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In 2010, HubSpot acquired Oneforty, the Twitter app store founded by Laura Fitton. The company also introduced new software for personalizing websites for each visitor. According to Forbes, HubSpot started out targeting small companies but "moved steadily upmarket to serve larger businesses of up to 1000 employees."
HubSpot filed for an IPO with the Securities and Exchange Commission on August 25, 2014, requesting to be listed on the New York Stock Exchange under the ticker symbol HUBS.
In July 2017, HubSpot acquired Kemvi, which applies artificial intelligence and machine learning to help sales teams.
On January 31, 2023, HubSpot announced the first layoffs in the company's history. Affecting approximately 500 employees, this layoff eliminated 7% of its total workforce. On the same day, HubSpot also announced plans to restructure its Cambridge campus, centralizing operations within a nearby office the company had already been leasing.
Hubspot announced its acquisition of B2B intelligence firm Clearbit in November 2023. Later that year in September, HubSpot announced the launch of HubSpot AI, an AI -powered service for marketing, sales and service departments, and the relaunch of Sales Hub.
In April 2024, Reuters reported that Google was considering a bid to acquire HubSpot. The report led to shares of the company spiking by 5%. This news garnered a mixed response from industry leaders and users, 48% said they would be triggered to consider alternative software. In July, it was reported that Google had given up on its effort to acquire the company.
In December, 2024, HubSpot acquired Frame AI.
In November 2025, the company acquired XFunnel, an Israeli startup developing tools for AI-driven search and "answer engine" optimization.
In February 2026, HubSpot acquired the creator-led entrepreneurship publication Starter Story.