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HubSpot helps businesses bring customer information, marketing, sales and service work into one platform. Its Smart CRM combines customer data into shared profiles, while connected applications called Hubs and Breeze AI support teams’ work across the customer relationship. HubSpot focuses its selling efforts on mid-market businesses that sell to other businesses, though it also serves smaller companies and enterprises.
Businesses can start with free products and pay when they upgrade to paid Hubs. Subscriptions provide nearly all revenue; charges vary with the plan, users, products and usage. HubSpot seeks more spending from existing customers as they add Hubs, move to higher tiers or expand their use. This makes renewals and continued adoption important: most subscriptions run for a year or less, and customers need not renew.
Solutions Partners sell and refer customers for commissions, provide services and use the platform themselves. These partners and their referred customers account for a large share of revenue, making the network an important route to customers. HubSpot also relies on AWS to host most of its platform. Privacy rules restrict how personal data can be used; European consent requirements can constrain lead generation, and cross-border data transfers require safeguards.
The risk section is the longest, dullest part of the filing. This keeps only what can really hurt you: where it hits, how hard, when it plays out.
Every company claims an edge. Each one is checked against hard numbers like margins and returns: which hold, and which line gives way first.
Salesforce competes directly with HubSpot for businesses paying to manage sales, marketing and customer service in one customer relationship management (CRM) platform. Watch adoption of Salesforce’s unified Agentforce 360 platform against HubSpot’s pitch of an integrated, easy-to-use system for mid-market B2B companies.
Freshworks Inc. competes with HubSpot for growing businesses buying CRM and customer-service software. Its Freshdesk customer-experience suite is the relevant product to watch, rather than its separate employee-experience tools.
monday.com competes with HubSpot for paid subscriptions to software that manages customer relationships, marketing and service. Watch those products rather than its broader work-management business: like HubSpot, monday.com lets users start free before choosing paid plans.
Klaviyo, Inc. competes with HubSpot for subscriptions to marketing and service software built around customer data, but is more focused on retail and eCommerce. Its expansion into B2B customers is particularly relevant to HubSpot’s core selling focus.
Braze, Inc. competes with HubSpot in software that uses customer data to coordinate marketing, although Braze focuses more on consumer brands buying subscriptions. Watch brands adding messaging channels or sending more messages: Braze’s pricing depends largely on consumers reached and messages sent.
ZoomInfo Technologies Inc competes with HubSpot for B2B sales and marketing subscriptions by supplying company and contact data, automating work and helping teams engage prospects. Its ZoomInfo Sales and ZoomInfo Marketing products are the clearest areas to watch for overlap with HubSpot’s customer platform.
Intuit’s Mailchimp competes with HubSpot’s Marketing Hub for small and mid-sized businesses buying email marketing and marketing automation software.
Sprinklr, Inc. competes with HubSpot for marketing and customer-service software purchases, but emphasizes enterprise teams managing customers across channels. Watch Sprinklr Marketing and Sprinklr Service, which cover campaign planning and customer care across voice, digital and social channels.
Sprout Social, Inc competes for businesses buying social-media management software instead of using the social publishing, monitoring and reporting tools in HubSpot’s Marketing Hub.
Microsoft’s Dynamics 365 competes with HubSpot for businesses buying CRM, sales, marketing and customer-service software, but CRM is only a small part of Microsoft’s overall business.
ServiceNow competes with parts of HubSpot’s customer platform by selling businesses software that connects customer-service and sales work, with a stronger enterprise focus. Watch its CRM and Industry offerings, rather than its broader technology and internal business tools.
HubSpot pays Amazon’s AWS to host the substantial majority of its products and platform, so AWS prices and reliability directly matter to HubSpot’s costs and service delivery. Watch hosting price changes and outages: HubSpot may not be able to pass higher costs to customers, while interruptions can disrupt service and renewals.
HUBSPOT, INC. earningsThis company
HubSpot's report shows whether it can turn more paid customers and continued spending by existing customers into subscription growth.
Read paid-customer count alongside average subscription revenue per customer and net revenue retention, which tracks subscription revenue kept from existing customers after renewals, expansion and reductions. If customer count grows while per-customer revenue and retention hold or rise, HubSpot is adding customers and keeping existing ones renewing and expanding. If customer count rises but the other measures weaken, new customers are masking softer renewals or expansion. HubSpot changed its net-revenue-retention calculation in 2025, so year-over-year comparisons need that caveat.
Salesforce, Inc. earningsCRM
Salesforce's report shows whether businesses are adopting its combined sales, marketing and service platform, which competes with HubSpot for the same software budgets.
Look for disclosed adoption signals for Salesforce's customer platform or Agentforce 360, not Salesforce's total results: its business is much broader than customer relationship management (CRM). Stronger adoption would show businesses choosing an integrated enterprise suite, sharpening competition for HubSpot; weaker adoption would mean less evidence of that pressure, not proof that HubSpot is winning mid-market customers.
