The 14 best HubSpot updates from May 2025

From a brand-new AI-powered pricing mannequin to smarter workflow instruments and superior video advertising capabilities, this month’s updates are all about serving to you progress quicker, work smarter and get higher outcomes throughout the board.

We’ve curated the 14 most impactful updates from Could, specializing in what’s truly going to save lots of your group time, unlock progress alternatives or enhance your CRM expertise.

Whether or not you’re managing a group, constructing stories, or deep in HubSpot workflows day-after-day, these are those to concentrate to. Let’s dive in.

Dig deeper: HubSpot’s ChatGPT connector generates excitement and some concerns

Updates managers will love

Updates HubSpot admins will love

HubSpot updates managers shouldn’t miss

HubSpot Credit: A brand new AI-powered pricing mannequin

What’s new: HubSpot has rolled out a credit-based system for accessing its strongest AI options, like Buyer Agent, Contact Enrichment, Sensible Properties and Purchaser Intent. The very best information is that prospects now obtain month-to-month credit inside their current subscriptions (Starter: 500, Professional: 3,000, Enterprise: 5,000), with extra credit score packs accessible as add-ons.

The way it helps you
This shift offers groups far more flexibility. Now you can management precisely how and the place you apply AI instruments, with out being locked into a particular bundle. For instance, you may allocate credit towards enriching high-value leads or use them to run the Buyer Agent throughout onboarding, all with out paying for unused options. This replace additionally expands entry to Buyer Agent, as a Service Hub subscription is now not required to make use of it!

When you’re a present Breeze Intelligence consumer, HubSpot is upgrading your current credit score packs to much more ge nerous variations beneath the brand new system. For instance, a 1,000-credit Breeze pack turns into a 15,000-credit HubSpot pack.

Get all all of the specifics in HubSpot’s knowledge base article.

Standing: Dwell
Relevant HubSpot Hubs: All Hubs
Relevant HubSpot Tiers: Starter+

Breeze Copilot will get smarter

What’s new: Breeze Copilot, HubSpot’s built-in AI assistant, is getting rebuilt from the bottom up with the newest capabilities AI has to supply. Briefly, it’s getting smarter.

The way it helps you
This replace signifies that Breeze Copilot can do extra for you, stopping your group from needing to leap to different instruments for extra superior AI use instances. With the brand new model, you’ll be capable of ask extra detailed questions, get extra correct and extra nuanced solutions, depend on deeper understanding of your CRM information and get responses quicker and extra reliably.

Please be aware that, on the time of writing, the beta model can’t deal with the total breadth of immediate varieties that the present model can (it’s lacking picture era and report creation for instance), however these will return for the up to date model when it launches publicly.

Standing: Personal Beta
Relevant HubSpot Hubs: All Hubs
Relevant HubSpot Tiers: All Tiers

Breeze ‘Summarize Document’ workflow motion

What’s new: This new workflow motion makes use of AI to generate summaries of CRM data, like contacts, offers or tickets, instantly inside an automation. You possibly can customise when it triggers and the place the abstract seems.

The way it helps you
Inner handoffs are one of many best locations for vital context to get misplaced. With this instrument, you’ll be able to mechanically present related, digestible summaries with out counting on somebody to write down them manually.

Use instances embrace:

• Prepping reps earlier than conferences.
• Notifying groups of reassigned offers or tickets.
• Summarizing help historical past when a case escalates.
• Handoffs between gross sales and buyer success.

Standing: Public Beta
Relevant HubSpot Hubs: Advertising and marketing, Gross sales, Service & Operations Hubs
Relevant HubSpot Tiers: Skilled, Enterprise

Gross sales Workspace every day digest e-mail

What’s new: HubSpot now sends a every day e-mail abstract to Gross sales Hub customers, pulling collectively your upcoming conferences, excellent duties and useful context out of your CRM. It’s designed to behave as a private morning briefing, earlier than you even log in.

The way it helps you
This one’s for busy reps who stay of their inbox and don’t all the time open HubSpot very first thing. By surfacing prep particulars and motion gadgets mechanically, the every day digest helps your group keep proactive, on time and centered. It’s particularly helpful for hybrid or distant groups making an attempt to remain aligned.

Standing: Public Beta
Relevant HubSpot Hubs: Gross sales Hub
Relevant HubSpot Tiers: Skilled, Enterprise

Commerce Analytics Suite

What’s new: This new dashboard suite offers you highly effective insights into your income streams. Now you can observe metrics like overdue invoices, month-to-month recurring income (MRR), churn, collections vs. billings, and even how a lot worth you’re shedding every month.

The way it helps you
It’s the form of monetary visibility HubSpot customers have wished for years. No extra stitching collectively Stripe exports or constructing clunky stories in spreadsheets. Whether or not you’re a gross sales chief, RevOps professional or founder, now you can reply key questions like:

• How a lot are we owed proper now?
• Are we accumulating what we’re billing?
• The place is churn hurting our income most?

Standing: Dwell
Relevant HubSpot Hubs: Commerce Hub
Relevant HubSpot Tiers: Skilled, Enterprise

AI-powered video advertising platform

What’s new: Now you can use AI so as to add metadata, generate chapters and optimize movies for search in HubSpot. The platform additionally consists of new efficiency stories and a user-friendly clip administration interface for trimming long-form movies into shorter, shareable items.

The way it helps you
Video is a high-impact format, nevertheless it’s typically resource-heavy. This replace helps you progress quicker with out sacrificing high quality. Advertising and marketing groups can now:

• Repurpose webinars into social clips.
• Add Website positioning-friendly metadata with a number of clicks.
• Observe how video content material performs throughout channels.

And naturally, it’s all proper inside HubSpot.

Standing: Public Beta
Relevant HubSpot Hubs: Content material, Advertising and marketing, and Service Hubs
Relevant HubSpot Tiers: Skilled, Enterprise

HubSpot updates admins shouldn’t miss

Multi-select consumer properties: Actual co-ownership with out the workarounds

What’s new: Now you can assign a number of HubSpot customers to a single CRM property utilizing the brand new multi-select consumer discipline. No extra hacking it along with customized textual content fields or duplicating consumer properties simply to indicate shared possession.

The way it helps you
This makes collaborative promoting and help an entire lot simpler. Whether or not it’s a gross sales engineer and AE working a deal, or a pod of reps dealing with completely different features of an account, now you can replicate that in your CRM. It additionally means higher reporting, smarter automation and fewer CRM gymnastics to handle your group construction.

Observe that, at the very least for the beta model, you can’t replace HubSpot’s default ‘proprietor’ properties to be multi-select.

Standing: Public Beta
Relevant HubSpot Hubs: All Hubs
Relevant HubSpot Tiers: All Tiers

Quicker property creation on the CRM index web page

What’s new: Now you can create new properties instantly from the CRM index view. No have to navigate into ‘Settings’ and click on by a number of menus simply so as to add a brand new column.

The way it helps you

This streamlines the property creation course of, particularly whenever you’re constructing views on the fly or auditing information mid-project. Admins and energy customers can shortly spin up new fields with out breaking focus, whereas nonetheless preserving management with permission settings and audit logs. It’s a small UX change that makes a big effect in day-to-day CRM work.

Standing: Dwell
Relevant HubSpot Hubs: All Hubs
Relevant HubSpot Tiers: All Tiers

Catch points earlier than they unfold with real-time AI-powered duplicate detection

What’s new: HubSpot now makes use of AI to detect duplicate contacts and corporations as they’re being
created, flagging points in actual time as an alternative of counting on occasional bulk evaluations.

The way it helps you
Duplicate data are one of many quickest methods to destroy your CRM’s integrity. This replace helps you cease the mess earlier than it begins. Whether or not leads are available from imports, integrations or varieties, AI will scan for matches and provide the choice to merge instantly. It’s proactive safety in your automation, reporting and consumer belief.

Standing: Dwell
Relevant HubSpot Hubs: Operations Hub
Relevant HubSpot Tiers: Skilled, Enterprise

Enrichment settings overhaul: Extra management, much less guesswork

What’s new: Admins now have extra granular management over how enrichment occurs in HubSpot. You possibly can select to complement solely sure kinds of data (e.g. new vs. current), skip data with current information and restrict enrichment to particular workflows or standards.

The way it helps you
This brings readability and precision to how you employ instruments like Breeze Intelligenceand Sensible Properties, particularly now that AI enrichment attracts from credit score swimming pools. You possibly can be certain that your credit are spent strategically, with out by chance overwriting helpful handbook inputs or enriching data that don’t matter.

Standing: Dwell
Relevant HubSpot Hubs: All Hubs
Relevant HubSpot Tiers: Starter, Skilled, Enterprise

One place to observe and optimize workflows

What’s new: A brand new “Overview” tab within the workflows part offers you a centralized view of your automations, together with utilization stats, current modifications, and solutions for what to automate subsequent.

The way it helps you
Managing dozens (or tons of) of workflows might be overwhelming. This new dashboard helps you notice underperforming or outdated automations, see what’s driving outcomes and establish alternatives for enchancment. It’s an enormous time-saver for operations groups making an attempt to keep up automation hygiene and scalability.

Standing: Dwell
Relevant HubSpot Hubs: Advertising and marketing, Gross sales, Service & Operations Hubs
Relevant HubSpot Tiers: Skilled, Enterprise

Slack workflow actions replace: Extra energy, extra context, much less noise

What’s new: HubSpot’s Slack integration simply received a giant improve. Now you can set off extra advanced actions with workflows, like creating new Slack channels, exhibiting related data or posting contextual notes.

The way it helps you
For groups that stay in Slack, this makes automations extra actionable and collaborative. Think about mechanically making a channel when a brand new deal hits $50K, or sending a ticket escalation to the precise group with useful CRM context already included. It’s extra visibility, with fewer tabs.

See the brand new capabilities in motion in this recent LinkedIn video.

Standing: Dwell
Relevant HubSpot Hubs: Advertising and marketing, Gross sales, Service & Operations Hubs
Relevant HubSpot Tiers: Skilled, Enterprise

Handle subscription permissions in Commerce Hub

What’s new: Now you can set user-level permissions for viewing, enhancing or deleting subscriptions inside Commerce Hub.

The way it helps you
Recurring billing data are delicate and expensive if mismanaged. This replace offers admins tighter management over who can entry what, lowering the chance of billing errors or unauthorized modifications. It’s particularly helpful for finance and operations groups managing a number of reps or departments inside the identical portal.

Standing: Public Beta
Relevant HubSpot Hubs: Commerce Hub
Relevant HubSpot Tiers: All Tiers

Flip HTML Emails into editable HubSpot templates immediately

What’s new: Add a uncooked HTML e-mail template, and HubSpot will use AI to transform it right into a drag-and-drop model you’ll be able to edit within the e-mail builder.

The way it helps you
This can be a big time-saver for entrepreneurs migrating from different platforms or working with agency-designed emails. You get the pliability of code with the usability of HubSpot’s visible editor, enabling quicker personalization, testing, and updates throughout groups.

Standing: Personal Beta
Relevant HubSpot Hubs: Advertising and marketing Hub
Relevant HubSpot Tiers: Skilled, Enterprise

With AI enhancements, deeper monetary visibility, and smarter automation instruments, HubSpot’s Could updates are all about serving to groups transfer quicker and make higher selections. Whether or not you’e in gross sales, advertising, service, or operations, these options offer you extra flexibility, extra management, and extra energy to drive outcomes throughout your total buyer journey.