HubSpot Insights Sunset and Transition to Breeze Intelligence: What You Need to Know

Starting March 17, 2025, HubSpot will officially sunset its HubSpot Insights feature, a free tool that automatically enriches company records with basic data points like revenue, industry, and location. This change marks a significant shift for users who have relied on this functionality to streamline workflows and maintain accurate CRM data. In its place, HubSpot is introducing Breeze Intelligence, a more advanced data enrichment tool, based on the Clearbit acquisition.

Below is an overview of this transition, what businesses stand to lose or gain, and the alternatives available.

Here is what will be covered:

• What Was HubSpot Insights?
• What Changes with Breeze Intelligence?
• What Will Businesses Lose?
• Alternatives for Data EnrichmentOpting for Breeze IntelligenceThird-Party Tools (Cheaper Option)
• Steps to Prepare for the Transition
• Final Thoughts

What Was HubSpot Insights?

HubSpot Insights was a free data enrichment feature that automatically populated company records based on domain names. It provided users with basic firmographic data such as:

• Annual revenue
• Industry
• Location (city, country)
• Number of employees
• Company website and social media links

it was a core feature for automating lead routing, ICP (Ideal Customer Profile) scoring, and other workflows.

What Changes with Breeze Intelligence?

Breeze Intelligence is HubSpot's solution for data enrichment and intent-based insights. It leverages AI and HubSpot’s acquisition of Clearbit to provide deeper and more accurate data. Key features include:

• Data Enrichment: Access to over 40 attributes (e.g., company size, recent funding rounds, leadership changes).
• Buyer Intent Data: Identifies companies visiting your website and signals purchasing intent.
• Continuous Updates: Automatically refreshes records as new data becomes available.
• Customizable Settings: Allows users to tailor enrichment options for contacts or companies.

Unlike HubSpot Insights, Breeze operates on a credit-based pricing model. Each enriched record consumes one credit, making it a paid feature rather than a free offering.

What Will Businesses Lose?

With the sunset of HubSpot Insights:

1. No Free Enrichment: Automatic enrichment for new company records will no longer be available without opting into Breeze Intelligence. Only company name will be enriched based on daomain.
2. Workflow Disruptions: Businesses relying on enriched data fields (e.g., revenue or industry) for lead scoring or routing may need to reconfigure their workflows.
3. Limited Free Features: Only basic company names and logos will continue to auto-populate for free.

Alternatives for Data Enrichment

Businesses now face two primary paths:

1. Opting for Breeze Intelligence

For those seeking advanced functionality directly within HubSpot:

• Breeze offers seamless integration with existing workflows.
• It provides enhanced insights like buyer intent tracking and enriched contact details.
• However, it requires careful budgeting due to its credit-based pricing model.

2. Third-Party Tools (cheaper option)

Several external tools offer robust data enrichment capabilities that can integrate with HubSpot via APIs or platforms like Make.com or Zapier:

• An example can be to use something https://companyenrich.com/ and work with make.com to update your Hubspot company data, with this, you can update a few hundred companies for free, or upgrade and get 20k plus company updates. I have seen several posts on LinkedIn explaining how this works so that I won't go into detail here.

Steps to Prepare for the Transition

1. Audit Existing Workflows: Identify any automations or scoring models dependent on HubSpot Insights fields. Ensure workflows are adjusted before the March 17 deadline.
2. Evaluate Use Cases: Determine whether your business needs basic firmographic data or advanced buyer intent insights. For simple use cases, third-party tools may suffice; for more complex needs, Breeze Intelligence might be worth the investment.
3. Test Alternatives: Experiment with free trials from third-party tools. Assess how well these solutions integrate with your existing CRM setup.
4. Budget Accordingly: If adopting Breeze Intelligence, calculate the number of records you’ll need enriched monthly and choose an appropriate credit pack.

Final Thoughts

The sunset of HubSpot Insights marks a shift toward more advanced but paid solutions like Breeze Intelligence. For small to mid-sized companies, this feels like a loss to me. HubSpot Insights provided efficient and straightforward data enrichment that worked well for many use cases, such as lead routing or ICP scoring.

While some users criticized the quality of the data, those gaps could have been addressed especially now that Hubspot has the data from Clearbit?

Instead, to me, this feels like a move to get more sales from enterprise companies.

With that in mind, I do think Breeze Intelligence is a good product and could be worth the investment. What makes it unique is that it lives directly within HubSpot, unlike other solutions where you’d need to manage an external integration.

The intent data feature is interesting, it allows you to see which companies are engaging with your website and prioritize outbound. I’ve used it on my own account and found it helpful for identifying warm leads. For businesses unsure about committing to Breeze, there are viable alternatives out there. However, if you’re already in the HubSpot ecosystem and looking for seamless functionality, Breeze Intelligence might be worth exploring.

If you’d like support navigating these changes or setting up alternatives, feel free to reach out!

This article was created by putting my thoughts into a Google doc with voice, and having perplexity.ai update based on my writing style from previous articles.