HubSpot is a remarkable platform crafted with the Inbound Methodology at its core. This ensures that the tool continuously evolves, employing an agile approach to remain the best solution for marketing, sales, and service teams - equipping them with the tools and capabilities to achieve their business objectives.
We love that HubSpot listens to its community, implementing monthly updates to enhance the platform, stay ahead of trends, and meet user needs.
Each month we pick our top three updates for the month and show you how and why we think these updates will make a difference in your business.
Here are our favourite HubSpot Product Updates for May 2025:
1. Create properties from the CRM index page
Use Case: When working live in the CRM and you realise there is data you want to start collecting on a contact, deal, etc but the property isn’t created, you can now create that property right from the index page… in context.
This functionality doesn’t have to be universally accessible to all users, you have 'Edit property settings' permissions to create new properties, so you can still be assured your portal is being managed by the right users.
This update is expected to go live for all portals on 26 May.
Available with: All hubs and tiers
2. Assign Customer Agent to Emails
Use Case: You can now be assigned a Customer Agent to your connected email, which will help you to streamline your support processes and reduce the workload for human agents.
Available with: Service Pro, Service Enterprise
3. Lists as a data source in reporting
Use Case: When you’re looking to report on different audience segments, you can now build reports that compare list growth, things like engagement, and quality metrics, kind of like email open rates or lead scores. This allows your team to use list activity to optimise their reporting.
Available with: All hubs, professional and enterprise
4. Build Lists Using Document Events
Use Case: Marketing and sales teams can now segment contacts based on their engagement with shared Documents, enabling smarter targeting driven by intent signals on your Documents. This eliminates the need for custom properties or external tools to understand content interaction.
Available with: All hubs and tiers
How to access Beta updates
Like we said, HubSpot loves to listen to its users, so not all updates are immediately live. Many start off in Beta where you have the opportunity to test and comment on these changes.
If you don’t see the update in your portal, you can enrol in the Beta. This is an easy and quick step to do. Take a look at the step-by-step process below for instructions:
Good to know: While the majority of features in Beta do go live, HubSpot doesn’t guarantee that every Beta will go live and may still be removed.
Want to find out how you can get the most out of your HubSpot portal? Contact us for a portal audit, or explore our HubSpot Onboarding services.
