HubSpot is a tech provider that has done an excellent job of establishing a customer community and acting on feedback from it.
In doing so, it has honed in on the requirements of its sweet spot: the midmarket.
Companies in the midmarket don’t typically have the skillset or time to configure innovations, like AI agents, from scratch.
Instead, they typically want pre-built innovations to drop into their platforms, customizing them to their business, teams, and needs.
HubSpot is following that path, not jumping from the latest hot trend to the next.
While some may frame HubSpot as lagging the likes of Salesforce, its customers can match its speed, steadily advance, and prove results.
The announcements at HubSpot INBOUND 2025 aim to help its customers take their next steps.
From new data and configure, price, quote (CPQ) solutions to pre-built AI agents and playbooks, here are the top ten announcements from the event.
1. HubSpot Debuts an All-New Data Hub
CRM platform providers have battled with unstructured data management for decades due to various challenges, often relating to data volumes, scope, and quality.
At INBOUND 2025, HubSpot released a new Data Hub in beta to tackle the issue head-on.
Data Hub aims to combine "all" data from across the front office (and beyond), centralizing structured, unstructured, and external sources into a single data foundation.
In doing so, it takes "every" data signal from across service, sales, and marketing, scouring warehouses, databases, documents, and apps.
From there, it automatically detects trends in the data and suggests connections. That allows businesses to piece together more complete customer profiles, while boosting automation efforts, segmentation strategies, and reporting across the HubSpot platform.
Indeed, HubSpot promises that Data Hub will tell a more "complete story" of the customer journey.
Meanwhile, Data Hub should lessen the load on customer-facing teams by equipping them with tools to fix common data quality issues. These include duplication, irregular formats, and inconsistencies.
2. Smart CRM Gets "Reimagined" for Hybrid Human-AI Teams
Data Hub will sit inside Smart CRM, HubSpot’s ecosystem of Engagement Hubs. These span service, sales, marketing, commerce, content, and operations.
As part of the Smart CRM platform, it will bolster that single pane of glass customer view.
Yet, it’s not just Data Hub that will do so. Instead, HubSpot has embedded a new capability to automatically catch and save data from the customer conversations happening across its Hubs.
Leveraging this "Conversational and Intent Enrichment" capability, companies can automatically update customer records with new intelligence, so every call, email, and meeting adds new context to the single customer view.
Additionally, HubSpot is introducing a "Smart Insights" tool to surface particularly useful new insights from across the CRM platform, so CX leaders don’t need to go digging through reports.
Finally, new "Flexible CRM Views" will allow users to visualize customer records in new ways, whether via a table, chart, or custom design.
Each of these three innovations is now in beta and, per HubSpot, highlights how it’s reimagining Smart CRM for hybrid human-AI teams.
3. HubSpot Unveils 18 New Breeze Agents
Announced at INBOUND 2024, HubSpot Breeze is a suite of AI solutions available across the Smart CRM platform.
Breeze includes a collection of AI agents, aptly named: Breeze Agents.
HubSpot announced 18 new Breeze Agents in beta at this year's event. These include seven for marketing, six for sales teams, and five for customer service, as the chart below shows.
These join the 15 "ready-to-work" Breeze Agents already generally available.
At INBOUND 2025, HubSpot spotlighted three specific examples customers are finding particularly beneficial: its Data Agent, Customer Agent, and Prospecting Agent.
The Data Agent scours CRM data, transcripts, files, and external web sources to research and answer custom questions about customers. Answers taken from the web can be added to the Smart CRM.
Meanwhile, the Customer Agent serves go-to-market teams, answering their questions, quantifying leads, and communicating with customers across channels. In doing the latter, it leverages CRM data for personalization and can automatically resolve over half of customer interactions, according to HubSpot.
Lastly, there’s the Prospecting Agent. This works like a sales rep, automating tasks like monitoring buying signals from prospects, researching target accounts, and sending personalized outreach.
4. New Assistants Enter the HubSpot Breeze Party
While HubSpot first offered Breeze Copilot across its individual Hubs, it now provides a ubiquitous Breeze Assistant that works alongside users as they navigate HubSpot.
In doing so, the Breeze Assistant remembers the user’s preferences as it performs "dozens" of tasks, like conducting research that spans CRM solutions and prepping for meetings.
Additionally, HubSpot is offering Custom Assistants. Companies can train these assistants on their business processes, documents, and best practices to automate specific tasks for their employees.
For instance, a marketing team may build a Custom Assistant that works alongside associates to update specific landing pages. Yet, possible use cases span the Smart CRM ecosystem.
5. The Breeze Studio & Marketplace Also Go Live
HubSpot customers will soon be able to discover, scout, and deploy all of HubSpot’s Breeze Agents and Assistants via the new Breeze Marketplace, which is now in public beta.