July 02, 2026
HubSpot Acquires Warmly and its Buyer-Intent AI Agents
HubSpot has agreed to buy Warmly, a six-year-old startup that builds AI agents for sales and marketing teams. Co-founders Max Greenwald, Carina Boo and Alan Zhao started the company to make go-to-market work more like engineering, with connected tools and fresh data rather than siloed systems.
Warmly set out to answer four questions about every buyer: who they are, what they care about, when they care and how a company can help. Its first product tackled intent. The startup became known for person-level website intent, which identifies people who visit a company site without filling in a form and recognises more than half of the visitors who never leave their details.
Intent Meets Action
Knowing who lands on a site does little on its own, so Warmly built an Inbound Agent to turn that interest into conversations, meetings and follow-up. A second product, TAM Agent, reaches ideal buyers before they arrive on the site.
Each interaction feeds the next, with inbound activity informing outbound and outbound creating fresh inbound. “As execution gets easier to scale, judgment becomes more valuable,” Greenwald said in a blog post, arguing that human taste and empathy grow scarcer as AI handles the routine work.
Warmly customers keep their existing contracts, pricing, account teams, product experience and integrations, and the agents run as before. Over time, Warmly plans to connect its context and agent capabilities across HubSpot’s platform. Angela DeFranco, GM and VP of Product at HubSpot, said Warmly had solved one of the hardest problems in go-to-market “in a way that directly benefits HubSpot customers.”
More Agents for HubSpot
The purchase follows a run of AI moves from HubSpot. The company has tied its Breeze agent pricing to results, charging customers only when an agent finishes its task rather than for the work it attempts. It has also declared the marketing funnel over, arguing that AI now answers buyer questions long before people reach a website. Warmly gives HubSpot agents that work at that earlier stage, spotting demand and acting on it inside one system rather than across a dozen disconnected tools.
The deal lands as agents take on more of the work that was once with marketing, sales and service teams. Those experiences can become far more useful or far more intrusive as they scale, and Warmly frames its ambition around agents that arrive with context, help rather than interrupt, and earn the trust they ask for.
The test now follows HubSpot as it folds Warmly’s technology into a platform that hundreds of thousands of businesses rely on, and it will decide whether buyers welcome these agents or learn to avoid them.
