, you can customize details like:
These settings help generate content that feels consistent, authentic, and aligned with each brand’s voice—whether you're managing one brand or many.
HubSpot will automatically pull brand identity details by crawling the domain associated with each brand in your portal, as well as pull data from your CRM.
AI reviewing your sales process to identify the customer's key goals for purchasing the product, top concerns, any expectations they have about the product i.e. start onboarding with this team, as well as who the champions and skeptics were. This information gets shared with CSMs when they take over the account making it easier for them to get up and running.
Sales reps gather critical information about the customer's goals and concerns that can be used by the CS team to ensure the customer is successful quickly with the product. This information often gets siloed in sales conversations and deal notes. It's time-consuming to have a complete handoff for each customer and inevitably information gets lost.
The new Personalization app brings everything you need to create, manage, and measure personalized experiences into one central place. Use Variants to quickly build audience-specific CTAs and landing pages, without the hassle of tweaking individual modules or duplicating assets. The built-in Personalization Agent acts like your AI strategist, pinpointing the best opportunities, recommending what to personalize, and generating ready-to-publish variants for your top segments. Fully integrated with Segments, it ensures the right audiences always see the most relevant experiences. Whether starting from scratch or letting AI handle the heavy lifting, Personalization helps you deliver the right content to the right people, faster.ent.
Personalization has traditionally been time-consuming, fragmented, and hard to measure, especially for small and mid-sized teams. The Personalization App changes that by giving marketers a single place to scale their efforts with clarity and speed.
With Variants, creating audience-specific versions of CTAs and landing pages no longer means duplicating assets or adjusting individual modules. You can set up and manage personalized experiences easily, while tracking performance across every variant from the same place you created it.
The Personalization Agent takes this further by analyzing your content and segments each week, surfacing high-impact opportunities, and generating ready-to-publish variants. It removes guesswork, speeds up execution, and turns “I should personalize more” into delivering relevant experiences at scale.
Seamless Segments integration makes every personalization purposeful, trackable, and tied to results, making it a core part of your strategy, not a side project.
The ICP Assistant is an AI-powered sidekick that brings your Ideal Customer Profile (ICP) to life across your go-to-market motions. It’s like having your dream customer sitting next to you, ready to give feedback on ad copy, product ideas, sales notes, and more, on demand.
The ICP Assistant helps teams stay focused on their best-fit customers across the entire go-to-market motion.
Understanding and building for the right customer is a key driver of growth. The ICP Assistant makes that process faster, more accurate, and more scalable.
The Explore tab in Segments (previously Lists) uses AI to uncover clusters of similar contacts based on your contacts’ engagement and fit attributes, so that you can discover new opportunities and automatically find your most valuable segments based on how individuals are actually engaging with your business.
A common question you might have is: “Do I have the right segmentation and engagement strategy in place?” Until now, answering this question required manual analysis or even hiring a data analyst to analyze data across segments, lifecycle stages, engagement metrics, and more.
Now, the explore tab is like having a data analyst on your team - instead of manually combing through your CRM trying to spot patterns, a clustering model analyzes your contacts and organizes them based on engagement level so that you can understand who you’re reaching and who is responding the best. This means you can invest your budget on the people who are most likely to engage and convert.
Auto-fills requests for proposals (RFPs) based on past responses and connected knowledge; flags custom response needs and speeds up proposal turnaround.
Cuts hours from your RFP process by auto-filling standard responses, pulling in approved messaging, and flagging missing inputs. This Agent helps you win more deals by ensuring proposals are fast, polished, and aligned with buyer needs.
You can now track themes of customer feedback across feedback surveys, as well as meeting and call transcripts. For each topic you create you can track the comment, number of mentions and sentiment of those mentions across different data sources.
You will be able to more easily understand the prevalence of different kinds of feedback across different customer feedback channels so that you can more easily take action to identify risks and improve the customer experience.
This agent gathers all relevant information on an account such as recent communications, deal status, associated tickets, public news, and main points of contacts for the agent to prepare a handoff document for seamless account transition between roles (such as, business development rep to account executive or account executive to success manager).
Bridges Ownership Gaps
Account transitions are frequent in customer-facing teams. Without structured handoffs, knowledge is lost, context disappears, and relationships suffer. This agent ensures:
Continuity of relationship.
Minimal friction in ownership transitions.
Faster ramp-up for the new owner.
2. Built on Trusted Data Sources
By prioritizing data from the HubSpot CRM, the agent ensures that:
The report is grounded in real, internal data (deals, contacts, activities, sentiment, etc.).
It reflects the actual customer journey, not assumptions.
3. Role-Aware Personalization
The agent adapts its output based on the roles involved. For example:
A handoff to a Sales Engineer might emphasize technical blockers.
A handoff to a CSM might focus more on renewals, usage, or support history.
This ensures relevance and actionability, rather than generic overviews.
4. Integrates External Context
By including company news and industry trends, the agent adds strategic foresight that the new owner can use in planning outreach or anticipating changes in the customer’s priorities.
Data studio brings all your external data together in one experience, where you can sync, combine, and activate customer data from across your tech stack.
Build powerful datasets with data from external apps like Google Sheets, Snowflake, and dozens of data sync apps—then activate those datasets in segments, workflows, reports and the CRM with just a few clicks.
For the first time ever, you can visualize, manage and use external data directly in HubSpot without modeling it in your CRM first. The data studio gives you fast access to data from across your tech stack, and provides easy to use tools to help you activate that data across HubSpot.
Instead of working with incomplete customer data that's scattered across disconnected systems, you can now combine data from Google Sheets, Snowflake, Office 365, and dozens of data sync apps in one intuitive workspace — then immediately activate that unified data across segments, workflows, reports and the CRM.
This matters because siloed data is what's standing between you and the personalized, revenue-driving campaigns your business needs to grow. When customer insights are trapped across separate platforms, you miss critical buying signals, can't accurately measure what's driving revenue, and end up competing with generic messaging while your competitors leverage complete customer intelligence.
The data studio changes this by giving you a complete view of every customer relationship. Instead of spending hours wrestling with spreadsheets or waiting for technical resources, you unlock insights that transform your marketing, sales and success processes from guesswork into precision.
When your data is this unified and accessible, your segmentation becomes laser-focused, your personalization genuinely resonates, and your AI becomes dramatically more powerful.
Social Post Agent is an AI-powered assistant that helps you generate and publish social media posts faster and on-brand. It’s built directly into HubSpot and turns key dates, events, and moments into polished, brand-aligned content across LinkedIn, X, Instagram, and more. All you need to do is press "Run Agent" and this will create posts for all calendar events in the next month for you.
This agent delivers post ideas, drafts, and scheduling recommendations tailored to your company’s tone and voice, all in one workflow.
This is our new and improved version of what was called the "Social Agent". Here's what's new:
1. Each event has three post ideas created. This helps get new angles for each topic. We've heard from customers like you that this helps get over the blank slate problem
2. Post suggestions now much more on-brand and specific to your company and location
3. Updates to the UI to make it much more friendly and quicker for you to edit your draft.
4. You can now edit your "Social Identity" through the Train your Social AI button to sound like you. The Agent will remember your preferences for hashtags, tones, language structures, for every future run. You can upload any brand documents and see the posts sound just like you. We recommend setting this up before you run the agent.
If you're like most B2B marketers, social media creation is one of your most frequent and most time-consuming tasks. Yet it often starts from scratch, across disconnected tools, with the pressure to be creative, on-brand, and on time.
Social Post Agent changes that. This agent helps you turn calendar events into publish-ready social posts, fast. Whether it’s an upcoming event, holiday, or a cultural moment, the agent surfaces three curated post ideas or angles each aligned with your audience, industry, and marketing goals. You’ll never start from a blank page again.
Better yet, the content is personalized to your brand’s voice using Social Identity - a set of preferences you define once and refine over time. You can tell the agent how you sound:
This means every post the agent creates will sound like it came directly from your team ready to engage, resonate, and convert. Social Post Agent doesn’t just save time - it inspires better content, strengthens your brand voice, and fits seamlessly into your publishing workflow.