Top HubSpot Product Updates for February 2026
February was a busy month at HubSpot. From expanded AI connector capabilities to smarter CRM permissions and a refreshed Breeze Assistant experience, there’s a lot to catch up on. Let’s dig into the highlights.
1. Update Your CRM Directly from Claude and ChatGPT
HubSpot’s AI connectors got a major upgrade in February. Both the Claude and ChatGPT connectors can now create and update CRM records, log activities, and access engagement history — all without leaving your AI chat window.
You can create contacts and deals, log notes and tasks, update deal stages, and tap into your full engagement history (emails, calls, meetings, and notes) to get context-aware insights and take action on them instantly. ChatGPT users also gained access to products, line items, invoices, orders, carts, and segments.
To access the new capabilities in the Claude connector, disconnect and reauthenticate your HubSpot account. For ChatGPT, a workspace admin will need to approve the updated app, then individual users can upgrade via Settings > Apps > HubSpot.
Important Notes: If your HubSpot account has sensitive data enabled, engagement data will not be accessible through either connector. All create and update actions are logged in your account’s Audit Log. Bulk actions support up to 10 records per request. The Claude connector cannot delete records or engagements. A Super Admin or user with App Marketplace permissions must connect or re-connect the connector to enable updated permissions.
Watch Demo: Claude connector | Watch Tutorial: ChatGPT connector
Availability: All HubSpot customers across all tiers with a paid Anthropic subscription (Pro, Max, Team, or Enterprise). ChatGPT connector available to all HubSpot customers with an OpenAI account.
2. Breeze Assistant Prompts Reimagined
The Breeze Assistant prompt experience got a full refresh. You can now use @Mentions to pull in CRM records directly within your prompt, save and reuse prompts with placeholders and tags, and browse categorized suggestions (Summarize, Create, How do I, Prepare) to discover what Breeze can do.
Saved prompts can be organized by team function — Customer Success, Marketing, Sales, Support — and assigned to specific assistants or made available across all of them. The “Prepare” category is particularly useful: it surfaces your upcoming meetings from your calendar so you can quickly generate a prep brief before jumping on a call.
Availability: All hubs and tiers.
3. Personalization App Now Supports Website Pages
The Personalization app now covers website pages in addition to landing pages and CTAs. Using Variants, you can create audience-specific versions of your website pages in one place without duplicating pages or manually editing individual modules.
You can set up variants manually for full control, or use AI-assisted setup for a faster start. Performance is tracked across all variants in the Analyze tab, so you can see what’s resonating with each audience without hunting across different tools.
Availability: Content Hub Professional and Enterprise, Marketing Hub Professional and Enterprise.
4. Granular Create Permissions for CRM Objects
Admins can now control whether users can create new CRM records — separately from their ability to edit them. Previously, any user with edit access to Contacts, Companies, Deals, Tickets, or Custom Objects could also create new records. That forced a tradeoff between enabling your team to do their jobs and keeping your database clean.
With this update, you can grant or restrict create access independently for each object type. Head to Users & Teams to update permissions. Note that this permission applies to manual user actions — it does not affect record creation via workflows, form submissions, inbox conversations, email tracking, Salesforce sync, or automated company associations.
Availability: All hubs and tiers.
5. Branded Email Templates
You can now apply your Brand Kit directly to HubSpot’s native email templates. When creating a new email, simply select your brand from the dropdown in the template library to have your logo and colors applied automatically. If you need to update your Brand Kit, you can do that from the same dropdown without leaving the email creation flow.
This requires a Brand Kit to be set up in your portal first. Once it is, getting on-brand emails out the door takes minutes instead of hours. Learn more about how to set up your brand identity.
Availability: All hubs and tiers.
6. Build Custom Reports on Form Submissions
The Custom Report Builder now supports form submission data as a source. You can combine Forms, Form Submissions, and Form Analytics data with other objects like Contacts and Companies to build detailed reports on form performance.
Useful reports you can build include submissions over time, submissions by source or campaign, conversion rates, new vs. returning contact breakdowns, and submissions filtered by lifecycle stage or ICP tier. Reports can be added to any dashboard.
Note: There may be a delay before all three data sources appear in your portal.
Availability: Content Pro and Enterprise, Marketing Pro and Enterprise, Ops Pro and Enterprise, Sales Pro and Enterprise, Service Pro and Enterprise.
7. Additional Company News Signals in Buyer Intent
Four new signals are now available within Buyer Intent under Company News: Industry Recognition, Office Closure, Physical Expansion, and Regulatory Approval. These signals surface directly on company timelines so your team gets relevant account news where they already work.
Use these as triggers in workflows and lead scoring to prioritize accounts with momentum — or as context for timely, relevant outreach. All four signals are toggled on by default, so you’ll start seeing them on company records right away.
Availability: Requires HubSpot Credits.
8. Conditional Scoring with “AND” for Health Scores
Health scores now support conditional scoring rules using “and” logic, meaning points are only awarded when multiple criteria are met simultaneously.
There are two types: cross-property rules (Fit scoring), which combine multiple property criteria for a single object, and event-specific rules (Engagement scoring), which award points when a specific event happens under specific conditions (for example, a call that lasted at least 15 minutes).
Previously, you had to work around this limitation using segment membership or workflow enrollment. Now you can set up these rules natively within the Health Score builder.
Want to see it in action? Watch our demo video.
Availability: Professional and Enterprise Customer Platform, Service Hub Professional and Enterprise.
9. HubSpot Link Previews in Slack
When you paste a HubSpot record link into Slack, you’ll now see a structured preview of that record’s key details — no extra clicks required. Clicking the preview opens a side panel in Slack with the full record and related threads.
Supported objects include Deals, Tickets, Companies, Contacts, Emails, Blog Posts, Reports, and Dashboards. Each preview surfaces the most relevant fields for that object type (for example, a Deal shows name, amount, stage, priority, and owner).
Availability: All hubs and tiers.
Now in Public Beta
Want early access? These features are open to all eligible customers — no waitlist required. They’re still being refined, so your feedback directly shapes what ships to general availability.
1. Upgraded Social Analytics
The Social Analyze tab has been redesigned with a new set of curated, ready-to-use reports organized into four categories: Grow your brand, Drive engagement, Track leads from social, and Optimize your content. You can filter by account, network, and time range, and the underlying data has been upgraded to ensure consistency with custom reports you build yourself.
Note: Historical data in the new Analyze tab is only available from July 1, 2025 onward (or from the date your social account was connected, if later). To access older data, you can opt out of the beta and return to the previous version.
Availability: Professional and Enterprise Customer Platform, Marketing Hub Professional and Enterprise, Marketing+ Pro and Enterprise.
2. Campaign Automation in Workflows
Campaign properties and events are now available as triggers and criteria in workflows. You can automate based on campaign-level data like budget, spend, revenue, and owner — and trigger actions when a contact is influenced by a specific campaign.
This opens up use cases like alerting your team when a campaign overspends, automatically following up with influenced contacts via tailored sequences, or routing tasks based on campaign owner.
Check out our knowledge base article on how to use campaigns with workflows.
Availability: Marketing Hub Professional and Enterprise.
3. Sales Meeting Notetaker Updates
The Sales Meeting Notetaker received several reliability and usability improvements based on beta feedback. The notetaker now joins at the meeting start time (rather than 2 minutes early) and will wait up to 5 minutes for the host to arrive. It also now correctly joins rescheduled meetings, and transcripts include speaker names for easier post-meeting review.
Admins can enable the notetaker via Settings > Tools > Calling > Meetings > Meeting Notetaker. It works with Zoom, Google Meet, and Microsoft Teams for meetings with external contacts.
Note: Google Meet transcripts are currently only available in English.
Availability: Sales Hub Professional and Enterprise.
4. Participant State Management for Marketing Events
You can now update a contact’s registration and participation status for marketing events directly from their contact record — no imports required. From the Marketing Events CRM card, simply click Edit next to the registration or participation status and select the updated value.
Note: This card is only visible for contacts already registered to a marketing event. You cannot use it to associate a new contact with an event. Participation status cannot be updated once it is set to “Attended,” and “No show” is set automatically.
Availability: All HubSpot products and tiers.
February’s updates reflect HubSpot’s continued push to reduce context-switching and manual work across the platform. AI connectors that write back to your CRM, link previews that surface record data in Slack, and automated insights within Breeze all point in the same direction: keeping your team in flow, with the right information at the right moment.
Want to catch up on all the latest product updates? Log into your HubSpot account, click your account dropdown in the top right, and select “Product Updates” to see what’s new.