The February 2026 HubSpot updates bring a mix of long-requested functionality and meaningful improvements to AI-powered tools.
Some updates make HubSpot smarter, like prospecting tools that identify buying signals and suggest who to contact. Others finally address long-standing frustrations around campaign attribution, automation and CRM cleanup.
There are also several updates focused on usability, making AI prompts easier to work with, improving social reporting and giving teams new ways to create and share content directly inside HubSpot.
Below are the 15 February updates we think are most worth your time, organized into what managers will care about most (visibility, marketing performance, outreach and content) and what admins will appreciate (data structure, automation and CRM management).
Updates managers will love
- Prospecting Agent gets smarter: Buying signals and contact sourcing
- TikTok integration for social
- Give instructions to your Customer Agent
- Breeze Assistant prompts reimagined
- Customer Agent – 28-day free access
- Upgraded social analytics
- Chrome extension now supports calling
- Video capture: Record videos directly in HubSpot
Updates HubSpot admins will love
- Custom events are now available to Pro customers
- Revert to prior revision in workflows
- Associate contacts, deals and tickets with Campaigns
- Account cleanup
- Email Property
- Make Campaigns automatable in Workflows
- Never log option for meetings
HubSpot updates managers shouldn’t miss
Let HubSpot detect buying signals and suggest who to contact
What’s new: HubSpot’s Prospecting Agent is getting smarter. It can now detect key buying signals from companies in your CRM and recommend the right contacts to reach out to, even sourcing those contacts through connected data providers.
How it helps you
Prospecting often involves a lot of manual research, like identifying target companies, finding the right contacts and deciding when to reach out.
Prospecting Agent moves much of that work into the background by:
- Continuously monitoring companies in your CRM for buying signals.
- Surfacing potential opportunities.
- Preparing outreach suggestions for reps to review.
This helps sales teams spend less time building lists and more time engaging the right prospects at the right moment.
Status: Private Beta
Applicable HubSpot Hubs: Sales Hub
Applicable HubSpot Tiers: Professional, Enterprise
Manage TikTok posts directly inside HubSpot
What’s new: HubSpot now supports organic TikTok publishing through its social media tool.
This integration allows teams to:
- Publish TikTok videos directly from HubSpot.
- Monitor and respond to comments.
- Track post performance alongside other social channels.
TikTok can now live alongside your existing LinkedIn, Facebook, Instagram and X workflows inside the social media tool.
How it helps you
For teams using TikTok as part of their marketing strategy, this brings another channel into the same planning and reporting workflow already used for other social platforms.
Status: Private Beta
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise
The SEO toolkit you know, plus the AI visibility data you need.
Give your Customer Agent clearer instructions
What’s new: HubSpot has expanded the level of control teams have when configuring the AI-powered Customer Agent.
Instead of relying primarily on preset templates, you can now provide more detailed instructions about how the agent should respond. This includes defining things like tone, response style and specific guidance for how certain questions should be handled.
How it helps you
AI support tools are only as effective as the instructions behind them.
With more flexibility in how you guide the Customer Agent, teams can shape responses to better match their brand voice, support policies and customer expectations. This helps ensure automated responses feel more intentional and aligned with how your team would respond manually.
Status: Public Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional
Start AI conversations faster with improved Breeze Assistant prompts
What’s new: HubSpot has redesigned how prompts work inside Breeze Assistant to make it easier to start useful AI conversations.
You can now:
- Reference specific CRM records using @mentions.
- Save frequently used prompts.
- Choose from built-in prompt categories (summarize, create, how do I, prepare).
These prompts automatically adjust based on the page or record you’re viewing in HubSpot.
How it helps you
One of the biggest barriers to using AI tools is simply knowing what to ask.
These updated prompts make Breeze Assistant more approachable by suggesting useful starting points and allowing you to reference specific contacts, companies or records directly. The result is faster insights and less time figuring out how to phrase the right prompt.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Try Customer Agent free for 28 days
What’s new: HubSpot now offers a 28-day free trial of Customer Agent, allowing teams to test the AI-powered support assistant without using HubSpot credits.
The trial is available to portals that haven’t previously deployed a Customer Agent and lets teams test how the agent performs across supported channels before committing to ongoing usage.
How it helps you
AI support tools often require some setup and testing before teams feel comfortable rolling them out fully.
This trial period allows teams to experiment with Customer Agent, evaluate how well it handles conversations and determine where it can reduce manual workload — all without immediately consuming HubSpot credits.
It’s a low-risk way to explore whether AI support can meaningfully improve response times and coverage for your team.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Get clearer insights with upgraded social analytics
What’s new: HubSpot has expanded the social media analytics experience with several new pre-built reporting dashboards.
Instead of one general reporting view, you can now explore dashboards focused on specific goals, including:
- Growing brand visibility.
- Driving engagement.
- Tracking leads generated from social.
- Optimizing content performance.
Each dashboard surfaces the metrics most relevant to that objective, helping teams analyze social performance more easily.
How it helps you: Social media reporting often requires digging through multiple metrics to understand what’s actually working.
These new dashboards organize insights around common marketing goals, making it easier to identify what content resonates with their audience and adjust their social strategy accordingly.
Status: Public Beta
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise
Take inbound calls without keeping HubSpot open
What’s new: HubSpot’s Chrome extension now supports calling, allowing users to make and receive HubSpot calls directly from the extension.
How it helps you
Previously, sales and support reps had to keep HubSpot open in a browser tab to ensure they didn’t miss incoming calls.
With this update, calls can come through the Chrome extension as long as Chrome is open, making it easier for reps to stay responsive while working in other tools or browser tabs.
Status: Live
Applicable HubSpot Hubs: Sales, Service
Applicable HubSpot Tiers: Professional, Enterprise
Record videos directly inside HubSpot
What’s new: HubSpot now allows users to record videos directly inside the platform. From the video tool (or anywhere videos can be added), you can record your screen, camera or both without needing a separate recording tool.
How it helps you: Many teams rely on external tools to quickly record videos for prospects, customers, or internal use.
With this update, teams can create and store those recordings directly inside HubSpot, making it easier to produce quick demos, personalized sales messages, or short content pieces without switching between tools.
Status: Public Beta
Applicable HubSpot Hubs: Content Hub
Applicable HubSpot Tiers: Professional, Enterprise
HubSpot updates admins shouldn’t miss
Custom events are now available to Pro customers
What’s new: HubSpot’s custom events feature, previously limited to Enterprise users only, is now available to Professional tier customers.
How it helps you
Opening custom events to Pro customers significantly expands the types of interactions teams can track inside HubSpot.
For example, teams can now:
- Track product usage or feature activation inside an app.
- Capture offline interactions like trade show badge scans or in-person events.
- Monitor deeper website engagement such as video watch percentage or scroll depth.
This makes it easier to bring meaningful behavioral data into HubSpot and use it to trigger automation, improve reporting, or refine lead scoring.
Status: Public Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Revert workflows to a previous version
What’s new: HubSpot now allows admins to revert a workflow back to a previous version directly from its revision history.
Admins have long been able to view past versions of workflows, but until now there was no way to restore one of those versions without manually rebuilding it.
How it helps you
Workflows often evolve over time, and sometimes a change introduces problems that aren’t immediately noticed.
With this update, admins can quickly roll a workflow back to a prior version instead of recreating steps manually. This makes it easier to recover from mistakes, undo unintended edits, or restore workflows after changes made during troubleshooting.
Status: Live
Applicable HubSpot Hubs: Marketing, Sales, Service, Operations
Applicable HubSpot Tiers: Professional, Enterprise
Track, optimize, and win in Google and AI search from one platform.
Gain more control over which records are tied to campaigns
What’s new: HubSpot now allows teams to manually associate contacts, deals, and tickets with campaigns, and to automate those associations using workflows.
How it helps you
Campaign attribution has been a long-standing frustration for many HubSpot users.
This update makes it easier to ensure contacts and revenue are properly tied to the campaigns that influenced them. Teams can now:
- Manually associate contacts or deals with a campaign after the fact.
- Use workflows to automatically connect records based on specific criteria.
- Attribute offline interactions, partner leads, or third-party leads to campaigns.
This added flexibility helps marketing teams get a more accurate picture of which campaigns are actually driving engagement and revenue.
Status: Public Beta
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise
Automatically clean up unused assets in your portal
What’s new: HubSpot now includes an Account Cleanup tool that can automatically remove unused assets from your portal.
Admins can define criteria for when certain assets should be considered inactive and have HubSpot remove them on a recurring schedule. Assets can also be restored if something is removed unintentionally.
How it helps you
Over time, many portals accumulate outdated or unused assets that make the system harder to navigate and maintain.
This tool helps admins keep their portal cleaner without needing to manually audit and delete old assets. By automatically removing unused items on a schedule, teams can reduce clutter and make it easier for users to find the assets that actually matter.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Enterprise
Use a dedicated email property type
What’s new: HubSpot now supports email as a property field type for custom properties.
Previously, if you wanted to store an additional email address on a record, you had to use a standard text field and rely on manual formatting or validation rules. With this update, you can create properties specifically designed to store email addresses, with built-in email validation.
How it helps you
Using a dedicated email property type helps keep data cleaner and more consistent.
Instead of relying on open text fields, admins can ensure that additional email fields follow proper email formatting automatically. This is especially useful when storing secondary contacts, alternate communication addresses or email fields on custom objects.
Status: Public Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Trigger automation based on campaigns
What’s new: Teams can create campaign-based workflows and trigger contact workflows when a record becomes influenced by a campaign.
This introduces two new capabilities:
- Workflows built specifically for the campaign object.
- A new campaign influence trigger for contact-based workflows.
How it helps you
This update makes campaigns more actionable inside HubSpot’s automation tools.
For example, teams can now:
- Automatically enroll contacts into nurture workflows when they’re influenced by a campaign.
- Trigger notifications or tasks when campaign budgets or timelines change.
- Monitor campaign activity and automate follow-up actions.
Instead of campaigns being primarily a reporting tool, they can now actively drive automation across marketing and sales processes.
Status: Public Beta
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise
Exclude certain meetings from being logged in the CRM
What’s new: HubSpot now includes a “Never Log” option for meetings, allowing users to prevent specific meetings from being automatically recorded in the CRM.
When enabled, meetings scheduled with certain participants or domains can be excluded from logging on contact, company, or deal records.
How it helps you
Not every meeting needs to appear on a CRM timeline.
This update helps teams avoid clutter and protect internal conversations by preventing certain meetings from being logged automatically.
Admins can define which meetings should never be recorded, helping keep CRM activity timelines more relevant and easier to review.
Status: Live
Applicable HubSpot Hubs: Sales, Service
Applicable HubSpot Tiers: Professional, Enterprise
Final takeaways: February 2026 HubSpot updates
Across workflows, segmentation, lifecycle tracking and reporting, HubSpot focused on removing friction that teams have learned to work around.
If you’re deciding where to focus first:
- Managers: Look at predicted segment engagement, lifecycle-based prompts, and expanded Customer Agent channels to improve execution and response without adding complexity.
- Admins: Prioritize default property values, business-day workflow delays, cleaner checkbox automation, and record-level reporting to keep your portal consistent, scalable, and easier to maintain.
Taken together, these updates make HubSpot promote less busywork, fewer workarounds, and better signals in the places teams rely on every day.
The post 15 HubSpot updates from February 2026 you don’t want to miss appeared first on MarTech.