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(Apr 23- Apr 30 ) The most recent developments in HubSpot product updates!

Written by Kris Thomas | May 7, 2025 7:15:00 AM

Welcome to our latest blog series, where we’re showcasing the newest HubSpot updates for 2025!

This edition highlights the latest HubSpot CRM enhancements designed to streamline your processes and empower your marketing and sales teams like never before.

Let’s dive in and explore these exciting updates together!


What's inside:


1. Automatically format property data at the point of entry

2. Phone number property validations and auto-formatting

3. Sharing Credit Card details in Checkout

4. Streamlined Install Flow for New Apps in the Marketplace

5. Enhanced board experience and Board View for Contacts & Companies

6. Clients can close tickets in the Customer Portal

7. Data Model Builder

8. Enrich Contacts and Companies within the import flow

9. CRM customization in-line card previews

10. Sunsetting Legacy Scoring Property

11. Create new contacts from Social interactions

 

 

Automatically format property data at the point of entry

You can now automatically format your data as it enters the CRM - ensuring that your data is clean, formatted, and valid.

This formatting will apply when users edit properties manually or import into properties. This can help you, for example:

  • Automatically remove letters from Postal Code
  • Automatically remove special characters from City

How does it work?

Objects>Settings>Properties>Edit Property>Rules

This feature is available for single- and multi-line text properties.

In the 'allowed characters' section, if you select 'allow numbers only' or 'don't allow special characters' you will be able to toggle on 'automatically remove disallowed characters.'

When this toggle is on, data will be automatically formatted to remove any values that aren't numbers or remove any special characters, depending on which rule is selected.

  • When the property is manually edited in the CRM, formatting will be automatically applied before the value is saved.
    • For example, a user attempting to type a special character in First Name will not see that value in the input, because the ‘don’t allow special characters’ rule will automatically remove the special character as it is being typed.
  • When importing, the property value will also be formatted automatically before the data is brought into the CRM.
    • For example, if a property value for Postal Code is imported as ‘02114ABC’ it will be saved upon successful import as ‘02114.'

Point of entry data formatting does not apply to data entered via Mobile, Forms, Workflows, or via API/Integration.

Phone number property validations and auto-formatting

You’ll now be able to set validation rules for phone number properties. Additionally, you will be able to set a default country code for phone number properties that will automatically be applied to updates to phone numbers via Import and manual data entry.

How does it work?

Objects>Settings>Properties>Edit Property

1. Phone number validation rule

  • The phone number validation rule ensures that the property value matches E.164 format, which is the international standard for phone numbers. Specifically, this validation ensures that the phone number:
    • Include a valid country code, starting with a plus sign
    • Match number formatting for the chosen country code
    • Contain between 4 and 15 digits
    • Contain only numbers and a leading plus sign (+)
  • Phone numbers will continue to be saved without formatting. In HubSpot, numbers will display using the regional format. For example, +1(888) 482-7768 would be saved as +18884827768 but displayed as +1(888) 482-7768.
  • You can apply this validation rule to both default and custom phone number properties.
  • Once you apply the validation rule, users will no longer be able to ‘remove phone number formatting’ from phone number properties when editing in the CRM.

  • The validation accepts extensions in the following format: +18884827768 ext 123.

2. Default country code

  • The default country code can be used to validate phone numbers which do not contain a country code. This makes it easier to bring phone numbers into your portal that may not have a country code, but which are valid with the right country code.
  • To use this feature, you must select a country code.
    • If the phone number is valid with the country code selected, this country code will be added before the value is saved.
    • For example, if the property Mobile Phone Number has a default country code set to United States, when a value such as (888) 482-7768 is imported, this value will be validated as +1 (888) 482-7768 and the country code +1 will be prepended upon being saved to the CRM.
  • The default country code is applied on manual data entry and Import. It is not applied for updates via API/integration.
  • You must apply a validation rule to a given property in order to set a default country code.
  • The default country code does not prevent phone numbers with country codes that are different from the default country code from being entered.

Sharing Credit Card details in Checkout

This rollout enhances the checkout experience by allowing stored credit card details to be shared between super admins and billing admins. Previously, only the user who initially added the credit card could see it during checkout.

What is Changing?

With this update, stored credit card details will now be accessible to all super admins and billing admins in checkout. This means that any super and billing admin within the organization can seamlessly use the previously stored credit card for transactions without needing the original user to complete the checkout.

  • Added Credit Cards in checkout will now automatically saved and shared with other super and billing admins
  • See stored credit card details in checkout, as long as they are linked to your active subscription, even if you weren’t the one who originally added them.
  • Complete transactions more efficiently, reducing the need for multiple users to re-enter payment information.
  • Ensure a smoother and more consistent checkout experience for admins managing payments.

Customers who have previously completed checkout using their credit card expect to see their stored card details during future checkouts. Currently, the credit card is only visible if the same user who added it returns to checkout. With this release, the aim is to share the stored credit card details between super admins and billing admins, allowing any of them to view and use the previously used credit card during checkout.

How does it work?

All customers using credit card as payment method

Streamlined Install Flow for New Apps in the Marketplace

HubSpot is standardizing the app install flow, so users go through a consistent and predictable install experience regardless of they app they are installing from the App Marketplace. Starting on April 23, 2025, this change applies to all newly created app listings.

How does it work?

For HubSpot customers, as this transition is made, you will soon have a consistent app install experience across most listings in the App Marketplace. You'll be prompted with the following steps:

  1. Agree to terms and conditions of app
  2. Additional (optional) setup prompts, like sign up, payment, etc.
  3. Installation complete
  4. Click "Explore App Features" to be directed to "Feature Discovery Tab" on the Connected App page in your HubSpot portal for further education on getting the most out of your newly installed app

For HubSpot app partners, starting April 23, 2025, any new app will no longer be able to fill in the "install button URL" field. Instead, here is what you will be able to do:

  1. Add all potential redirect URLs to your app in app settings
  2. Then select from a dropdown of pre-populated redirect URLs to associate with your "Install" button on your listing; you can only select one
  3. Once the install button URL is selected, you can preview the app install UX


Enhanced board experience and Board View for Contacts & Companies

This update brings you both:

  1. The option to see your contact and company records in a board view, and
  2. A redesigned board experience across all objects with a board view--including deals and tickets

Here's what you'll find:

  • Board View for Contacts & Companies: See your records organized by lifecycle stages for a real-time, actionable view
  • Faster Scanning: Enjoy a streamlined board and card design for quick prioritization
  • Personalized Views: Add up to 2 extra properties and reorder for your needs (applies to each user)
  • Quick Actions: Take immediate action directly from board cards without leaving the board

How does it work?

To access the new board view for Contacts and/or Companies, navigate to your object index page:

  • CRM > Contacts
  • CRM > Companies

Click the board icon in the upper left corner of the page.

To customize your board experience:

  • Go to your CRM board (left menu, select a CRM object)
  • Click "Board options" (top right) or hover over a card and use the dropdown (top right)
    • Admins: Choose Edit cards (for all users) or Edit cards (for your view)
    • Users: Choose Edit cards (for your view)
  • Customize card sections:
    • Properties: Admins (select up to 4), Users (add up to 2 extra, reorder)
    • Priority: Toggle on/off color-coded tags and priority dot
    • Associations: Customize displayed associations
    • Activities: Customize displayed activities

Clients can close tickets in the Customer Portal

Customer Portal clients can now close their support tickets without waiting for an agent! With one-click, clients can “Mark as Closed” when their issue is resolved. Empowering your clients to manage their support requests prevents unnecessary confirmation on resolved issues and improves SLAs so your support team can focus on active tickets.

Support teams will remain able to revert the status to Open or another stage as required.

How does it work?

  1. Go to Customer Portal settings
  2. Navigate to the Ticket Actions in the General tab
  3. Click Allow customers to close tickets from the portal
  4. To enable this feature, you must configure all pipelines to their corresponding closed ticket stages. If you only have one closed stage in your pipeline, it will be selected by default.
  5. Click Save

Once enabled, clients in the portal can mark a ticket as resolved. Changes may take a few hours to take effect in the customer portal once enabled.

Data Model Builder


 

HubSpot is introducing a new centralized data model configuration space. Within this space, admins can see all of their objects, create new ones and make association and property decisions in context.

How does it work?

Watch this short video to see the builder in action.

Navigate to Data Management>Data Model; select "edit data model" in the upper right-hand corner. Once in the builder space, you can do a range of tasks including:

  1. Create a custom property
  2. See the top 10 most used properties per object
  3. Create a custom object and associate it to other objects
  4. Export an image of the canvas (objects or associations)
  5. View all associations for a single object
  6. Create association labels and limits

Enrich Contacts and Companies within the import flow

Users will now have the option to enrich contacts and companies directly within the import flow. Previously, the option to enrich your data could only be done across all your records, or manually on already existing records within the CRM.

How does it work?

Within data enrichment settings, toggle on Import as a tool with access to data enrichment.

On the final step of the import flow, you'll now see a checkbox to enrich your imported records.

Clicking the checkbox, you'll be shown the number of enrichment credits you have available and an estimation of how many credits your import would consume based on the rows in your import file. The option to enrich contacts, companies, or both, will be shown contextually based on the object(s) that you're importing.

Once you confirm and complete the import, the post-import screen will confirm that you requested the records in your import to be enriched.

CRM customization in-line card previews

The CRM has been enhanced to improve customization usability, based on customer feedback. A new real-time preview feature now appears alongside the edit panel, allowing you to instantly view changes as you edit and configure cards.

How does it work?

In addition to everything you can customize in the CRM today, you now have access to In-Line Card Previews:

  • Create a new card or edit an existing one
  • Make necessary updates, including adding or removing properties
  • See a real-time preview rendered directly within the card builder

Sunsetting Legacy Scoring Property

Score properties are being replaced with new scoring tools, with key changes starting May 1, 2025. If you are still using the legacy scoring property, you will need to manually migrate to the new tools. See this guide and demo video on how to migrate your score properties to the new scoring tools.

  • Marketing Professional and Enterprise customers can now create scores using the Lead Scoring tool, which features more advanced logic and actionable insights such as engagement and fit criteria.
  • Service Hub Professional and Enterprise customers can build Health Scores inside the Customer Success Workspace, which features easy categorization and insights.

This transition is necessary as HubSpot moves toward more powerful and flexible scoring capabilities. While the legacy score properties allowed for positive and negative criteria, they lacked essential features like actionable insights, decay, resets, and scalable rules. Limits to the number of filters caused frustration and an unscalable model.

The new Lead Scoring and Health Scoring apps offer enhanced functionality that better aligns with how modern businesses qualify prospects and nurture customer relationships. Some of the new functionality includes Fit and Engagement Scores, List Membership rule, and ability to test a record (for full list of new features see this post).

  • Starting on May 1, 2025: You will no longer be able to create new score properties using the legacy scoring tool. In the example below, the create button will be disabled.


  • Starting on July 1, 2025: You will no longer be able to edit existing score properties using the legacy scoring tool.
  • Starting on August 31, 2025: Existing scoring properties using the legacy scoring tool will stop updating and will slowly be removed.

Create new contacts from Social interactions

Social marketers can seamlessly create new CRM contacts from social interactions like comments, mentions, and direct messages. Once a contact has been created from social interactions, the Contact's timeline will include social interaction details, including timestamps and message content.

Integrating social interaction data into your CRM provides new opportunities for lead generation and efficient tracking of customer journeys.

How does it work?

To create a new contact from a social interaction:

  • In your HubSpot account, navigate to Marketing > Social.
  • At the top, click the Reply tab. You can create contacts from any social interaction.
  • From any social interaction, click the Create contact icon, fill in the details, and create the contact
 
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