June 30, 2026 • 3 min read
HubSpot to Acquire Warmly, An AI-Native GTM Platform
CX Analyst & Thought Leader
June 30, 2026
HubSpot has signed an agreement to acquire AI-powered unified GTM platform Warmly.
Max Greenwald, CEO and Co-Founder of Warmly, said that while the company's existing customers will be able to run their agents as usual, the long-term goal is to connect Warmly’s intent data and AI agents natively into HubSpot.
The acquisition signals HubSpot’s desire to build a best-in-class AI-native GTM solution that combines HubSpot’s Smart CRM and Data Hub with Warmly’s ability to autonomously engage with leads at the earliest possible moment.
As of this writing, terms of the deal have not been disclosed.
The gap between building demand and winning deals is one of the hardest problems in GTM, and Warmly has cracked it in a way that directly benefits HubSpot customers. We’re excited to welcome the team to HubSpot.
Angela DeFranco
Warmly leverages AI to identify anonymous visitors, then proactively engage with visitors on their preferred channel (email, LinkedIn, website chat, etc.)
The company's Inbound Agent converts website visitors in real-time by offering instant meeting booking and personalizing their experience.
Meanwhile, Warmly’s TAM Agent scores intent, builds audiences, nurtures leads, etc. (more on this later!).
The goal is for Warmly to not just identify and segment leads, but convert them.
Angela DeFranco, VP of Product at HubSpot, said Warmly closes “the gap between building demand and actually winning deals.”
The Hot Take: HubSpot Will Embed Trusted Agents, with Ample Data Supply
18 months ago, HubSpot's competitors, such as Salesforce and ServiceNow, raced out the gate with agent builders, encouraging customers to develop unlimited numbers of agents.
HubSpot could have also done this, with its co-Founder launching a standalone AI agent product: Agent.ai.
However, it recognized that not all agents deliver equal value, and having dozens of agents may actually reduce efficiency, lower effectiveness, increase costs, and become difficult to justify or manage.
As such, HubSpot took a different approach, focusing on fewer, more impactful agents, with an ample supply of data and embedding them across its Smart CRM platform.
That last part is tricky, as data quality remains a challenge, no matter the CRM provider.
Warmly provides an agent, but it also solves the data problem.
Take its TAM Agent, which automates the process of identifying, prioritizing, and maintaining the list of accounts and contacts a go-to-market team should focus on.
It's as much a data solution as an AI agent.
Indeed, Warmly first installs a script on the company's website to identify visitors and understand their on-site behavior.
The TAM agent then connects to the company's CRM and marketing tools, pulling companies, contacts, and activity from connected systems into a single view.
It then generates an intent score based on website intent signals and internal data to identify accounts most likely to buy.
After qualifying these leads, the agent enriches the highest-intent accounts and routes them to sales reps.
Meanwhile, it automates outreach to warm leads and flags lower-priority prospects for personalized nurture campaigns.
As more data flows through connected systems, the platform centralizes additional signals, and the AI's confidence and targeting accuracy improve over time.
By embedding such a solution into its Smart CRM, HubSpot does a lot of the heavy lifting for its clients in enabling value-adding agents, which - simply put - most midmarket companies don't have the resources to build on their own.