HubSpot is a customer platform that combines a CRM with marketing, sales, and customer service software, plus a set of built-in AI agents called Breeze. It's built for small businesses and larger sales and marketing teams that want lead generation, email campaigns, pipeline tracking, and support tickets to live in one connected system instead of scattered tools.
What does HubSpot do?
At the center of HubSpot is its Smart CRM, a free database that stores every contact, company, deal, and interaction a business has. Around that CRM sit separate Hubs: Marketing Hub for email campaigns, landing pages, and automation; Sales Hub for pipeline management and outreach; Service Hub for support tickets and help desk tools; Content Hub for building and publishing web content; and Data Hub and Revenue Hub for data management and billing.
Breeze is HubSpot's layer of AI agents and assistants that sits across all of these products. It includes a customer service agent that HubSpot says resolves more than 65 percent of inbound customer inquiries automatically, a prospecting agent that identifies leads and drafts outreach, and a data agent that answers questions about customer records in plain language.
Because every Hub reads and writes to the same CRM, a company can start with the free tools, then add paid Hubs as marketing, sales, or support needs grow, without re-platforming or losing historical data.
Core features
- Free Smart CRM that centralizes contacts, companies, deals, and every team's activity in one record.
- Marketing Hub tools for email marketing, landing pages, forms, and multi-step automation workflows.
- Sales Hub features for deal pipelines, email tracking, meeting scheduling, and quote generation.
- Service Hub help desk with ticketing, live chat, and a knowledge base for customer self-service.
- Breeze AI agents that handle routine customer questions, surface sales prospects, and answer data questions.
- Content Hub for building website pages and blog content with AI-assisted drafting.
- A marketplace of more than 2,000 integrations connecting HubSpot to tools like Gmail, Slack, and Shopify.
- AEO tools, currently in beta, that track how a brand shows up in AI-generated search answers.
Use cases
Small businesses use HubSpot's free CRM and Starter-tier tools to organize leads and follow-ups without paying for a full sales stack, then add Marketing Hub as email and campaign needs grow. Mid-sized and enterprise teams use the full platform to unify marketing, sales, and support data so a service rep can see a customer's full purchase and email history in one place.
Marketing teams lean on Breeze to draft campaign content and personalize outreach faster, while support teams use the Customer Agent to deflect routine tickets and free up human reps for complex issues.
Pricing
HubSpot's CRM is free to use indefinitely, with paid plans layered on top for each Hub. Pricing scales by tier, Starter, Professional, or Enterprise, and by number of seats, and HubSpot also sells a Small Business Bundle that packages Starter editions of each Hub at a lower combined price. Because plan costs depend on which Hubs and how many seats a business needs, exact pricing is calculated on HubSpot's pricing pages rather than published as a single flat number.
How to use HubSpot
- Sign up for a free HubSpot account and import or add contacts to build out the Smart CRM.
- Choose which Hub matches your immediate need, such as Marketing Hub for email campaigns or Sales Hub for pipeline tracking.
- Connect your inbox, calendar, and other tools from the 2,000-plus app marketplace to sync data automatically.
- Set up automation, such as email sequences or ticket routing, so repetitive tasks run without manual work.
- Turn on Breeze AI agents to handle routine customer questions or surface high-value sales leads.
- Review dashboards and reports across marketing, sales, and service to see performance from one place.
Frequently asked questions
Is HubSpot free to use?
HubSpot's core CRM is free with no time limit. Paid plans add more advanced marketing, sales, and service features and scale with the number of users and contacts.
What is Breeze?
Breeze is HubSpot's set of built-in AI agents and assistants, including tools that answer customer questions automatically, surface sales prospects, and help draft content.
Can HubSpot replace multiple separate tools?
For many businesses yes. Because Marketing Hub, Sales Hub, Service Hub, and the CRM share one database, teams can consolidate email marketing, pipeline tracking, and support into a single platform.
Does HubSpot work for small businesses or only large companies?
Both. HubSpot offers a free CRM and a Small Business Bundle aimed at startups, alongside Professional and Enterprise tiers built for larger sales, marketing, and service teams.
Learn more at HubSpot.