January 29, 2026 HubSpot Updates - Seamlessly Restore CRM Data

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January 29, 2026 HubSpot Updates - Seamlessly Restore CRM Data

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HubSpot Platform Updates: January 29, 2026

On January 29, 2026, HubSpot released twelve platform updates spanning data recovery, custom object flexibility, and AI-powered insights. The updates include significant enhancements to data backup capabilities, segment tracking, personalization tools, and enterprise data management features.

This article provides detailed coverage of each update released on January 29, including feature descriptions, tier availability, and practical implications for HubSpot users across sales, marketing, service, and operations functions.

Platform Updates Detailed

Seamlessly Restore CRM Data

Unified data backup and restore automatically captures CRM data every day for the last 14 days, enabling users to roll back to any point in time without creating manual backups. The feature is available in public beta for Enterprise customers across all hubs.

Why It Matters: Data issues often surface days after they occur, when manual exports are already outdated. This eliminates the need for proactive data exports and reduces time to fix data problems. Users can quickly identify what changed in their CRM and selectively restore only the data segments that need fixing, without losing work completed after the issue occurred.

For more details, visit: Seamlessly restore CRM data beta

Segment Membership History

Users can now view a detailed membership history log for segments, available in public beta. Membership history shows which records were added to or removed from a segment, when it happened, and what caused the change. For static segments, users can also add or remove records directly from this view.

Why It Matters: Membership history helps troubleshoot unexpected changes to segments. Users can quickly see why a specific record was added to or removed from a segment, identifying whether updates were triggered by automation, segment edits, or manual actions, eliminating the need to guess how or why a segment changed.

For more details, visit: Segment membership history beta

Add Line Items to Custom Objects

Users can now use the Data Model Builder to create associations between line items and custom objects with no custom code or workarounds required. This feature is live and available across Professional and Enterprise tiers.

Why It Matters: This update makes it easier to understand and configure the data that matters most to businesses from a centralized location. Line items can be associated to custom objects in the app, with a sidebar card providing an editor to add or edit line items. From the API, new or existing line items can be associated to custom objects, expanding what is possible to model with custom objects.

For more details, visit: Add line items to custom objects

Personalization App Supports Website Pages

The personalization app now supports website pages in private beta, bringing everything needed to create, manage, and measure personalized web experiences into one central place. Using variants, users can quickly build audience-specific versions of website pages without duplicating pages or manually adjusting individual modules. The feature is available for Marketing Hub and Content Hub Professional and Enterprise customers.

Why It Matters: Website personalization has traditionally been difficult to scale. Creating multiple versions of pages often meant copying pages, managing inconsistencies, and losing visibility into what was actually performing. With variants for web pages, users can create and manage personalized page experiences in one place without duplication, with performance tracked across all variants directly when building them.

For more details, visit: Personalization app supports website pages beta

Retroactive SLAs

A new feature in public beta gives admins the option to apply SLA changes to existing tickets. Currently, any new changes made to SLAs in the help desk are applied to new tickets only. This update allows teams to retroactively align in-flight tickets with their latest SLA configurations without manual intervention.

Why It Matters: Customers expect the ability to configure SLA goals that apply to their current tickets, not just new ones. This allows them to establish new goals and immediately reflect them in active workflows, ensuring reporting accuracy and consistent expectations for agents and managers alike.

For more details, visit: Retroactive SLAs beta

Edit HTML Source Code in Rich Text Editors for Quotes

Customers that desire rich, web-native content on their quotes can now leverage source code editing in the rich text editor, allowing them to view and edit the HTML created or write their own HTML. The rich text editor generates HTML for content created in rich text areas, supporting text formatting, lists, spacing, images, tables, and more through the editor UI.

Why It Matters: Currently, Commerce Hub quotes do not support custom HTML, limiting users who need advanced branding, layout control, or complex data handling. Users want to customize quote appearance—colors, styles, layouts, graphics, and embedded content like case studies or images—to align with their brand and present offerings professionally. Enabling source code editing allows template creators to build content that not only looks polished but also behaves like a modern web page.

For more details, visit: Edit HTML source code in rich text editors for quotes

Sales Documents Multi-Brand Support

Multi-brand support has been extended to sales documents, allowing each document to be assigned a specific brand. The correct brand logo and colors are displayed in the document viewer, ensuring buyers always see the intended brand identity. This feature is live for Sales Hub and Service Hub customers who have purchased the Brands add-on, available from Starter tier upward.

Why It Matters: Multi-brand organizations need all sales collateral and buyer interactions to consistently reflect the right brand without manual work, so buyers have a coherent experience and sellers avoid mistakes. This change lets users assign and change brands for sales documents, enabling brand-based filtering, and ensures branded visuals are always consistent in every buyer interaction.

For more details, visit: Sales documents multi-brand support

Breeze Assistant Mobile App Conversation Starters

Conversation starters have been added to custom assistants on the Breeze Assistant mobile app. When users open a custom assistant, they see a set of helpful prompts tailored to that assistant's purpose, designed to give hints on what the assistant can do and help users jump right into productive conversations.

Why It Matters: Conversation starters make custom assistants more approachable, helpful, and fast, especially for mobile users. New team members can explore what an assistant can help with without needing to guess, busy users can get help on the go with one tap without typing, and admins can guide users toward high-impact use cases, ensuring assistants are used as designed.

For more details, visit: Breeze Assistant mobile app conversation starters

Build Custom Reports on Form Submissions

Form submissions are now supported as a data source in the custom report builder. This feature is live and enables users to build a variety of reports based on form submissions to understand how forms are performing, slice and dice form submission data, and analyze lead generation activities.

Why It Matters: Users can now build custom reports to analyze form performance without exporting data to external tools. This removes the need for workflow-based workarounds that export form submission data to spreadsheets for reporting purposes, centralizing form analytics within HubSpot's native reporting environment.

For more details, visit: Build custom reports on form submissions

Marketing Email API Migration to folderIdV2

HubSpot is updating the marketing email API endpoints to include both the existing folderId and the new folderIdV2 fields in the JSON response during the migration period. Beginning January 28, 2026, the folderId property stopped working, and users must use only the folderIdV2 property in API requests after this date.

Why It Matters: This migration supports HubSpot's focus on future development efforts on the improved v3 marketing email API, which offers a richer and more comprehensive experience. Users with API integrations must update their implementations to use folderIdV2 to avoid integration failures.

For more details, visit: Marketing email API migration to folderIdV2

Associate Payments with Tickets

Payments can now be directly associated with tickets. Users can add the payments card to a ticket view and manually associate payments with tickets. This feature is live for Service Hub customers.

Why It Matters: When a payment is associated with a ticket, users can take payment actions like refunding or reissuing receipts directly from the ticket without leaving it. This streamlines support workflows that involve financial transactions and reduces the need to switch between different tools to handle payment-related support issues.

For more details, visit: Associate payments with tickets

Predicted Email Engagement in Segments

Users can now see how a segment of contacts is predicted to perform in an email based on the historical engagement of the contacts. This feature is available in public beta and provides predictive insights before sending email campaigns.

Why It Matters: Email performance depends on audience composition, not just content quality. Users typically rely on guesswork or manually build reports of past results to predict segment performance. This feature enables users to predict segment-level email performance before sending, allowing teams to focus efforts on high-potential segments and make data-driven decisions about campaign targeting.

For more details, visit: Predicted email engagement in segments beta

Key Takeaways and Next Steps

Data reliability as table stakes: The unified data backup feature represents a shift toward enterprise-grade data protection capabilities becoming standard expectations rather than premium add-ons. Organizations should evaluate their current backup workflows and consider how automated point-in-time recovery might replace manual export processes.

Personalization tools require strategic implementation: While the personalization app and predicted email engagement features expand targeting capabilities, successful deployment requires clearly defined audience segments and performance benchmarks before configuration. Teams should establish measurement frameworks before enabling these features rather than implementing them opportunistically.

Custom object flexibility continues expanding: The addition of line item associations to custom objects through the Data Model Builder reflects HubSpot's ongoing investment in data modeling flexibility. Organizations with complex business relationships should assess whether custom object architectures can now replace external database dependencies or integration workarounds.