Four Key Areas of Growth

The AI era makes ecosystems more important than ever. Partners who deliver in four key areas are expected to thrive: Upmarket; AI transformation; Marketing, reimagined; and in specialized industries and regions.

Bridging the Agentic Gap

The agentic internet demands more from its infrastructure, especially data. Not just more volume, but cleaner pipes, shared context, and systems that can actually talk to each other. Intelligence is abundant. Coherence is not.

And so the center of gravity shifts. Ecosystems, in particular, take on new weight.

Perspectives on the AI Turn

Being a part of the ecosystem helps us build trust. As HubSpot becomes an increasingly strategic platform for growing mid market and enterprise organizations, customers need partners with the skill, quality, and confidence to support them over the long term.

Camiel Freriks

VP, Strategic Growth

Siloy
Platforms with data moats like HubSpot will continue to thrive. I'd add that the same logic applies to everything inside those platforms. If you're an app or a service that exists as a feature on top of someone else's data, ask yourself whether AI makes you more valuable—or redundant.

Sandhya Hegde

CEO and Founder of Calibre Labs
Software built for humans has to evolve to be accessible by agents—that's the transition Aircall and HubSpot are building for together. Customer value above all. Open by design. Trusted by default.

Scott Chancellor

CEO

Aircall
We built our whole business on the notion of working with a thriving partner ecosystem. We’re very motivated to make sure that we’re not just building a product portfolio that solves our customers' problems, but that enables our partners to be successful as well.

Duncan Lennox

Chief Product and Technology Officer

HubSpot

Unlock HubSpot’s State of Ecosystems Report

The 2026 State of HubSpot's Ecosystem isn't just a data report—it's a look inside how HubSpot's partner ecosystem is operating right now. Learn where the growth is, what the highest-performing partners are doing differently, and how the shift to agentic AI is reshaping what customers need, and how partners thrive.

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