Zoom Wants to Be the Platform You Live In Throughout the Workday

Towards the end of 2025, Zoom made two acquisitions. 

In November, it snapped up Bonsai, an all-in-one business management platform that helps small businesses and solopreneurs manage leads, projects, contracts, invoicing, payments, and finances.

Essentially, the solution aims to streamline the client lifecycle - from first contact to getting paid - so that small businesses can stay organized and scale with less administrative effort.

Over time, Zoom has pledged that these capabilities will become part of the Zoom platform, interoperating with Zoom Meetings, Webinars, Team Chat, Docs, and its AI Companion.

Little more than a week after announcing the Bonsai acquisition, Zoom rolled up BrightHire.

BrightHire is a hiring intelligence tool for recruiters that auto-generates job descriptions, autonomously conducts the initial interview to ensure a good fit, and then prepares HR teams for a follow-up. The latter involves generating feedback from the first interview and recommending tailored questions.

Notably, Zoom can expand these capabilities in several ways. For instance, it may embed an AI agent that coordinates and schedules interviews on Zoom Meetings, Mail, and Calendar, automating more of the hiring process.

Also, the vendor teased an integration with Workvivo, its employee experience solution. Together, these solutions may connect the employee onboarding journey, engaging new hires from their first day onwards.

As with Bonsai, the acquisition serves not only to extend Zoom’s platform but also to accentuate the value of the existing applications within it.

More interestingly, however, the deals serve a broader vision to turn Zoom into a ‘hub of work’, aka a place where employees operate all day long.

Zoom’s Vision for a ‘Hub of Work’

Zoom first started as a video conferencing platform. Yet, since the COVID pandemic, it expanded fast, adding CCaaS, Workforce Engagement Management, Workvivo, a Virtual Agent, Docs, Mail, Clips, and several other solutions. 

As that expansion accelerated, Zoom’s objective to become an all-in-one platform where employees work all day long has come closer into view. These acquisitions are another step forward.

Indeed, as Zoom onboards Bonsai and BrightHire, small businesses could realistically operate almost entirely within the Zoom platform. 

As Zeus Kerravala, Principal Analyst at ZK Research, told the CX Foundation: “You could easily say, ‘I’m a Zoom shop’, just like people say they’re a Microsoft shop. You have Docs, video, collaboration tools, everything you need.”

“When I think about Zoom, I see them less as a single-category player and more as an ecosystem company, even if that’s not a formally defined category.”

Zeus Kerravala

Principal Analyst at ZK Research

Some may have questions about how well the model scales upmarket, which may be a concern, given how entrenched Microsoft has become in most organizations.

However, as AI agents rise, Zoom's strategy to establish itself as the operational center point of a business is one with merit for businesses of all shapes and sizes.

A Hub Not Just for Small Businesses… 

Zoom is a platform for businesses of all sizes. In 2025, it secured major enterprise deals with AWS, Oracle, and Spain’s Agencia Tributaria, demonstrating its status amongst the most high-profile global tech providers in enterprise communications.

Even as it onboards small-business software, Zoom can serve as a ‘hub of work’ for enterprise customers, and it’s taking steps to reinforce that role.

Most notably, at Zoomtopia 2025, the vendor partnered with ServiceNow to launch an Agent2Agent integration. The integration allows Zoom’s AI Companion to interact with Now Assist agents working in ServiceNow. 

As a result, mutual customers can create and manage ServiceNow incidents by prompting the Zoom AI Companion, which collaborates with Now Assist agents to complete the task. The user doesn’t need to open up ServiceNow. 

Additionally, users can retrieve information from a ServiceNow knowledge base through the Zoom AI Companion without leaving the flow of their work.

The next step of this partnership may see the Zoom AI Companion interacting with ServiceNow AI agents, which autonomously complete workflows across various enterprise applications.

If that comes to fruition, and it could be on the cards with ServiceNow CEO Bill McDermott on the Zoom board, employees could soon trigger automations across the business by prompting Zoom’s AI Companion.

Consider processes like logging time off, requesting new software, sending confirmation emails to customers… employees may soon run all these tasks and the various others without leaving Zoom. 

Of course, not all the AI agents enterprises deploy will be ServiceNow agents. Nevertheless, if Zoom can secure similar partnerships with the likes of Salesforce, SAP, and Oracle, it can present its platform as a hub not just for human work but also AI work.

For more on Zoom and its CX strategy specifically, check out our interview with Michelle Couture, Global CX Lead at Zoom.