HubSpot continues to roll out updates designed to make your sales, marketing, and service teams more efficient. From simplifying daily workflows to giving you sharper analytics, these enhancements are all about keeping your team focused on what matters most — connecting with customers and driving results.

For the week of September 22, 2025, here are some of the most notable updates worth your attention:

• Customizable Highlight Card on CRM Records,
• Click to Call from the Index Page,
• Suggested Email Send Times, and
• AI Referrals in Website Traffic Analytics.

Customizable Highlight Card on CRM Records

You can now customize which properties appear in the highlight card at the top of most CRM records, ensuring your team sees the most relevant data front and center.

Teams often scroll through lengthy records or open multiple tabs to find critical information. Now, you can easily surface the most important properties where users can't miss them. You'll save time with inline editing capabilities and instantly spot urgent signals. Enhanced support for color-coded tags and dropdown properties can highlight important statuses like high-priority tickets or expiring deals.

How does it work?

To customize the highlight card, navigate to the record page editor and locate the new Highlight card option. Click Edit to add up to five custom properties that matter most to your team's workflow.

Tags now display within the highlight card on Deals, Tickets, Custom Objects, and any object that natively supports them, making important status information immediately visible.

Click to Call from the Index Page

Suggested Email Send Times

Optimize engagement with send time recommendations, ensuring your marketing emails reach your audience when they’re most likely to engage.

Sending marketing emails when customers are most likely to engage increases open rates, click-through rates, and overall campaign effectiveness, maximizing impact and minimizing the risk of emails being ignored or marked as spam.

How does it work?

When scheduling your marketing email campaign -

• Select 'Schedule for Later'
• Enter the date you want to send
• Click 'Suggest best time to send'

The optimal send time for your audience will be automatically generated and displayed in the 'Time' field.

AI Referrals in Website Traffic Analytics

A new traffic source classification in website traffic analytics that identifies visitors arriving via AI platforms (e.g., ChatGPT, Claude, Perplexity) when they click on cited sources. This feature automatically detects known AI platform domains and surfaces them as their own source category in reporting.

Why does it matter?

Traffic from AI platforms is currently grouped under "Other Websites," making it impossible to measure AI's impact on lead generation. By clearly identifying AI referral traffic, you can better understand how these emerging platforms contribute to awareness, engagement, and conversions.

How does it work?

When a visitor clicks a cited link in an AI platform and lands on your site, the system detects the AI platform's domain in the referral data. This traffic is then classified under the new AI platform referrals category in website traffic analytics. Classification happens automatically based on domain — no action is required to enable this feature. You can build reports to specifically track AI referrals data in Reports > Analytics Tools > Traffic Analytics.

Notes:

• This beta does not retroactively re-categorize web traffic data, only new traffic going forward.
• The new AI Referrals category will show up in Web Traffic reports once new traffic has been categorized as an AI Referral (it won't appear as an empty category).
• The Original and Latest Source properties on your Contacts (net new or existing) will be re-categorized to AI Referral as appropriate when new activity comes in for that Contact.