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Smart CRM™

CRM Software That Updates Itself

The intelligent CRM that unifies your data and tools, automates the busywork, and gives every team the context they need to take the next best action.

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Example of a contact record in Smart CRM and the various information available and actions a user can take
Business Solutions

Your CRM Just
Got Smarter

Other CRMs simply store data. HubSpot's Smart CRM helps you act on it, showing what your team should do before anyone has to ask. The result is a CRM your whole team can trust — clean and up-to-date data, complete context, exactly when and where you need it.

Shows activity on a company record in HubSpot's Smart CRM, which includes an enrichment update that updated certain properties including employees, annual revenue, and more.

See Your Customers Clearly

Stop making decisions with incomplete and stale data. HubSpot Smart CRM unifies your customer information, conversations, and tools with built-in enrichment and self-cleaning updates so your team walks into each interaction knowing the full story. With Smart CRM, you get AI outcomes you can trust grounded in your business context, in one easy-to-use platform.

Custom Data Model

Store any type of data in your CRM with custom objects, events, scoring, and calculations.

Data Enrichment

Built-in data enrichment keeps contact and company records current and suggests updates to CRM records. Your data stays clean and actionable.

Data Agent

Ask any question about a customer, contact, or prospect — AI searches your CRM, calls, emails, documents, and the web to find the right answer. Reps walk into calls caught up, with complete customer context.

Self-Cleaning CRM

Get important information on CRM records, automatically fix data issues, and highlight what matters most about your customers and deals. All the context you need, where and when you need it.

Dashboards & Reporting

View marketing, sales, and service data in one customizable place, so every team has the visibility they need to make faster, more confident decisions.

Sensitive Data

Securely store customer data with encryption and precise access controls. Built-in compliance gives every team the access they need, keeps bad actors out, and meets government regulations.
SUI of hubspot's smart crm showing data quality

Get Your Team on the Same Page

Unlike external AI tools, your business data never leaves HubSpot, so it stays secure and under your control. HubSpot's Smart CRM automates routine tasks, keeps your data clean, and gives admins the controls they need to stay on top of everything as the team grows.

Workflows

Automate tasks and customer communications with intelligent workflows that trigger based on customer behavior and agent actions.

Custom Reporting

Turn data into insights with flexible reports that track everything from deal progression to revenue attribution.

Security and Governance

Give every team member the exact access they need. Precise permissions, 2FA, SSO, and SOC2 compliance mean your IT and security teams are aligned. 

Centralized Audit Log

Track every action taken by humans, automations, integrations, and AI for transparency and accountability.

Automatic Duplicate Detection

Use AI to automatically identify and merge duplicate records, keeping your database clean and accurate.

Project Management (Beta)

Keep customer projects and CRM data in the same place. Coordinate across teams, track progress, and automate handoffs, without switching tools or losing context.

Shows a handful of connector apps that can be integrated with HubSpot, including Zapier, Workato, Make, and Skyvia, sorted by most installed apps.

Scale Safely With Connected Tools You Can Trust

No more switching between systems or reconciling data across disconnected tools. HubSpot's Smart CRM connects your apps, syncs your data, and integrates with your existing tools, so your agents, workflows, and data all work from the same source of truth.

HubSpot Marketplace

Connect your CRM to over 2,000 popular business apps through third-party and HubSpot-built integrations.

Data Sync

Automatically sync data two ways between HubSpot and dozens of popular third-party apps.

Sandbox Test Account

Safely test changes and functionalities in a sandbox environment before they go live.

Custom CRM Interface Configuration

Match the layout of your CRM data to your team’s unique needs to ensure your team sees the right data.

UI Extensibility

Build custom interfaces, connect your existing tools, and extend HubSpot with flexible APIs, so your CRM works the way your business does.

Integrated AI Actions in Workflows

Combine HubSpot workflows with your favorite apps to automate processes and keep teams operating smoothly.
Customer Proof
Explore case studies

Real Growth, Real Stories

See what teams like yours have accomplished with HubSpot Smart CRM.

Telavox Revenue Operations Manager Elisbeth Norberg
Telavox

“Thanks to HubSpot, because we don’t have everything dispersed across systems, we’re able to give the customer a much better experience.”

Elisabeth Norberg

Revenue Operations Manager

Read full case study

See what Smart CRM makes possible.

Download the ROI report

  • 83%

    of HubSpot users say it’s effective at unifying their company's data

  • 93%

    of HubSpot users use HubSpot daily

  • 87%

    of HubSpot users say HubSpot is easy to use

306,000+ customers in over 135 countries grow their businesses with HubSpot

Smart CRM Pricing That Grows With You

Scale your business without starting from scratch.

Free

No credit card required

$0/month

  • Manage contacts, companies & deals
  • Organize your pipeline
  • Sync your data

Starter

Starts at

$10 $20/month

per seat*

  • Remove HubSpot branding
  • Configure user permissions
  • Automatically enrich data

Professional

Starts at

$50/month

per seat

  • Configure your CRM layout
  • Merge duplicate records
  • Organize users into teams

Enterprise

Starts at

$75/month

per seat

  • Get AI insights on CRM index pages
  • Set custom objects
  • Enable single sign-on
Demo premium editions Get free CRM

*Discount available for new customers only. Offer available for a limited time. For more detailed information on product packaging and the limits that apply, please see our pricing page. Price shown in USD and subject to applicable tax.

Frequently Asked Questions

CRM software that updates itself is more than a place to store data — it helps you act on it. It’s an AI-powered context engine that uses machine learning and natural language processing to automate routine sales tasks, surface insights from customer data, progress deals, and recommend next best actions — without requiring manual data fixes or complex automation. Unlike a traditional CRM with a bolt-on AI layer, HubSpot's AI is native to our agentic customer platform, so intelligence is built into everything you need to do, from day one. Every AI-driven update stays visible, editable, and under human control.

HubSpot’s agentic customer platform is made up of several premium products to help you engage with customers: Marketing Hub, Sales Hub, Service Hub, Content Hub, Data Hub, and Revenue Hub.

Each product in the platform has a built-in connection to HubSpot Smart CRM, a foundational database that provides you with clear insight into every contact at each stage in their customer journey. Although our products are powerful on their own, they're most effective when used together.

HubSpot Smart CRM is available in one of two ways:

  • As a standalone product, either as Smart CRM Professional (starting at $50/mo per seat) or Smart CRM Enterprise (starting at $75/mo per seat).
  • As part of your purchase of another HubSpot product subscription. All core seats purchased for other HubSpot products automatically include access to Smart CRM features at the purchased edition (e.g., Starter, Professional, or Enterprise).
No matter which option you choose, you can always give more members of your team access to Smart CRM features by purchasing additional seats. You can also start using HubSpot’s free CRM tools and upgrade to one of our premium products for additional Smart CRM functionality whenever you’re ready. 

Smart CRM's AI analyzes data across your calls, meetings, emails, and the web to tell your team what needs attention. Breeze Assistant is your conversational AI companion for go-to-market teams. Optional agents are included throughout HubSpot, depending on your product and edition. Together with additional built-in AI features, HubSpot Smart CRM helps your teams automate routine work, spot what needs attention before it becomes a problem, and deliver more personalized customer experiences. Learn more about building and managing agents in Agent Hub here.

HubSpot Smart CRM also enriches your contact and company records automatically, drawing on data from over 200 million buyer and company profiles.

Complete customer context improves HubSpot Smart CRM by giving AI tools a precise understanding of your business, team, and customers. When it's accurate and up-to-date, AI features across HubSpot can better personalize content and actions to reflect how your business operates.

HubSpot uses this context to power recommendations, generate content, and guide agent actions across your account. Your context stays in your portal and is never shared externally. You decide what HubSpot's AI knows, and you can update or remove it at any time. Learn how context home works.

HubSpot Smart CRM includes robust governance features to keep your data secure. Unlike disconnected LLMs or AI point solutions, it stores contact and company records, pipeline data, communication history (emails, calls, meetings), custom objects, and behavioral data in one place. Sensitive data — including financial details and personal identification — is protected with encryption at rest and in transit, precise field-level access controls, and built-in compliance support. HubSpot also maintains SOC 2 compliance and supports single sign-on (SSO) and two-factor authentication (2FA) for enterprise security requirements.

HubSpot Smart CRM connects with over 2,000 apps through HubSpot’s Marketplace, including native integrations with tools like Salesforce, Google Workspace, Microsoft 365, Slack, and Shopify. Two-way data sync keeps records updated automatically across platforms. For custom needs, HubSpot offers open APIs, UI extensibility, MCP connectors, and Agent CLI so your team can build tailored integrations without losing data fidelity or creating security risks. Most teams see full integration set up in days, not months.

Yes. HubSpot is designed as an agentic platform, not a collection of integrations. HubSpot’s Smart CRM can replace standalone tools for email sequencing, lead scoring, conversation intelligence, revenue forecasting, and customer data enrichment — because HubSpot’s AI operates across all of these from a single, shared context layer. For enterprise teams managing a growing stack of point solutions, consolidation through HubSpot may reduce per-seat costs and eliminate the data sync problems that cause AI tools to underperform.

Ready for a CRM that understands your customers?

Connect your data, teams, and tools, and give every team the insights they need — all in one place.

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