HubSpot

HubSpot’s Latest Updates: Simplifying Growth With AI and Customization

9/30/25

Three Key Feature Call Outs

1) Adaptive Prospecting That Drives Pipeline

>>This feature is available on Pro and Enterprise tiers across Sales Hub.

Personalized prospecting just leveled up. Your Prospecting Agent now adapts in real time — researching accounts, spotting buying signals, and tailoring outreach automatically so every touchpoint feels relevant and timely.

Why focus here? Prospecting often breaks down when teams can’t scale personalization. Legacy automation sends generic automations that don’t resonate, while manual research is time-intensive and inconsistent. The new prospecting agent closes this gap by combining deep research, adaptive outreach, and flexible workflows.

Why Does It Matter?

The new adaptive Prospecting Agent makes prospecting more effective by helping teams:

Personalize outreach with deep research and real-time buying signals
Cover more territory at scale while keeping messages relevant
Revive cold leads with timely, context-rich follow-ups

How Does It Work?

Navigate to Sales > Prospecting Agent or open via Sales Workspace
Create/select a selling profile aligned with your target audience
Preview sample emails during setup
Set autonomy: start with “Review before sending” to see it in action
Add custom instructions to fine-tune approach
Enroll contacts — adaptive mode is now the default

2) Unify Your Stack with Intelligent Discovery

>>This feature is available on all hubs and all tiers.

Finding the right solutions just got a whole lot easier. The reimagined HubSpot Marketplace brings apps, agents, templates, and solutions together into one unified experience — powered by AI that surfaces the tools most relevant to your business.

Why focus here? Previously, HubSpot users had to navigate separate sections and inconsistent UIs to find apps, templates, or partners. The unified Marketplace consolidates everything in one place, with AI-driven discovery that helps you make faster, smarter decisions.

Why Does It Matter?

The new unified Marketplace empowers your team to:

Discover tailored recommendations based on your HubSpot setup, industry, and company size
Cut down hours of research with smart search and AI-powered answers
Confidently manage your tech stack in one place, from apps to agents to solution partners

How Does It Work?

Unified Homepage: Access the Marketplace from your HubSpot portal to explore apps, Breeze Agents, templates, and solution partners in one place. Each portal sees personalized recommendations based on setup, industry, and usage.
Smart Search & AI Answers: Find what you need faster with predictive autocomplete, smart spelling correction, and results that span both apps and agents. Marketplace AI also delivers instant answers and contextual help.
Curated Collections: Browse themed sets like AI Essentials or Sales Acceleration to discover solutions tailored to marketing, sales, or service — including integrations built for Breeze Studio and Assistant.
Enhanced Listings: Navigate redesigned pages with compatibility highlights, clear “How it works” explanations, and quick options to book demos, connect with partners, or leave reviews.
Streamlined Installation: Install solutions in just a few clicks
1. Click Install App
2. Use Smart Installation for auto-setup
3. Follow the guided configuration
4. Start using your new solution immediately

3) A Customer Portal That Speaks Your Business Language

>>This feature is available on Pro and Enterprise tiers across Customer Platform and Service Hub.

Your Customer Portal just got more flexible. Admins can now choose which ticket properties display in the portal, rearrange their order, and even rename column headers to match business terminology — creating a support experience that feels tailored to your customers.

Why focus here? Every business manages support differently, but until now, customers saw a one-size-fits-all view of their tickets. By letting admins customize which details are visible, you can provide context that matters most to your customers, helping them resolve issues faster and stay aligned with your process.

View of the customer portal general settings

Why Does It Matter?

Customizable ticket properties make it easier to:

Deliver a customer portal experience aligned with your business language and workflows
Give customers instant clarity by highlighting the most relevant ticket information at a glance
Bring your support team one step closer to a fully tailored, self-service experience