For years, HubSpot has invested in making our platform the best place for marketing, sales, and support teams to do their work. With AI, we built it to get the job done For them – through agents who qualify leads, resolve tickets, save deals and drive results across the business. That’s why we call HubSpot a platform for agent customers.
But agents don’t click on dashboards or navigate interfaces; they call APIs, read structured output, and take action. Software created for humans must evolve to be truly accessible to agents too.
Access alone, however, is not enough. Agents need substance too. An agent reasoning from raw data has no way of knowing what is normal for a specific company or what has worked for hundreds of thousands of similar companies. As we wrote recently, the real AI race isn’t about models or data; it’s a matter of context.
This belief shapes everything we build. That’s why we were among the first to provide an MCP server and have since continued to expand what agents can read, write, and act on. This was just the beginning.
The vision we are working towards is broader: agents can run ON HubSpot. And agents can run HubSpot.
Race ON HubSpot means that any agent, ours or anyone else’s, can connect to HubSpot’s data, context and capabilities as a building block. Race HubSpot means agents can manage the platform end-to-end through our API, MCP server, CLI and any other onward access methods.
The one we are opening
In order for agents to run on HubSpot and run HubSpot, they need what we call growth context. This is the specific, dynamic understanding AI needs to deliver real go-to-market results, taking into account everything about a company’s business, teams, processes and customers, and strengthened by models across HubSpot’s network of more than 280,000 customers.
It comes from two things: data and intelligence, and we’re opening both to our ecosystem of customers, partners and developers.
THE data level it’s the foundation: contacts, companies, offers, conversations, tickets, activities: open and accessible, powering thousands of integrations today. As always, bringing your data to HubSpot is free. A customer’s data is their own. If they ever choose to leave, this will go with them.
THE layer of intelligence that’s what we’re building now. It covers both the insights that inform decisions (scores, ratings and benchmarks that can be called directly) and the actions that drive results (qualify leads, resolve tickets, save business). This is the work our Breeze agents already do within HubSpot, and it will soon be available wherever teams and agents operate.
Take deal intelligence for example. A sales manager enters their team’s open pipeline into an LLM (amount, stage, close date, last activity) and asks what is at risk. The model can calculate averages from the data at its disposal, but it doesn’t know whether 30 days in phase is fast or slow for this industry. Little does he know that the champion of one of these agreements has calmed down after a reorganization. It doesn’t know of a similar deal with a comparable company stuck on exactly this objection last quarter.
With the intelligence layer, a single API call will return a pre-computed risk score based on models across hundreds of thousands of HubSpot customers. He will know that the sales cycle in this industry is 90 days, not 30. He will know that the champion has calmed down after a reorganization. You will know that other deals like this have previously stalled over the same objection. And it will be able to act on that information by recommending the next step, flagging the deal for review, or initiating a follow-up.
The data layer provides the raw material to the agent. The level of intelligence will give it an advantage, something that no standalone model and no platform without a network of this scale can replicate.
How we think about our platform
There are a lot of changes in the industry right now. Some platforms will respond by shutting down, building walled gardens, limiting access and making it harder for customers to benefit from AI. We think the moment calls for the opposite. When agents can access data, act on behalf of customers, and execute business processes, openness and trust matter more than ever.
Customer value first and foremost. We believe customers should have the freedom to choose the best agents, integrations and partners to help them grow. We will always invest in HubSpot’s world-class proprietary agents. But the best agent for a specialized industry or workflow will often come from the ecosystem. We welcome it.
Open by design. We’re working towards a simple standard: everything you can do within HubSpot, you should be able to do via an API. Our intelligence should reach you wherever you work, inside or outside of HubSpot, directly or through apps and agents built on top of us. That’s why we’re committed to providing builders access to the same foundation we build on.
Trusted by default. We see trust and governance as key infrastructures. When a customer connects a partner tool, starts an agent, or creates something custom, they should know exactly what they can access and what they’re doing. Agents acting on your behalf are only useful if you can trust them.
These are not just principles. They are a deliberate choice about the type of platform we want to be.
What is available today and what is coming
Today: An open, agent-ready platform. HubSpot is now open to agents. Our API and MCP server are live. Connectors for Claude, ChatGPT, Gemini and Copilot deliver real value to customers. More than 2,000 apps run in our ecosystem, and new agents are created on the platform every week.
Coming soon: full API parity. We continue to expand our public API surface so that every functionality of the platform – every workflow, every action, every context – is accessible to apps and agents built on top of us. No functionality should reside just behind a user interface.
The opportunity that awaits us
The move to agents is already happening in every GTM team trying to figure out where the work goes now and in every builder deciding which platforms are worth investing in. We think the answer depends on the context. The best agents will be those who understand a company as a great marketer, a sales rep and a CSM: what is normal, what works, what is changing, what has worked for companies like this.
This is what HubSpot has spent two decades developing with over 280,000 businesses. And this intelligence is what we’re bringing to every agent, every partner, and every customer to shape what comes next. We will not construct every answer. But we will build what each response needs.
