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HubSpot Acquires Warmly to Expand AI-Powered Go-to-Market Capabilities
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HubSpot has announced its acquisition of Warmly, marking a significant step in its strategy to build the next generation of AI-native go-to-market (GTM) solutions. The move brings Warmly's AI-powered platform into the HubSpot ecosystem, strengthening the company's ability to help sales and marketing teams identify opportunities, engage buyers, and accelerate revenue growth through intelligent automation.
The acquisition reflects a broader shift across enterprise software, where AI agents are rapidly evolving from productivity assistants into autonomous systems capable of supporting customer engagement, lead generation, and revenue operations at scale.
Building the Future of AI-Native Go-to-Market
For Warmly, the acquisition represents the culmination of a seven-year journey defined by continuous innovation and persistence.
Reflecting on the announcement, Warmly's founder shared that the company underwent multiple product pivots before advances in large language models (LLMs) finally enabled the vision they had been pursuing from the beginning.
In 2023, Warmly focused entirely on building AI agents designed to modernize collaboration between marketing and sales teams. Those capabilities quickly gained traction by helping organizations automate prospect identification, engage anonymous website visitors, and generate qualified pipeline using AI-driven workflows.
The company views joining HubSpot as a natural progression, given the long-standing relationship between the two organizations.
A Partnership Years in the Making
HubSpot has played an important role in Warmly's growth over the past several years.
The companies first integrated their platforms in 2023, allowing Warmly's AI agents to leverage HubSpot's Data Hub and Smart CRM. Adoption grew rapidly, from just 20 integrated customers in 2024 to more than 220 paying customers by 2026.
Warmly's AI capabilities complemented HubSpot's platform in several ways:
- AI meeting booking agents leveraged HubSpot's customer data.
- AI-powered inbound agents enriched anonymous website visitors and stored conversations within HubSpot's CRM.
- Territory and account intelligence agents helped revenue teams identify new opportunities while HubSpot dashboards measured resulting pipeline performance.
This close product alignment made the acquisition a logical next step, allowing both companies to accelerate innovation on a unified platform.
Accelerating HubSpot's AI Strategy
The acquisition further reinforces HubSpot's commitment to embedding AI throughout the customer journey.
As organizations increasingly look to automate repetitive GTM activities while improving personalization and decision-making, AI agents are becoming a foundational component of modern revenue operations.
By integrating Warmly's technology, HubSpot aims to help customers move beyond traditional automation toward intelligent, AI-native workflows capable of supporting sales prospecting, customer engagement, pipeline generation, and revenue growth.
The combination also aligns with HubSpot's broader vision of enabling businesses to deliver more connected customer experiences by bringing together CRM data, AI, marketing, sales, and customer service on a single platform.
Looking Ahead
Warmly emphasized that the acquisition marks the beginning rather than the conclusion of its journey.
The company reaffirmed its commitment to existing customers, promising continued product innovation while thanking employees, customers, investors, and partners who contributed to its growth over the past seven years.
For HubSpot, the acquisition represents another strategic investment in AI-powered business software as enterprises increasingly seek platforms capable of combining customer data, intelligent automation, and revenue orchestration into a unified go-to-market experience.
As AI continues reshaping sales and marketing, the combination of HubSpot's platform and Warmly's AI-native capabilities positions both organizations to help businesses build more intelligent, scalable, and customer-centric revenue operations.
About HubSpot
HubSpot is a leading customer platform that brings together marketing, sales, customer service, content management, operations, and commerce solutions on a unified AI-powered CRM. The company helps businesses of all sizes grow by enabling connected customer experiences across the entire customer lifecycle.
Sources & Credits: Warmly Blog