The February 2026 HubSpot updates focus on one clear theme: making everyday work faster, smarter, and more connected. From AI brand alignment and assistant creation to streamlined email compliance, better CRM data control, richer social reporting, and a massive wave of Marketplace enhancements, these updates are designed to remove friction while expanding capability.
Rather than shipping isolated features, HubSpot is tightening how AI, automation, data, and content workflows operate together, so teams can move faster with fewer compromises.
Below is a full breakdown of what’s new and how each update can impact your business.
You can now refresh your Brand Identity by pulling the latest voice, context, and messaging directly from your website. HubSpot crawls your selected domain and uses that content to update how AI understands and represents your brand.
Why does it matter?
Your website is the most accurate reflection of your brand today. This update ensures that AI-generated content aligns with your current messaging, tone, and positioning, especially useful if you’ve recently rebranded, updated messaging, or manage multiple brands in one portal.
You can now create Marketing Events directly inside Marketing Studio, without switching tools.
Why does it matter?
Previously, events had to exist before being added to campaigns, breaking workflow momentum. This update eliminates unnecessary context switching, speeding up campaign creation and reducing friction.
How does it work?
On the Marketing Event card in Marketing Studio, click Create new content to build and attach an event instantly.
Why does it matter?
Businesses with multiple brands or office locations can now maintain compliant email footers without upgrading plans. Centralised management separates compliance admin from content creation, simplifying workflows and reducing editor clutter.
How does it work?
Navigate to Marketing → Email → Settings → Footer addresses to create, edit, set defaults, and manage multiple office footers. In the Email Editor, select the appropriate footer per email.
Why does it matter?
Creating assistants from scratch was time-consuming and intimidating. This update removes the blank-page problem, enabling faster, higher-quality assistant creation with better outcomes.
How does it work?
In Breeze Studio, go to Assistants → Create Assistant, describe your goal in natural language, and HubSpot automatically builds the assistant framework for review and publishing.
Why does it matter?
This unlocks deeper quote personalisation, better reporting, and richer automation, enabling more tailored sales workflows and consistent data structures.
How does it work?
Go to Settings → Data Management → Properties, select Quote from the object dropdown, and create new custom, rollup, or sync properties.
Why does it matter?
First impressions matter. Better formatting improves clarity, usability, credibility, and engagement, helping users understand what the assistant can do from the very first interaction.
How does it work?
When editing a Custom Assistant, navigate to Welcome Message, use the formatting toolbar, preview changes live, and publish.
HubSpot can now track and report Followers statistics for LinkedIn personal profiles inside Social reporting.
Why does it matter?
This expands reporting visibility beyond company pages, giving marketers, founders, and sales teams deeper insights into personal brand performance and content reach.
How does it work?
Reconnect your LinkedIn personal account to HubSpot to enable access. Statistics will update daily, with up to 365 days of historical data backfilled.
Over 76 new apps and 22 major updates were released across the HubSpot Marketplace, including AI, automation, CRM, video, events, data sync, and sales enablement tools.
Why does it matter?
With 2,000+ apps available, these updates massively expand what HubSpot can do, enabling deeper automation, better integrations, and faster workflows across marketing, sales, service, and operations.
How does it work?
Go to the HubSpot Marketplace via the top navigation icon, browse apps, and install directly into your portal (admin permissions required).
February’s updates reinforce HubSpot’s shift toward practical AI, cleaner data control, and faster execution. From brand-aligned AI content to frictionless assistant creation, stronger CRM data structures, and massive integration expansion, these releases directly impact daily productivity.
At Lupo Digital, we help businesses turn these updates into measurable performance improvements, not just new buttons inside your portal.
If you’d like help activating or optimising any of these features, our team is ready to assist.
And if you missed it, you can revisit the HubSpot January 2026 Updates anytime.