HubSpot never slows down and if you’re scaling an SME, neither can you. Each month brings updates designed to make your CRM smarter, faster, and more connected. But unless you’re watching every release note, it’s easy to miss the ones that could make a real difference.
That’s why we’ve done the work for you. Here are the 10 most impactful HubSpot product updates from September 2025; what they are, and why they matter for your business.
What it is:
Creating properties in HubSpot used to be a manual job; naming, field types, dropdowns, validation rules… lots of clicks, lots of room for error. With this update, Breeze (HubSpot’s AI) can generate custom properties using plain language. Just describe the field you need, and Breeze builds it.
Why it matters:
Clean data is everything in a scaling CRM. This removes the trial-and-error setup, ensuring your properties are structured correctly from the start. For SMEs, it means faster setup, less admin, and a CRM you can actually trust.
What it is:
HubSpot will now automatically log all email communications between users and existing contacts. Previously, HubSpot only logged emails if they were replies to already tracked emails, meaning lots of gaps when reps sent messages from mobiles, forgot to click “Log,” or used personal devices.
Why it matters:
Missed emails = missing context. This update closes the loop, ensuring every customer interaction is captured. For SMEs with lean sales teams, it means no lost conversations, better handovers, and a more reliable record of customer engagement.
What it is:
HubSpot’s Customer Agent AI now comes with a reporting suite featuring Resolution Rate, Deflection Rate, Handle Rate, and Handoff Rate. These metrics show exactly how well the AI is handling customer issues and where human intervention is needed.
Why it matters:
AI adoption can feel like a leap of faith. With clear reporting, SMEs can see what’s working, measure ROI, and make data-driven decisions about when to let AI run and when to step in. It’s about scaling support without losing control.
What it is:
For companies managing multiple brands, HubSpot now lets you assign social media accounts directly to specific Business Units (Brands). This means posts, reporting, and engagement data stay separated and aligned with the right brand.
Why it matters:
No more mixing results across different divisions or products. SMEs with multiple offerings can now track brand-specific social ROI, sharpen strategy, and ensure reporting reflects reality.
What it is:
HubSpot’s Customer Agent can now be deployed across multiple channels, including WhatsApp, SMS, Instagram, Telegram, Slack, LINE, and more. Businesses can also use the Custom Channels API to build their own integrations.
Why it matters:
Customers expect support where they are, not where it’s easiest for you. With this update, SMEs can extend service coverage without hiring more staff, and meet customers seamlessly across the platforms they already use.
Learn more: https://developers.hubspot.com/docs/api-reference/conversations-custom-channels-v3/guide
What it is:
Now in public beta, the Meeting Notetaker isn’t just for video calls anymore. iOS users can now capture and log notes from face-to-face meetings directly into HubSpot.
Why it matters:
Important conversations don’t always happen on Zoom. This ensures that insights from coffee catch-ups, client visits, or trade shows don’t get lost. For SMEs, it’s about keeping every interaction in the CRM, digital or in-person.
7. Flexible CRM Views
What it is:
HubSpot CRM records now support customisable views. Teams can filter, sort, and rearrange how information displays, creating layouts that reflect their workflows.
Why it matters:
One-size-fits-all dashboards don’t work for growing teams. Flexible views mean marketing, sales, and service teams can each see the data that matters most to them - reducing friction and making CRM adoption easier.
What it is:
A no-code way to build AI agents inside HubSpot. With Breeze Studio, you can:
Add custom prompts
Connect knowledge sources (CRM data, PDFs, hosted content)
Integrate agent tools (summarisation, lookups, record creation)
Automate workflows
Why it matters:
This puts AI customisation in the hands of non-technical teams. SMEs can build agents to automate repetitive work, improve response times, or surface insights, all without touching code.
What it is:
Help Desk now includes a Coaching tab with new metrics to measure team performance and development. Think ticket resolution efficiency, trends over time, and individual rep growth.
Why it matters:
Scaling means more tickets, more agents, and more complexity. This feature helps managers coach with data, not guesswork, improving performance while keeping customer satisfaction high.
What it is:
Support teams can now use macros to apply multiple actions with one click, replying to a ticket while also updating status, reassigning owners, and adding tags.
Why it matters:
This is a productivity win. For SMEs, it means fewer repetitive tasks, faster resolutions, and more consistent service. Less admin for your team, better experience for your customers.
HubSpot’s innovation engine isn’t slowing down, and neither should your business. These aren’t just “nice-to-have” features; they represent a fundamental shift in how SMEs can connect systems, teams, and strategy under one roof.
At Forbidden, we look at updates like these not in isolation, but as pieces of a bigger revenue puzzle:
AI-driven productivity tools like Breeze and Macros free your team from manual admin, giving them back the time to focus on pipeline, relationships, and strategy.
Smarter CRM and reporting capabilities from Flexible Views to the new Customer Agent analytics mean your decisions aren’t just data-backed, they’re data-driven.
Deeper cross-channel connectivity, whether it’s deploying AI to WhatsApp or logging in-person meetings, breaks down silos so every part of your business runs from a single source of truth.
And people-first updates like Help Desk Coaching metrics show how HubSpot’s evolution is just as much about empowering your team as it is about enabling automation.
The real power lies not in turning features on, but in turning them into measurable outcomes. That’s where Forbidden comes in.
We help businesses move beyond the “what” and “how” of HubSpot, to focus on the “why” improving visibility, driving efficiency, and enabling growth across your entire revenue operation.
HubSpot will keep evolving. The question is, will your business evolve with it?
If you’re ready to see how these updates could streamline your systems, align your teams, and scale your revenue, let’s talk.
Let's chat about your specific situation and create a roadmap that turns HubSpot into your competitive advantage.