HubSpot’s Spring Spotlight has arrived with a clear message: the platform continues to evolve in support of teams working across increasingly complex structures, without adding unnecessary friction. For organisations building momentum across departments, regions, or brands, this cycle brings the kind of practical updates that reduce strain, create structure, and help people do better work.
Having spent time in early access for many of these features—both public and private betas—I’ve had the chance to see what works in context. A lot of the progress this season centres on clarity, coordination, and better support for scaling teams.
Here’s what’s new, and what’s changing in how teams operate day to day.
TL;DR – What You’ll Find in HubSpot’s Spring Spotlight 2025
This season’s Spotlight focuses on practical improvements across the platform, especially for teams managing complexity across regions, brands, and functions. Key updates include:
Marketing Hub Enterprise: Improved campaign building, multi-brand management, and AI-powered segmentation.
Workspaces: Role-specific environments to help teams focus and reduce context switching.
Breeze Agents: Purpose-built AI assistants that support real tasks in sales, service, and content creation.
Smart CRM: Object renaming, sandbox deployment, and a new global homepage for better usability and governance.
Sales Hub: AI meeting notes, live call support, and mobile updates for sales teams working on the move.
Content, Commerce, and Service Hubs: Enhancements to help teams scale their work without adding complexity.
This round of updates strengthens the foundation for multi-brand and multi-region teams, giving marketing functions more room to move while keeping systems in check.
Multi-Account Management allows separate teams or brands to manage their own areas within a single portal, while still maintaining access to shared data and content where needed.
Journey Automation (public beta) introduces a cleaner, more visual campaign builder. It helps teams map complex journeys quickly, with clearer reporting along the way.
Lookalike Lists (private beta) use AI to analyse top-performing segments and build new audiences based on shared characteristics.
Enhanced integrations for Pro and Enterprise with platforms like Zoom, OneSignal, and HeyGen strengthen campaign coordination across commonly used tools.
Together, these changes reduce the overhead of managing scaled operations across multiple teams and provide better visibility throughout.
Finally, a home for every team. Workspaces are designed to give each team a more precise starting point and a dedicated environment tailored to their workflow. They’re a significant shift toward focus and ease of use.
The Sales Workspace puts pipeline management and real-time guidance front and centre, with key actions surfaced when they’re needed.
Help Desk and Customer Success Workspaces support support teams with tools for handling tickets, monitoring health scores, and generating knowledge base content automatically using AI.
Direct integration with tools like Aircall and Amplitude reduces tab-switching and keeps work flowing in one place.
For teams that rely on structure to stay aligned, these updates help reduce noise and make adoption easier.
HubSpot’s AI capabilities continue to develop, and the Breeze suite shows a clear direction. It brings autonomy to AI tasks, helping teams complete actual tasks using real data and context from within the CRM.
Customer Agent handles high-volume support queries across email, chat, and WhatsApp, with clear rules for handoffs when needed.
Knowledge Base Agent monitors support interactions and creates draft content to fill documentation gaps.
Prospecting Agent assists with contact research and tailored outreach, aligned with deal priorities.
Content Agent generates campaign-ready assets based on uploaded references and past performance, keeping alignment with brand tone and structure.
Each of these agents is designed to support practical output. For growing teams, these agents help shift effort from repetitive tasks to the work that needs human strategy and judgment.
Some of the most valuable changes in this cycle sit within the core of the CRM itself. (More on Smart CRM for our UKI clients soon)
Rename HubSpot objects to match internal terminology.
New homepage creates a unified place for tasks, navigation, and key tools.
Sandbox environments now support safe deployment to production.
Speed and Intelligence where it counts!
AI Meeting Assistants now summarise notes and follow-ups.
Reps get live call guidance and prompts during conversations.
AI-generated company summaries provide context right within CRM records.
The mobile experience has been refined for easier lead and task management.
HubSpot has steadily been building toward a more responsive and insight-led sales experience. The most recent updates bring meaningful support to teams working across meetings, calls, and mobile environments. These changes support sales teams that need tools that keep pace without slowing them down.
Content creation is now more scalable across languages and regions. Brand-safe remixing, structured approvals, and member-only publishing features give content teams more flexibility without compromising governance.
Stripe-powered payments now support over 135 currencies. Invoices, reminders, and saved payment methods are fully integrated into the CRM—making it easier to close the loop between quoting and cash collection.
Service teams now have access to stronger routing logic, health score reporting, and skill-based ticket assignment. These tools help teams move between reactive support and long-term customer care without adding new systems.
These are just a few of the updates that stood out to me — the full release includes much more. You can browse everything in detail here:
www.hubspot.com/spotlight
There’s a clear rhythm to this release. Most of what’s been introduced addresses common growing pains: how to maintain structure, manage scale, and support teams that are building across multiple layers of complexity. The updates don’t ask you to work differently—they meet you where you already are, with tools that bring more clarity to the process.
If you're already using HubSpot, now’s a good time to take stock. Which features align with the way your teams work? Where is there an opportunity to strengthen your revenue engine, reduce repetition, or give each team a clearer path forward?
If something stands out, I’d love to hear what you’re testing or thinking through. These tools are evolving fast, and the best insight often comes from how people are applying them in real life.