HubSpot just dropped some major product updates—and they’re all about helping you Get Serious Results, Seriously Fast. From AI-powered tools to smarter automation and deeper insights, this quarter’s updates are designed to boost productivity across your entire customer journey.
If you haven’t heard about it yet, meet Breeze—HubSpot’s powerful AI engine that’s transforming the entire customer platform. Breeze fuels tools like Copilot to help you with tasks, Agents to automate workflows, and Intelligence to enrich your data. It’s seamlessly integrated across HubSpot, making your marketing, sales, and service operations more efficient and insight-driven.
In this article, we’ll give you a quick rundown of the most helpful updates we think you should know about. Each Hub has received different enhancements, so we’ll highlight some of the most impactful ones. If anything catches your eye and you need help with setup or strategy, don’t hesitate to reach out—we’re here to help!
Manage Multiple Businesses Without Multiplying Your Work
Multi-Account Management is designed for companies that operate across multiple HubSpot accounts—whether you're managing distinct brands, subsidiaries, or business units. It allows each business to maintain its own CRM while still sharing assets, data, and insights where it counts.
Complex business units shouldn’t mean complex operations. With Multi-Account Management, you can:
It’s about simplifying what’s separate while boosting collaboration and visibility across the board.
Multi-Account Management also introduces connected data—which enables data mirroring between HubSpot accounts. This gives your teams valuable context across business lines, unlocking opportunities for cross-sell and up-sell.
Imagine your sales rep is prepping for a prospecting call. While reviewing the contact’s record, they see the customer previously purchased from another one of your business units—and that the deal was handled by a teammate they know. With that context at their fingertips, the rep enters the call with a clear understanding of the customer’s full journey, better positioning the pitch and dramatically increasing the chance of closing the sale.
👉 Want to enable Multi-Account Management for your team? We’ll help you set it the right way, so your teams stay aligned and your operations stay scalable. Let’s talk.
Build Personalized Customer Experiences at Scale
HubSpot’s Journey Automation takes the power of workflows to the next level. While traditional workflows are great for automating individual tasks—like sending welcome emails or updating contact properties—Journey Automation is built for marketers who want to design, launch, and optimize entire customer experiences from first touch to conversion.
It allows you to map and automate end-to-end journeys based on how your customers engage with your brand, removing the complexity of manual branching logic and making personalization easy and scalable.
“The customer journey is the series of interactions a customer has with a brand or product as they become aware of a pain point and make a purchase decision.”
— HubSpot Academy
In today’s competitive landscape, customers expect personalized, timely interactions—across every touchpoint. Journey Automation helps you:
Imagine a new segment of customers starts engaging with your brand. With Journey Automation, you can guide them from that first interaction to becoming a Marketing Qualified Lead (MQL)—without lifting a finger.
For example, let’s say a contact visits your site and shows interest in a specific product category. Journey Automation detects this and automatically sends a targeted email with product guides, case studies, and relevant resources. If they click through, the journey continues with personalized follow-ups. If they don’t, the journey adapts—perhaps prompting a softer touch or different offer.
This level of personalization shows you’re paying attention—and sets the tone for a meaningful relationship.
Once the journey is live, HubSpot provides real-time analytics that show how contacts move through each step. You’ll be able to identify drop-off points, optimize touchpoints, and make data-driven decisions that boost performance across the funnel.
👉 Need help setting up your first automated journey? Let’s talk about how we can make this work for your brand and help you start turning engagement into revenue—fast.
Smarter Targeting with AI
HubSpot’s AI-powered Lookalike Lists, powered by Breeze, help you find high-potential prospects who closely resemble your best customers. No more guesswork, spreadsheets, or manual filtering—just instant, intelligent segmentation based on real data from your CRM.
The more precisely you target, the better your results. Lookalike Lists allow you to:
To get started, simply create a new list and define your target audience based on your goals. Breeze will analyze that data to identify common characteristics of your highest-performing customers. Then, it instantly shows the prospects who match that profile.
You’ll get detailed similarity scores that show how closely each contact aligns with your ideal customer profile, making campaign planning faster, easier, and more effective.
You’ve just launched a successful campaign to a segment of high-converting customers. Now you want to scale it. With Lookalike Lists, you can generate a new list of prospects who match those same high-performing traits—then launch a personalized email campaign that speaks directly to their needs and behaviors.
👉 Want to try AI-powered lookalike targeting in HubSpot? We’ll help you set it up strategically, so you’re reaching the right people—not just more people. Let’s chat.
AI-Powered Support That Scales (BETA)
Customer Agent is your AI-powered frontline support assistant, built right into HubSpot. It’s designed to handle repetitive, routine questions so your team can focus on complex cases and relationship-building.
With Customer Agent, your customers get fast, 24/7 support across all your channels—chat, email, and more. It uses your HubSpot data to provide trusted, contextual responses, improving resolution rates and customer satisfaction. Plus, it’s incredibly easy to set up, train and scale. As Jessica Park, Senior Product Manager at HubSpot, shares:
“Customers that have adopted this agent are seeing an average of 50% resolution rates, with some customers reaching up to 90% resolution.”
Assign the Customer Agent to your support channels, and it will:
Let’s say you run a DTC e-commerce brand. The Customer Agent can handle FAQs like “Where’s my order?” or “How do I return this?” instantly. Your support team only gets looped in when there's a complex issue or a frustrated customer that needs personal attention.
👉 Interested in setting up your Customer Agent? We can help you get it up and running the right way—so your team delivers better support, faster. Let’s talk.
Scalable, AI-Powered Content Creation (BETA)
Content Agent is your always-on AI content marketer. Built into HubSpot and powered by Breeze, it understands your brand, tone, and business goals—so it can create landing pages, blog posts, case studies, and even full podcast episodes that actually convert.
Creating high-quality content consistently is tough—and time-consuming. Content Agent speeds up the process without sacrificing quality. It helps you get found online, stay relevant to your audience, and scale your content marketing strategy effortlessly. Whether you're a small team or a growing enterprise, this tool helps you do more with less.
Content Agent follows SEO best practices automatically—think keyword strategy, meta descriptions, heading structure, and internal linking. It analyzes your target audience and search trends to craft content that aligns with search intent and boosts your visibility.
Let’s say you’re launching a new product. You can use Content Agent to create a landing page, write an announcement blog post, generate a case study from beta testers, and produce a podcast episode—all in one go. That’s a full campaign, powered by AI, and live in a fraction of the time.
👉 Want to see what Content Agent can do for your team? We can help you integrate it into your workflow and start producing high-converting content—fast. Let’s talk.
This article just scratched the surface of what's new in the Spring 2025 Spotlight. HubSpot rolled out over 200 features across the platform—so if you're curious about the full list, check out the complete Spotlight release here.
Interested in trying out some of these new tools before they go live? Many are available in beta, and HubSpot makes it easy to opt in. Watch this quick tutorial to learn how to find and join relevant beta programs.
If you’re not sure which updates are right for your team or want help putting them into action, we’re here to help. Let’s talk about how to turn these tools into real results.
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