On February 17, 2026, the Wake Up Customer Platform show returned after a brief break to cover twenty-three HubSpot product updates. This batch spans a wide range of platform areas, with standout releases in deal workflow automation, conditional scoring logic, multi-step form design, segment-building transparency, and CRM data recovery tools.
Several of these updates address long-standing friction points for operations and sales teams, including the ability to add line items to deals via workflows, compound "and" logic in lead and health scoring, and a new safety net for undoing workflow-driven CRM changes. Form builders, customer success teams, and developers also see meaningful improvements across this release.
HubSpot record links shared in Slack now display context-rich, structured previews automatically. Previously a static URL, shared links now surface a snapshot of CRM data directly within Slack conversations, including support for a "Summarize deal with Breeze" action visible in the preview. This feature, previously in beta, is now live for all users.
Why It Matters: This update reduces context-switching between Slack and HubSpot, giving teams immediate CRM context where conversations already happen and accelerating decision-making without additional clicks.
For more details, visit: HubSpot Link Previews in Slack
A redesigned approval settings experience is now available in beta for Marketing Hub and Sales Hub. The updated interface makes it easier for admins to configure how approvals work across their account, with improved clarity and reduced setup friction. Approval settings can be accessed via pipeline management or by searching "approval" in HubSpot's global search.
Why It Matters: The new design helps teams configure the right approvals faster and with more confidence, reducing confusion during setup.
For more details, visit: New Look for Approvals Settings
Beginning March 2, 2026, HubSpot will automatically delete export records that are three or more years old to optimize system performance. Export workflows remain unchanged, and export files themselves are still available for 30 days after creation as always. Only the historical record of very old exports will be affected.
Why It Matters: This change allows HubSpot to focus engineering resources on new feature development while maintaining access to recent export history. Teams should be aware of the March 2nd effective date.
For more details, visit: Export History Retention Policy
For the first time, users can see exactly how each filter shapes a segment as they build it. This beta feature provides real-time visibility into how each filter influences total audience size, including which filters expand or narrow the audience and whether a filter has no effect at all, clearly flagged at zero matches.
Why It Matters: Until now, building complex segments involved trial and error. This update provides real-time feedback as you build, enabling faster troubleshooting and more precise audience targeting without saving and checking results repeatedly.
For more details, visit: Granular Filter Insights in Segments
Customer success professionals now have access to a persistent, customizable sidebar within the customer success workspace. The sidebar provides comprehensive customer context and actions directly in the workspace, and users can configure it to surface the most relevant information for their workflows.
Why It Matters: Customer success teams often lose efficiency by switching to record pages for customer context. This feature keeps critical information in one place, reducing workflow disruption and saving time. This approach could set a precedent for persistent sidebars across other areas of HubSpot.
For more details, visit: Customizable Extended Sidebar for Customer Success Workspace
Developers can now opt in once to automatically receive access to all current and future beta versions of the HubSpot developer platform, without needing to request access each time a new beta is released. Beta versions may include incomplete features, breaking changes, or other instability before the stable GA (generally available) release.
Why It Matters: This removes repeated friction from the beta enrollment process, making it easier for developers to continuously test platform changes before they reach general availability.
For more details, visit: Auto-Enrollment for Developer Platform Betas
On March 16, 2026, HubSpot will remove the Similar Workflows Report from the Workflows Health tab. This is part of a broader effort to invest in more scalable and intuitive tools for identifying workflows that overlap, are connected, or accomplish similar goals. A Google Forms feedback link is available for users who actively use this report.
Why It Matters: HubSpot is signaling a shift toward better workflow management tooling. Teams that rely on this report should plan accordingly before the March 16th deadline and share feedback to help shape the replacement experience.
For more details, visit: Sunsetting the Similar Workflows Report
A private beta now allows users to create a new TikTok ad account or connect existing ones to HubSpot. Once connected, users can view TikTok ad reporting alongside other channels, see contact and deal attribution for TikTok campaigns, sync contact segments as TikTok audiences, and add TikTok tracking pixels to their website. A Loom video demo is included with the update.
Why It Matters: TikTok is one of the fastest-growing ad channels, and connecting it to HubSpot unifies ad data in one place while enabling first-party data syncing and attribution insights that would not be possible using TikTok ads alone.
For more details, visit: TikTok Ads Integration
The Restore Property Edits beta has been merged into the broader Seamlessly Restore CRM Data beta. All existing users in the original beta have been moved over automatically, so no action is needed to retain this functionality. This update impacts Enterprise users only.
Why It Matters: This consolidation simplifies the data restoration experience by bringing property edit restoration under a single, unified CRM data recovery tool.
For more details, visit: Restore Property Edits Beta Merge
Several updates improve how spam submissions are surfaced and managed across forms. New capabilities include a dedicated Spam tab on each form, richer spam submission details, easier access to spam protection settings, and easier access to spam submissions across all forms from the global forms Analyze tab. This feature is available in beta.
Why It Matters: Spam submissions have historically been difficult to locate and assess within HubSpot. These updates make spam easier to notice, interpret, and manage, reducing the time needed to triage submissions and improving data quality across the forms experience.
For more details, visit: Improved Spam Visibility and Management in Forms
New conditional logic upgrades for multi-step forms are available in beta. Two new step-level logic actions allow form builders to hide one or more steps when conditions are met, or show steps dynamically based on visitor responses. Show Fields now includes rich text and content blocks, and the Skip to Step action has been deprecated in favor of the more flexible Hide Steps approach. If Hide Steps removes all remaining visible steps, the form automatically surfaces the Submit button.
Why It Matters: Previously, tailoring multi-step forms to each visitor required complex rule configurations. These new actions enable shorter, more relevant form experiences that reduce friction, improve completion rates, and make complex forms significantly easier to manage.
For more details, visit: Enhanced Multi-Step Form Logic
Users can now define clear guidelines for their customer agent's tone, response style, scripted responses, and guardrails using natural language instructions. Previously called "expressions," this feature has been renamed to "guidelines" and provides more granular control than the previous single-personality approach. This feature is available in beta.
Why It Matters: Previously, the agent's tone and guardrails came from a single personality setting and a fixed set of HubSpot guidelines. This update gives teams the control to ensure the agent consistently responds in ways that match their brand and intent.
For more details, visit: Give Instructions to Your Customer Agent
HubSpot Marketplace app owners can now use Breeze Assistant within Marketplace Analytics to analyze app listing performance. Users can ask natural language questions about their listing's analytics and receive immediate data-backed responses, such as page view sources and top search terms.
Why It Matters: Previously, analyzing app listing performance required manually filtering reports and interpreting multiple data points. Breeze streamlines this into conversational queries, helping app owners quickly surface insights and focus on optimization.
For more details, visit: Ask Breeze Assistant About App Listing Performance
An upgraded table experience is available in beta that gives users full control over frozen columns. Users can now freeze as many columns as needed and use drag-and-drop to lock any column into the frozen area instantly.
Why It Matters: This update removes the previous limitations on frozen columns, allowing users to build the exact data view they need regardless of how many columns they want to keep visible while scrolling.
For more details, visit: Enhanced Frozen Columns
Quotes can now be associated with custom objects in beta. For example, if a customer creates a car custom object, each quote can be linked to a specific car model or trim, ensuring the quote reflects the correct configuration.
Why It Matters: Linking quotes to custom objects keeps everything in one place, making it easy to reference quotes directly from the object and ensuring accurate reporting for businesses with specialized data models.
For more details, visit: Quote Associations to Custom Objects
Reps can now transfer both inbound and outbound calls directly to other team members, including across workspaces and individual phone numbers. To receive transferred calls, users must be assigned to a HubSpot number. This feature is available in beta.
Why It Matters: This update expands transfer functionality to support more realistic calling scenarios, enabling teams to route conversations to the right person regardless of workspace boundaries.
For more details, visit: Transfer Calls Across Workspaces
HubSpot is unifying reply recommendations and customer agent into a single cohesive experience. Updates include reply recommendations setup moving into the customer agent app, a streamlined rep experience in help desk, and higher quality recommendations that are more personal, thorough, and accurate. This update is currently in development and not yet available, with a forward-looking statement attached.
Why It Matters: Reply recommendations give reps AI-powered suggestions while keeping humans in the loop. By sharing content sources with customer agent, this update provides a low-risk entry point for teams to deploy AI assistance without going fully autonomous.
For more details, visit: Improvements to Reply Recommendations
Smart Deal Progression uses meeting transcripts and deal history to automate the manual work that follows customer calls. After every meeting, HubSpot analyzes the conversation to suggest CRM updates, draft follow-up emails, and surface high-value next steps such as sending a proposal or booking a follow-up. Reps can review and confirm suggestions before they take effect. This feature is available via request beta and is expanding to include customer success teams.
Why It Matters: Reps spend significant time on post-call tasks like writing follow-up emails, creating tasks, and updating CRM records. This feature automates that work using actual conversation context, helping teams follow up faster and preventing deals from stalling due to missed next steps.
For more details, visit: Meeting Notetaker with Smart Deal Progression
This beta feature allows admins to undo CRM property changes made by a workflow within the last fourteen days. Built on HubSpot's unified data backup and restore system, it automatically captures CRM changes and enables reliable restoration of workflow-driven property updates. This feature is available at the Enterprise level.
Why It Matters: Workflows can update thousands of CRM records in seconds, and incorrect enrollment criteria, logic errors, or accidental edits can cause significant data issues. This feature reduces operational risk and eliminates the hours of manual exporting, filtering, and repairing that previously followed automation mistakes.
For more details, visit: Workflow CRM Property Data Restore
Four new company news signals are now available within buyer intent: industry recognition, office closure, physical expansion, and regulatory approval. These signals notify teams the moment a target account hits a milestone or changes its physical footprint. HubSpot provides ten credits per company to activate this feature.
Why It Matters: These signals enable timely, context-aware outreach and can be used as triggers in workflows and lead scoring to prioritize accounts with the most momentum, reducing the need to manually research target accounts.
For more details, visit: Additional Company News Signals
A new workflow action, available via request beta, allows users to automatically add line items to deals. Within a workflow, users can select a specific product from their product library, set a quantity, and attach that line item to a deal when the workflow runs. This replaces what previously required custom-coded workflow actions.
Why It Matters: Before this update, adding products to deals required manual work or post-automation cleanup. This action enables fully automated deal setup, reduces human error, and unlocks advanced revenue workflows such as auto-adding onboarding fees, setup packages, or standard bundles.
For more details, visit: Add Line Items to Deals via Workflow Actions
Health scores now support conditional scoring rules using "and" logic, awarding points only when multiple criteria are met. Two types of conditional scoring are available: cross-property criteria (combining multiple property values for a single object) and event-specific criteria (awarding points when a specific event happens in a specific context). Previously, health scores only supported single-criterion rules, with lists and workflow enrollments serving as workarounds.
Why It Matters: This enables compound qualifications for fit scoring and contextual signals for engagement scoring natively within health scores, eliminating the need to leave the customer success workspace for list or workflow-based workarounds.
For more details, visit: Conditional Scoring with "and" for Health Scores
The same conditional "and" logic is now available for lead scores, enabling compound scoring rules that award points only when multiple criteria are met simultaneously. As with health scores, this includes both cross-property and event-specific criteria types. Currently, the "and" rules operate within a single action type, meaning cross-object conditions (such as combining a form submission with a job title property) still require a list or workflow.
Why It Matters: This is a significant step forward for lead scoring precision, addressing one of the most common pain points in scoring configuration. While cross-object "and" conditions are not yet supported, this update provides meaningful new flexibility for teams building nuanced scoring models.
For more details, visit: Conditional Scoring with "and" for Lead Scores
The SurveyMonkey app now allows users to automatically sync data as native feedback, survey, and survey response objects in HubSpot. This enables SurveyMonkey data to be used in Breeze, Workflows, Reporting, and Segmentation tools within HubSpot.
Why It Matters: Previously, SurveyMonkey survey data was limited to activity timelines within HubSpot. This update breaks down that barrier, allowing teams to use survey responses as workflow triggers, build reports using survey data, and analyze responses with Breeze.
For more details, visit: SurveyMonkey App: Sync Data to HubSpot Surveys
Automation Is Getting Smarter and Safer: The combination of workflow-based line item creation, CRM property data restore, and smart deal progression reflects a platform-wide push to make automation more powerful while also providing safety nets. Teams that rely heavily on workflows should explore data restore as a risk mitigation tool alongside new automation capabilities.
Scoring Reaches a Turning Point: Conditional "and" logic for both lead and health scores addresses one of the most persistent pain points in HubSpot scoring. While cross-object conditions still require workarounds, this update significantly reduces dependency on lists and workflows for compound scoring rules. Teams planning scoring implementations should evaluate how this changes their architecture.
Form and Segment Building Gain Precision Tools: Granular filter insights in segments and hide/show logic in multi-step forms both share a common theme: giving builders real-time feedback and finer control. These updates reduce the guesswork that has historically slowed down list building and form optimization.
Platform Integration Continues to Expand: From Slack link previews and TikTok ads integration to SurveyMonkey data syncing as native HubSpot objects, this batch reinforces HubSpot's direction toward being the central hub for cross-platform data, reducing silos between communication, advertising, and survey tools.