134 HubSpot updates at UNBOUND ’26: what each one does, and which use credits

HubSpot released 134 updates at UNBOUND this year, and we spent the week in Boston going through every one, reading HubSpot's documentation for each and sitting down with dozens of HubSpot product managers to ask what their feature does, ...

Remington Begg · September 19, 2026 · 31 min read

For each update you'll find what it does, who can use it, and whether it draws on HubSpot Credits, with a link to HubSpot's own knowledgebase. You should review before you switch anything on.

Every one of these features reads from the same place, what HubSpot now calls Growth Context: your business, your customers, and your team, as recorded in the portal. Fill that in and the agents work. Leave it empty and you get the version HubSpot's own keynote measured as low impact. Low impact is low context. The full argument, with a maturity level for each of these features, is in Growth Context is your Kernel.

Credits at a glance

24 of the 134 updates involve HubSpot Credits. They fall into three groups. Each name jumps to its entry below.

Consume credits per use. These charge every time the agent does its job.

Nurture Agent: one credit event per email personalized for a contact.
Prospecting Agent: each lead the agent writes personalized outreach for, plus extra steps in the play.
Revenue Agent: per invoice attached to an outreach plan.
Customer Agent (all 18 updates): only when the agent delivers a resolution on a deployed channel; first-time setups get 14 days of free access with no credit use.
Knowledge Base Agent: 200 credits per article it generates.
Data Agent (live testing and CRM research via smart properties): per prompt per record; a smart property consumes credits even when it returns no value.
Notetaker: 10 credits per custom property per transcript run in smart data capture; default properties are free.
Custom Buyer Intent Signals and automatic tracking: creating and tracking custom signals, with an account-level monthly cap.
UserGems, Bombora, expanded, and churn risk signals: adding companies to Buyer Intent and tracking their signals.

Required for certain features. The core works without credits; specific capabilities inside it don't.

Agent Builder and Agent Hub: certain agent features; the page doesn't itemize them.
Campaign Agent: certain features inside Marketing Studio.
Content Agent: the page lists credits as required outright.
HubSpot Work: AI workflow actions inside a HubSpot Work AI agent.
Deal Progression: custom properties in CRM data capture; default properties are free.
Snowflake sync and Google BigQuery: direct warehouse-to-CRM sync is free; preparing data in Data Studio first (calculated fields, joins) consumes credits.
Data Studio builder enhancements and Google Sheets data source: Data Studio actions a Super Admin has enabled credit use for.
Marketing Studio:

The other 110 pages don't mention credits. That includes Breeze Assistant itself and its connectors, scheduled prompts and artifacts, Context Home, the new landing page editor (which says outright that credits aren't required), AI image generation, Lead Scoring insights, every Smart CRM and Help Desk change, the ads integrations, the Claude connector, the Agent CLI, and the MCP Server.

Breeze Assistant (9)

Custom Agent access. Any agent your team builds in Agent Builder can be called from a Breeze chat by tagging it in like a teammate; it runs its job and returns the result in the thread. One interface covers ad hoc questions and repeatable work, so nobody hunts for where an agent lives. Credits: none noted on the Breeze page; the agents run in Agent Hub, where certain features need credits. Availability: all plans; Agent Builder needs Professional or Enterprise.
Connectors. Connect Peerfold, Gong, G2, Asana, Notion, and other supported apps, then ask Breeze to read from them or take supported actions without leaving HubSpot. A rep can pull a call recording, a review, and a project status into one thread. Credits: none noted. Availability: all plans.
Voice for mobile. Speech-to-text input in the HubSpot mobile app: talk to Breeze, get answers, update records, hands-free. Built for the walk between meetings and the drive after them. Credits: none noted. Availability: all plans; public beta.
Artifact sharing. Artifacts are saved outputs (HTML pages, documents, decks) you can share with users and teams from a central Artifacts view. A pipeline report or campaign brief stops living in one person's chat history. Credits: none noted. Availability: all plans.
Artifact external sharing. PPTX and HTML artifacts can be shared outside the account as password-protected, revocable links. Proposals and summaries reach a client without an export step. Credits: none noted. Availability: all plans.
Scheduled prompts. Set any prompt to run on a recurring schedule and deliver its result to your chat, no one online required. Recurring reports like the Monday pipeline review run themselves once a prompt has proven correct. (HubSpot's page hasn't caught up yet; description per the Spotlight.) Credits: none noted. Availability: all plans.
New mobile home for sales. A redesigned mobile home shows a prioritized view of the day with next steps one tap away. Reps log contacts, draft follow-ups, and get account summaries from the phone. Credits: none noted. Availability: all plans, free mobile app.
Mobile search. One search bar on mobile finds CRM records or takes a Breeze question. Fewer taps to reach a record before a meeting. Credits: none noted. Availability: all plans.
Breeze Assistant for Gmail. Draft, refine, and reply to email inside Gmail with Breeze using your HubSpot context on the contact and deal. Reps stop switching tabs to write a follow-up that knows the deal. (HubSpot's page hasn't caught up yet; description per the Spotlight.) Credits: none noted. Availability: all plans.

Agent Hub (11)

Agent Hub. A redesigned home for every agent in the account: what's running, what's working, what you could build next. Managers get one place to govern agents instead of finding them scattered across tools. Credits: required for certain agent features. Availability: Professional and Enterprise across hubs; new.
Agent Builder. Describe an agent in Breeze, review the plan it drafts, approve it. Workflows can start from triggers inside HubSpot or in apps like Slack, take actions in Google Sheets and others, run agents as steps, and use custom code Breeze writes for you. An existing workflow converts to an agentic one in a click, so automation you already trust becomes the starting point. Credits: required for certain agent features. Availability: Professional and Enterprise across hubs.
Context Home. One place to view and manage what HubSpot's AI knows about your business: context (positioning, products, personas, ways of working) applied across every AI feature, plus knowledge vaults you attach to specific projects or agents. Keeping it current is how every agent stays on message; this is the setting the whole Spotlight depends on. Credits: none noted. Availability: all plans; new; Super Admin or partner access to edit.
Data Agent: Live testing. Try Data Agent against live CRM records with prebuilt scenarios before committing to a setup. Teams see what smart properties and smart actions would return on their own data first. Credits: Data Agent is credit-based, one prompt on one record per event; HubSpot describes the live test as free to try. Availability: Starter and up across hubs.
Data Agent: CRM research. Ask one question and Data Agent answers from the whole CRM, without picking properties or activities first; smart properties store the answer on the record for research, ICP enrichment, or qualification. Pre-call research happens at scale instead of one record at a time. Credits: consumed per run, even when no value is returned. Availability: Starter and up across hubs.
Automatic custom signal tracking. Custom signals start or stop tracking automatically from buyer intent views, Target Account status, lifecycle stages, segments, and workflow actions. Coverage follows your rules with a monthly account-level cap on credit spend. Credits: creating and tracking custom signals consumes credits; monthly limit configurable. Availability: all plans.
UserGems job change signals. Job-change signals from UserGems flow into Buyer Intent, so a champion moving to a new company shows up in your existing tracking and workflows. Warm intros surface before a rep would ever notice. (Page not yet updated; description per the Spotlight.) Credits: adding companies and tracking intent signals consume credits. Availability: Starter and up across hubs.
Company Surge signals, powered by Bombora. Bombora research-topic surge data joins Buyer Intent, flagging accounts that are researching your category before they visit your site. Outreach lands earlier in the buying window. (Page not yet updated; description per the Spotlight.) Credits: adding companies and tracking intent signals consume credits. Availability: Starter and up across hubs.
Expanded Buyer Intent signals. Twenty new signals covering major company changes that you can filter, segment, and automate on. Target-account lists react to the world instead of a quarterly refresh. (Page not yet updated; description per the Spotlight.) Credits: adding companies and tracking intent signals consume credits. Availability: Starter and up across hubs.
Churn risk signal. Reads logged emails, calls, and notes on an account and flags language that points to churn. CS hears about risk before the cancellation email, provided conversations are logged in HubSpot. (Page not yet updated; description per the Spotlight.) Credits: tracking signals consumes credits as part of Buyer Intent. Availability: Starter and up across hubs.
Custom Buyer Intent Signals. Define an intent trigger in plain language and HubSpot identifies companies that match; the signal then works in segments, workflows, and scoring. Your own definition of "in market" becomes a filter the whole team can act on. Credits: required to create and track. Availability: all plans; Edit access in Buyer Intent permissions to create.

Smart CRM (14)

Real-time CRM updates. Record changes appear as they happen, no page refresh. Two people working the same deal see the same state, and agents writing to records don't leave stale screens behind. Credits: none noted. Availability: all plans.
Actionable CRM notifications. Email notifications carry full CRM context and let you act without logging in; each notification type is configured separately across email, desktop, and mobile. Approvals happen from the inbox, where most managers already are. Credits: none noted. Availability: all plans.
HubSpot Work. Workspaces with projects, access levels, tables, documents, forms, and AI agents, generated with an assistant and tied to CRM records. Onboarding and launches run inside the CRM with customer context instead of in a separate project tool. Credits: required for AI workflow actions inside a HubSpot Work AI agent. Availability: Starter and up across hubs; new; public beta.
Personalized navigation. Reorder and group the left sidebar so the tools you use sit on top. Less hunting for people who live in two or three tools all day. Credits: none noted. Availability: all plans; new; public beta.
Faster custom reports. Custom reports load about 10x faster in dashboards, per HubSpot. Dashboards people had stopped opening become usable again. Credits: none noted. Availability: Professional and Enterprise across hubs.
Streamlined CRM index. Cleaner table and board views on the redesigned index page, with fewer clicks to create, filter, and act on records. Day-to-day list work gets faster for everyone. Credits: none noted. Availability: all plans.
Redesigned CRM records. A two-column default record layout: header up top, then Overview, Activities, Intelligence, and Revenue tabs with cards inside. The record becomes a briefing instead of a scroll. Credits: none noted. Availability: all plans; private beta.
Cross-object filtering. Filter a view by properties on associated records (deals by their company's industry, contacts by their open tickets) right on the index page. Answers that used to need a list or a report take one filter. Credits: none noted. Availability: all plans.
Data model health check. A dedicated tab in Data Model Manager scans for unused properties, low fill rates, inactive associations, and misconfigured pipelines, with recommended fixes. It's the L1-to-L2 cleanup list, generated for you. Credits: none noted. Availability: all plans.
Column-level filtering. Click a column header to filter on it, the way a spreadsheet does. Quick narrowing without opening the filter panel. Credits: none noted. Availability: all plans.
CRM notification navigation improvements. When someone mentions you on a record, the notification opens to the exact mention. No scrolling through the activity timeline to find the comment. Credits: none noted. Availability: all plans.
Customizable task management. Tasks get custom stages, multiple views, and built-in filters. Teams that run on tasks can model their own process rather than one shared queue. Credits: none noted. Availability: all plans; seats for some features.
Controls for CRM records. A customizable title card on every record surfaces the properties your team uses most, with a different default per object. The fields that matter stop being buried halfway down. Credits: none noted. Availability: all plans; public beta.
Centralized data model management. Objects, properties, and associations managed in one Data Model Builder view. Admins see the whole schema, which is the precondition for every agent that reads it. Credits: none noted. Availability: all plans.

Marketing Hub and Content Hub (22)

Marketing Studio. One workspace to plan a campaign, generate assets across channels with tracking built in, and review it all in calendar, board, or asset views, with Breeze coordinating the agents inside it. Campaign work stops bouncing between six tools. Credits: none noted for the workspace; the content agents do consume credits, (we heard 1000 ($10) per piece of content) yet to be confirmed. Availability: Marketing Hub Professional and Enterprise; public beta.
Campaign Agent. Give it a goal or an insight and it builds the plan: channels, message, assets, KPIs, and the automations to route leads, drawing on your brief, past performance, benchmarks, brand identity, and CRM data. You refine it in chat. Days of brief writing become one session. Credits: required for certain features. Availability: Marketing Hub Professional and Enterprise; public beta.
Content Agent. A set of content tools built into the blog, social, pages, and campaign editors that drafts from your account data, brand voice settings, and context; start from an AEO recommendation and it uses that too. Every draft is yours to review. The quality tracks what's in Context Home. Credits: required. Availability: Marketing Hub Professional and Enterprise; public beta.
Nurture Agent. Rewrites subject line, preview text, CTA, and body per recipient using CRM data and web research, for a percentage of contacts you choose. A nurture flow becomes a different email per person, capped by the quality of the record. Credits: consumed each time it personalizes one email for one contact. Availability: Marketing Hub Professional and Enterprise; public beta.
ChatGPT Ads. Connect a ChatGPT Ads account, create campaigns, and auto-append UTMs so contacts and deals attribute back to the spend, reported beside Google and LinkedIn. Paid presence in the answer engine, measured in the CRM. HubSpot is the first CRM with this integration. Credits: none noted. Availability: all plans; public beta.
Microsoft Advertising. Connect an individual Microsoft Advertising account (Microsoft sign-in only) and HubSpot reports on its campaigns with contact and deal attribution. Bing spend joins the same attribution view as everything else. Credits: none noted. Availability: all plans.
Reddit Ads. Connect Reddit Ads for campaign reporting, contact and deal attribution, and workflow enrollment when a contact engages with an ad. Niche-community campaigns get tracked to closed deals. Credits: none noted. Availability: all plans; public beta.
Automate campaigns. Build and run several automated journeys inside one campaign workspace, with conversion reporting and edits available in the workflows tool too. The campaign and its automation live in the same place. Credits: none noted. Availability: Marketing Hub Professional and Enterprise; public beta.
Build HubSpot campaigns in Claude. Through the HubSpot connector for Claude, create campaigns and analyze revenue attribution across marketing assets from a Claude chat. Marketers who plan in Claude don't leave it to ship. Credits: none noted. Availability: all plans.
Native WhatsApp marketing. Templates from your WhatsApp Business account sync in, get customized, and go out from records, inbox, help desk, or workflows, with delivery and engagement reporting. WhatsApp becomes a first-class campaign channel. Credits: none noted. Availability: Marketing Hub or Service Hub Professional and Enterprise; public beta; WhatsApp Business account required.
Multi-clip video editing. Combine clips on one timeline, edit each on its own, and apply captions and branding across the whole project, with AI removal of filler words and noise. A product demo gets finished without leaving HubSpot. Credits: none noted. Availability: Marketing Hub or Content Hub Professional and Enterprise.
Landing page editor. A rebuilt editor with drag-and-drop placement, styles managed in one place, device preview, and Breeze generating content or whole pages from a prompt. Fewer theme-file edits for routine changes. Credits: not required; the page says so explicitly. Availability: Marketing Hub Professional and Enterprise, Content Hub Starter and up; public beta.
Simplified Lead Scoring rules. Scoring rules show as a clear summary, with an edit mode when you want to change them. Anyone can read how a score is built without reverse-engineering it. Credits: none noted. Availability: Marketing Hub or Sales Hub Professional and Enterprise.
Share assets across campaigns. One asset associates with several campaigns without losing revenue attribution. Shared webinars and guides stop breaking campaign reporting. Credits: none noted. Availability: Marketing Hub Professional and Enterprise.
Ad leads. A Leads tab in Ads shows every lead-ad submission, its sync status, errors by type, and field mappings you can fix in place. Demo requests from Facebook Lead Ads stop vanishing into a mapping mismatch. Credits: none noted. Availability: Marketing Hub Starter and up; public beta.
Google Ads Recommendations. Google's optimization recommendations and score appear in HubSpot's Ads tool, where you can apply them. Ads optimization without switching to Google. Credits: none noted. Availability: Marketing Hub Professional and Enterprise; public beta.
Social posts workflow triggers. A published social post can trigger any workflow: notify the team, create tasks, kick off follow-up. Social becomes an event other systems react to. Credits: none noted. Availability: Professional and Enterprise across hubs; public beta.
Lead Scoring insights. AI surfaces the events with the highest conversion rates and confidence levels, so you build rules on what predicted customers in your own data (a demo-page visit, say). Scores get built from evidence in minutes. Credits: none noted. Availability: Marketing Hub or Sales Hub Professional and Enterprise.
Instagram Collabs. Tag up to three collaborators on posts, reels, and stories scheduled from HubSpot's social composer. Partner reach without leaving the scheduler. Credits: none noted. Availability: Marketing Hub Professional and Enterprise.
Custom Properties for social posts. Create properties like content theme or campaign type on social posts, then filter and report on them. You learn which categories earn engagement, not just which posts. Credits: none noted. Availability: Marketing Hub Professional and Enterprise.
AI script generation for video. Describe the video and get a script, then record against a built-in teleprompter, or bring in footage from Descript, HeyGen, or Google Drive. Non-presenters get on camera with less prep. Credits: none noted. Availability: Marketing Hub or Content Hub Professional and Enterprise.
Upgraded AI image generation. Generate images for pages, emails, blogs, and social with better prompt accuracy, readable text, and edits that preserve detail, on OpenAI's latest model; use a reference image and finish in Adobe Express. Stock photos get replaced by images that match the brief. Credits: none noted. Availability: Content Hub Starter and up.

Sales Hub (8)

Deal Progression. Analyzes every logged meeting, call, and email on a deal (not just the latest) and recommends prioritized next actions, drafts follow-ups, and proposes property updates the rep approves with a click. Reps stop updating the CRM by hand and managers stop guessing where deals stand. Credits: required only for custom properties in CRM data capture; default properties are free. Availability: Sales Hub or Service Hub Professional and Enterprise; seats required; public beta.
Deal Plans. A shared plan with milestones, owners, and deadlines that both seller and buyer can see and complete; managers set templates and access. Friction points in the sales process become milestones with names on them. Credits: none noted. Availability: Sales Hub or Service Hub Professional and Enterprise; seats required; public beta.
Notetaker. Joins meetings booked from connected calendars or CRM records, transcribes, summarizes, and suggests follow-ups; smart data capture writes findings to properties. Meeting detail lands on the record while it's still fresh. Credits: 10 credits per custom property per transcript run in smart data capture; default properties are free. Availability: Sales Hub or Service Hub Professional and Enterprise; seats required.
Prospecting Agent. Runs plays you define by segment and persona: detects companies matching your buying signals, finds the contacts, sources new ones from data providers, and writes outreach from CRM data and fresh signals, learning from every rep edit. Pipeline builds while reps sell. Credits: consumed when it writes personalized outreach for each lead, with additional steps in a play. Availability: Starter and up across hubs.
Breeze Assistant: Buying groups. Ask Breeze to build the buying group for an account from deal history, contacts, and notes; the org chart shows each buyer's role, missing connections, and engagement. Deal risk from thin stakeholder coverage becomes visible early. Credits: none noted. Availability: Sales Hub or Service Hub Professional and Enterprise; seats required; public beta.
One-tap Mobile Notetaker. Record an in-person meeting from the mobile app, offline if needed, then associate it to the CRM record and review transcript, summary, and next steps on the phone. Field reps get the same capture as video calls. Not a Sensitive Data-covered service. Credits: none noted on the mobile page; smart data capture rules apply as for Notetaker. Availability: Notetaker access; public beta.
Meetings Calendar. A day, week, or month calendar under Sales showing past and upcoming meetings from your connected calendar, with outcome updates in place. Meeting hygiene without leaving HubSpot. Credits: none noted. Availability: all plans; connected calendar required.
Streamlined goal management. Clearer actions, preserved targets when editing, and simpler bulk edits for goals assigned at user, team, or pipeline level. Quarterly goal updates take minutes instead of a spreadsheet import. Credits: none noted. Availability: Sales Hub Starter and up; goal types vary by tier.

Revenue Hub (16)

Revenue Agent. Monitors open invoices and customer communications, suggests a personalized outreach plan per invoice, and adapts as replies come in. AR stops chasing by hand; HubSpot claims setup in under 30 seconds. Credits: consumed per invoice associated with a plan. Availability: all plans; invoices in HubSpot required; new; public beta.
Direct contract management. Create, edit, renew, and amend contracts directly, without building a quote first, with manual or automatic billing. Contracts become the source of truth for committed revenue. Credits: none noted. Availability: all plans via the Direct Create, Edit, and Renew beta; public beta.
Price books. Separate price books for regions, partners, or segments, assigned to deals by rules on HubSpot properties so the right prices appear when reps add line items. Standard pricing without policing every quote. Credits: none noted. Availability: Revenue Hub Professional and Enterprise.
Customer Agent: Payment links. Customer Agent sends the right payment link in the conversation the moment a buyer is ready. Checkout happens in the chat that answered the question. Credits: via Customer Agent, consumed only on resolution. Availability: all plans with payments set up and Customer Agent deployed.
Customer Agent: Invoice support. Customer Agent finds a buyer's invoice, explains charges, and shares a secure link to pay. Billing questions get resolved without a ticket. Credits: via Customer Agent, consumed only on resolution. Availability: all plans with invoices in HubSpot and Customer Agent deployed.
Quote rules. Rules on products, pricing, discount limits, and quantities that warn reps or block publishing until requirements are met. Discount discipline that doesn't depend on a manager catching it. Credits: none noted. Availability: Revenue Hub Enterprise; core or Revenue Hub seat.
Payments Links API. Create and manage hosted payment links by API, each pre-loaded with line items, accepted methods, and checkout options. Dynamic carts and automated checkout flows from your own app. Credits: none noted. Availability: developer API, 2026-09 beta.
Brands support in Quotes. Quotes pick up brand kits automatically, so multi-brand companies deliver a consistent look on every quote. Less template maintenance. Credits: none noted. Availability: Revenue Hub Professional and Enterprise; Revenue Hub seat.
Buy Now, Pay Later with Klarna and Affirm. Klarna and Affirm appear as checkout options on HubSpot Payments. Higher-ticket purchases close without a financing conversation. Credits: none noted. Availability: paid plans with HubSpot Payments; US and Canada only.
HubSpot Capital. Pre-qualified working capital, powered by Stripe, offered to businesses using HubSpot Payments or Stripe, with funding in one to two business days. Cash-flow gaps bridged inside the tool that sees the receivables. Credits: none noted. Availability: all plans with HubSpot Payments or Stripe; Super Admin to apply.
Payment Object in Data Model Builder. Payments become a managed object with labeled associations to contacts, companies, deals, subscriptions, and custom objects. Revenue data gets the same structure as the rest of the CRM. Credits: none noted. Availability: all plans.
Breeze Assistant: Revenue context. Ask Breeze for booked MRR, TCV in a month, or renewals at risk and it answers from contract revenue data. Finance-grade answers in chat, provided contracts live in HubSpot. Credits: none noted. Availability: Revenue Hub, or any plan enrolled in the contracts beta; public beta.
Buyer Billing Portal. A self-serve portal where buyers view invoices and subscriptions, update payment methods, and pay. Billing emails to your team drop. Credits: none noted. Availability: Revenue Hub Professional and Enterprise; seats required.
Billing migration. Import active contracts from a legacy system with payment methods, history, and future billing schedules preserved. Moving to Revenue Hub without a billing gap. Credits: none noted. Availability: all plans via the contracts beta, otherwise Revenue Hub; import permissions.
Invoicing in Belgium and Germany. Machine-readable e-invoices sent through the Peppol network from HubSpot with a connected Stripe account; HubSpot checks whether the recipient is Peppol-registered and delivers. EU e-invoicing compliance without a separate tool. Credits: none noted. Availability: all plans; Stripe connected; private beta.
Contract-based revenue reporting. Pre-built reports for MRR, TCV, NRR, and GRR, including an MRR waterfall and net new MRR by month, driven by contracts. Revenue movement reported the way a board expects. Credits: none noted. Availability: Revenue Hub, or any plan enrolled in the contracts beta.

Service Hub (28)

Customer Agent credits work the same way for every entry that names it: credits are required to deploy the agent to a channel and are consumed only when the agent delivers a resolution. First-time setups can opt into 14 days of free access with no credit use.

Customer Agent: Batch testing. Write test questions or generate them from real conversations, run them in bulk, and grade the agent's answers before go-live; coach it from the results. The public wrong answer happens in a test instead. Credits: per resolution once deployed; testing is pre-deployment. Availability: Professional and Enterprise across hubs; Super Admin opt-in.
Customer Agent: Coaching opportunities. Performance reports rank where the agent struggles and produce a prioritized fix list, alongside resolved, deflected, and escalated counts. Weekly coaching gets an agenda. Credits: per resolution once deployed. Availability: Professional and Enterprise across hubs.
Customer Agent: Voice. The agent answers inbound calls with the same knowledge and handoff rules as chat, transferring to a rep when needed. Phone support runs after hours without a night shift. Credits: per resolution once deployed. Availability: Professional and Enterprise across hubs; public beta.
Knowledge Base Agent. Reads closed tickets to find gaps, drafts new articles, and flags existing ones that are unclear or stale. The knowledge base that feeds Customer Agent keeps itself current. Credits: 200 per generated article. Availability: Service Hub Professional and Enterprise; public beta.
Customer Agent: Topic organization. AI classifies recurring themes across tickets and conversations into topics and subtopics you can report on and add to. You see what customers ask about most and coach the agent by topic. Credits: none noted for topics. Availability: Service Hub Professional and Enterprise; seat required; beta opt-in.
Customer Agent: Reporting improvements. The metrics that matter (resolution, deflection, escalation, workload, query volume) laid out for confident reporting. Managers can defend the agent's numbers. Credits: per resolution once deployed. Availability: Professional and Enterprise across hubs.
Customer Agent: Actions library. A searchable library of pre-built actions for common tools, so the agent can call your apps to check an order, reset a password, or update a record. Setup drops from building API calls to picking from a list. Credits: per resolution once deployed. Availability: Professional and Enterprise across hubs.
Customer Agent: Handoff guidelines. Write the rules for when the agent hands off, immediately or later, to which users or teams, with custom messages and ticket-based routing. Escalation policy lives in one place. Credits: per resolution once deployed. Availability: Professional and Enterprise across hubs.
Customer Agent: Audience segments. Segments give the agent extra knowledge sources for specific audiences (by language, subscription tier, region). Enterprise customers and trial users get different answers from the same agent. Credits: per resolution once deployed. Availability: Professional and Enterprise across hubs.
Customer Agent: Knowledge generator. Turns resolved tickets into draft Q&A knowledge for you to review and approve. The agent learns from how your team already answered. Credits: per resolution once deployed. Availability: Professional and Enterprise across hubs; Super Admin opt-in.
Customer Agent: Auto setup. A guided flow builds the agent from your HubSpot context and past conversations, crawling up to 5,000 URLs of your domain for knowledge and adopting your brand voice. A first working agent in one sitting. Credits: per resolution once deployed; 14-day free access on first setup. Availability: Professional and Enterprise across hubs.
Customer Agent: Email targeting. Choose which contacts the agent replies to on email with include and exclude lists built from existing segments. Roll out to one audience first. Credits: per resolution once deployed. Availability: Professional and Enterprise across hubs.
Customer Agent: Form submissions. Assign the agent to a form channel and it replies to submissions from a reply address you set. Every inquiry gets an answer, including the ones that used to sit. Credits: per resolution once deployed. Availability: Professional and Enterprise across hubs.
Customer Agent: Deployment recommendations. Recommendations built from your volume, response times, unassigned conversations, SLA adherence, and trends suggest where to deploy and at what coverage. Data picks the first channel. Credits: per resolution once deployed. Availability: Professional and Enterprise across hubs.
Customer Agent: Fallback routing. Route a conversation to the agent when no human is available or everyone is at capacity. Wait times drop when the queue would otherwise stall. Credits: per resolution once deployed. Availability: all plans for live chat; routing fallback beta opt-in.
Customer Agent: Insights. In Help Desk, see the sources the agent used, the actions it triggered, and the knowledge gaps behind each reply, and coach it without leaving the ticket. Faster fixes for wrong answers. Credits: per resolution once deployed. Availability: Service Hub Starter and up.
Customer Agent: Embedded tester. A tester panel stays with you on every setup page, so you can try a question as you edit guidelines, sources, or actions. Tighter edit-and-check loops. Credits: none while testing. Availability: Professional and Enterprise across hubs.
Customer Agent: Hand off. Reps assign a routine conversation to Customer Agent from Help Desk or Inbox. Humans keep the hard cases and send the easy ones back. Credits: per resolution once deployed. Availability: Professional and Enterprise across hubs.
Customer Agent: Handoff status in Help Desk. Help Desk views show where every agent-handled ticket stands and which need a human. Supervisors watch the agent's queue like any other. Credits: none noted. Availability: Service Hub Professional and Enterprise.
Ticket Reopening Management in Help Desk. HubSpot filters automated replies (out-of-office and the like) and lets you decide whether a real customer reply reopens the ticket or opens a linked one. SLA metrics stop being polluted by autoresponders. Credits: none noted. Availability: Service Hub Professional and Enterprise.
Omnichannel Waitlist in Help Desk. When every eligible agent is at capacity, tickets go to a priority-ordered waitlist and auto-assign as space opens. Nothing sits unassigned. Credits: none noted. Availability: Service Hub Professional and Enterprise; seats; public beta.
Chat widget placement. Position and appearance controls for the chat launcher, including letting visitors move it. More visitors notice the chat and start sooner. Credits: none noted. Availability: all plans.
Sequential IVR routing. IVR menus route calls to reps in a set order rather than to whoever answers first. The right person picks up more often. Credits: none noted. Availability: Sales Hub or Service Hub Professional and Enterprise.
Conversation history in Breeze Assistant. Breeze can read your full conversation history across email, chat, and calls (on by default) and answer questions about it. "What did customers complain about most in August" becomes a prompt. Credits: none noted. Availability: all plans.
Conversation access in Claude and MCP. Through the HubSpot connector, Claude and other MCP tools get full conversation context across chat, email, SMS, WhatsApp, and Messenger, plus record reads and writes. Support analysis in whatever AI tool the team already uses, with app governance set first. Credits: none noted. Availability: all plans.
Customer Success Revenue Reporting. Ready-made reports for gross and net revenue retention, renewal pipeline, and book-of-business value in the customer success workspace. CS leaders report the numbers finance asks for. Credits: none noted. Availability: Service Hub customer success workspace.
Product Usage Tracking. Define which custom events count as activation and ongoing use per product, with frequency expectations, and track adoption across accounts. Usage declines show up before the renewal call. Needs usage events sent to HubSpot. Credits: none noted. Availability: Service Hub Professional and Enterprise.
SMS support in Help Desk. Connect an SMS channel (via Twilio) to Help Desk so customers text a support number and reps reply from the ticket. Appointment confirmations and quick updates over text. Credits: none noted. Availability: Service Hub Professional and Enterprise; new; public beta.

Data Hub (12)

Data Studio: Builder enhancements. In the dataset builder you can now summarize columns, fill gaps in data, and roll up one-to-many relationships, then activate the dataset in lists, workflows, and reports. Warehouse-style shaping without leaving HubSpot. Credits: Data Studio actions can use credits once a Super Admin enables it for dataset users. Availability: Data Hub Professional and Enterprise; public beta.
Primary record merge rules. Rules decide which record stays primary in a merge, with the option to keep specific properties from the secondary. Bulk merges stop overwriting the wrong values. Credits: none noted. Availability: Professional and Enterprise across hubs; public beta.
Custom columns in the duplicates table. Add the properties that matter to your review (owner, lifecycle stage, last activity) as columns in the duplicates table. Merge decisions happen at a glance. (Page not yet updated; description per the Spotlight.) Credits: none noted. Availability: Starter and up across hubs.
Snowflake sync. Direct Sync connects a Snowflake table or view, maps columns to HubSpot properties, and runs on a schedule, with new sync monitoring and health views; no dataset build in Snowflake first. Account data like ARR lands on company records automatically. Credits: direct sync doesn't consume credits; preparing the data in Data Studio first (calculated fields, joins) does. Availability: Data Hub Enterprise; public beta.
Higher duplicate pair limits. The manage-duplicates tool handles far more pairs per object, with a configurable daily limit and alerts when it's passed. Large portals can finally work the whole backlog. (Page not yet updated on the new ceiling; description per the Spotlight.) Credits: none noted. Availability: Starter and up across hubs.
Google Sheets data source. Bring a Google Sheet into Data Studio as a source, preview it before committing, then use it in segments, workflows, and reports. The spreadsheet a team lives in becomes CRM-usable data. Credits: Data Studio actions can use credits where enabled. Availability: Data Hub Professional and Enterprise; new.
Google BigQuery app updates. Bi-directional sync between BigQuery and HubSpot objects, configured from the Marketplace app by a Super Admin. Warehouse and CRM stop drifting apart. Credits: direct sync from a single warehouse source doesn't consume credits; Data Studio preparation does. Availability: Data Hub Enterprise; public beta.
Amazon S3 data export. Export CRM objects, events, and associations to your S3 bucket on a custom schedule, choosing what syncs, with sync health visible. Your warehouse gets HubSpot data without a middleware tool. Credits: none noted. Availability: Marketplace app; new; public beta.
Merge preview. See exactly how two records will combine before you merge. Fewer irreversible mistakes. (Page not yet updated; description per the Spotlight.) Credits: none noted. Availability: Starter and up across hubs.
Data Studio: Connect web hooks. Push JSON into a Data Studio data source in real time through the ingestion API, then activate it in segments, workflows, reports, and the CRM. Product events and third-party data arrive as they happen. Credits: none noted. Availability: developer API, 2026-09 beta; public beta.
Custom duplicate rule assistance. Built-in guidance helps you write duplicate-detection rules that catch the right pairs. Less trial and error on matching logic. (Page not yet updated; description per the Spotlight.) Credits: none noted. Availability: Starter and up across hubs; public beta.
Duplicate similarity scores. Each duplicate pair carries a similarity score you can filter on. Work the near-certain matches first. (Page not yet updated; description per the Spotlight.) Credits: none noted. Availability: Starter and up across hubs.

Marketplace and Developers (13)

AI connectors in the HubSpot Marketplace. Live connectors for Claude, ChatGPT, Copilot, and Gemini give each tool your CRM data so answers, insights, and actions carry customer context. Teams keep the LLM they prefer and lose nothing. HubSpot calls itself the only CRM with all four. Credits: none noted. Availability: all plans.
HubSpot Marketplace: Workflow templates. A library of pre-built workflow templates you install and customize. Common automations start from a working example. Credits: none noted. Availability: all plans.
Notable new apps. Google Drive, Microsoft SharePoint and OneDrive, and Epic join the Marketplace. Files and, for healthcare, EHR data get closer to the record. Credits: none noted. Availability: per app.
156+ new and 21+ updated apps. The quarter's Marketplace additions and updates, including Eventbrite, Shopify, and Zoom. Worth a scan against your current integrations list. Credits: none noted. Availability: per app.
Redesigned Solutions Directory. A rebuilt partner directory that makes discovering, comparing, and contacting partners simpler. Buyers find the right partner faster. Credits: none noted. Availability: public.
Connected apps digest. A monthly email summarizing what changed with your connected apps, alongside the Connections tab's status, API usage, and record-level insights. Expired connections and API limits stop being surprises. Credits: none noted. Availability: all plans; public beta.
HubSpot Developer Platform updates. Runtime permission scoping, modernized API credentials, and better developer controls so apps and agents ship with governance built in. Safer to build, safer to install. Credits: none noted. Availability: developer platform.
Agent CLI. Connects AI coding agents (the ChatGPT app, the Claude app, Claude Code) to your HubSpot account so you can delegate repetitive, bulk, or scheduled CRM work: find inconsistent records weekly, generate summaries, manage processes. Ops chores move to an agent you supervise. Credits: none noted. Availability: all plans; public beta.
HubSpot MCP Server. A remote MCP server gives any MCP-compatible tool or agent governed read and write access to HubSpot data, now spanning landing pages, campaigns, quotes, custom objects, and workflows, with the same functionality as the connectors; a local Developer MCP server helps agents build on HubSpot. This is the door to the Exposed level on our Maturity Model: your company answering in whatever tool the buyer uses. Credits: none noted. Availability: all plans; developer setup.
API updates. New functionality and updated APIs (payment links, Data Studio ingestion, and more) so agents and humans can work across more of HubSpot programmatically. Fewer workarounds in custom integrations. Credits: none noted. Availability: developer platform.
App governance. Centralized, granular admin control over data access, app permissions, and user visibility. The precondition for letting external agents into the portal. Credits: none noted. Availability: developer platform and admin settings.
HubSQL Public API. Send a SQL query to one endpoint and get aggregated CRM data back as flat JSON rows, instead of stitching object-specific REST calls. Reporting and analysis integrations get simpler. Credits: none noted. Availability: developer API; private beta.
HubSpot connector for Lovable. Build apps in Lovable that read and write HubSpot data through a native connector. Customer portals and internal tools get built on top of the CRM with scoped access. Credits: none noted. Availability: all plans; public beta.

What to do with all of this

Pick four or five. HubSpot's own survey of 6,000 companies found that the ones getting results run four or five AI use cases per outcome, not fourteen. Then check what each of your four needs before it pays off, because the credits above only get spent well when the context they read is in the portal. Every feature on this page is mapped to a layer, a maturity level, and its one prerequisite in Growth Context is your Kernel.

Curious where your company sits on the Maturity Model? Book the Diagnostic.

Looking for help implementing or deploying any of these features? We're here to help!