HubSpot is betting big that its partners will turn software into gold as the internet shifts from a network of websites into a playground for AI agents.
According to data from the 2026 HubSpot Partner Report — The State of Ecosystems — the customer platform’s partner network has been named one of the top 10 ecosystems in the world by Partnership Leaders.
Research from IDC backs up this momentum, projecting that the total revenue opportunity for HubSpot partners will more than double to $42 billion by 2030, climbing at a 21.8% compound annual growth rate (CAGR).
Navigating the agentic era
The foundation of this rapid growth is a fundamental transformation in how businesses interact with technology.
Zack Kass, Global AI Advisor and former Head of GTM at OpenAI, notes in the report that the traditional browsable web of pages and APIs is giving way to an “agentic internet” built on shared context and systems of action.
“Ecosystems, in particular, take on new weight,” Kass states. “They are no longer peripheral networks of partnerships. They become operating systems—the places where intelligence is applied, shaped, and made useful.”
Kass adds that while HubSpot’s platform holds the critical customer data, “The partners make it matter.”
Widening HubSpot app ecosystem serving nearly 300,000 customers
To capture this momentum, HubSpot is leaning into its 299,000 customers and its thriving app ecosystem, which already boasts 3 million total installations.
Upmarket customers are leading the charge, utilizing an average of more than 16 integrated apps.
“Software built for humans has to evolve to be accessible by agents—that’s the transition Aircall and HubSpot are building for together,” says Scott Chancellor, CEO of Aircall.
Where the money is moving
The massive $42 billion market expansion is being driven by critical shifts across the mid-market and advanced AI segments:
- AI-first engagements: Deploying, productizing, or operationalizing AI is the fastest-growing slice of the partner market. IDC projects AI-first revenue to balloon from $6.7 billion in 2026 to $18 billion by 2030, a 28.4% annual growth rate.
- Mid-market momentum: Mid-market accounts are scaling up complex setups, with deals valued at over $10,000 growing 41% year over year in 2025. IDC expects the mid-market opportunity alone to cross $11 billion by 2030.
- Reimagined marketing: Driven by the launch of Loop Marketing and HubSpot AEO, services and apps focused on transforming marketing are expected to double from $10 billion to $20.1 billion by 2030.
- Geographic specialization: Regional focus is becoming a significant advantage. The Americas currently account for 58% of the total partner opportunity (with the US at $9.8 billion), while Europe contributes $6.1 billion, projected to rise to $13.4 billion by 2030.
To help smooth the path for larger enterprise deals, HubSpot has also launched on the AWS Marketplace, allowing buyers to use their eligible AWS cloud spend via private offers.
An open, coherent future
As tech environments become more complicated, HubSpot executives emphasize that transparent collaboration will remain core to their product strategy.
“We built our whole business on the notion of working with a thriving partner ecosystem,” says Duncan Lennox, Chief Product & Technology Officer at HubSpot. “We’re very motivated to make sure that we’re not just building a product portfolio that solves our customer’s problems, but that enables our partners to be successful as well.”
Angie O’Dowd, Global VP of Platform & Partner Ecosystem at HubSpot, reiterates that the company’s approach to the agentic era is firmly guided by three distinct principles: “customer value above all, open by design, and trusted by default.”
With mid-market deals accelerating and AI adoption outpacing broader software trends, the report outlines a clear directive for the tech ecosystem: the infrastructure is ready, the data moats are dug, and the revenue is there for partners who move quickly.