Stay informed with the most recent HubSpot platform updates and discover new features to optimize your business operations.
On September 9th, 2025, the Wake Up, Customer Platform morning show hosted by Chris Carolan, Casey Hawkins, and George B. Thomas provided a detailed overview of the latest updates to the HubSpot platform. The session covered new features aimed at enhancing user experience and operational efficiency, including Data Agent, Internal FAQ Assistant, Cross-Channel Activation for Segments, and more.
Data Agent is now available in public beta, scheduled for release on November 4th. This AI-powered agent actions your data throughout HubSpot’s smart CRM. It researches and answers custom questions about your customers by analyzing your CRM, calls, emails, documents, and the web, providing insights without manual work. Previously, valuable unstructured data in your CRM was challenging to understand. Data Agent transforms this fragmented information into holistic, unified intelligence, resulting in complete customer insights that flow seamlessly across HubSpot.
The Internal FAQ Assistant is an AI-powered internal support agent designed to help employees quickly find answers to frequently asked questions. It functions like an external customer support agent but for internal use. This assistant addresses the challenge of delivering quick, reliable answers without overloading teams, streamlining internal inquiries, improving self-service, and scaling internal support.
HubSpot is revamping the lists performance tab to provide deeper insights into how each segment is performing. Users can compare each list across dimensions like email performance, list size, and segment overlap, and explore various engagement methods. This update helps users understand what’s working and where improvements are needed in their engagement strategy.
The improved QuotaPath app for HubSpot helps sales teams unify key deal data by bringing commission insights directly into your CRM. The new Quota Attainment app card displays real-time quota progress and deal impact on HubSpot deal records. The Earnings app object makes commission data available as a native HubSpot object, enabling better forecasting and automated workflows triggered by earnings milestones.
The Snowflake app for HubSpot now integrates with HubSpot’s all-new Data Studio. This integration allows marketing, sales, and operations teams to combine, enhance, and activate data from multiple sources through an intuitive spreadsheet-like interface. The new offering streamlines the process of incorporating, mapping, and creating records, making unified data sets accessible without technical barriers.
During the discussion, the hosts delved into the implications of these updates for the HubSpot community. They highlighted the potential challenges and benefits of adopting features that use HubSpot credits. Insights were shared on how these updates could impact business operations, emphasizing the importance of understanding the value and ROI of utilizing new tools.
One key point discussed was the shift towards a future where HubSpot users might need to navigate the balance between utilizing credits and maximizing platform capabilities. The hosts also pointed out the importance of keeping internal inquiry systems efficient to ensure smooth operations without overwhelming support teams.
The recent updates to the HubSpot platform aim to provide users with enhanced tools and features to optimize their business operations. From AI-powered insights with Data Agent to improved internal support with the Internal FAQ Assistant, and streamlined data integration with Snowflake, these updates offer significant advancements.
For users looking to take advantage of these new features, consider joining the beta programs and exploring how these tools can be integrated into your current workflows. Keep an eye on future updates and community discussions to stay informed about the evolving capabilities of the HubSpot platform.
By staying engaged with the latest updates, HubSpot users can ensure they are leveraging the full potential of the platform to drive business growth and operational efficiency.