HubSpot Customer Platform Updates 9/29/2025

Foreign. Wake Up Customer Platform. It's time to start the day. Discover all the value you already own. Don't let solutions slip away way. Wake up, Customer Platform. The tools are at your hand. No need to sleep on capabilities that can help your business stand. The answer's right before your eyes. You just need to realize Wake up Customer Platform and watch your business rise. Wake up. Wake up. The platform's waiting for you. Wake up. Wake up. See what your system can do.

Good morning, HubSpot Nation. It is time to Wake Up Customer Platform with your unofficial HubSpot Updates morning show where we help you discover the platform value you already own.

Chris.

I'm Chris Carolyn, joined by my co hosts Casey Hawkins and George B. Thomas. We are here every weekday morning to make sure you're not sleeping on HubSpot's true capabilities. If you're joining live, drop a hello in the comments and let us know what you're building in HubSpot today. Happy Monday September 29, 2025. Q4 is two days away. How are we doing?

Wow, I was good before that last statement. How are you doing, Chris?

I'm doing all right. Doing all right. Surviving.

Well, we gotta survive to thrive, right? One has to happen before the other. Casey, how are you doing?

I'm fine. It was a busy weekend here, but now back to the week.

There you go.

Back to the week indeed. So we'll dive in here before we do that since we only got three updates tomorrow. Admins hug Operations Hub now known as Data Hub.

Yeah, yeah.

Deep diving into all these new features. Kara, she's awesome. Met her earlier this year at an in person meetup over in Austin.

Nice.

Good luck to her covering all of the Data Hub updates in one admin talk session. Don't know how she's going to do that.

Yeah, if I was a betting man, that's not happening. Like I think maybe a fraction of the updates or the most important, which by the way, let's be honest, there is something that has been in my mind lately with all of these updates and all of inbound and all of things that the world is like, we are definitely going into a world where the Pareto's principle, the top 20% of what I need to know to take action on a thing that I need to take action on is so vitally important as we move forward.

Okay.

Not why we're here, probably a different podcast.

Yeah, agreed. Also end of the week, don't forget on Fridays, live from the Profoundly page, we stream the HubSpot helpline show.

Yeah. Music, too. Just saying.

Yeah, we do enjoy some. Some of that intro music, but you can call in, leave a message. So anything you see on this show that you have questions about, share those questions via voicemail and we'll cover them live on Friday. Every Friday, three Eastern, two Central.

Do you. Do you guys remember the TV ads? There's an app for that. Do you remember that? Like, there's an app for that?

Yeah.

Yep.

Chris, are you to the point where you just walk around and go, I got a show for that.

Getting close.

Yeah. I'm telling you.

Which is the idea. Show shows for. For education. Not. Not for promotion, but got to get better at my promoting skills and give you the phone number, which is 1-857-575-9526.

Way to use that loop, marketing and amplify that phone number, my friend. Great job.

Oh, man.

It was also the day that Taylor Swift's new album comes out. So that will also be a hot topic. I know. On the show, so.

Which, by the way, I have never shopped at that store. Just throwing that out there. Hot topic. Oh, that's not what you're talking about. You're talking about Taylor Swift. Okay. By the way, I feel like 54 might be my. I'm just going to be weird year. I'm everybody right now. First episode out, I'm feeling kind of strange. All right, let's move on.

Feeling kind of strange.

On that note, let's talk about an all new reporting experience for customer agent powered by Breeze. What is it? We're introducing a new reporting experience for customer agent with powerful metrics like resolution rate, deflection rate, handle rate, and handoff rate, all designed to give you deeper insight into how your agent is performing.

Why does it matter? Understanding how well your customer agent is working is key to improving automation, optimizing handoffs, and building trust. These new metrics give you a clearer picture of both quality and efficiency. So you can see where the agent is succeeding, where it needs training and how it contributes to overall performance.

I mean, you should go down and read like, how does it work? At least for like the understanding of the metrics. Because I was like, I looked at deflection rate and I was like, well, that's a couple's nightmare. Hey honey, what's our collection rate? But then I started to look at what it actually is. So resolution rate is the percentage of conversations where the customer agent gave a reply, no human was requested and the visitor gave positive or no feedback. Measured 72 hours after inactivity. This is A key quality metric. These are HubSpot's words. Deflection rate. Percentage of conversations that did not involve a human agent. Every resolution is a deflection, but not all deflections are resolutions. Untangle that in your mind first thing on a Monday morning. This is a measure of efficiency. Handoff rate. Percentage of conversations that were transferred to a human agent triggered by either by customer request or agent configuration. Let me explain what that looks like. The first line in the chat says, let me talk to a human. Okay. Handle rate. Percentage of total conversations in which only me. Am I the only one that does it? Okay.

Anyway.

Handle rate. Percentage of total conversations in which the customer agent participated across all assigned channels. A low handle rate may indicate underutilization. Okay. Each metric is tied to a specific outcome that helps you elevate and improve the agent's impact. You should probably pay attention to those.

And there's a nice gif here showing this beautiful dashboard. Yeah, you should want to know what's happening and how well it's going.

I mean, I think if I would pay attention to loop marketing, this dashboard that we're looking at would be the evolve. This is where you look at it and you evolve what your agent would be doing in the future. If. If I was looking at loop marketing and how I might insert this into said strategy or system.

Yes. Framework. Playbook. I think Playbook is the official.

I think Playbook is the official, but.

Maybe not the most appropriate. Anyways.

George is. George is hot this morning.

Feeling it today. Like I said, the year 54. We're gonna see a new Thomas or maybe the thing George B. Thomas. Yeah. Buckle up.

I don't know what's gonna happen.

Number two, we got more reporting subscriptions event data in the report tool. Communication subscriptions. What is. Is this team being very good at putting these updates on here every single day, but actually it is. You can now use Communication subscriptions event data for individual subscription statuses via the report tool to build views, easily track and analyze subscriber data over time. Includes source of opt change status, change date and more.

Why does it matter? Gives marketers access to subscription analytics so they can optimize their email strategy, make data driven decisions about campaigns, measure list growth, understand why people are unsubscribing and or demonstrate the ROI of marketing efforts to stakeholders. I do. I don't think I've actually said this. We've covered this a lot. But I do think this is cool because one thing I measure a decent amount of is, you know, what was the last thing that happened before somebody unsubscribed and that is often actually kind of hard to like measure at scale. You can look at individual emails and who unsubscribed from those individual emails, but it's hard to see like a, a bird's eye view of, you know, when are people unsubscribing. So I am excited to see this and I think it will help people better understand where, where email does play into their efforts, their communication, relationship building efforts.

Yeah.

And where does it kind of fall short?

Yeah, I think that Chris, I'm glad you scrolled down and Casey, I'm glad that you're bringing this up because it is one of kind of a call out or two call outs to maybe pay attention. This, this is specific to subscription. Well, as Chris would say, communication subscription events for individual subscription types. We, that being HubSpot are working on supporting subscription events for unsubscribe all actions. But that is not currently available as part of the private beta report templates are not currently available as part of the private beta as well. I love when they say when things aren't part of the private beta because it usually means that they're thinking about it coming soon to a portal near you after the beta is over typically. So it's good that that's, that's on their mind.

Yeah. And I think this is one of those things for me and why I don't mind reading these over and over even I am thinking about new, new things as you know, we talk about it. But what came to mind here is like if you're gonna put the work in to like create differentiated subscriptions, like I think this has been one of those places where you could put a lot of work in, create a lot of complexity and then still not have like great visibility over what's going on and actually make decisions based on all that hard work you're putting in to try and, you know, define these different communication subscriptions. So very cool to see this level of visibility showing up. So if you have put the work into defining your subscriptions, well, you're going to really enjoy this. Number three Today apply activity logging defaults to external emails. What is it? Admin configured email logging rules now apply consistently across all email channels. Previously these rules only applied to email sent from contact record pages, but now they extend to email sent through the HubSpot Sales Chrome extension, the sales extension for Outlook BCC and forwarding addresses, connected inboxes and sequences. This update applies the email logging rules to emails that are logged to a record for all those things I just listed.

Nice, because we have three updates today. You can't. You can't read them all again and I'm done.

I mean, that was too many words. Maybe when it's not the exact same words that I just said. Yeah, we'll go ahead and read through.

It, but this time with links, especially.

Not when it's related to email.

I'll just say that why does it matter? You now get predictable email logging behavior regardless of how you send emails. This consistency eliminates confusion when emails appear on unexpected records or seem to disappear from where you expected them. With unified logging rules, you'll spend less time manually organizing emails and more time focusing on your prospects and customers.

Indeed, get all of the data in HubSpot, please.

Yeah, learn more with that Knowledge Base article at the bottom of the update. Once you go check it out.

High impact and available at all hubs and tiers. Let's see what's coming online this week. Scheduled for release today we've got Dynamic Reply Editor in Help Desk Got sunsetting the Create Podcast feature in Content agent. Connect your LLM to HubSpot. Custom workflow actions is releasing today. Lots of stuff going on with AI in the Workflows tool right now. It's a beautiful thing. Customize brand voice and identity across brands. Really excited that this team has reached out to they're also responsible for the file management system and all those cool updates that have been that have been coming out and we're planning on doing unboxing in the coming weeks with that team because they've been doing some amazing stuff. Tomorrow we've got new routing option Route to team when you don't want an owner assigned allowed two FA methods. All that new stuff that's been happening around login, you can manage that more effectively. Sunsetting Legacy scoring property. I'm gonna dig into what this is real quick. Last updated April 30 so maybe we need a refresher. What is it? Score properties are being replaced with new scoring tools. The key changes starting May 1st of 2025. If you're still using the legacy scoring property, you will need to manually migrate to the new tools. See this guide and demo video on how to migrate your score properties to the new scoring tools. This impacts marketing professional enterprise customers using lead scoring tools and service hub professional enterprise that are building health scores. Is this different from the legacy sunset that happened last month?

Casey no. So if you scroll to like the bottom the last bullet in like the timeline is starting August 31st existing scoring properties using the legacy scoring tool will stop updating and will slowly be removed. My best guess is that this is referring to that like will slowly be removed piece. The legacy scores from every client I've checked this may not be true for every HubSpot customer still exists. Like, I've still been able to go in and see what their legacy scoring properties were. However, the actual scores were not getting like updated. Like whatever score a person had on August 31 has been like their score for the rest of time. However, I suspect this means that the actual property itself will be potentially removed, which is actually kind of a big deal because I do know some people who have not moved their scores over yet. Maybe they weren't actually. Most commonly people weren't actually using their scores. They were just like there. They weren't using them for anything.

That's a whole other podcast.

But as we've talked about like the new score and why the new scoring tool performed better, I have the reason I even know that these scores are still in there is I have referenced properties that they've used historically to be like, are these still relevant to your sales team, to your customers and things like that. So if the property completely vanishes, then you lose that historic visibility and that'll.

Light some fires probably. Call me if that's the case. If that's the case, yeah.

Casey, yes.

Value for scoring, something like that we've been doing and Casey's been talking about this for the better part of 7 months now I think.

Feels like longer.

We've got CMS migration support for the project platform. If that's you, that might be interesting for you. On Wednesday we've got new data model intro page dropping. If you haven't played around with Breeze Assistant to create some properties to add some data to the system, man, you got to check it out. It's super fun. Developer Platform upcoming Sunset scheduled for release aka Sunset on October 1, 2025. That's this Wednesday. On Thursday we've got use custom drag and drop email templates in Remix. Pretty much most of your content assets in in the portal now can be leveraged with Remix Contact email logging rules on Thursday and then on Friday we've got recommended templates for dashboards and reports. And this is a part of the whole like AI assisted recommending engine that you're seeing pop up all over the place. So very cool functionality to see this. These search moments that as you type out stuff it gives you ideas. So not much going on this week, hey George.

Not much, just a little you know.

A lot of there. What's that, Casey?

A lot of sunsets though. I mean, I don't know, like a handful, maybe just two. I think it's the end of the month, end of the quarter. Sometimes it's a little like more sunset heavy.

Yeah, could be. Could be. Remember folks, you probably already own the solution you're looking for in HubSpot, especially if it relates to these scoring properties that you might be looking for post haste over the next couple days. There's plenty of new stuff that you can take advantage of and sometimes you just need to wake up to it. Join us tomorrow morning live at 7:30am Central or catch us anytime on Spotify and Apple Music. Drop your biggest takeaway in the comments and let us know what capabilities you want to wake up to next. Until then, I'm Chris Carolyn.

I'm Casey Hawkins.

And I'm George V. Thomas.

And this has been Wake up, Customer Platform. Now go build something amazing. Have a great day.

Wake up, customer Platform it's time to start the day. Discover all the value you already own. Don't let solutions slip away. Wake up, customer platform the tools are at your hand. No need to sleep on capabilities that can help your business stand. The answer's right before your eyes. You just need to realize Wake up, customer platform and watch your business rise. Wake up. Wake up the platform Phones waiting for you. Wake up. Wake up. See what your system can do.