The $30B opportunity: How AI and unified data will define the next era of HubSpot’s ecosystem

“If it's not in HubSpot, it's not real.”

A customer said this recently and it stuck. It perfectly captures HubSpot’s evolution. We started with Marketing Hub and inbound marketing, because we knew there was a better way to grow on the internet. Today, we serve every go-to-market team as a customer platform, underpinned by our Smart CRM. 

Over half of HubSpot customers use five or more apps from our ecosystem; over 90% use at least one

The numbers tell the story: 71% of HubSpot customers use two or more hubs, and one in three use five or more. But here’s something that really excites me: Over half of our customers use five or more apps from our ecosystem; and more than 90% use at least one.* It’s a strong signal of not only how important our partner ecosystem is to the evolution of HubSpot’s customer platform, but to the success of our customers.

We often talk about how HubSpot helps hundreds of thousands of SMBs—that’s Small Mighty Businesses—scale; businesses who are critical in driving global economies. But there’s another group of SMBs building their businesses on HubSpot—our ecosystem of thousands of partners. They help customers extend the power of HubSpot. Yes, they fill the knowledge and product gaps of our global customer base; but they also ensure we remain a best-in-class source of unified data. And it’s working: building on HubSpot is good for business. Solutions partners are projecting a median revenue increase of 44% from 2024 to 2025.

The economic opportunity of HubSpot's ecosystem is valued at $30B by 2028; 33% of that will be driven by AI 

That’s impressive growth; but it’s just the beginning. IDC’s latest analyst brief shows the partner opportunity over the next three years as we enter the AI era, and it's staggering: $30 billion by 2028*.

Two key factors will play a role in that growth: AI and unified data.

AI will drive over $10B of the ecosystem opportunity

Building AI-first solutions is expected to drive just over 33%—that’s $10.2B—of the opportunity for partners. 

What’s interesting is that we're seeing a convergence of services and apps into what we’re calling "agentic solutions". For app partners that might mean building agentic workflows that call out to Breeze or agent skills (think the building blocks of agents), or even complete agents that meet high demand for widespread use cases. For solutions partners, it might mean working one-to-one with HubSpot customers to build bespoke agents.

Unified data will power agents

No matter the approach, agents built on HubSpot are underpinned by a customer’s Smart CRM. Access to clean, connected, and actionable data will be fundamental in just how valuable agents can be. This new IDC report validates what we're seeing in the market: AI is only as good as the data that trains it.

80% of customer data is unstructured, like email, calls, and support tickets

To realize the full potential, customers need access to often hidden touch points like emails, calls, and other documents that aren’t captured in traditional CRMs. It’s called unstructured data, and today it makes up 80% of customer interactions.

At HubSpot, we're making unstructured data as powerful as structured data, because the CRM of the future will understand what your customers say, not just what they click. And our recent acquisition of Frame AI accelerates that vision.

How we get there

As we look ahead to HubSpot’s $30B ecosystem opportunity, one thing is clear: building with AI is the way forward. If we think about what holds businesses back today, it's not just capital or headcount; it's the ability to scale expertise and attention. 

This is where AI can change everything. Not by replacing humans, but by amplifying what small teams can achieve. For the first time, business success won't be limited by team size, but by our willingness to become first movers.

To help partners build for this future, we’re embedding AI in every hub and throughout the platform. That approach, powered by our unified data strategy of combining structured and unstructured data, means partners are uniquely positioned to not only grow themselves, but to help customers stay small while playing big.

*Source: IDC White Paper, sponsored by HubSpot, AI Everywhere Drives a $30 Billion Opportunity Across the Global HubSpot Ecosystem, doc #US53201125, February 2025