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Many CRM providers target small and midmarket businesses (SMBs) until they get their first enterprise customers. Then, they chase more.
You are viewing: HubSpot Ventures Makes Agentic AI for SMBs a Primary Investment Goal for 2025
Yet, HubSpot has stayed laser-focused on this segment, differentiated, and brought AI to businesses that previously considered it unobtainable.
In 2024, that included generative AI (GenAI). Agentic AI represents the next frontier.
Already, HubSpot has teased Agent.AI, a network where businesses can identify, test, and implement AI Agents that work alongside their teams.
Now, some of these AI Agents are live. For instance, there’s a Prospecting Agent that isolates keen buyers and builds those into a sales pipeline.
Other examples include a Social Media Agent that drafts targeted posts and a Customer Agent that leverages trusted knowledge content to autonomously support customers.
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HubSpot’s next step in its agentic AI journey is giving its venture arm – HubSpot Ventures – the directive to invest in companies building agentic applications for SMBs. Ultimately, this will boost its future AI Agent ecosystem.
In a post on the CRM giant’s website, Adam Coccari, Managing Director of HubSpot Ventures, shared this prerogative: “We believe AI agents will change how businesses of all sizes operate, but especially SMBs.
It isn’t just go-to-market: agents can provide small businesses with critical expertise across other disciplines that were once out of reach. Think legal reviews, contract writing, bookkeeping, or creative design – all handled by AI agents at a fraction of the cost.
From there, Coccari stresses how AI agents will mechanize more of that CX underbelly, allowing teams to focus their time on higher-value work.
Yet, HubSpot isn’t only investing in agentic applications. It’s also pumping funds into various startups innovating across its platform. In doing so, the CRM stalwart hopes to build out its marketplace.
Other critical areas HubSpot Ventures will focus on in 2025 and beyond include core AI & AI agent development tools, data infrastructure, and FinTech & B2B Commerce.
Yet, in recent months, four companies have received investment from HubSpot Ventures, each of which is an agentic AI startup. These include 11x, Agency, TwelveLabs, and Artisan.
Agentic AI: The Announcements So Far
While brands like Verint have long championed the concept, the agentic AI hype train only really left the station with the launch of Agentforce by Salesforce.
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The unveiling of HubSpot’s Agent.AI came just days later at INBOUND 2024, and – since then – the train has reached impressive speeds.
Microsoft and SAP added rocket fuel, announcing efforts to transform their virtual assistants – Copilot and Joule – into AI Agent hubs.
Meanwhile, the biggest players in the conversational AI space have also made big splashes. They include Cognigy, Kore.ai, and – of course – Google.
However, it’s also fascinating to consider the differentiators beyond AI Agent builders. IBM stands out here for launching an AI Agent orchestration tool. Meanwhile, Salesforce announced a Testing Center to help customers hone their creations when unveiling Agentforce 2.0.
There are many other examples, and all these innovations signal a bold new step in enterprise tech.
For CX leaders looking to catch up on the megatrend, check out our article: 18 Use Cases for Agentic AI in Customer Experience