HubSpot wrapped up 2025 with a batch of updates that feel very “operational” in the best way: more control over your data, clearer insights into how your segments are performing and practical AI improvements that reduce noise (and wasted credits).
Below are the December 13 updates we think are most worth your time, organized into what managers will care about (visibility, performance, scalability) and what admins will appreciate (control, governance, cleaner systems).
Updates managers will love
Updates HubSpot admins will love
HubSpot updates managers shouldn’t miss
Your chat knows the difference between humans and bots
What’s new: You can add reCAPTCHA protection to HubSpot live chat to reduce bot spam and prevent your chat tools (and AI tools like Customer Agent) from engaging with non-humans.
How it helps you
If you’ve ever opened your inbox to a flood of junk chats, you know how quickly it can derail response times and reporting. This helps protect your team’s bandwidth, and if you’re using Customer Agent, it also helps prevent wasted credits responding to spam.
Status: Public Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
What’s actually happening inside your segments (and where things might be off)
What’s new: A new Analyze view inside Segments gives you clearer insight into how your segmentation strategy is performing (and where it might be going sideways).
How it helps you
Segments quietly power so much in HubSpot — email targeting, workflows, reporting, sales prioritization and more. With the pre-built reports in the new Analyze tab, you can spot things like:
- Segments that are growing/shrinking unusually fast.
- Overlap between segments may be causing messy targeting.
- How your segmentation strategy is actually being used across tools (or just sitting there).
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Claude connection that can take action
What’s new: The HubSpot connector for Claude can now create and update CRM records and log engagements (notes and tasks) directly from Claude’s chat window. Claude can also generate insights using your full engagement history, including emails, calls, meetings, tasks and notes.
How it helps you
This removes the copy-paste step between AI insights and CRM action. You can ask Claude to summarize conversations, identify risks or next steps, and then immediately update deals, log notes, or create follow-up tasks.
Status:
Create and update actions: Public Beta
Engagement history insights: Live (GA)
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers (requires a paid Claude subscription)
Let buyers add or fix their own info on quotes without slowing down deals
What’s new: When sending quotes using the new Commerce Hub quoting experience, buyers can now edit or complete key contact and company details directly from the quote before signing.
How it helps you
This reduces last-minute friction and cleanup. Instead of chasing down missing or incorrect information after the quote is sent, buyers can confirm their own details in the moment, helping deals move forward faster and keeping billing and CRM data more accurate.
Status: Private Beta
Applicable HubSpot Hubs: Commerce Hub
Applicable HubSpot Tiers: Professional, Enterprise
Stop refreshing the social inbox and let HubSpot tap you on the shoulder
What’s new: You can now configure HubSpot to notify you about social inbox activity, including:
- Comments on your owned social posts.
- Public mentions of your social profiles.
- Instagram direct messages.
These notifications are user-level and can be delivered via pop-up, browser, bell or email.
How it helps you
Social conversations don’t wait, and neither should your responses. Instead of constantly checking the social inbox or bouncing between platforms, notifications help you stay on top of the conversations that matter most, respond faster, and keep everything centralized inside HubSpot.
Status: Live
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise
Know when something changes at an account
What’s new: Buyer Intent now includes new company news signals that alert you when tracked accounts experience meaningful changes, such as:
- Executive or C-level hires.
- New product launches.
- Strategic partnerships.
- Mergers or acquisitions.
- Notable growth announcements.
These signals can be used for alerts, scoring, workflows and reporting.
How it helps you
Timing matters in outbound and account-based strategies. These signals surface real-world changes that often create buying opportunities, so your team can reach out with context rather than guess or manually monitor the news.
Status: Live
Applicable HubSpot Hubs: Marketing, Sales
Applicable HubSpot Tiers: Professional, Enterprise (uses HubSpot Credits)
HubSpot updates admins shouldn’t miss
If you’re still using a legacy sandbox, the clock is ticking
What’s new: HubSpot is officially sunsetting the legacy Standard Sandbox experience. After March 16, 2026, legacy sandboxes will no longer be accessible.
How it helps you
While this is technically a removal, it’s a nudge toward a better experience. HubSpot’s newer sandbox experience is more powerful and better supported, with capabilities to deploy configurations directly to your production environment. However, anything still living in a legacy sandbox needs to be wrapped up or migrated before access is cut off.
Status: Sunset Announced
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Enterprise
Decide exactly what enrichment can touch (and what it can’t)
What’s new: You can now map HubSpot enrichment fields to custom properties and define overwrite rules at the property level for contacts and companies.
Instead of one global enrichment rule, each property can now be configured to:
- Fill empty values only.
- Fill empty values and overwrite existing data.
- Or not be filled by enrichment at all.
How it helps you
This gives admins real control over enrichment behavior. You can route enrichment data into dedicated fields, prevent accidental overwrites of manually maintained data and safely use multiple data providers without property conflicts.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Building complex forms just got a lot less frustrating
What’s new: HubSpot has introduced a more intuitive way to control multi-step forms by allowing you to show or hide steps and content based on conditional logic. This replaces the older “skip to step” approach for new forms.
In addition to fields, you can now also apply conditional logic to rich text and content blocks, giving you more flexibility in how forms adapt to user responses.
How it helps you
This makes it easier to build more innovative, more personalized forms without workarounds. You can guide users through only the questions that matter to them, reduce form friction, and collect better data while keeping form logic easier to understand and maintain.
Status: Public Beta
Applicable HubSpot Hubs: Marketing, Content
Applicable HubSpot Tiers: Professional, Enterprise
Control when AI clocks in
What’s new: You can now define working hours for Customer Agent, determining exactly when it’s allowed to engage with customers across supported channels.
How it helps you
This gives you far more control over how and when AI supports your team.
Two especially useful scenarios:
- Gradual rollout made easy: Turn Customer Agent on for limited windows or specific times of day to evaluate performance, build confidence and fine-tune behavior before expanding coverage.
- Out-of-office coverage: Set Customer Agent to step in only outside business hours, extending support coverage without adding headcount or increasing your team’s workload.
The result is a more intentional AI deployment that supports humans instead of competing with them.
Status: Public Beta
Applicable HubSpot Hubs: Service Hub
Applicable HubSpot Tiers: Professional, Enterprise (uses HubSpot Credits)
Reporting on sequence emails just got a whole lot easier
What’s new: Emails sent from HubSpot sequences now include a Sequence ID property on the email activity record. This identifies which sequence an email was sent from, rather than treating all one-to-one emails the same.
How it helps you
This unlocks much more transparent reporting and analysis around sequence performance. You can now distinguish between emails sent via sequences and one-off emails, compare engagement metrics by sequence, and build more accurate reports and dashboards to understand what’s actually driving replies, opens, and conversions.
Status: Live
Applicable HubSpot Hubs: Sales, Service
Applicable HubSpot Tiers: Professional, Enterprise
Lead scores are telling the whole truth
What’s new: Lead scores that were previously calculated to a negative value were displayed as 0, but will now show their actual negative number. Those negative values are now correctly included in combined score calculations (fit + engagement), rather than being treated as zero.
How it helps you
This makes lead scoring more accurate and more trustworthy. You can now clearly differentiate between a lead that is truly neutral and one that is actively a poor fit or disengaged.
Combined scores are no longer inflated by ignoring negative fit or engagement, which leads to:
- Better prioritization.
- Cleaner automation triggers.
- More reliable handoffs between marketing and sales.
Status: Live
Applicable HubSpot Hubs: Marketing, Sales
Applicable HubSpot Tiers: Professional, Enterprise
Update data without leaving the segment
What’s new: You can now edit property values directly within a segment view instead of navigating into individual records.
How it helps you
This removes one of the most frustrating parts of segment management. Inline editing lets you quickly correct or update data right where you’re already working without jumping between record pages, losing context, or relying on clunky workarounds. The result is:
- Faster cleanup.
- Smoother audits.
- Less time spent chasing minor data fixes.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Final takeaways: December’s HubSpot updates
December’s updates weren’t flashy, but they were meaningful, especially if you care about cleaner data, better segmentation, and more intentional use of AI.
If you’re deciding where to focus first:
- Managers: Pay attention to Buyer Intent company news signals, Social Inbox notifications and Claude’s expanded capabilities for acting on real customer conversations.
- Admins: Prioritize enrichment overwrite controls, lead score accuracy and inline segment editing to keep your portal clean and trustworthy.
Taken together, these updates reduce friction in the day-to-day work and give you more confidence in the data driving decisions across your team.
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