HubSpot Invests in Tango to Simplify Software Adoption for Businesses of All Sizes

Tango automates software onboarding and promotes internal knowledge-sharing by allowing teams to create easy-to-follow how-to guides in just a few clicks. 

A whopping 87% of small business owners* say technology boosts efficiency. But almost half of all software licenses — that’s $537 million per year — are unused**.

If technology can help teams operate at peak performance, why aren’t they using it?

Complex tech stacks and poor process documentation are holding teams back from tech onboarding and adoption. It’s become too difficult and time-consuming, and with budgets tightening, business leaders can’t afford to let their tech investments go to waste.  

Tango — a modern digital adoption platform (DAP) powered by AI — makes software training effortless by automatically documenting any process and turning it into a step-by-step interactive guide.

Today, we’re thrilled to announce HubSpot Ventures’ strategic investment in Tango. 

"We're ecstatic to receive this strategic investment from HubSpot, an industry leader that sets a high standard for software usability. Through our partnership, we aim to leverage HubSpot's development expertise to enhance Tango's reliability, accuracy, and time to value," says Ken Babcock, Co-Founder and CEO of Tango. 

Why we’re investing in Tango

HubSpot’s mission is to help millions of organizations grow better. That’s why we support tools that make running a business easier. 

Tango tackles process inefficiency and helps teams increase software adoption. It helps businesses:

  • Easily capture step-by-step guides with AI-powered screenshots, annotations, descriptions, and links.
  • Quickly create interactive walkthroughs and enable team members to easily learn new software.

"Tango's approach to training and enablement is revolutionizing the way teams operate. We are proud to support the Tango team in their mission of helping organizations optimize their processes and drive sustainable growth," says Brandon Greer, Senior Director of Corporate Development & Head of HubSpot Ventures.


*Data from the U.S. Chamber of Commerce Technology Engagement Center’s 2023 Impact of Technology on U.S. Small Business Report 
••Data from Nexthink’s 2023 Soft-WASTE report

Originally published Apr 2, 2024 11:00:00 AM, updated May 13 2024