HubSpot and Warmly announced a definitive acquisition agreement on June 30, 2026 (price undisclosed). Warmly's person-level visitor identification and GTM agents are being folded into HubSpot's Smart CRM. If you use Warmly today, evaluate it, or run HubSpot and wonder what changes, here is the practical playbook.
Nothing breaks today. Warmly says the product keeps running through the transition, and HubSpot is buying the technology to embed it, not to shut it down. The real questions are about your contract, your data, and whether your intent workflows should be rebuilt HubSpot-native over the next few quarters. Move deliberately, not in a panic.
List every workflow that depends on Warmly signals: visitor de-anonymization feeding outreach, Inbound Agent chat, TAM Agent lists, Slack alerts, enrichment. This is your migration surface if packaging changes. Most teams find two or three workflows carry nearly all the value.
Before your next renewal: What happens to my term and pricing after close? Will Warmly features require HubSpot seats or Breeze credits later? What is the data portability path for identified-visitor history? Get answers in writing while the team still has standalone incentives.
Schedule a recurring export of identified accounts and people. Acquisitions rarely lose data, but portability is easiest to negotiate before systems merge.
You are the winner in this deal. Person-level intent inside the Smart CRM means fewer connectors and cleaner attribution. Make sure your HubSpot subscription and lifecycle stages are clean so the intent data lands on solid ground. Our RevOps cleanup exists for exactly this.
You are about to get visitor intent as a native capability rather than a third-party add-on. Prepare the same way: tighten CRM hygiene, define which buying signals should trigger outreach, and decide who owns speed-to-lead. Teams that wire this up with agents rather than manual triage will compound the advantage.
Warmly is still sellable and supported, and a pre-acquisition deal may be the cheapest entry you will get; see the current Warmly offer. If you want alternatives while the dust settles, the main person-level and account-level options are RB2B (person-level, US-focused), Koala (intent scoring), Leadfeeder/Dealfront (account-level, strong EU coverage), and ZoomInfo (data breadth). Match the tool to where your buyers are and how your outbound runs.
The price has not been disclosed. The June 30, 2026 announcement describes a definitive agreement with terms undisclosed. If a figure surfaces in filings or press coverage, we will update this page.
Yes. Warmly states the product continues to operate through the transition, and existing customers are supported. Expect the roadmap to bend toward HubSpot integration.
No, not reflexively. If Warmly drives pipeline today, keep it and get contract clarity in writing. Use renewal leverage to lock pricing or shorten terms so you keep options as packaging evolves.
Expect Warmly's Salesforce and standalone use cases to deprioritize over time. If you are on another CRM, start evaluating the alternatives above before your renewal.
We help B2B teams turn intent signals into pipeline, on HubSpot or off it. Talk to an expert and we will map the smart path for your setup.