HubSpot Updates 9/26/2025

Hello.

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's waiting for you. 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. 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 birthday, George B. Happy birthday, George B. Happy birthday, George B. Original HubSpot OG oh, my God, it even rhymed.

Did you.

Hey, George B.

Did AI help you write that or was that all you, Chris?

That was all me.

I think that was all Chris.

I definitely had thoughts of trying to take the. The theme song and tell Suno to make it about. Yeah, we didn't get there. So it was all human creativity.

I love human creativity. That was.

Sorry that you had to sit through my. My singing.

No, I loved it. That actually probably just made my day. I appreciate you tons. Yes, it is official. As of today, I am old as dirt. So I'll tell you, it's. Life is going fast, and the older you get, I think the faster it goes. I used to hear my grandparents say that. I didn't believe them. Trust me. Young whippersnappers. It happens. It happens.

Now we got AI here to help us out to make sure that happens. How are we doing, Casey?

Doing well. It's Friday. We have a busy weekend of not hanging out, watching movies. Like, I know George has big birthday plans of relaxation.

Yeah, a meal in a movie is what I'm hoping for. Other than that, please, just. Let's chill.

You picked a movie yet? Do we know what you want to play?

Yeah, it's. Oh, dang. You were gonna ask me. It's the new Leonardo DiCaprio. Yeah, it comes out. I think it comes out. Well, maybe it's out, but I knew. I know, like Friday or Saturday. It's in the theater that we usually go to because we go to this theater that has like the big king chairs that recline. That's how we movie, ladies and gentlemen. I'm just saying.

Remember we didn't have recliners in movie theaters.

Yeah, I do, I do. We packed in like sardines and thought it was awesome.

Oh man. All right, well, let's get into some some updates.

Speaking of packins like sardines, let's talk about the HubSpot.

I'm putting George in charge of the transition from the small talk too.

There we go.

Yeah, he's nailing it lately.

Oh, speaking of nailing it. New sandbox banner for easy identification. This one's in development. So forward looking statement here. What is it? When you access a standard sandbox account, you'll now see a golden tone navigation banner. This is again in development at the top of the main navigation that indicates your sandbox type. This helps you clearly distinguish between your sandbox and production environments.

Why does it matter?

Yeah. Speechless.

Speechless. Knowing which environment you're working in is crucial for safety testing changes without affecting your live data. Previously, the light yellow alert banner used the same styling as our other system alerts, making it harder to quickly recognize when you were in a sandbox. This update, this updated golden tone banner provides immediate visual confirmation of your environment, reducing the risk of accidentally making changes in the wrong account.

Yeah, you don't want to do that. Sheesh.

Available at Smart CRM Enterprise. Yeah, I see a day where we make it harder to get into the sandbox accidentally or into production accidentally. But good to see that if we happen to be in there. There's a nice banner at the top. It does blend in a lot. Right now, the new version of it. So it's been some common feedback. They're listening and changing indeed. You know you've got that kind of feedback and then you got the can we granularly control everything every second on the way to and from sandbox and production? Which one do we work on? Manage associations in bulk. This one's in private beta and I like association related updates. What is it? You can now remove outdated or incorrect associations in bulk from the index page.

Oh wow.

Select up to 10 records and quickly remove multiple associations at once to keep your CRM data accurate and reliable. I am excited about this.

I am so excited.

So hang on a second. 10 is bulk. Moving on. Sorry.

That's fair. That's a fair, fair feedback.

Wait, what?

Why does it matter? CRM record associations can quickly become outdated when contacts change, companies, deals shift ownership or data imports create incorrect relationships. Today, keeping associations Current requires time consuming workflows, developer support, or manual updates one by one. This creates inefficiencies that waste time and spread errors across records, making teams question whether their CRM data is trustworthy. The new bulk association editor saves time and reduces errors by giving you a fast, straightforward way to inspect and remove incorrect associations in small batches. This helps ensure your CRM remains a reliable and high quality source of truth for your team.

Yeah, yeah, maybe I manage multiple associations, but. But listen, I'm not complaining. I don't want to sound like the old man. Like, get off my lawn. Like, I'm just saying, like bulk. I was thinking, oh man. And then index page, I was thinking, oh, like a hundred at a time. Then they hit me with that 10 and I'm like, oh, well. But still cool. Still cool.

Yeah, I've built workflows to like do this, but it's not. It's not great.

Easiest thing in the world design.

This design is awesome. We're showing a GIF right now of. Of how it actually happens.

Didn't this is.

I think that. Yeah, there's a little bit of. Kind of. Kind of like how in the index screen, like you can only have so many up on the screen at the same time. So if you select all, it's like select 100 and then there'll be a button right next to it. Select all records. I imagine we'll get there as a next step, but there is a loom video here if you want to check it out. And they're starting with the most urgent need, which is removing incorrect associations in bulk.

Yeah. What were we just looking at, Chris?

I guess.

Oh, is that what we were looking at? Ladies and gentlemen, put in the comments.

If we were exactly what we're looking.

At or we are looking at a gif, put in the comments. Which camp?

I'm team gif.

Okay.

We're not looking at peanut butter, that's for sure.

In the comments. I want everybody to hit it up, let us know what. What camp are you in? How do you say it? We got to get some comment section. All right.

Oh, no, no. Chris, you're not going to breeze, is it?

I was gonna say customer agent, but now after this I'm going to ask Breeze assistant which camp he's in. But for this last update. Can't get enough of this one. A customer agent can perform actions in your business systems. I love ambiguous nature of the the title of this update.

What is your accounting now?

Customer agent can now make API calls to your applications outside of HubSpot to perform simple tasks or give personalized answers to your customers by looking up their data.

Why does it matter? Over 50% of customer queries require support reps to perform a task in a software application, such as resetting the password or looking up order or billing information. Until now, the customer agent had to hand over such queries to a human replacement, but no longer.

So it's interesting where my brain just went, but like, let's say you're an organization and you do training and all sudden you invoke something like Hub LMS by impulse Creative and you also have customer agent. What I see is somebody could literally ask customer agent, hey, what percentage of XYZ course have I done? And if that Data is in HubSpot, it could literally tell you, hey, you're 50% done or 75% done. Or like there's. Because I'm trying to use a different use case than like this use case because I want people to understand. Like, as soon as it can look at your data dependent upon your model and what you're putting in there, it can get really smart at what it could actually tell humans. Like, it could tell Chris that Chris needs to send more emails, or it could tell Chris something about some orders that he has that he's taken care of.

And I'm not sure if this is what you meant, George, but like, also, like, if the LMS is not in HubSpot, like, it can go get that information, right?

Even if it's not. Yes, yes, yes, yes.

One of the, One of the biggest pain points of any team leader is when their team has to log into multiple systems to get their job done. And they spend a lot of time, energy and sometimes money with that specific goal in mind. Can we do all of this from one system? And orders are a great example because that is often done outside of HubSpot in an ERP or in E Commerce or somewhere else when the team really wants it to be in. In the place where they're managing the customer relationships. Like, of course. Right. So that ability to, to handle that is, is huge. Now there's again, there's a fair amount of setup required and mapping and design required here so that you put customer agent in a position to do that. And that's where if your team hasn't been in a position to do that, it's going to be a minute before you. You don't just get to plug in customer agent and all of a sudden it can do that. Right. So definitely take a collaborative approach here and all those, all those customer facing team members sure can tell you exactly how stuff like this needs to be set up. Which, which info to get where. Very powerful stuff. Yeah. So back to our, our main, main question of the day.

Oh.

How do I even ask this? Yeah, I don't know.

See, that's the first problem.

Is gif pronounced with a hard G or a soft G?

I was like, is it pronounced with a g or a J?

I can't wait to see what this says.

Because no English.

This is the O O.

Some say it. The pronunciation of. Of gif is debated. Some say it with a hard G like gift, while others use a soft G like gif. And it. And it shows a J. It shows J I F. When it's saying that.

Yeah.

The format's creator, Steve Wilhite. Okay, this is. I'm learning something. Preferred the soft G pronunciation, but both forms are widely accepted today.

Yo, I go back to the founder like whenever in doubt, go back to the creator.

Can we ask George's clone?

My clone would have no clue. That data is not in my clone. You can ask anything about HubSpot but his.

Yeah.

Although I'm wondering how your clone pronounces it.

I'm sure it says jiffy. Okay, I'm sure because that's probably how I've said it.

Because George says Jeff. Yes, that would make sense. That would be an effective clone.

But don't close that. I'm my birthday victory right there.

Okay.

Literally my birthday victory. I need to frame that on the wall of my office somewhere.

Like you can do that. That is well within your rights.

I wonder if that is well within your right.

Need to interview Steve. That's my next interview. If Steve's still alive, I need to. I need to interview him probably.

I can't imagine this. This feature of the Internet has been around for more than a couple decades, but maybe, maybe. Remember folks, later today we are going to be on the HubSpot helpline at 3pm Eastern, 2pm Central. Our fearless leader, the mayor of inbound, Rob Jones, will be back, I think only holding it down one more month before. Before Kyle returns as well. Had an interesting discussion about one of the voicemails we got last week. So if you've got HubSpot challenges or you're having trouble keeping up questions about updates, anything like that, please join us streaming live from the profoundly LinkedIn page. There's a number you can call in and leave a message and we hope to see you there. Remember folks, you probably already own the solution. You're looking for in HubSpot, sometimes you just need to wake up to it. Join us Monday Morning live at 7:30am Central or catch us anytime on Spotify at and Apple Music. Drop your biggest takeaway in the comments and also wish George a happy birthday while you're there 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 B. Thomas and this.

Has been Wake Up Customer Platform. Now go build something amazing. Have a great day everybody.

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's waiting for you. Wake up. Wake up. See what your system can do.