Warmly Alternatives After the HubSpot Acquisition: What Users Should Do

Warmly is being acquired by HubSpot. The deal was announced June 30, 2026, financial terms were not disclosed, and Warmly says existing contracts, pricing, account teams, and integrations stay unchanged for current customers. If you run Warmly today, nothing breaks this week. But the roadmap now points at HubSpot, and if you run a different CRM, or you simply prefer an independent vendor, this is the right moment to know your options. Below: what actually happens to Warmly, who should stay, and the three standalone alternatives we would shortlist, with pricing verified against each vendor's site on August 18, 2026.

What happens to Warmly now that HubSpot owns it?

According to Warmly's own announcement, current customers keep their contracts, pricing, account teams, product experience, and integrations. CEO Max Greenwald has said the longer-term ambition is to connect Warmly's context and agent capabilities across HubSpot's customer platform, per CMSWire's coverage. The deal brings HubSpot three things: person-level website intent (Warmly claims it identifies over half of anonymous site visitors), the Inbound Agent that turns intent into booked meetings, and the TAM Agent that engages ideal-fit buyers before they ever hit your site.

We covered the deal itself, including the price question, in our post on the HubSpot Warmly acquisition. The short version on price: it has not been disclosed.

The honest read on what comes next: acquired tools almost always run a continuity-first playbook early, then integrate. Deeper HubSpot integration is the stated plan here, not a secret. If you are a HubSpot shop, that is straightforwardly good news. If you are not, expect the roadmap to bend toward HubSpot over the next few quarters.

Should you switch away from Warmly?

It depends on your stack, not on the headline.

If you run HubSpot CRM: stay. You are the customer this deal was built for. Warmly's intent data and agents will get more native to your CRM, not less. If you are earlier in your HubSpot AI journey, start with our guide to what HubSpot Breeze actually is.

If you run Salesforce or another CRM: watch, do not panic. Warmly says integrations are unchanged. The thing to monitor over the next two to three quarters is where new features land first. If every release note starts with "HubSpot", you have your answer.

If vendor independence matters to you, or your renewal is close: shortlist the alternatives below now, so a renewal conversation is a choice rather than a default.

What are the best standalone Warmly alternatives?

Three tools cover the main jobs Warmly does, at three very different price points. One note before the list: Koala, a tool that used to appear in every visitor ID roundup, was shut down after its team joined Cursor, so cross it off any list you are working from.

RB2B: person-level ID for US traffic

RB2B is the closest match for Warmly's signature trick, naming the actual person on your site. It pushes LinkedIn profiles of identified visitors straight to Slack or Teams. The catch: person-level identification is US-only, with 15 to 20 percent coverage on standard plans and 35 to 45 percent on the premium tier. Pricing as of today: a free plan (company-level only, 150 resolutions a month), Starter at $79 per month, Pro from $149 with business emails and integrations, and Pro+ from $199 with premium resolution. See our RB2B listing for the current deal.

Leadfeeder: company-level ID with a real free plan

Leadfeeder (the platform formerly branded Dealfront) identifies the companies visiting your site and syncs them to your CRM. It will not name the individual, but it works globally, which makes it the default pick for teams with meaningful European traffic. Pricing as of today: a free Lite plan with core features and unlimited users, then Discover from $79 per month billed annually for visitor identification, Activate at $369 with verified contact data and intent filters, and Scale at $599. Every paid plan has a 14-day trial. Details on our Leadfeeder listing.

UserGems: signal-based pipeline for enterprise teams

UserGems attacks the same problem from a different angle: instead of watching your website, it watches your buyers, tracking job changes among past champions plus 20-some other account and contact signals, and feeding them to an AI agent that runs plays. It is enterprise-priced: Core starts at $3,000 per month ($36k per year) plus a $3k implementation fee, with an ROI guarantee attached. If your ACV justifies it, it replaces the "who should we talk to" half of Warmly rather than the "who is on our site" half. Current offer on our UserGems listing.

Staying with Warmly

Also a legitimate answer. Warmly keeps operating on its existing plans, and HubSpot's resources arguably make the product safer, not riskier, for HubSpot-aligned teams.

If you want the wider field beyond these three, our roundup of the best website visitor identification tools covers the full category. And if the real question is what to do with the visitors once you identify them, that is the exact system we build in our AI SDR prospecting engine service.

Frequently asked questions

Is Warmly shutting down after the HubSpot acquisition?

No. Warmly's announcement states that existing contracts, pricing, account teams, product experiences, and integrations remain unchanged for current customers. The long-term plan is deeper integration into HubSpot's platform, not a shutdown.

How much did HubSpot pay for Warmly?

The price has not been disclosed. The deal was announced June 30, 2026 as a definitive agreement with no financial terms released. We track the details in our coverage of the deal.

What is the best free Warmly alternative?

For company-level identification, Leadfeeder's Lite plan is free forever with unlimited users. RB2B's free plan gives you 150 company-level resolutions a month, and its person-level identification starts on paid plans at $79 per month.

Does RB2B work outside the US?

RB2B's person-level identification is US-only. It offers company-level identification globally, but teams with mostly European traffic will usually get more from Leadfeeder.