What HubSpot's Earnings Tell You About Your CRM Renewal

HubSpot reported its third-quarter results on November 4. Most of the coverage is about the stock. For a small business that uses a CRM, three details matter more.

This post explains what HubSpot said, why it affects every CRM buyer, and what to check before your next renewal. The checklist works for any CRM, not only HubSpot.

What HubSpot reported

HubSpot grew to 311,704 customers, up 12 percent from a year earlier. Average revenue per customer rose 4 percent to $12,038. Total revenue reached $947.6 million, up 17 percent.

The CEO said AI is moving software from tools that help people do work to agents that do the work. She also said HubSpot is changing its product, pricing, and go-to-market approach to capture that shift.

HubSpot’s filing also warns of demand and pricing headwinds, including changes in how customers buy AI.

Three signals worth noticing

First, AI usage is rising fast. According to a summary of the earnings call, monthly credit use is up nearly 2.5 times this year. About 20 percent of Pro and Enterprise customers now use HubSpot’s agents.

Second, customers are trimming costs. The same summary says net revenue retention fell to 101 percent. The company linked that to budget sensitivity and cost optimization. That suggests some customers are cutting seats or tiers when they renew.

Third, pricing is changing. HubSpot is piloting a seats-and-credits model in the Nordics and Benelux. It also relaunched its Starter plans with a self-updating CRM. The pilot is regional, so it does not apply to most readers yet. However, it shows where pricing is heading.

Why this affects every CRM buyer

Other vendors face the same pressure. Salesforce already bills agent actions by usage, as we covered in what your CRM AI really costs. Vendors are still testing what customers will pay for. The rules at your next renewal may differ from your last.

Seat counts matter too. As AI agents handle more work, vendors may charge fewer people for seats and more for usage. Plan for both numbers when you budget.

Prices that are still moving give you leverage. Vendors want to keep customers, and they are watching retention closely.

A renewal checklist

• Start 90 days before renewal, not in the last week.
• Count your paid seats, and list who logged in during the past 90 days.
• Remove or downgrade seats nobody uses.
• Ask for a report of your AI credit or agent usage over the last six months.
• Ask which features moved to credits, and what each action costs.
• Request a cap on monthly AI spend, and an alert before you reach it.
• Ask for price protection, such as a limit on increases for 12 months.
• Compare at least one alternative, even if you plan to stay.

For example, say your CRM costs $90 per seat each month, and you pay for 10 seats. Only seven people logged in last quarter. Dropping three seats saves $3,240 a year.

Then decide what you actually use. A feature you never open is a cost, not an asset. A feature that saves hours every week is worth paying for.

Also check that you can export your data. If a vendor makes leaving hard, your leverage disappears. We covered data quality in CRMs now grade your data quality, and clean data makes any move easier.

Questions to ask your vendor

• What happens to my price if my plan changes next year?
• Which AI features does my plan include, and which use credits?
• Do unused credits roll over, and when do they reset?
• Can I turn off an agent without losing data or history?
• What notice will you give before you change prices?

Write the answers down, and keep them with your contract. A promise you cannot find later is worth little.

How to negotiate without a fight

Vendors expect questions at renewal. Be specific and polite. Say which seats you plan to drop and which AI features you plan to keep. Ask for a discount in return for an annual commitment, but avoid multi-year lock-ins while prices are moving. A 12-month term keeps your options open.

If you use a different CRM

The same logic applies to any platform. Check the vendor’s latest pricing page, your own usage reports, and your contract dates. Then compare the real cost of each option, including staff time.

If you are not sure which tools you actually use, run a simple audit first. Our guide to a simple systems audit for small businesses shows how.

FAQ

Should I leave HubSpot because of these results?

No. The results describe HubSpot’s business, not a problem with your account. Use them as a prompt to review your own costs, whichever CRM you use.

Will my prices go up?

We cannot know. Vendors are testing new pricing, so ask about your renewal terms early and get them in writing.

Is seats-and-credits pricing available to me?

Not yet in most markets. HubSpot is piloting it in the Nordics and Benelux. Ask your account manager whether HubSpot plans a similar model for your region.

When should I start a renewal review?

Ninety days before your renewal date. That leaves time to compare options and negotiate.

Getting started

We set up and manage CRMs for small businesses, including renewal reviews and cost audits. Book a Free Call, and we will review your seats, your AI usage, and your contract dates together.