If you’ve been around HubSpot long enough, you know they rarely release updates that don’t shake things up. Their Spring 2025 Spotlight features are no exception—and our team’s already been digging into them to see what’s worth your attention and what still needs some refinement.
HubSpot has a habit of launching dozens (sometimes hundreds) of updates at once, so while we’re only highlighting a few here, trust us—there’s more where these came from. We’ll be back again with a breakdown of the next wave following INBOUND25, so stay tuned.
Here’s a look at the latest and greatest HubSpot tools (and a few warnings from the trenches) based on what we’ve seen, tested, and side-eyed so far:
Journey Automation
What it is: A visual, AI-supported way to map and measure how contacts move through your funnel—from first touch to closed customer.
Why we like it: Our HubSpot team has already taken this one for a spin, and the potential here is real. You can track paths, identify drop-off points, and refine conversion strategies like never before.
HIVE Tip: Use this to spot where your leads are getting stuck—and fix it before it becomes a bottleneck.
Lookalike Lists (Internal Only!)
What it is: An AI feature that analyzes a list you’ve built and returns contacts from your own database that share similar attributes.
Why it matters: Think of it like cloning your best-fit leads—just don’t confuse this with ad platform lookalikes. This stays inside your CRM.
HIVE Warning: Best for teams with a lot of data. And yes, HubSpot contact limits still apply. (Time to check your tier!)
Multi-Account Management
What it is: Manage up to five HubSpot accounts (Enterprise required) from a single login.
Why we’re into it: If you’re juggling multiple brands, franchises, or regional teams, this is a dream.
HIVE Tip: Clean up your portal naming conventions before connecting anything—trust us on this.
Brand Identity Tools
What it is: Support for managing multiple brands in one portal. Separate from “brand voice,” this actually allows for distinct brand identities across assets.
Why it matters: Finally, some love for the companies managing more than one brand under the same roof.
Use Case: Great for agencies, holding companies, or schools with multiple campuses.
Sales Workspace Updates
What’s new: A more streamlined experience for reps—fewer tabs, better visibility, and smarter task management.
Why we’re watching it: Anything that makes life easier for your sales team is a win.
HIVE Thought: This is a quiet update that could make a big impact if adopted the right way.
Object Renaming (Use with Caution)
What it is: The ability to rename standard HubSpot objects like Contacts, Companies, and Deals.
Why we’re cautious: Yes, it’s flexible. But it’s also a fast track to a reporting nightmare if you don’t enforce naming conventions across teams.
HIVE Rule: Just because you can doesn’t mean you should. Proceed with a documented plan.
Knowledge Base Agent (Service Hub Users Only)
What it is: Automatically generates knowledge base articles based on common ticket topics.
Why it’s smart: It reduces repetitive work and improves self-service support.
Caveat: You must be using the ticketing system in Service Hub to take advantage of it.
Prospecting Agent (Kind of Misleading)
What it is: An AI assistant that helps organize and act on prospecting tasks based on the information you give it.
Clarification: It doesn’t find leads for you—it helps you act on what you already know.
HIVE Comparison: Think of it like ChatGPT for prospecting. Garbage in, garbage out.
Smart Properties
What it is: AI-powered properties that pull contextual info from a contact record.
Example: “Do they sell SaaS products?” HubSpot will scan relevant data to determine the answer automatically.
Note: These use Breeze credits, so you’ll want to be strategic.
HIVE Use Case: Great for enrichment and segmentation without adding extra manual fields.
HubSpot’s Spring 2025 Spotlight updates are proof that the platform is doubling down on AI, scale, and smarter operations. Whether you’re managing multiple portals, trying to automate support, or getting more from your CRM data, there’s something here for you.
We’ll see you back here for the INBOUND25 updates. It’s HubSpot—we know there’ll be more. Until then:
Make the Most of HubSpot's Spring 2025 Updates with HIVE Strategy
With every new wave of HubSpot CRM updates—like the Spring 2025 Spotlight—comes the opportunity to rethink, refine, and realign your go-to-market strategy. But with so many features launching at once, the real question is: how do you unlock their full potential?
That’s where HIVE Strategy comes in. As a HubSpot Diamond Solutions Partner, we specialize in helping businesses not just adapt to change, but thrive in it. Whether you’re exploring AI agents, diving into multi-account marketing, or reworking your CRM from the ground up, our team delivers hands-on expertise to make every update count.
We stay ahead of the curve, tracking HubSpot’s evolution closely to ensure your systems, teams, and data strategy are always in sync with what’s next.
Here’s how we help you grow smarter with HubSpot:
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CRM Implementation & Onboarding
Full-service CRM setup, hub onboarding, data migration, and integration with your existing systems. -
Marketing Automation
Custom workflows, lead segmentation, nurturing sequences, and campaign architecture built for scale. -
Sales Enablement
Streamlined pipelines, task automation, and analytics to support high-performing sales teams. -
Ongoing Optimization & Support
Strategic performance reviews, platform training, and continuous tuning to ensure long-term ROI.
Let’s make sure you’re not just using HubSpot—you’re using it to grow better. Contact us to talk to a HubSpot expert!
