Powerful new tools, smarter automation, and cleaner workflows - here’s what’s new inside your HubSpot portal.

October’s HubSpot updates are all about streamlining operations, boosting productivity, and giving teams greater visibility and control across their CRM. From smarter automation to AI-driven onboarding, these features are designed to make your HubSpot experience faster, cleaner, and more connected.

Here’s our round-up of the top ten updates you should know about:

1. Projects API (Private Beta)

HubSpot’s Projects API takes the recently launched Project Object to the next level, giving developers the ability to create, read, update, and associate projects programmatically.

This opens the door for teams to connect Projects with external systems or automate workflows across departments. This means that users will be able to link project creation to deal stage changes, or updating task progress in real time.

Until now, “project” data often lived in silos or external tools however, this API breaks that barrier, making delivery data part of the same ecosystem as your sales and service records. For scaling teams, that means better visibility, stronger automation, and more accurate reporting on project health and impact. It’s another step towards HubSpot becoming a true end-to-end operations platform, not just a CRM.

2. Leads are Now a Standard CRM Object

Leads are officially stepping out of the shadows. Previously tucked away in the Sales Workspace, leads now function as a full standard CRM object  just like contacts or companies.

That means:

• Access to index pages, saved views, and board views

• Easier filtering and sorting

• A consistent experience across your CRM

For revenue teams, this is a foundational shift. It brings structure to how you capture and qualify pipeline; enabling better lead attribution, cleaner data, and more reliable forecasting. It also gives ops teams a consistent way to report on lead-to-deal conversion across the business, helping everyone understand what’s really driving growth.

3. New Google Drive App

Finally, a smoother way to bring your docs into HubSpot.

The new Google Drive App lets you link, preview, and manage Drive files directly from your HubSpot records. You can attach documents to contacts, companies, deals, or tickets and even generate Breeze-powered document overviews and insights without ever leaving the CRM.

This is more than convenience. It eliminates one of the biggest day-to-day inefficiencies for teams - context switching. Now your client proposals, contracts, and project docs live exactly where you need them. It’s a small improvement that compounds over time: fewer clicks, less confusion, and a single source of truth across tools.

4. Projects Task Card

HubSpot continues to build out its Projects tool, and this update brings a simple but powerful feature, a default Task Card within each project.

This card automatically displays all associated tasks in one central view, giving you a clear, at-a-glance understanding of what’s in progress, what’s overdue, and what’s complete.

For delivery teams juggling multiple projects, visibility is everything. This feature brings that clarity right into HubSpot. It gives you a centralised, snapshot view of what’s been done, what’s next, and what’s at risk, all without switching tabs or chasing updates. It’s about keeping work flowing and teams aligned.

5. Onboarding Agent

Meet your new onboarding sidekick - the AI-powered Onboarding Agent.

Using data from your sales process and customer goals, this agent automatically creates a welcome email, introduces the assigned CSM, references key objectives, and even generates an onboarding plan inside the Project tool.

This tackles one of the most overlooked pain points in customer experience: the transition from sale to service. It ensures every new client starts strong, with clear communication and continuity from day one. For businesses scaling fast, that’s gold and it keeps onboarding consistent, professional, and personal, even as volume grows.

6. Create Product Bundles

If your sales team sells the same combination of services, licenses, or add-ons repeatedly, this one’s a game-changer.

You can now create reusable Product Bundles directly from the Product Library, grouping commonly sold items into a single, repeatable configuration. Once built, these bundles can be inserted into deals with a single click and behave just like standard line items.

This update makes quoting faster, cleaner, and more strategic. Sales teams can sell value-based packages instead of piecemeal line items, improving both speed and consistency. It also helps RevOps track which combinations drive the most revenue , giving you the insight to optimise what you sell and how you price it.

It’s a small change with a huge impact for scaling sales teams.

 
7. Drag and Drop Reports onto a Dashboard

Reporting just got a lot more intuitive.

With this update, you can add saved reports and templates directly to your dashboard via a new side panel with no need to leave the dashboard interface.

Dashboards are where decisions happen. By making them easier to build and adjust, HubSpot helps teams spend less time managing reports and more time interpreting them. It’s a simple quality-of-life improvement that supports better collaboration and faster insights, especially in cross-functional teams.

Think of it as a smoother, more interactive way to tailor your reporting setup on the fly.

8.Multi-Account Workflows

If you manage multiple HubSpot portals, this update is pure gold.

Multi-Account Workflows allow you to automatically create and edit CRM records across connected HubSpot accounts, meaning no more manual data entry or inconsistent information across systems.

For multi-brand or multi-region businesses, this is a breakthrough. It eliminates the need for manual duplication or external sync tools, keeping data unified across multiple instances. It’s about operational scalability, giving large or growing teams the control they need without sacrificing efficiency.

9. Customer Agent Can Now View and Edit Contact Properties Directly in Your CRM

HubSpot’s Customer Agent is getting smarter and more hands-on.

With this update, the agent can now read and edit contact properties directly in your CRM, giving it access to the same contextual data your team uses.

It’s a smart upgrade for customer-facing teams. Agents can now respond with richer context, while AI-powered interactions feel less robotic and more human. For ops and service leaders, it’s another sign of HubSpot’s commitment to blending AI with real customer intelligence, improving both speed and empathy in customer service.

10. Apply Activity Logging Defaults to External Emails

Admin-configured email logging rules now apply consistently across all channels, not just those sent from contact record pages.

That includes emails sent via:

• HubSpot Sales Chrome Extension

• Outlook Add-in

• BCC/forwarding addresses

• Sequences

This is a big win for data integrity. It ensures every touchpoint, whether manual or automated, is captured consistently in your CRM. The result? Cleaner records, more accurate reporting, and better alignment between marketing, sales, and service teams. It’s the invisible infrastructure that keeps RevOps running smoothly.

Why These Updates Matter for Growth

October’s updates highlight one clear direction for HubSpot: a smarter, more connected CRM ecosystem designed to break silos and simplify how teams operate.

What’s notable this month isn’t just the individual updates, it’s the shift in how HubSpot is thinking about the customer journey as a whole. Each release, from Multi-Account Workflows to the Onboarding Agent, chips away at the same challenge most scaling businesses face: fragmented systems, manual admin, and poor visibility between teams.

Let’s look at the bigger picture:

• RevOps Alignment:
  Updates like Multi-Account Workflows and Activity Logging Defaults strengthen the operational backbone of your CRM. They make sure data flows consistently between accounts, tools, and users , giving leadership one source of truth.

• Sales Efficiency:
  With Product Bundles, Leads as a Standard Object, and the Google Drive App, sales teams can work faster and more confidently. Quoting becomes frictionless, lead management becomes structured, and documentation is right where it needs to be.

• Customer Experience:
  Tools like the Onboarding Agent, Customer Agent updates, and Projects enhancements are all geared toward smoother, smarter customer journeys. They bridge the gap between sales and service, ensuring that once a deal closes, the experience doesn’t drop off.

• AI and Automation Integration:
  AI is no longer a bolt-on; it’s being built into the fabric of HubSpot. These updates show HubSpot’s commitment to turning AI into a genuine co-pilot - not just for marketers, but for the whole revenue engine.

• Ease of Use and Visibility:
  Smaller UX-focused changes like drag-and-drop reporting and Task Cards might seem incremental, but they reflect HubSpot’s ongoing push to make operations simpler and more intuitive for growing teams.

When you zoom out, these changes point to a single theme - HubSpot isn’t just becoming more powerful, it’s becoming more connected and for scaling SMEs, that’s huge. It means fewer manual handovers, clearer data visibility, and the ability to run your entire revenue operation, from lead to renewal all in one place.

At Forbidden, we love seeing updates like these because they align with the way we think about growth: joined-up systems, smarter automation, and business outcomes that actually move the needle.

HubSpot isn’t just releasing new buttons; it’s redefining how businesses scale and this month’s updates prove it.