What Are the Main HubSpot Features? A Complete 2026 Overview
Key Takeaways
- HubSpot features start with Smart CRM, one shared database for contacts, companies, deals and tickets
- Six hubs build on Smart CRM: Marketing, Sales, Service, Content, Data (formerly Operations) and Revenue (formerly Commerce)
- Commerce Hub became Revenue Hub on 16 June 2026, and HubSpot’s AI agents moved into Agent Hub on 23 July 2026
- Breeze Assistant is included in every edition, while Agent Hub agents require Professional or Enterprise and run on HubSpot Credits
- The free CRM supports two users and 1,000 contacts, which suits very small teams getting started
- Professional hubs unlock real automation, including workflows, lead scoring and sequences, for most growing Australian B2B businesses
- The App Marketplace connects 2,000+ apps, including a native Xero integration currently in beta
Quick Answer
HubSpot is built on Smart CRM, a shared customer database that every tool reads from.
Six hubs add features on top: Marketing, Sales, Service, Content, Data (formerly Operations) and Revenue (formerly Commerce). Breeze Assistant and Agent Hub add AI across all of them, and the App Marketplace connects 2,000+ apps.
Start with Smart CRM plus the hubs that match your team: Marketing for leads, Sales for pipeline, Service for support.
Curious about how much a HubSpot setup for your business might cost? Try this free HubSpot pricing calculator and find out:
Get Your Quote With the HubSpot Pricing Calculator
You’ve just been handed the HubSpot login, and the menu shows six hubs and product names that changed this year.
That’s a lot to take in. Many guides still use the old product names, so notes from last year no longer match your screen.
And, not to mention: you’re probably also wondering which of these features your team will actually use.
So, what do you need to know about the main HubSpot features?
RedPandas Digital, a HubSpot Diamond Solutions Partner in Sydney, configures every one of these hubs for Australian teams. That work shows which features businesses use every day, and which ones sit untouched after onboarding.
In this guide, you’ll learn what each hub does, which HubSpot features matter at your business stage, and how the recent renames affect you.
What Are HubSpot Features?
HubSpot features sit in three layers:
- Foundation: Smart CRM, which stores your customer data
- Specialised tools: Six hubs built on top of Smart CRM
- Connecting layer: AI and integrations, which run across everything
Every hub reads from the same customer record, so your marketing, sales and service teams always work from one version of the truth.
Smart CRM: The Shared Foundation for Every HubSpot Feature
Smart CRM is HubSpot’s central database for contacts, companies, deals and tickets. Every email, call, form fill and meeting is logged on one timeline for each customer.
This shared foundation is what makes HubSpot feel like one platform: a marketer can see which deals a campaign influenced, and a support agent can see a customer’s sales history before replying.
Core Smart CRM features include:
- Contact and company records with a full activity timeline
- Deal pipelines that track opportunities from first contact to close
- Tickets for logging and tracking customer issues
- Lists and segments for grouping contacts by any property
- Email and calendar sync with Gmail and Outlook
- Reporting dashboards that pull from every hub
What’s Included in HubSpot’s Free CRM
HubSpot’s CRM is free for up to two users, with no time limit. The free plan includes contact, deal and ticket records, basic email marketing, forms and live chat.
The limits appear quickly for a growing team:
- Marketing emails are capped at 2,000 per month
- Automation is limited to simple, single-step actions
- HubSpot branding appears on every email, form, meeting link and chat widget
Tip: Newer free accounts have lower contact limits than older guides suggest. Check your own ceiling under Settings, then Account & Billing, then Usage & Limits.
When Smart CRM Moves to a Paid Tier
Smart CRM also comes in paid Professional and Enterprise tiers.
Professional costs AUD $78 a month for one core seat, and Enterprise starts at AUD $116 a month for one core seat.
For a full breakdown of which Smart CRM tier suits your team, read what HubSpot Smart CRM is and who needs which tier.
HubSpot Features Breakdown by Hub
Each HubSpot hub adds features for one team, all built on the same Smart CRM data. Here’s how they compare at a glance.
| Hub | Core features | Who it’s for |
| Marketing Hub | – Email marketing with a drag-and-drop editor, personalisation and A/B testing – Omni-channel marketing automation across email, ads, social and chat, from Professional – Lead scoring based on fit and engagement – Ads management for Google, Meta, LinkedIn and more, showing which ads create customers – Attribution reporting that credits campaigns for contacts created and, in Enterprise, for revenue | Marketing teams generating and nurturing leads |
| Sales Hub | – Deal pipelines that track every opportunity by stage – Sequences that automate follow-up emails and tasks – Conversation intelligence for recording and analysing sales calls – Smart deal progression, which reads meeting transcripts and suggests CRM updates, follow-ups and next steps – Prospecting agent, which monitors target accounts for buying signals and drafts outreach for reps to review | Sales teams managing pipeline and closing deals |
| Service Hub | – Help desk and ticketing for logging, assigning and tracking customer issues – Shared inbox combining email, chat and other channels – Knowledge base for self-service help articles – Customer agent, an AI agent that answers questions across chat, email and forms, then escalates to your team when needed | Support and customer success teams |
| Content Hub | – Drag-and-drop website and landing pages built on reusable themes – Blog with built-in SEO recommendations – Multi-language content for businesses selling into several markets – CRM-connected personalisation, so pages can change based on who’s visiting | Teams running their website and content on HubSpot |
| Data Hub (formerly Operations Hub) | – Two-way data sync with popular third-party apps – Custom field mappings for syncing non-standard data, from Data Hub Starter – Data quality tools that flag duplicates, formatting issues and missing data – Data Studio for combining data sources into reusable datasets (currently in beta) | RevOps and admins keeping data clean and connected |
| Revenue Hub (formerly Commerce Hub) | – Quotes and CPQ for building accurate quotes quickly – Contracts that track changes, renewals and recurring revenue – Invoices and subscriptions, including automated payment reminders – Accounting sync with QuickBooks Online and Xero (currently in beta) | Sales and finance teams managing quote-to-cash |
Best HubSpot Use Cases By Industry
Breeze AI and Agent Hub Across the Platform
HubSpot’s AI features work in two ways:
- Breeze Assistant answers when you ask it something
- Agent Hub runs AI agents that complete tasks in the background
Both draw on your Smart CRM data, so their answers and actions use your real customer context.
Breeze Assistant: AI Help Inside Every Hub
Breeze Assistant is HubSpot’s conversational AI tool, and it’s included in HubSpot’s free tools and every paid edition.
You can use it to:
- Get insights about leads and customers
- Draft emails and other content
- Finish routine CRM tasks without leaving the page you’re on
Agent Hub: AI Agents That Work in the Background
Agent Hub is where HubSpot’s AI agents now live. HubSpot launched it on 23 July 2026, in public beta for all Professional and Enterprise customers. It replaces the old “Breeze Agents” label.
Agent Hub shows every agent’s live status and results in one place, grouped by four goals: building demand, winning deals, delighting customers and scaling growth.
Popular pre-built agents include:
- Customer agent, which resolves support conversations across chat, email and forms
- Prospecting agent, which finds high-fit accounts and drafts personalised outreach
- Data agent, which researches companies and keeps CRM records up to date
- Content agent, which creates blog posts, social posts and landing pages in your brand voice
Agent Builder sits inside Agent Hub. It lets your team create custom agents by describing the task in plain language, without coding.
What HubSpot’s AI Features Cost
Agents run on HubSpot Credits, which reset every month. Every paid edition includes some credits, and extra credits cost about AUD $0.014 each.
Here’s a breakdown of allowances you get at each HubSpot tier:
| Edition | Included monthly credits | Included with Data Hub or Customer Platform |
| Starter | 500 | 500 |
| Professional | 3,000 | 5,000 |
| Enterprise | 5,000 | 10,000 |
As a guide, the customer agent uses 50 credits per resolved conversation, which works out to about AUD $0.72. The prospecting agent uses 100 credits per lead it recommends for outreach, which is about AUD $1.43.
To make the most of HubSpot’s monthly allowance, check out this guide on how to get more value out of your HubSpot AI credits.
Integrations and the App Marketplace
The HubSpot App Marketplace now holds more than 2,000 apps, with more than 2.5 million active installs. Integrations connect your other tools to Smart CRM, so their data shows up on the same customer record.
Native Integrations Included With HubSpot
Some integrations come built into HubSpot, with no extra app needed:
- Email and calendar: Gmail, Outlook and Microsoft Exchange
- Ad platforms: Google, Meta, Microsoft, LinkedIn, TikTok, Reddit and ChatGPT
- Team chat: Slack, for notifications, tasks and sharing records
- Calling: Calling tools such as Aircall, connected directly to the contact timeline.
- Data sync: Two-way sync with dozens of popular apps, through select HubSpot-built integrations
The Most Installed HubSpot Integrations
Everyday mail and calendar tools lead the installs among HubSpot-built apps. AI connectors are rising fast, too.
| Integration | Installs (September 2026) |
| Gmail | 533,309 |
| Google Calendar | 299,330 |
| Outlook | 247,812 |
| HubSpot connector for Claude | 198,443 |
| HubSpot for WordPress | 171,840 |
| Zapier | 171,390 |
HubSpot Integrations for Australian Businesses
Australian businesses often need HubSpot to connect with local finance and operations tools. Useful options include:
- Xero: Sync invoice and payment information between HubSpot and Xero
- Stripe: Process payments inside HubSpot, since HubSpot’s own payments tool isn’t available in Australia yet
- Aircall: Make and log calls directly from HubSpot records
Tip: Check the sync direction before you rely on an integration. Sync direction is set per object, so an app sold as two-way may only sync contacts both ways. Custom field mappings also require Data Hub Starter or above.
What Are the 7 Best HubSpot Integrations for Australian Businesses?
Which HubSpot Features Matter Most for a Growing Business
The HubSpot features that matter most depend on your team size and how complex your sales process is. You don’t need every hub on day one. Start with the features that fix your biggest bottleneck, then add more as you grow.
| Business stage | Team profile | HubSpot features that matter most | Typical setup |
| Getting started | 1 to 2 people tracking leads | Contact records, one deal pipeline, forms, basic email | Free CRM |
| Small and organised | A small team replacing spreadsheets | Removing HubSpot branding, simple email automation, more pipelines and reporting | Starter hubs |
| Growing with a sales process | Separate marketing and sales roles | Marketing automation, lead scoring, sequences, custom reporting | Professional hubs |
| Scaling across teams | Multiple teams, regions or business units | Custom objects, revenue attribution, advanced permissions, sandbox testing | Enterprise hubs |
For a full breakdown of pricing by team, see HubSpot costs and add-ons for Australian marketing, sales and service teams.
How RedPandas Helps Businesses Use HubSpot’s Features Fully
RedPandas Digital is a HubSpot Diamond Solutions Partner based in Sydney. It sets up HubSpot’s full feature set for Australian teams and trains them to use it across Marketing, Sales, Service and Data Hub.
The agency’s goal is simple: switch on the features that fit your team, set them up properly, and make sure your people actually use them.
HubSpot Onboarding: The Right Features From Day One
RedPandas’ HubSpot onboarding configures a new portal around how your business already sells. For one Professional hub, onboarding costs AUD $11,400 plus GST and includes hands-on execution, not coaching alone.
Every onboarding includes:
- Portal setup tailored to your needs, including properties, contact views and forms
- Integration support for tools such as SMS and event software
- Two training sessions with a RedPandas HubSpot trainer
- Two dashboards, one for sales and one for marketing
HubSpot Optimisation: Getting More From Features You Already Pay For
RedPandas’ HubSpot optimisation suits teams already on HubSpot who aren’t getting full value from it. The project audits your portal, fixes what’s broken, and switches on features your team has been paying for but not using.
Optimisation starts from AUD $25,000 plus GST for Professional hubs. For a full walkthrough of how an engagement runs, learn more about RedPandas’ HubSpot optimisation service here.
RedPandas Client Results
- m|devices was weeks away from abandoning HubSpot. After RedPandas rebuilt the portal, the team achieved 4x faster response times and complete visibility across sales and service
- Grasshopper Environmental tripled its close rates. RedPandas connected HubSpot to Cordell Connect, the Australian construction project database, so leads route automatically to the right territory rep
For a broader look at what HubSpot does for your business, read what HubSpot does and how each hub helps you grow.
Frequently Asked Questions: HubSpot Features
Can you explain the main features of HubSpot?
HubSpot’s main features sit on Smart CRM, a shared database for contacts, companies, deals and tickets. Six hubs build on it: Marketing, Sales, Service, Content, Data and Revenue. Breeze Assistant and Agent Hub add AI across every hub, and the App Marketplace connects more than 2,000 apps to the same customer record.
What’s included in HubSpot’s free CRM?
HubSpot’s free CRM includes contact, company, deal and ticket records, forms, live chat, a shared inbox and basic email marketing. It supports up to two users, 1,000 contacts and 2,000 marketing emails a month. Every email, form and chat widget carries HubSpot branding, and automation is limited to simple single-step actions.
What’s the difference between Marketing Hub and Sales Hub features?
Marketing Hub features help you attract and nurture leads, with email marketing, forms, marketing automation, lead scoring, ads management and attribution reporting. Sales Hub features help reps close those leads, with deal pipelines, sequences, conversation intelligence, forecasting and the prospecting agent. Both hubs share Smart CRM data, so marketing and sales see the same customer history.
What happened to HubSpot’s Operations Hub?
HubSpot renamed Operations Hub to Data Hub. The hub still handles data sync, custom field mappings and workflow automation, and now adds data quality tools and Data Studio for combining data sources. Features carried over under the new name, but older guides and training materials may still use the previous name.
What happened to HubSpot’s Commerce Hub?
HubSpot renamed Commerce Hub to Revenue Hub on 16 June 2026. Existing quoting, invoicing, subscription billing and payments features carried forward under the new name. Revenue Hub also adds a contracts object for tracking renewals and recurring revenue, plus a revenue agent (beta) that automates collection follow-ups on overdue invoices.
Are Breeze AI features included in every HubSpot plan?
Breeze Assistant, HubSpot’s conversational AI tool, is included in the free tools and every paid edition. AI agents in Agent Hub need a Professional or Enterprise subscription and run on HubSpot Credits. Paid editions include 500 to 10,000 credits each month, depending on your tier, with extra credits billed per use.
What is HubSpot Agent Hub?
Agent Hub is HubSpot’s central workspace for AI agents, launched in public beta on 23 July 2026 for Professional and Enterprise customers. It shows every agent’s status and results in one place. Teams can activate pre-built agents, such as the customer and prospecting agents, or build custom agents in plain language with Agent Builder.
What features does HubSpot have for customer service teams?
HubSpot’s customer service features sit in Service Hub. They include help desk ticketing, a shared inbox for email and chat, a knowledge base for self-service articles, and the customer agent, which resolves conversations across chat, email and forms. Service teams also see each customer’s full sales and marketing history on the same Smart CRM record.
Does HubSpot integrate with Xero?
Yes. HubSpot offers a native Xero integration, currently in beta, that syncs invoice and payment information between the two platforms. Australian businesses can pair it with Stripe for payment processing, because HubSpot’s own payments tool is currently limited to the US, UK and Canada. The Xero integration is included in HubSpot’s free tools.
Start With the HubSpot Features Your Team Will Use This Month
HubSpot’s feature list will keep growing. Six hubs, a growing set of AI agents and regular renames can make it feel like you’re always catching up.
You don’t need to master all of it. Your next step is to pick the one bottleneck costing your team the most time right now, then match it to a hub:
- Slow lead follow-up points to Marketing Hub automation
- Deals going quiet points to Sales Hub sequences
- Support emails piling up points to Service Hub ticketing
Then check what you already pay for. Your current plan may already include the fix, just waiting to be switched on.
Get a free HubSpot feature audit from RedPandas and find out which features to switch on first.
About RedPandas Digital
This article was written by the team at RedPandas Digital, a HubSpot Diamond Partner based in Sydney, Australia, and one of only four HubSpot-accredited Diamond partners in the Asia-Pacific region.
RedPandas has implemented and optimised HubSpot for businesses across construction, healthcare, legal, education, and professional services. Learn more in this HubSpot partner profile.
About the Author
Get the best content marketing insights right in your inbox!
Subscribe to our Newsletter and get marketing insights delivered to your inbox every week.