On January 30, 2026, HubSpot released eight platform updates spanning permissions management, campaign automation, AI-powered search capabilities, and data quality tools. The updates address long-standing gaps in line item permissions, introduce workflow automation for campaign data, and expand bulk association management capabilities.
These updates represent continued evolution in HubSpot's commerce, operations, and AI agent capabilities, with particular emphasis on giving administrators more granular control over user permissions and automating previously manual workflows.
Users can now restrict access to specific line item properties, such as name, unit price, or discount, by user or team. This public beta feature provides field-level permissions for line items, allowing greater control and security within quoting and sales workflows. Previously, line items did not support field-level permissions.
Why It Matters: This update addresses a critical gap that created risk and operational inefficiencies for teams requiring more control over pricing data. Administrators can now prevent sales representatives from editing sensitive fields like product name or unit price, give finance or RevOps teams exclusive access to key pricing information, and reduce errors by locking down fields that should remain fixed. This capability aligns line item permissions with how organizations already manage deals, contacts, and other CRM records.
For more details, visit: Manage Permissions on Line Item Properties
Campaign properties and events are now available in workflows through private beta access. Users can automate based on campaign-level data including budget, spend, revenue, and owner, and trigger workflows when contacts are influenced by specific campaigns. This represents a significant expansion of campaign automation capabilities that were previously limited to manual monitoring.
Why It Matters: Organizations can now trigger alerts when campaigns overspend budgets, automatically follow up with influenced contacts through tailored sequences, and route tasks and updates based on campaign owner or team. This automation eliminates manual monitoring requirements and enables teams to optimize and scale campaign operations without constant oversight. The update transforms campaign management from a reactive, monitoring-focused process to a proactive, automated workflow.
Request beta access: Make Campaigns Automatable in Workflows Private Beta
Groups within health scores no longer require limits, providing more flexibility when creating health scoring rules. Group limits remain optional and can be set as high as the total score limit. The sum of group limits no longer needs to equal the total score limit and can exceed it if required. For combined scores, group limits no longer set the fit and engagement score limits—each score follows the score limit set by the user.
Why It Matters: The previous system constrained users who needed to ensure group limits added up to the total score limit rather than focusing on rules with the best fit and engagement signals. This update allows organizations to use groups for organization while adding limits only when needed to prevent contacts, companies, or deals from overqualifying too quickly. The increased flexibility enables more effective health scoring implementations without artificial mathematical constraints.
For more details, visit: Create Health Scores with Optional Group Limits
Custom assistants and Breeze agents now automatically search and analyze images embedded within documents—PDFs, Word documents, and PowerPoint presentations—in knowledge vaults. Visual content including diagrams, charts, and screenshots is now accessible alongside text without requiring users to extract or upload images separately. The feature supports documents up to 50 megabytes and works with both custom assistants and Breeze agents, with no additional steps required for documents already in Knowledge Vault.
Why It Matters: Organizations upload documents containing critical visual information such as architectural diagrams, UI mockups, data visualizations, and technical screenshots, but this content was previously invisible to AI agents. Users faced the choice of manually extracting and uploading images separately or accepting that valuable visual content would remain inaccessible to AI workflows. This update unlocks the full value of existing document libraries by making all embedded visuals automatically searchable with no change to upload workflows.
For more details, visit: Embedded Image Search for Knowledge Vaults
New permissions for contacts, companies, deals, tickets, and custom objects allow administrators to control whether users can create each specific object type separately from their permission to edit that object. The permission controls user actions for manual creation but does not affect workflows, form submissions, inbox conversations, email tracking and logging, Salesforce imports, automated company associations, HubSpot Sales Chrome extension, Salesforce sync for custom objects, or form submissions with unique values for the primary display property that can create new custom objects.
Why It Matters: Previously, any user with permission to edit an object could also create new records for that object type, resulting in data hygiene concerns. Organizations needed to allow users to edit records to perform their jobs but were forced to also allow record creation. This update separates creation and editing permissions, enabling administrators to maintain data quality while still allowing users the access they need for daily work. The detailed list of automated processes that bypass this permission ensures teams understand exactly what the permission controls.
For more details, visit: Create Permissions for CRM Objects
Users can now view the full relationship context around one or more records and remove outdated or incorrect associations in bulk from the index page. The new structured view displays all associated records in a single interface, and the bulk association editor enables quick cleanup of CRM data. The feature is available in public beta.
Why It Matters: CRM record associations become outdated when contacts change companies, deals shift ownership, or data imports create incorrect relationships. Keeping associations current previously required time-consuming workflows, developer support, or manual updates one by one, creating inefficiencies that wasted time and spread errors across records. The new bulk association editor saves time and reduces errors by providing a fast, straightforward way to inspect and remove incorrect associations in small batches, helping ensure the CRM remains a reliable source of truth.
For more details, visit: View Full Context and Clean Up Associations in Bulk
Users can now search for records directly within CRM object screens on mobile devices for contacts, leads, deals, tickets, and custom objects, including within saved views, without navigating to the global search bar. The feature is available across all hubs and tiers.
Why It Matters: Previously, finding a specific record on mobile required leaving the current screen to use the global search bar in the bottom navigation, adding unnecessary steps when quickly locating information. Local search enables users to find records faster while staying in their current working area, improving efficiency for qualifying leads and closing deals on mobile devices.
For more details, visit: Mobile Local Search in CRM Objects
Line items can now be associated with custom objects, expanding the commerce capabilities beyond deals. This update enables organizations to track product-level details and pricing information directly on custom objects.
Why It Matters: Organizations using custom objects for business processes outside traditional deal management can now incorporate line item functionality, enabling commerce workflows that don't require routing everything through deal records. This expands the flexibility of HubSpot's commerce capabilities for businesses with specialized sales processes or complex product configurations.
For more details, visit: Add Line Items to Custom Objects
Permissions are becoming more granular: Three separate updates address permission management—line item properties, object creation rights, and the continuation of field-level controls. This trend indicates HubSpot's focus on giving administrators precise control over user capabilities while maintaining workflow flexibility. Organizations should audit current permission structures to identify where these new controls can improve data quality and reduce risk.
Automation continues expanding into previously manual areas: Campaign workflow automation and bulk association cleanup represent HubSpot's continued investment in reducing manual monitoring and repetitive tasks. The campaign automation update is particularly significant for marketing operations teams who previously managed budget alerts and influenced contact follow-up manually. Organizations with active campaign management should request private beta access.
AI agent capabilities depend on content accessibility: The embedded image search update highlights that AI effectiveness requires comprehensive access to information, not just text. Organizations investing in Breeze agents and custom assistants should review their document libraries to ensure critical visual information is captured in supported formats—PDFs, Word documents, and PowerPoints under 50 megabytes.