HubSpot acquired Warmly, an AI sales-intelligence startup whose technology identifies buying intent, de-anonymizes website visitors, and automates prospect outreach by continuously monitoring customer signals, for an undisclosed amount. The deal advances HubSpot's push to turn its CRM into an AI-powered customer platform, adding intent detection and AI-driven sales execution without building the capabilities in-house. Warmly, founded six years ago by Maximus Greenwald, Carina Boo, and Alan, is best known for person-level website intent that identifies more than half of visitors who never fill out a form, plus its Inbound Agent and TAM Agent tools that turn that intent into outreach. Warmly said existing customer contracts, pricing, and product experience stay unchanged, with deeper HubSpot integration planned over time.
