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HubSpot, Inc.

Customer relationship management (CRM) softwareFounded 2006
Reviewed by Swet Parvadiya
Company data updated: October 2026

Acquisitions

HubSpot Acquisitions

8

Major Deals Covered

$27M

Disclosed Deal Value

What are HubSpot's biggest acquisitions?

HubSpot's largest disclosed acquisition here is The Hustle for $27M in 2021. This page covers 8 major deals from 2011 to 2026, each with its price where disclosed and the reason behind it.

Major deals covered
8
Largest deal
The Hustle ($27M)
First deal
2011
Most recent
2026
CompanyYearPricePurpose
Oneforty2011UndisclosedHubSpot acquired oneforty, a Twitter app directory and social media tools startup founded by Laura Fitton, in 2011 to deepen social media capabilities in its marketing software.
Kemvi2017UndisclosedHubSpot acquired Kemvi in July 2017 to add artificial intelligence and machine learning capabilities for sales teams. Kemvi's technology used AI to analyze news, social media, and company data to identify sales opportunities and predict buyer behavior.
The Hustle2021$27.0MHubSpot acquired The Hustle, a media company founded by Sam Parr that produced a popular business newsletter and podcast, in 2021. The acquisition was driven by HubSpot's belief that content and community are core to customer acquisition and that owning media properties strengthens the inbound methodology.
Clearbit2023UndisclosedHubSpot acquired Clearbit, a B2B intelligence and data enrichment platform, in November 2023. Clearbit provided company and contact data that enriched CRM records with firmographic, technographic, and intent data, improving lead qualification and targeting.
Frame AI2024UndisclosedHubSpot acquired Frame AI in December 2024 to add conversational intelligence and customer sentiment analysis capabilities. Frame AI used natural language processing to analyze customer conversations across channels, identify sentiment trends, and predict churn risk.
XFunnel2025UndisclosedHubSpot acquired XFunnel, an Israeli startup developing AI-driven search and answer engine optimization tools, in November 2025. XFunnel's technology helped businesses optimize content for AI search assistants and large language models rather than traditional search engines.
Starter Story2026UndisclosedHubSpot acquired Starter Story, a creator-led entrepreneurship publication, in February 2026. The publication featured interviews with founders and operators building businesses, aligning with HubSpot's mission to help businesses grow better.
Warmly2026UndisclosedHubSpot agreed on June 30, 2026 to acquire Warmly, an AI go-to-market startup that identifies website visitors at the person level and runs AI sales agents on buyer-intent signals.
What companies has HubSpot bought?
Major acquisitions by HubSpot documented here include The Hustle (2021), Starter Story (2026), Warmly (2026), XFunnel (2025) and Frame AI (2024).
What is HubSpot's most recent acquisition?
The most recent HubSpot acquisition documented here is Starter Story, in 2026.

Starter Story

2026

Why

HubSpot acquired Starter Story, a creator-led entrepreneurship publication, in February 2026. The publication featured interviews with founders and operators building businesses, aligning with HubSpot's mission to help businesses grow better.

Impact

The acquisition expanded HubSpot's content and community ecosystem, adding a creator-led media property that resonated with entrepreneurs and small business owners - HubSpot's core customer base. It complemented The Hustle and HubSpot Academy in building brand authority.

Outcome

Starter Story continues to operate as a HubSpot media property, producing founder interviews and entrepreneurship content. The acquisition supports HubSpot's inbound content strategy and provides a platform for community building among entrepreneurs.

Source →

Warmly

2026

Why

HubSpot agreed on June 30, 2026 to acquire Warmly, an AI go-to-market startup that identifies website visitors at the person level and runs AI sales agents on buyer-intent signals.

Impact

Warmly's intent data and agents are being folded into HubSpot's Smart CRM and Sales Hub to strengthen Breeze prospecting.

Outcome

Financial terms were not disclosed. The deal turns a formerly CRM-agnostic tool into a HubSpot-native capability.

Source →

XFunnel

2025

Why

HubSpot acquired XFunnel, an Israeli startup developing AI-driven search and answer engine optimization tools, in November 2025. XFunnel's technology helped businesses optimize content for AI search assistants and large language models rather than traditional search engines.

Impact

The acquisition addressed the shift from traditional SEO to answer engine optimization (AEO), ensuring that HubSpot customers' content remains discoverable as search behavior evolves toward AI assistants. It supported HubSpot's Loop Marketing framework by providing tools for the 'Amplify' stage.

Outcome

XFunnel's technology has been integrated into Content Hub and Marketing Hub, providing AEO tools that help businesses optimize for AI search. The acquisition strengthened HubSpot's positioning as search behavior shifts from link-based to answer-based discovery.

Source →

Frame AI

2024

Why

HubSpot acquired Frame AI in December 2024 to add conversational intelligence and customer sentiment analysis capabilities. Frame AI used natural language processing to analyze customer conversations across channels, identify sentiment trends, and predict churn risk.

Impact

The acquisition enhanced Service Hub's AI capabilities by adding deep conversational analytics that could analyze support tickets, sales calls, and customer feedback at scale. It also provided training data and AI models that strengthened Breeze AI's natural language understanding.

Outcome

Frame AI's technology has been integrated into Service Hub and Breeze AI, contributing to the Customer Agent's ability to resolve conversations automatically and the sentiment analysis features that predict customer health scores.

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Clearbit

2023

Why

HubSpot acquired Clearbit, a B2B intelligence and data enrichment platform, in November 2023. Clearbit provided company and contact data that enriched CRM records with firmographic, technographic, and intent data, improving lead qualification and targeting.

Impact

The acquisition significantly strengthened the Smart CRM's data capabilities, allowing HubSpot customers to automatically enrich contact and company records with external data. This improved lead scoring, account-based marketing, and sales intelligence within the unified platform.

Outcome

Clearbit's technology was integrated into the Smart CRM as Breeze Intelligence, providing data enrichment capabilities across all hubs. The acquisition has supported HubSpot's enterprise positioning by providing the data depth that large sales and marketing teams require.

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The Hustle

2021

$27M

Why

HubSpot acquired The Hustle, a media company founded by Sam Parr that produced a popular business newsletter and podcast, in 2021. The acquisition was driven by HubSpot's belief that content and community are core to customer acquisition and that owning media properties strengthens the inbound methodology.

Impact

The Hustle brought a loyal subscriber base of business professionals, a content production team, and expertise in newsletter and podcast monetization. It expanded HubSpot's content ecosystem beyond software into media, creating new touchpoints for brand awareness and lead generation.

Outcome

The Hustle continues to operate as a HubSpot media property, producing the daily newsletter and 'My First Million' podcast. The acquisition has supported HubSpot's brand building and provided a model for creator-led content strategies that the company extended with the 2026 acquisition of Starter Story.

Source →

Kemvi

2017

Why

HubSpot acquired Kemvi in July 2017 to add artificial intelligence and machine learning capabilities for sales teams. Kemvi's technology used AI to analyze news, social media, and company data to identify sales opportunities and predict buyer behavior.

Impact

Kemvi was HubSpot's first AI-focused acquisition and fed into later predictive and sales-intelligence features.

Outcome

Kemvi's team and technology were folded into HubSpot's sales tools; terms were not disclosed.

Source →

Oneforty

2011

Why

HubSpot acquired oneforty, a Twitter app directory and social media tools startup founded by Laura Fitton, in 2011 to deepen social media capabilities in its marketing software.

Impact

The acquisition added social media functionality that strengthened Marketing Hub's positioning as a comprehensive inbound marketing platform. It also brought Laura Fitton, a recognized social media expert, into the HubSpot ecosystem.

Outcome

Oneforty's technology was integrated into HubSpot's social media tools, which became a core component of Marketing Hub. The acquisition supported HubSpot's strategy of building an all-in-one marketing platform rather than relying on third-party integrations.

Source →

HubSpot, Inc.'s Growth & Acquisition Strategy

HubSpot is pursuing three growth paths. First, moving upmarket with Enterprise editions, custom objects, and data tools so larger customers consolidate on HubSpot. Second, selling more hubs and seats to its installed base of more than 306,000 customers. Third, monetizing AI through Breeze agents (customer service, prospecting, data, and content agents) and usage-based credits. HubSpot also keeps buying audience: HubSpot Media, built around The Hustle and the My First Million podcast, added creator-led Starter Story in February 2026.

How HubSpot, Inc. Makes Money

HubSpot sells subscriptions to its customer platform. A free CRM and free tiers of each hub bring businesses in at no cost; paying customers then move up through Starter, Professional, and Enterprise editions, add hubs, and buy seats and AI credits. Subscription revenue was $3.06 billion of the $3.13 billion total in fiscal 2025, with professional services (onboarding and training) making up the remaining $67.3 million. Average subscription revenue per customer was about $11,800 in Q2 2026. A network of solutions partners (agencies and consultancies) resells, implements, and services much of the base, which keeps HubSpot's own services business small.

HubSpot Acquisitions FAQ

What is HubSpot's strategic philosophy regarding corporate mergers and acquisitions?

Unlike competitors that buy large disparate platforms, HubSpot's M&A philosophy focuses on tuck-in acquisitions of small, top engineering teams and specialized technologies that can be completely rewritten and natively integrated into its single unified codebase.

Why did HubSpot acquire Clearbit in November 2023 and what value does it add?

In November 2023, HubSpot acquired leading B2B data intelligence provider Clearbit. Integrating Clearbit's rich proprietary database of millions of company profiles natively into HubSpot CRM provides customers with real-time lead enrichment, intent data, and AI-powered prospecting.

What was the acquisition of The Hustle in 2021 and how did it accelerate HubSpot's media strategy?

In February 2021, HubSpot acquired The Hustle, a prominent tech and business daily newsletter and subscription research community (Trends) founded by Sam Parr. The acquisition expanded the HubSpot Media Network to reach millions of entrepreneurs and business operators.

How did the acquisition of PieSync in 2019 create HubSpot Operations Hub?

In 2019, HubSpot acquired PieSync, a real-time intelligent bidirectional data synchronization platform. PieSync's technology formed the core engine of Operations Hub, allowing businesses to sync contact and company data smoothly across dozens of business apps.

What was the acquisition of Cacheflow in 2024 and how does it advance Commerce Hub?

In 2024, HubSpot acquired Cacheflow, a leading configure, price, quote (CPQ) and subscription billing platform, significantly accelerating HubSpot Commerce Hub's ability to handle complex enterprise B2B recurring SaaS billing and contracts.

Why did HubSpot acquire Kemvi in 2017 to kickstart its AI roadmap?

In 2017, HubSpot acquired Kemvi, an artificial intelligence startup that developed DeepGraph machine learning algorithms to analyze public web data, automatically providing sales reps with relevant trigger events and company news for personalized outreach.

How did the acquisition of Motion AI in 2017 power HubSpot's conversational chatbots?

In 2017, HubSpot acquired Motion AI, a visual chatbot-building platform. Motion AI was rebuilt directly into HubSpot's Service Hub and Conversations inbox, allowing non-technical marketers to deploy automated website chat flows without writing code.

What was HubSpot's acquisition of OneTrack (Performable) in 2011 and who joined the leadership team?

In 2011, HubSpot acquired marketing automation platform Performable. This brought foundational marketing automation tech and leaders into HubSpot, including David Cancel (who served as CPO before founding Drift) and Elias Torres.

What companies has HubSpot acquired?

HubSpot executes highly strategic acquisitions to feed its inbound funnel. In 2021, they shocked the industry by acquiring the massive B2B newsletter company "The Hustle," proving they wanted to own media distribution. In 2023, they executed a massive acquisition of Clearbit (a B2B data intelligence company) to integrate highly advanced AI-driven data enrichment directly into their CRM.

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Content is for informational purposes only. Not financial advice. Data sourced from SEC filings, annual reports, and public records. See our full disclaimer and methodology.