HubSpot continues to evolve as a powerful all-in-one platform for marketing, sales, and client relationship management capabilities that are especially critical in the fast-moving and highly regulated financial services sector. With its intuitive interface, secure infrastructure, and robust integration capabilities, HubSpot empowers financial institutions to attract qualified leads, personalize outreach, and deepen member engagement, while maintaining the operational efficiency and compliance standards the industry demands.
As a Diamond HubSpot Solutions Partner, we understand how essential it is for our clients in the financial industry to stay ahead of the curve. HubSpot’s frequent updates, ranging from AI-driven automation to enhanced reporting tools, can provide a real edge in today’s competitive and data-centric environment.
That’s why we’ve compiled this 2025 HubSpot update roundup: to spotlight key enhancements, explore the tools most valuable to financial marketers and customer service teams, and share what our team at GreenHouse is most excited about, from improved CRM capabilities to smarter analytics and automation designed with compliance and growth in mind.
An Overview of 2025 Updates
HubSpot has rolled out a number of impactful updates this year so far, many of which are designed to supercharge automation, sharpen reporting, and enhance usability across the entire CRM platform. Below, we’ve broken down the most important changes and tools by category.
AI Tools & Automation Enhancements
HubSpot AI is booming this year, rolling out new AI-powered content generation, workflow suggestions, and predictive analytics tools. Marketers can now generate email copy, landing pages, and even campaign summaries with fewer manual steps, all directly inside the platform. While there still may be AI skeptics and hesitancy, there is no denying that the space is growing and HubSpot is moving forward to use it for the benefit of its users through marketing automation.
Reporting & Analytics Upgrades
Advanced reporting has gotten a major facelift in 2025. Users now have access to custom funnel reporting, improved attribution models, and a more intuitive report builder UI. These enhancements give teams better visibility into what’s working (and what’s not) at every stage of the customer journey. Marketing share-outs have never been easier.
CRM & Contact Management Features
HubSpot’s CRM continues to get smarter and more adaptable. The latest updates include more flexible record customization, improved association management, and deeper contact timeline filtering, allowing users to surface exactly the info they need, when they need it.
Platform Enhancements for Marketers
Marketers benefit from a cleaner UI, enhanced campaign management tools, and new social media publishing updates that simplify cross-platform scheduling. HubSpot’s new campaign overview dashboard also makes it easier to monitor performance across assets in one place.
Want to know more details about new features? Continue reading to take a look at what our team is getting hyped up about.
GreenHouse’s Top Picks: What We’re Most Excited About
Our team strives for innovation and providing the best solutions for projects, so we’re constantly connecting the dots on how to use new HubSpot product updates for the needs of our clients. A few of our HubSpot experts have chosen their top picks for new features and functionalities they have loved experimenting with or are especially interested in. Consider it our own HubSpot Spotlight.
Less Manual Intervention, Less Time Wasted
When you ask our resident HubSpot platform aficionado and evangelist, Maggie, about her favorite new feature, it might be hard for her to choose, but one came to mind that she enthusiastically posted about on LinkedIn upon its launch. As GreenHouse Agency’s HubSpot Solutions Architect, she knows the impact that updates can immediately have.
Dynamic Dates Filter
HubSpot has made a smart upgrade to how date range filtering works within Lists and Workflows. With the introduction of dynamic date filters, you can now create lists and automation triggers that update automatically based on relative timeframes, no more manual adjustments needed.
These dynamic options include filters like:
- “This month so far”
- “Last 90 days”
- “Next quarter”
- “Yesterday”
- And many more!
What does this mean for marketers and sales teams at credit unions? Your lists and workflows stay evergreen. Instead of relying on fixed, hardcoded date ranges that quickly become outdated, your segmentation and automations continuously refresh with the passing of time.
This keeps your campaigns and internal processes relevant and timely, helping you deliver more personalized experiences without the hassle of constant manual updates.
Managing Data More Intelligently
A valuable HubSpot update for teams managing large or evolving CRMs is the ability to access data quality insights directly within Property Settings, according to Laisha, GreenHouse’s CRM Administrator. Instead of switching between different tools or dashboards, you can now stay in context and view real-time issues, right where you’re working. With this update, HubSpot users can:
- Instantly see property-level issues like duplicates, unused properties, or fields missing data
- Understand how a property is being used across the portal (via data source visualization)
- Set up validation rules and logic while editing a property, ensuring cleaner data from the start
This is a huge win for anyone involved in portal architecture or data governance. As Laisha explains, it’s not just about visibility, it’s about efficiency:
“I think it’s a better user experience to manage property data quality from where you’re editing, not from a separate dashboard. It’s more streamlined, more actionable, and way less overwhelming.”
At GreenHouse Agency, we’re often helping credit union teams roll out scalable HubSpot portals. During those implementations, we regularly audit and clean up legacy properties, build new data models, or replace standard object properties with custom objects. Being able to surface data issues in real time, during the actual configuration process, helps us work faster and cleaner.
Property Settings
This feature also complements another recent enhancement: creating properties directly from the CRM index page. While that’s great for speed, it can lead to property bloat if not carefully managed. The ability to track and correct data quality issues in one place helps us avoid creating clutter while still moving quickly. Overall, it’s a smarter, more intuitive way to manage data, and a big step forward for anyone serious about keeping their HubSpot instance clean, scalable, and effective.
Go With the Workflow
One of the most exciting areas of improvement in HubSpot this year is the evolution of workflows, a longtime favorite tool among our team and clients alike. Kaitlyn, who leads many of our client training sessions as the HubSpot Onboarding Specialist, is excited about these recent upgrades.
“I love jumping into our workflow training sessions! Some of our clients have had great ideas for automations, but ran into limitations. These updates are turning their goals into reality.”
With searchable workflow descriptions, you can now search workflows not just by name, but by keywords within the description. This is a huge improvement for managing large, complex portals where workflow sprawl is real.
In the zone and want to make sure you don’t miss anything? HubSpot now automatically generates contextual notes on contact, deal, or ticket records using real-time workflow data. These notes make internal collaboration easier and ensure your team has key details without manual entry.
Rounding out this trifecta, there is a new focus on task creation and completion, allowing you to standardize internal processes more efficiently. Think follow-ups, reminders, or escalations, all automated and trackable.
Workflow Step Example
These updates aren’t just small tweaks, they’re enabling smarter, more scalable automations that are making a real impact for our clients. By boosting efficiency through automated handoffs, improving engagement with perfectly timed communications, and simplifying workflow management (even in large, complex portals), teams can focus more on strategy and less on manual tasks. Most importantly, they allow for more personalized and timely member experiences, something that’s especially valuable for credit unions and regional banks striving to deepen relationships and build trust.
Efficiency That Benefits Everyone
HubSpot’s revamped drag-and-drop email editor is a major win for both developers and marketers, according to Tyler, our Senior Full Stack Engineer. With a cleaner, more intuitive sidebar, responsive design previews, customizable defaults (like typography and spacing), and advanced layout options such as column stacking, this update brings the email experience much closer to the flexibility of the CMS page editor.
For our development team, the improvements mean less reliance on custom-coded modules and more confidence in HubSpot’s native components, which are now significantly more powerful and adaptable. The result? Faster development cycles, more consistent branding, and greater efficiency. Tyler enthusiastically provides insight on the efficiency of the tool:
“I’m spending significantly less time building custom templates from scratch. The enhanced email editor has leveled up the base modules so much that we can now develop campaigns in a fraction of the time.”
This translates directly into real-world value for clients. Recently, GreenHouse Agency partnered with Red Canoe Credit Union to create two fully branded email templates, a newsletter and a promotional message. From initial request to final QA, the entire project took just two weeks. Because the templates closely matched their website design (also built by our team in HubSpot), Red Canoe’s digital identity remained strong and consistent across channels. The client was so pleased with the result that both emails were approved with no changes on first delivery, a true testament to the impact of these enhancements.
Red Canoe CU Email Example
More importantly, this shift allows us to spend less time on repetitive builds and more time where it counts: personalization, segmentation, marketing automation strategy, and performance optimization. Clients benefit from faster turnarounds, scalable assets, and better use of time and budget, all while maintaining a polished, on-brand presence.
AI-Powered Outreach That Feels Personal, At Scale
Our Solutions Engineer, Cullen, is shining a spotlight on one of HubSpot’s most exciting AI-powered innovations: the Prospecting Agent. Built directly into the sales workspace, the Prospecting Agent is an AI assistant designed to supercharge the way teams find and engage with new clients. What makes it Cullen’s favorite? It’s all about speed, personalization, and control.
Prospecting Agent, courtesy of HubSpot
The Prospecting Agent uses AI to quickly research prospects and craft personalized outreach email sequences, saving valuable time while increasing the likelihood of engagement. You can choose whether the AI sends emails autonomously or requires your approval, giving your team the flexibility to maintain oversight or go fully automated, depending on your workflow.
Prospecting Agent
One standout capability: you can train the Agent on a specific file or piece of content, allowing it to adopt your brand voice and sales pitch seamlessly. That means even automated outreach still sounds like you. In short, this tool is helping us unlock new sales opportunities faster, and we’re loving the results. If scaling outreach without losing personalization is your goal, Cullen says this is the new feature to watch.
Real-World Wins
Our team is already seeing the impact these features are having on their daily tasks, which carries over into the work we are providing for our clients. One example is demonstrated in Kaitlyn's training work.
Kaitlyn has already helped clients apply these features in powerful ways:
- Auto-generating onboarding notes based on form responses, eliminating the need for manual entry
- Triggering internal tasks to follow up with new leads or support cases
- Quickly locating workflows related to compliance or regulatory updates using a keyword search in descriptions.
These small but mighty improvements add up to big wins in automation strategy, user experience, and operational efficiency.
Tips for Making the Most of the New HubSpot Features
New tools are only as powerful as the way you use them. To get the most value out of HubSpot’s latest updates, keep these best practices in mind:
- Train Your Team: Make sure your internal users are up to speed. Even small changes in workflows, automation, or data management can have a big impact.
- Strategize with a Partner: Work with your HubSpot Solutions Partner (like us!) to align platform updates with your business goals, whether that’s lead gen, onboarding, or reporting.
- Test Before Scaling: Use A/B testing to evaluate new features like AI tools, email templates, or workflow updates before a full rollout. Optimize based on results.
- Monitor and Adjust: Don’t set it and forget it. Track performance, review engagement, and iterate quickly using HubSpot’s built-in analytics and dashboards.
With the right strategy and support, these updates can help your organization work smarter, scale faster, and deliver even better experiences across the board.
Ready to Level Up Your HubSpot Game?
Our team is invested in building smarter solutions together with our clients, and as a Hubspot Partner, we know the value of HubSpot and how the platform enables strategy that moves the needle. Our goal is to embrace new features and dive right in to become subject matter experts on everything that HubSpot has to offer its users. While the platform continues to evolve, we look forward to having a front row seat to its continued growth and innovation with recent developments and beyond. We'll continue to celebrate each HubSpot product update as the platform becomes bigger and better.
Interested in what our team at GreenHouse Agency can offer your financial institution? Let’s connect, and we’ll share even more amazing things we can do together. Check out more related posts on our blog to see our results for our clients.
