HubSpot Cuts Starter Discount to 40% Off, Launches Data Agent
What happened
Between the Jan 5, 2026 and Jan 14, 2026 captures of HubSpot's pricing page, Pulse recorded 2 changes: Starter promotional discount reduced from 55% to 40% off, and offer terms updated: explicit was-prices shown ($9/mo was $15 annually; $15/mo was $20 monthly), expiry date removed (now ongoing with no set end date); HubSpot Data Agent feature graduated from Beta to general availability — the '(Beta)' label was removed from the key feature callout on the pricing page. Pulse files it as a pricing change (discount change, positioning) with a neutral direction. Pulse's latest capture (Oct 23, 2026) lists Starter at $7, Smart CRM Professional at $45, Smart CRM Enterprise at $75, Revenue Hub Professional at $85 and Sales Hub Professional at $90.
HubSpot's previous recorded change was "HubSpot CMS Enterprise graduates Data Agent feature to GA" (Week 3, 2026). Before that Pulse recorded "HubSpot Sales Enterprise Offers 40% Discount on Starter Plan for New Customers, Now Just $9/mo Annually" (Q4 2025), "HubSpot Suite Enterprise reshuffles hub highlights, adds health scores" (Week 2, 2026) and "HubSpot Marketing Starter Discontinues Marketing Hub Starter Plan and Removes 40% Discount, Significantly Increasing Costs for New Customers" (Jan 11, 2026). HubSpot has been tracked since 2025-01-01.
In the same window Pipedrive, Freshworks, Salesforce, Zoho and Microsoft also changed their CRM pricing pages. Those moves are listed further down, and the Pulse Agent can compare them side by side.
- Starter · Discount−27%55%40%
- — · PositioningChangedBetageneral availability
| Plan | Field | Before | After | Change |
|---|---|---|---|---|
| Starter | Discount | 55% | 40% | −27% |
| — | Positioning | Beta | general availability | Changed |
Values as written on HubSpot's public pricing page in the two captures Pulse compared; where the page states no number, the cells give the wording before and after.
Evidence
The two captures Pulse comparedFull-page captures of HubSpot's pricing page (hubspot.com) from Jan 5, 2026 and Jan 14, 2026; the change is marked near the top of the page, where starter discount reads 55% and then 40%.
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The two full-page captures with this change marked up are free with an account.
HubSpot, the last 90 days
Full history- Week 6, 2026packagingHubSpot Marketing Enterprise drops Starter plan from feature comparison
- Week 5, 2026packagingHubSpot Suite Enterprise cuts Pro credits in half, keeps Enterprise at 10K
- Q4 2025packagingHubSpot Sales Enterprise Offers 40% Discount on Starter Plan for New Customers, Now Just $9/mo Annually
- Week 3, 2026packagingHubSpot Cuts Starter Discount to 40% Off, Launches Data Agent · this change
- Week 3, 2026improvedHubSpot CMS Enterprise graduates Data Agent feature to GA
- Week 3, 2026packagingHubSpot Marketing Enterprise promotes Data Agent to general availability
- Week 3, 2026improvedHubSpot Service Enterprise swaps Conversational bots for Intelligence tab
- Week 3, 2026packagingHubSpot Suite Enterprise launches Data Agent GA, revamps Commerce Hub card
- Week 2, 2026packagingHubSpot Suite Enterprise reshuffles hub highlights, adds health scores
- Jan 11, 2026packagingHubSpot Marketing Starter Discontinues Marketing Hub Starter Plan and Removes 40% Discount, Significantly Increasing Costs for New Customers
Across CRM in the same window
All CRM changes- PipedriveApr 6Pipedrive Drops Competitive Comparison Section From Pricing Page
- FreshworksApr 5Freshworks Raises Freshdesk Prices Up to 27% Across All Tiers
- SalesforceApr 4Salesforce Agentforce rebrands buying models to PayGo and PreCommit
- ZohoApr 4Zoho Recruit drops Enterprise price 33% to $50 and restructures add-on lineup
- MicrosoftApr 3Microsoft Copilot adds 4K Clipchamp export, AI image tools to Premium plan
Questions about this change
Did HubSpot raise prices in January 2026?
No list-price increase was recorded between Jan 5, 2026 and Jan 14, 2026. The change Pulse detected was a pricing change: discount change, positioning.
What changed on HubSpot's pricing page between Jan 5, 2026 and Jan 14, 2026?
Starter discount: 55% → 40% (−27%); positioning: Beta → general availability, changed. Pulse compared the captures it took on Jan 5, 2026 and Jan 14, 2026; the before/after table above lists each item as written on the page.
How often does HubSpot change its pricing?
Pulse recorded 9 other pricing-page changes for HubSpot in the 90 days before this one; the previous change was "HubSpot CMS Enterprise graduates Data Agent feature to GA" in Week 3, 2026; HubSpot has been tracked since 2025-01-01.