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Welcome to our HubSpot Product Spotlight for February. In this blog, we’ll explore some of the team's favourite HubSpot updates from the last month. Ready? Let’s dive in!
Now Live
These are all the new features live and ready to use in your HubSpot portal.
1. Import multiple public urls at once to train the Customer Agent
What is it?
Customers can now import multiple public urls at once to train the customer agent.
Why does it matter?
Today, customers have to import urls one at a time. This feature will save customers hours of manual work.
2. Import Your Cart Data Directly into HubSpot
What is it?
You can now import your cart data into HubSpot using CSV or other spreadsheet files. With HubSpot as your single source of truth for customer data, including carts, you can build comprehensive reports and make smarter decisions to grow your business.
Why does it matter?
Previously, you needed to reply on integrations or APIs to bring cart data into HubSpot. Now you can import cart data directly using CSV files, making it easier to:
- Centralize your customer and commerce data in one place
- Create comprehensive reports on customer purchasing behavior
- Make data-driven decisions to improve your customer experience
3. Design Patterns for UI Components in App Cards
What is it?
We're adding Design Patterns that showcase how to compose UI components in the HubSpot way. This will help create a smooth and easy-to-use experience for end users with App Cards. No more guessing and playing detective with HubSpot's style, and you don't need to be a UX expert to build crafted customizations.
With this update we're providing sample templates, Figma mocks, and written documentation on how to assemble UI Components together. Here's how to access them:
- Docs: Written guidelines on best design practices
- Figma Kit: Ready-to-use templates to create mocks for App Cards
- Sample code: Each extension file contains a different pattern that you can copy and paste right into your own project, to be used as boilerplates.
These are our recommended best code and design practices to create a smooth, and easy-to-use customer experience. We plan on adding to this library in the future.
Why does it matter?
- Time saved: In terms of figuring out the HubSpot design system, clear guidelines reduce the number of design decisions that need to be made, allowing you to focus on building.
- Cost saved: Better design means end users are less prone to errors when they use cards that cater to their mental model of HubSpot. This means faster onboarding to app cards, eventually leading to deals and tickets being closed faster.
- More QUALITY apps: When common design practices are shared, apps will be more predictable, usable, and accessible.
4. Preview Score Insights in Lead & Health Scores
What is it?
Selecting the right rules and weights for a Health or Lead Score can be difficult. Today, it can even feel like a guessing game. Test a record helps you see what the score would be for an individual record, but what about for everyone else? Now, the score distribution preview samples thousands of records in order to show you what the impact would be across their scores.
Why does it matter?
Reviewing the average score and distribution of both the total score and threshold labels now makes score rule building an iterative and insightful process.
5. Custom Channels API - use HubSpot model for message threading
What is it?
Developers building messaging integrations with the Custom Channels API may now optionally enable a feature for their custom channel by which they can rely on HubSpot to manage message threading (which messages go with which conversation(s), as an alternative to the current model where developers must generate, persist, and manage their own integrationThreadIds. HubSpot uses this same threading model with its WhatsApp and SMS integrations.
Why does it matter?
Support teams connecting a variety of channels to Help Desk can now rely on consistent behavior of conversation management, no matter if HubSpot or an ecosystem partner built the integration.
This threading model is a good fit for channels where there is only ever one 'open/ conversation between parties (such as scrolling through text, WhatsApp, or social DMs on your phone). It is not a good fit for channels where participants can have multiple conversations going (e.g. different email threads, different Slack threads).
6. Set marketing contact status action available across workflow types
What is it?
The Set marketing contact status workflow action is now available in more types of workflows, instead of only in contact based workflows.
Why does it matter?
Until now, the Set marketing contact status action has only been available in contact workflows. This is because the action is only applicable to contacts, as they are the only record type with a marketing status. This also meant that the action could only be used with triggers available in contact workflows, which doesn't fit every use case. With the update we're making, you can now set other types of objects' associated contacts as marketing or not marketing, from other types of workflows.
For example, from a deal workflow, you could trigger automation when a deal is closed lost and use the Set marketing contact status action to make the "Decision maker" contact associated with that deal non marketing, to automatically reduce costs for contacts you're no longer engaging with.
7. All Marketing Hub Enterprise customers can now use multiple brand domains
What is it?
As a Marketing Hub Enterprise customer, you can now use multiple brand domains across landing pages, site pages, blogs, and email—no matter when you purchased Marketing Hub Enterprise.
Why does it matter?
Previously, if you purchased Marketing Hub Enterprise after April 3, 2024, you couldn’t use additional brand domains (via business units or the domains add-on) for landing pages, site pages, or blogs. To simplify domain management and ensure a seamless experience, we’ve removed this limitation—giving you greater flexibility in managing your brand’s online presence.
8. Extending Association Actions to Additional Objects
What is it?
Workflow actions that manage associations and association labels now work with the following objects:
- Appointments
- Courses
- Listings
- Services
Why does it matter?
Last year, we introduced new workflow actions enabling users to automate managing associations for contacts, companies, deals, tickets, and custom objects.
This update extends support for those actions to new objects - appointments, courses, listing, and services.
9. Updates to Payment Link sharing and send options
What is it?
The sharing modal experience has been redesigned to include all options available to send / share payment links:
- Send by email (CRM associations only)
- Copy link
- Share / Download QR code
- Embed code
Why does it matter?
You can now share payment links more easily and access all sharing options once you create a payment link.
10. Company Exclusions in Buyer Intent
What is it?
Ready to declutter buyer intent?
With company exclusions, you can now instantly exclude up to 100 companies from your buyer intent overview and companies tabs, saved views, auto-adds, and email digests.
Why does it matter?
Starting today, you can exclude specific companies from buyer intent—regardless if they already exist in your Smart CRM or not. This now allows you to:
- Exclude Yourself: Self-explanatory right? You're never going to sell to yourself, so let's exclude your company from showing up altogether.
- Focus on Qualified Leads: Eliminate distractions by excluding companies you'd never engage with, like partners, agencies, and competitors.
- Prevent Accidental Actions: Avoid the inadvertent adding of bad-fit companies to your Smart CRM, lists, and workflows—all of which might cost you credits.
11. Extending Association Actions to Additional Objects
What is it?
Workflow actions that manage associations and association labels now work with the following objects:
- Appointments
- Courses
- Listings
- Services
Why does it matter?
Last year, we introduced new workflow actions enabling users to automate managing associations for contacts, companies, deals, tickets, and custom objects.
This update extends support for those actions to new objects - appointments, courses, listing, and services.
12. Create Lists from Copilot
What is it?
Now, Copilot can help you create a list wherever you are by simply describing the group of records you want to engage with.
Why does it matter?
This new functionality unlocks Breeze Copilot's potential to help you target the right audience from wherever you are. As you analyse performance in e-mail, forms, reporting, or any other tool, you no longer need to go back to lists to find the right filters to create the best next audience. Now, you can query Copilot and build your list with all the context you need at hand.
13. Activity index pages for notes, postal mail, communication (WhatsApp, Linkedin, SMS)
What is it?
You can now manage activities in bulk on index pages for notes, postal mail, and communication (WhatsApp, Linkedin, SMS). You can view, filter, edit, or delete activities in bulk. This allows net new free customers as of February 4th, 2025 to delete activities that are 30+ days old that no longer show on the record Activities tab. This also makes it much easier to manage association limits for records.
Why does it matter?
Activity index pages will allow customers to:
- Bulk edit and delete activities
- For net new free customers as of February 4th, 2025, use these pages to delete activities that are 30+ days old
14. Use HubSpot forms to register for Microsoft Teams webinars
What is it?
HubSpot's Microsoft Teams integration now allows you to use HubSpot forms for Microsoft Teams webinar registration. This means you can use HubSpot landing pages to tailor the registration experience for the webinars you run using Microsoft Teams, leading to a more streamlined customer experience.
Why does it matter?
Previously, you had to use Microsoft Teams registration forms for webinars or register already-existing contacts for webinars through HubSpot workflows, which could lead to a less consistent customer experience. Now, you can use HubSpot forms to register people to Microsoft Teams webinars right from HubSpot web and landing pages.
15. Conditional Stage Properties for Additional Object Types
What is it?
We're adding support for conditional stage properties to the appointment, course, listing and service pipelines.
Why does it matter?
Conditional Stage Properties are a powerful way to ensure users are filling out the right information in the right stage within a record's journey. We've historically had this functionality for Deals, Tickets, Leads and Custom Objects and will be extending it to the recently added HubSpot objects (appointments, courses, listings and services).
16. Reply to Any email message in Help Desk and Conversations Inbox
What is it?
This change enables service reps to reply directly to any message in a conversation thread, whether it’s the latest message or an earlier one. This update makes it easier to handle long email threads by responding to earlier customer messages without breaking context and exposing irrelevant information.
Why does it matter?
Email conversations on our platform are dynamic and can quickly branch out with multiple topics or parties. Previously, users were limited to replying only to the most recent message, often resulting in confusion or miscommunication. With this feature:
- Users can preserve context by replying to specific points in a thread.
- Multi-party messages become more streamlined and easy to follow.
- Risk of adding unnecessary conversation history is reduced.
This feature aligns with our commitment to improving the messaging experience for support reps by providing tools to be productive across all communication channels.
17. New Social Publishing Optimisations and PDF support for LinkedIn
What is it?
The Social Publish tool keeps evolving on mobile!
Update the app to enjoy the simplest way to publish your social post from mobile.
In this new version, we have simplified the social post creation flow and included a new capability to publish your PDF documents on LinkedIn from iOS and Android.
Why does it matter?
When you are on the go, you need to be able to publish on your social networks accurately, efficiently, and quickly. This is why we are making these changes: to streamline the process and make it the most straightforward way for you to publish your social post.
On top of that, we know that LinkedIn is one of the most important social networks for marketers. This is why we keep enabling features that help you impact your audience. Now, you can share your latest ebooks, case studies, etc., with PDF documents.
18. Editable default cards and cloning cards on records
What is it?
You can now customise records pages even further by editing default cards and cloning default and customized cards, providing more flexibility, control, and consistency. Updates to default cards will be reflected across all views the card appears in. You can also clone cards to copy details in a new instance.
Why does it matter?
You use record pages to display information that's critical to your business. Until now, you could not edit default cards in the page editor. With editable default cards, you can now seamlessly make key updates, apply changes to all views, clone default and customized cards, or revert changes as needed. Through this new level of customization, you can be more efficient, effective, and deliver a better experience to your teams and customers.
19. AI-Generated List Descriptions
What is it?
You can now use HubSpot's AI Assistant to interpret your lists and create descriptions, making it easier than ever to manage all of your lists at a glance.
Why does it matter?
Lists are created for various use cases, from sending an email to triggering a workflow. However, without descriptions it can be difficult to understand why a list was created and what it's meant to do. AI-Generated List Descriptions streamlines the creation of list descriptions, helping you search for the right list, and understand how and why the list was created.
20. Private content publishing permission
What is it?
The new private content publishing permission gives you more control over who can publish private content, making it easier to manage access securely and effectively.
Why does it matter?
When you publish private content using access group filtering, registration emails are automatically sent to contacts on the list. To help prevent accidental email sends when interacting with and editing private content, this new permission lets you control who can publish private content.
21. Notifications Preferences Page Refresh
What is it?
The notifications preferences page has been changed with expandable sections and a clearer layout. This makes it easier to navigate and find the controls you need quickly.
Why does it matter?
Users reported difficulty finding specific notification settings. Managing notifications can be overwhelming due to a cluttered interface and unclear organisation.
22. Better Filtering for Property Usage in Import
What is it?
On the final step of the import flow, we surface any workflows or lists that leverage the properties in your import and could be impacted if you complete the import. We've also improved the filtering to only surface active workflows and active lists.
Why does it matter?
Previously, this step surfaced all the workflows and lists leveraging the properties in your import, including static lists and workflows that you had turned off. By only surfacing active lists and workflows, this information is more actionable and useful for you to consider as you go to complete your import.
23. Email Reply Recommendation on Mobile
What is it?
Copilot will analyse email threads and generate relevant response recommendations.
It will understand the context of previous messages and create responses that align with the rep's tone. Reps can choose to use, review, edit, or send these replies.
Why does it matter?
Sales reps need a more efficient way to manage a high volume of emails. Writing personalised, timely responses is crucial for building relationships and moving deals forward, but it can be time-consuming and reduce productivity.
We aim to reduce the effort required and increase efficiency in managing email communication.
24. Use Breeze Copilot to compare App Marketplace apps
What is it?
You can now ask Breeze Copilot to compare two apps from HubSpot's App Marketplace. Copilot can help you make a decision about which app to install by providing information such as integration features, pricing/subscription requirements, available languages, number of installs, ratings, and popularity for each app.
Why does it matter?
Previously, there was no way for users to compare two apps in the App Marketplace, without spending time reading and comparing the details on each App Marketplace listing. Now, you can ask Breeze Copilot for high-level information about each app to help you quickly compare apps in the App Marketplace.
25. View attributed form submission data associated with CTA engagement
What is it?
You can now see form submissions that occurred as a result of a user clicking a CTA. With attributed form submissions, you can see how many times your website visitors filled out a form on the page that a CTA redirected them to.
Why does it matter?
Attributed form submissions can help you measure the performance of your CTAs. The attributed submission rate is the percentage of people who clicked the CTA, then submitted a form on the CTA's URL redirect page.
26. Use PDF, HTML and TXT files to train the Customer Agent
What is it?
Customers can now use PDF, txt, and HTML files to train the Customer Agent.
Why does it matter?
Customers store valuable training material in different types of files. Today, the only way to use this information to train the agent is to host it on their website or add it to their knowledge base, which is not always possible.
27. Marketing Email Insights in Copilot
What is it?
Now, Copilot can answer questions about your marketing email performance metrics and make suggestions for how to improve your emails. Use Copilot to answer questions like:
- How did my last marketing email perform?
- How much revenue was attributed to my email "December Offer"?
- How did the open rate for my marketing email "Invitation to Webinar 1/2/25" compare to the industry benchmark?
Why does it matter?
This new functionality unlock's Breeze Copilot's potential to help you improve marketing email performance by comparing your email performance against your company's average and HubSpot benchmarks and making recommendations for how to increase your reach.
28. Conditional property options available for additional object types
What is it?
You can now set up conditional property options for custom enumeration properties for these object types:
- Call
- Campaign
- Cart
- Feedback submission
- Invoice
- Lead
- List
- Marketing event
- Order
- Product
- Subscription
- User
- Workflow
Additionally, this applies to contacts, companies, deals, tickets, and custom objects.
Why does it matter?
You can set up conditional logic for properties so that only relevant options will appear for a record based on the record's value for another property. This conditional logic is available only for enumeration property types, which include dropdown select, multiple checkboxes, single checkbox, and radio select properties.
For example, you may have a Department property to indicate the segment a contact works in, and a Role property to specify their job title. You can set up conditional options for the Role property so that if a contact's Department value is Engineering, the only options that will appear for Role are Engineer, Engineering Manager, and Director of Engineering.
29. Tap to edit a property on iOS
What is it?
You can now edit records by tapping on a property record in the About tab on iOS.
Why does it matter?
This update enables users to edit properties faster and in fewer clicks.
30. Move Calling Channels from Inbox to Help Desk
What is it?
Admins can now move an existing calling channels from inbox to help desk. They can also choose to move historical conversations and associated tickets to help desk when migrating.
Why does it matter?
Current inbox-based service customers require a dependable method to transition their calling channels to the help desk. This entails a simple click-to-transfer feature, allowing for the smooth migration of calling conversations to the help desk workspace, ensuring a seamless transition for users.
31. Meeting Assistant in the Sales Workspace
What is it?
The meeting assistant in the sales workspace helps you prepare for meetings and handle follow-up tasks using AI-powered insights from your CRM data. This tool now supports both HubSpot call and Zoom meeting summaries.
Why does it matter?
Meeting preparation and follow-up are crucial but time-consuming parts of the sales process. The meeting assistant helps you:
- Access relevant customer information and conversation history in one place before meetings
- Get AI-generated meeting summaries to capture key points and action items
- Track and manage follow-up tasks more efficiently
- Reduce no-shows with automated attendee outreach
32. New Deal Views in the Sales Workspace: Closed Won & Closed Lost Deals
What is it?
The sales workspace now includes two separate preset views for closed deals: closed won and closed lost. These views help you analyse your successful and unsuccessful deals independently.
Why does it matter?
Having separate views for closed won and closed lost deals helps you:
- Track and analyse successful deals more effectively to replicate winning strategies
- Identify patterns in lost deals to improve future opportunities
- Follow up with closed won customers more efficiently for handoffs and relationship building
- Focus your coaching conversations on specific deal outcomes without mixing success and failure patterns
33. Sales Hub in Outlook Calendar (Beta)
What is it?
The HubSpot Sales add-in on Outlook now works in Outlook Calendar. When you open an event that's synced to HubSpot, you can open the HubSpot Sales add-in and get the ability to log outcomes, add new contacts to HubSpot, and directly access the Meetings Assistant.
Why does it matter?
Streamlines the meeting workflow by bringing HubSpot's meeting capabilities directly into users' Outlook Calendar. Sales reps can stay focused on their meetings instead of jumping between applications to access key meeting features.
- Instant access to Meeting Assistant features within Outlook calendar (Sales Pro+ users)
- Quick meeting outcome logging right where you manage your schedule
- Immediate sync of all updates back to HubSpot
- Simple enablement through existing HubSpot Sales Outlook add-in
34. Data Templates - Limits Handling
What is it?
CRM data templates now do a better job of informing you if applying a template would push your portal over its limit.
Why does it matter?
We've enhanced limit handling by notifying customers when applying templates may exceed data model limits, enabling them to adjust selections accordingly.
35. Block (Free) Email Domains from Scheduling Meetings
What is it?
For each of your scheduling pages, you can now choose to add a rule to block visitors with free email domains or any specific email domains from being able to book time on your calendar.
Why does it matter?
Protecting your time is important. Users have shared that they are struggling to make sure that their calendars are filling up with meetings that they find valuable. To combat unwanted meetings, HubSpot is introducing the ability to block free email domains or a specified list of domains from being able to book time on your calendar.
36. Additional Objects Now Visible in Analysis Tab
What is it?
You can now see source information about the lead, appointment, course, listing and service objects in the analysis tab.
Why does it matter?
Users can now see trends in their data and spot anomalies with more object types ensuring comprehensive analysis and decision making.
37. Pop-out Email Compose View for Help Desk and Inbox
What is it?
When composing a new, or replying to an existing, email conversation in Help Desk or Inbox, a user can now pop out a larger editing window to make it easier to create longer messages.
Why does it matter?
Until now, the compose and reply windows have had limited space to draft longer emails. Users may need to view larger blocks of text on one screen without needing to scroll in order to evaluate formatting and visibility to their customers.
38. Set email address to send buyer receipts
What is it?
It's now even easier for your buyers to reply to receipts and for you to manage their responses! In the past, buyer receipts were emailed from a no-reply email address, and buyers could not reply directly to you.
Now, you can set a default email address to your team email address, so buyers can respond directly to you and the emails will flow into the HubSpot CRM. This may also improve the email deliverability of buyer receipts.
Why does it matter?
Previously, buyer receipts sent via HubSpot would be emailed from a no-reply email address. With this update, you have the option to set up a different default email address that buyer receipts will be emailed from. The default email address can be a team email address.
39. Pop-out Email Compose View for Help Desk and Inbox
What is it?
When composing a new, or replying to an existing, email conversation in Help Desk or Inbox, a user can now pop out a larger editing window to make it easier to create longer messages.
Why does it matter?
Until now, the compose and reply windows have had limited space to draft longer emails. Users may need to view larger blocks of text on one screen without needing to scroll in order to evaluate formatting and visibility to their customers.
40. Balanced ticket assignment for Email and Forms in Help Desk
What is it?
Within email and form Automation subpages of Help Desk Settings, Admins can change the default rotation method from 'Random' to 'Balanced'. Choosing Balanced will distribute tickets to the target users based on their currently assigned, open tickets. The user with the lowest amount of open, assigned tickets will be assigned the new ticket. In this way, Admins can make sure their email, forms, live chat, WhatsApp, Facebook Messenger, and custom channels are all assigned consistently based on their user's open, assigned tickets.
Why does it matter?
Today, email and forms connected to Help desk will assign tickets randomly while live chat, FBM, WhatsApp, etc, assign tickets evenly based on the target users' current open tickets. These two types of assignment create inconsistencies in ticket routing and make it difficult for customers to manage their support agents' workloads.
41. Easier & Faster List Creation Path
What is it?
We're introducing updates and new functionality that will make it easier and faster to build lists.
Why does it matter?
Today, building your lists requires making too many decisions upfront. In reality, naming your list, choosing custom properties, or deciding whether it should be active or dynamic are choices that should come once you've determined your ideal segment.
42. Configurable Send Throttling
What is it?
Admins can now control the amount of emails users can send through a HubSpot connected account per minute.
Why does it matter?
As an administrator, you want to improve the deliverability of your sales team's emails and ensure your company has a strong sending reputation. One way to do this is to set guardrails in HubSpot that enforce best practices, such as the rate at which emails send. Default HubSpot throttling limits are based on email provider limits to protect your integration. However, the volume able to be sent can make it difficult to ensure high-quality content and avoid looking spammy if you are using automation tools such as templates and sequences.
43. OR Filtering on all Single Object Reports
What is it?
You can now use “or” filters on reports built with the single object report builder.
Why does it matter?
Reports built with the single object report builder are easy to quickly pull together. This additional functionality makes these reports more dynamic to gain better insights faster.
44. Large File Uploads
What is it?
HubSpot’s upgraded file upload system makes it faster, easier, and more efficient to upload large files to HubSpot.
Why does it matter?
Say good-bye to long wait times. With our upgraded file system, you can spend less time waiting for large files to upload so you can get back to work. Whether it’s high-resolution videos, lengthy decks with embedded media, long PDFs, or other large file types, you can now manage your biggest and best files in HubSpot without slowing down your workflow.
45. Control Panel for Fixing Formatting Issues
What is it?
You can now customise which formatting issues HubSpot monitors for contacts and companies by toggling on the formatting rules that matter most to your team and toggling off the ones that aren't relevant.
Why does it matter?
By allowing users to toggle which formatting issues to track, teams can prioritize and focus on the specific formatting issues that matter most to their business. Users can streamline their quality control process and their attention on fixing the formatting inconsistencies that have the biggest impact on their content's effectiveness and brand consistency.
46. See Score History Directly in Index Pages
What is it?
If you have a new scoring property, such as a Health Score or Lead Score, you can now quickly view a record's score history within the Index Pages.
Why does it matter?
Understanding the makeup of a score helps you prioritize your leads quickly. Unfortunately, until today, you had to:
- Go to each individual record
- Find the score record card
- Open the score history
And repeat, repeat, repeat for each individual record.
47. Permissions to edit and view specific Lists
What is it?
You can now assign edit access to specific users and teams for any list.
Why does it matter?
Allowing list-specific permissions enhances security, streamlines management, and simplifies end-to-end segmentation, ensuring users access only relevant data and boosting efficiency.
48. Introducing: HubSpot Academy Learning Paths
What is it?
HubSpot Academy Learning Paths provide you. with an entire library of curated, sequenced Playlists to kickstart your HubSpot journey or deepen your expertise with HubSpot software. Crafted by the Professional HubSpot Academy team, these Learning Paths streamline learning and make onboarding new hires or clients more effective than ever.
Why does it matter?
HubSpot customers, especially HubSpot Administrators and Solutions Partners, have been asking for curated content to support onboarding new hires and clients efficiently. Additionally, users have expressed a need to discover the latest Academy content in an organized and accessible format. HubSpot Academy Learning Paths address these needs, making it easier to access, share, and customize Academy content for any learning objective.
49. Test a record in new scoring apps
What is it?
If you have a new scoring property, such as a Health Score or Lead Score, you can now quickly view a record's score details as you build your score.
Why does it matter?
Test a record in helps you build a more accurate scoring model as you can now understand the impact of each rule on individual records. When testing, you will see records:
- Final score # (e.g. 73)
- Final score label (e.g. hot)
- Score for each rule
- Total # of rules it meets
Beta
These updates are currently in the works and nearly ready to be released on your HubSpot Portal.
1. Create permissions for Contacts, Companies, Deals, Tickets, and Custom Objects
What is it?
A new permission each for Contacts, Companies, Deals, Tickets, and Custom Objects that allows admins to control whether a user is able to create each specific type of object, separately from their permission, to edit that object.
Why does it matter?
Currently, any user that has permission to edit an object at all, such as a Contact, Company, Deal, Ticket, or Custom Object, is allowed to create new records for that object type. This has resulted in a concern from customers around data hygiene. They must allow their users to edit records to perform their jobs, but in doing so, they are forced to allow their users to also be able to create records.
2. Merge permissions for Contacts, Companies, Deals, Tickets, and Custom Objects
What is it?
A new permission each for Contacts, Companies, Deals, Tickets, and Custom Objects allows admins to control whether a user can merge each specific type of object, separately from their permission, to edit that object.
Why does it matter?
Currently, any user that has permission to edit an object at all, such as a Contact, Company, Deal, Ticket, or Custom Object, is allowed to merge records for that object type. This has resulted in a concern from customers for data hygiene. They must allow their users to edit records to perform their jobs, but in doing so, they are forced to allow their users to also be able to merge records.
3. Data center hosting location change for Sensitive Data Customers
What is it?
Ability to migrate between North America and EU data centers for customers with sensitive data enabled.
Why does it matter?
Currently, customers with sensitive data enabled are unable to migrate data hosting location from the North America data center to our EU data center. This functionality enables the migration to occur for Sensitive Data customers who do not have HIPAA settings enabled.4. Prospecting Agent
What is it?
The prospecting agent researches and executes personalized outreach strategies for prospects within HubSpot's Smart CRM, helping build more qualified sales pipeline. It is targeted for Sales Ops and Admins who do not have the BDR or SDR capacity to research and send outreach to prospects, and instead want to fully automate outreach.
Why does it matter?
Customers can enroll companies and contacts in their CRM to the prospecting agent. The agent can then research each company and contact to develop an understanding of their business and needs. It looks for signals of intent and activity, writes personalised emails using its research and context from the customer's CRM, and reaches out at the right time.
Example use cases include:
- automating outreach to lower-value and/or under-resourced segments
- auto-enrolling contacts based on inbound activity like form submissions or page views
- re-engaging contacts in CRM
5. Apply colors to property options
What is it?
You can now apply colors to property options, enabling a more visually-driven, delightful experience in the CRM.
Why does it matter?
Property option colors make skimming an index page table or record page to get actionable insights easy and fast. For example, you can:
- Apply red, yellow, or green dots to a custom ‘status’ property, so that users can immediately focus on blockers when viewing an index page table
- Color-code a default ‘type’ property such as lead type or deal type, so that you can quickly glance at a record and understand what category it falls into
6. Sales Performance Workspace
What is it?
A centralised workspace designed for Sales Managers to monitor team performance, track goals, and identify coaching opportunities through two main components: a Summary tab for AI-enhanced insights and a My Team tab for individual rep performance metrics.
Why does it matter?
Sales Managers need quick access to team performance data to ensure quarterly goals are met. This workspace:
- Eliminates hours of manual data analysis with automated, real-time insights
- Identifies potential risks before they impact goal attainment
- Provides context-rich data for productive coaching conversations
- Streamlines access to underlying reports and analysis tools
- Enables quick performance monitoring across all team members
7. Tasks in the Sales Workspace
What is it?
Manage all your HubSpot tasks directly within the Sales Workspace. Search, sort, and organize everything without ever leaving your workflow.
Why does it matter?
Keeps sales reps focused in one place by bringing comprehensive task management capabilities directly into the sales workspace. This eliminates the need to switch between different apps to manage tasks in HubSpot.
8. 'Ask Breeze' action in workflows
What is it?
A new workflow action called 'Ask Breeze' allows customers to leverage the power of AI within their automated processes.
Why does it matter?
AI is transforming the way we work. It's helping us sort through mountains of unstructured and obfuscated data, interpret that data, and then better action that data in our day to day processes.
We've introduced several AI-powered features that help with workflow creation, but what about AI-powered actions within a workflow?
The new 'Ask Breeze' action introduces the ability to leverage AI to analyze, summarize and categorize data - inside of a workflow!
9. Phone Number Port - U.S.
What is it?
Porting is the process of transferring an existing phone number from one service provider to another. This allows a switch in providers without the need to change the phone number.Why does it matter?
HubSpot porting feature allows you to enable key benefits to your calling workflow:
- Easy Phone Number Setup: Porting ensures a smooth transition from your current call carrier to HubSpot without interrupting customer communication.
- Maintains Brand Identity: Keeping the same number helps maintain a consistent and recognizable identity for your business.
- Mitigate Customer Confusion: Avoid the inconvenience of notifying contacts, updating marketing materials, and online listings with a new number. Customers can continue using the existing number, ensuring uninterrupted communication and a seamless experience for your customers.
10. Embedded Dashboards in Customer Success Workspace
What is it?
Users can now embed their custom dashboards directly into their customer success workspace.
Why does it matter?
Embedded dashboards provide a seamless way to monitor key metrics and access insights across teams, ensuring that critical data is always at the fingertips of customer success managers. By integrating dashboards into the workspace:
- Users save time by reducing context-switching.
- Teams can make faster, data-driven decisions.
- Collaboration improves as insights are shared more effectively.
11. Charge a stored payment method in Subscriptions Editor
What is it?
You can now charge a buyer's stored payment method for subscriptions within the Subscriptions Editor, which simplifies your charge process. We currently support credit card and ACH payment details as stored payment methods.
We use multiple layers of security to protect sensitive payment information, and our payments tool is built using Stripe's API to manage the secure collection and transmission of payment data.
Why does it matter?
Storing a payment method for future charges enables you to charge your customers without asking them to complete an online checkout, streamlining your revenue collection process.
12. SMS action available across workflow types
What is it?
The Send SMS message workflow action is now available in additional workflow types, giving you more ways to connect with customers at exactly the right moment. Previously limited to contact based workflows, this expansion lets you automate personalized messages across your customer journey.
Why does it matter?
Until now, the Send SMS message action has only been available in contact workflows. This is because the action is only applicable to contacts, as they are the only type of record that can receive an SMS message. This also meant that the action could only be used with triggers available in contact workflows, which doesn't fit every use case. With the update we're making, you can now use the Send SMS message action from other types of workflows.
For example, from a deal workflow, you could trigger automation when a deal is closed lost and use the Set marketing contact status action to make the "Decision maker" contact associated with that deal non marketing, to automatically reduce costs for contacts you're no longer engaging with. For example, from a deal workflow, you could trigger when a deal is closed won, and use the Send SMS message action to send a text to the "Decision maker" contact associated with that deal, welcoming them as a customer.
13. Public Permissions API
What is it?
The Public Permissions API is now available in public beta, allowing developers to check user access against an object ID. Documentation on this API can be found here.
Why does it matter?
Now, HubSpot developers can better understand which users have access to each object, so HubSpot data can be used in their product for mutual customers.
14. Anniversary Filters
What is it?
Customers can now create filters for recurring events, such as birthdays and anniversaries, using date properties that do not require a specific year.
Why does it matter?
Previously, filtering by anniversary dates was complex. Customers often had to create a calculated property for the necessary date, serving as a workaround to identify anniversaries or birthdays.
This method was cumbersome, did not scale effectively with changes in date properties, and frequently resulted in errors. As a result, the ability to create anniversary date filters directly simplifies the process, making it both efficient and user-friendly.
15. Unified Data Privacy Request Management
What is it?
Admins can now configure and publish their Data Privacy Request page in a few clicks, so contacts can submit data privacy requests.
Why does it matter?
Once a Data Privacy Request page is setup, admins can view, assign, and complete a contact’s data privacy request within the timeframe suggested by privacy laws. This new functionality reduces the number of tools and steps required to manage data privacy requests from contacts.
16. Send from Outlook aliases
What is it?
You can now use the aliases of your connected Microsoft Outlook account to send emails from the CRM.
Why does it matter?
Aliases allow users to communicate from more targeted email addresses that are still part of the same account. Your company may have different branding for different products you sell, and you change your email address based on who you are emailing.
Previously, to use aliases, Outlook users would need to send emails from within the Outlook app, include the BCC address, and add their alias manually to a setting to log the email. This prevented users from taking full advantage of HubSpot functionality, like sequences bulk enroll.
17. Google Chat integration
What is it?
The new integration with Google Chat is now available in HubSpot's App Marketplace. With this integration, you can:
- Receive HubSpot notifications in Google Chat: Receive instant notifications in Google Chat for important developments in HubSpot, such as new leads, deal status updates, or changes in contact records.
- Connect HubSpot inbox to Google Chat spaces: Improve customer response times by responding quickly from Google Chat directly to live chat, WhatsApp, and Facebook Messenger messages.
- *Connect HubSpot help desk to Google Chat spaces: Efficiently collaborate with teammates in Google Chat to resolve support tickets, expediting response times and boosting customer satisfaction.
- *Send custom notifications to specific users and Google Chat spaces via HubSpot workflows: Configure custom notifications to ensure the right people are informed about important developments in HubSpot.
Why does it matter?
Previously, without a HubSpot and Google Chat integration, you had to switch back and forth between HubSpot and Google Chat for important updates and to collaborate on tickets and messages from customers. Now, you can install this integration to connect your tech stack and improve team communication, productivity, and efficiency.
18. Customise HubSpot marketing emails with recently viewed Shopify products
What is it?
Now you can use the Shopify app to pull contacts' recently viewed products from your Shopify store into your HubSpot marketing emails. This new option allows you to easily identify and showcase products that your customers have recently explored, helping to re-engage them and boost sales.
Why does it matter?
Previously, you couldn't customize HubSpot marketing emails with recently viewed products from your Shopify store, which limited your marketing campaigns. Now, you can boost engagement and sales by integrating these personalized product recommendations directly into your emails, using synced data from Shopify.
19. AI translation for Email - Public Beta
What is it?
A fast and easy way to create email content in multiple languages with AI (powered by DeepL).
With Email AI Translations you will enjoy:
Enhance your productivity: The feature streamlines communication, saves time, and reduces manual translation work.
Provides Consistency and Accuracy: DeepL offers high-quality and extensive language support (31 languages).
Increased Customer Satisfaction: Reliable communication in customers' native languages leading to higher engagement.
What it is not: Translations might be inaccurate depending on how much context the AI model can build upon. Please make sure to review translations before sending.
Pricing & Packaging:
- Will be updated soon (currently only available for Marketing Hub Pro and Enteprise customers.
Why does it matter?
Email is the most commonly used channel for marketing. But if you want to create their campaigns in multiple languages, it becomes time-consuming, inefficient, tedious, and costly to create content.
You'll have to find a reliable translation service, send them all of your copy, wait a week (or longer), and finally add the translations to a cloned email version.
Or you can do it yourself: Open multiple tabs, copy from HubSpot, paste into an online translation tool, reverse back into HubSpot, spend half of your day.
20. reCAPTCHA score based bot form submissions detection
What is it?
With the introduction of reCAPTCHA Score-Based Bot Form Submissions Detection, form submissions are now validated against the score provided by Google’s reCAPTCHA tool, which provides a risk score ranging from 0.0 to 1.0:
- 1.0: Low risk, highly likely to be legitimate.
- 0.0: High risk, likely to be fraudulent.
Any submission with a reCAPTCHA score between 0.0 and 0.1 will be automatically marked as spam with Spam type - "Filtered by reCAPTCHA"
This validation applies to all regular HubSpot forms that include a reCAPTCHA.
By implementing this feature, you can prevent bot submissions from corrupting your CRM data, ensuring only genuine form submissions are prioritized for follow-up and engagement.
Why does it matter?
Bot form submissions can significantly pollute your CRM data, making it difficult to separate genuine leads from fraudulent interactions. This not only wastes your team’s time but also hampers the efficiency of your marketing and sales workflows. The new "reCAPTCHA Score-Based Bot Form Submissions Detection" feature addresses this issue by leveraging Google’s reCAPTCHA score to assess the risk of each form submission. By automatically identifying and flagging high-risk submissions as spam, this feature ensures your CRM remains clean and reliable, saving you valuable time and effort.
21. Centralised view of subscription types used in HubSpot assets
What is it?
Introducing a 'subscriptions usage' tab. You now have a view within the subscription settings to see how and where different subscription types are used across the HubSpot application.
Why does it matter?
Enjoy a centralized view of where each subscription type is used within HubSpot. If seeking to archive specific subscription types, you'll be provided with a reference list of all assets you need to update before archiving, ensuring you avoid collecting invalid or outdated subscription statuses.
22. Index page report view
What is it?
The report view type integrates reporting into the CRM and provides a new way to visualize and analyze index page data.
Why does it matter?
CRM index pages are used to filter records, review property details, and perform key actions. The new report view type integrates reporting functionality directly into the CRM index page, delivering immediate access to insights and analysis.
23. [Beta Reopened] Breaking Change - Enhanced leading and trailing character validations
What is it?
After April 7th, 2025, HubSpot will enforce stricter validations on non-string properties in CrmObject APIs to prevent any whitespace or invisible characters at the start or end. This change applies to all property writes including multi-value enumeration property types. Existing property values and enumeration options will be updated to remove whitespace or invisible characters from the beginning and end of their values. Requests with invalid characters will result in a 400 Bad Request error and INVALID_FIELD_VALUE codes.
For more information on enumeration options, please review HubSpot's knowledge base article on enumeration properties.
Why does it matter?
This ensures more accurate data management and improves the reliability of customer insights. By enforcing stricter validations to eliminate whitespace and invisible characters, we resolve a common cause of "duplicate record" issues in reports and filters.
24. Forecast multiple outcomes using custom date and currency properties
What is it?
Customers can now create custom forecasts for their team that measure revenue using any deal date property and any deal amount property that is marked as a currency field type.
Why does it matter?
Before today, customers could only forecast based on the deal amount and close date properties. However, not every business realizes revenue on the deal close date and many businesses track important revenue values in properties other than the amount property. Customers need more flexibility in the way they forecast so that they can track all the outcomes that matter to their business.
25. Create Workflow Redesign
What is it?
You can now start building your workflow without having to choose an object type first, and browse all available triggers before finalizing that choice.
Why does it matter?
In the past, when creating a workflow, the first step was to choose an object type.
For newer customers who haven't yet learned HubSpot terminology, the choice is overwhelming and confusing.
For all users, this meant you had to commit to one object, before even knowing what trigger and actions options existed within that option. If the trigger you needed wasn't available there, you'd either assume it's not an available option (though it really might be, but somewhere else) or go through the trouble of abandoning that workflow, and starting a new one all over again.
With this change, after clicking "Create workflow" from the workflows homepage, you'll go directly into the workflow builder, where you can browse all of the possible workflow triggers and start building based on that choice. When a trigger is selected, the object type will be set for the workflow automatically where possible (for example, if a form submission trigger is set, the workflow type will be a contact workflow) or you'll be prompted to choose an object if the selected trigger could apply to multiple different objects (for example, property change triggers).
This update makes it easier for to you to find the best fit trigger for the task at hand, while making the workflow building process quicker, with fewer clicks and decisions required in order to get started.
