Our Thinking

Visualize Custom and App Events on Contact & Company Records (all hubs; custom events require Enterprise) – HubSpot has made it dramatically easier to understand how people interact with your product and content. By adding a middle panel card to Contact and Company records to understand behavioral patterns, you’ll now see clear, real-time charts right where you work. This helps teams quickly spot trends, contextualize activity, and take smarter next steps with leads and customers. (details)

Pathfinder in Customer Journey Analytics (Enterprise) – The new Pathfinder view automatically uncovers the most common paths your leads and customers take—before or after a stage you define. Whether you want to see how people typically arrive at a key conversion point or what happens after an important milestone, Pathfinder helps identify drop-offs, bottlenecks, and high-converting sequences that require attention. (details)

Connected Apps Assistant (BETA, all Hubs) – As your company scales, it can be challenging to manage all the apps HubSpot connects to. This AI-powered helper returns actionable insights such as sync errors, troubleshooting steps, workflow ideas, and trends pulled directly from Unified Events and App Activity Logs. It’s a major step toward smarter, more transparent integration management. (details)

Onboarding Agent (Service Hub Pro & up, requires credits) – My customer experience pro colleague Helena loves how Onboarding Agent automatically creates a personalized welcome email and builds an onboarding plan based on your CRM conversations and deal context. Now CSMs have a strong, personalized starting point without the usual manual work. (details)

Conversation-Powered Deal Insights (Sales Hub Pro & up) – Have you checked out the Deal Insights feature yet? Now HubSpot has upgraded it to pull from call transcripts, as well emails and notes. This means risks and buyer goals now reflect the full scope of buyer-seller conversations—including what happens live on calls. Now insights like “Budget concerns” or “Decision-maker not involved” appear as soon as they’re mentioned on a call and not days (or weeks) later. They can also be automatically added on a Deal card. (details)