HubSpot Insights Ends: Breeze Intelligence for Better Data enrichment

Starting March 17, 2025, **HubSpot Insights** will no longer automatically enrich company records for free. HubSpot is transitioning to Breeze Intelligence to address some of the shortcomings of Insights, such as outdated or incomplete data. Breeze’s AI-driven model aims to ensure accuracy and deeper insights by analyzing larger datasets and providing timely updates tailored to user needs. This shift addresses some of the limitations of HubSpot Insights and introduces a credit-based model, ensuring that users only pay for the enrichment they need while benefiting from enhanced AI-driven insights.

In this post, we’ll break down what this change means for your workflows, explore how HubSpot Breeze compares to other data enrichment solutions like ZoomInfo, and provide practical steps to help you make a smooth transition.

What’s Changing with HubSpot Insights?

For years, HubSpot Insights has been a free tool for automatic data enrichment. It’s been the engine behind filling in properties like annual revenue, industry, and location based on company domains. However, as of March 17, 2025:

1. Existing Insights data stays part of your records, but won’t update – The historical data will remain, but you won’t get fresh updates.
2. Company names will still auto-populate based on domains.
3. No more free enrichment for new company records – You’ll need to manually add details or opt into an alternative solution.
4. The Intelligence tab will remain available and provide more comprehensive insights, that you can manually add to records.

NB If your lists, workflows, lead scoring, or routing rely on this data, it’s essential to adjust your processes now to avoid disruptions.

Meet Breeze Intelligence: HubSpot’s Next-Gen Data Enrichment

To build on the benefits of automatic enrichment, HubSpot now offers Breeze Intelligence – an AI-powered solution available as an add-on for HubSpot Starter, Professional, and Enterprise subscriptions. Data enrichment can be paid for by purchasing credit based addon subscriptions which gives you a number of monthly credits to use for data enrichment. 

Breeze takes data enrichment to the next level with:

AI-Powered Updates: Faster and smarter data processing, ensuring more accurate and reliable data that helps users make better business decisions.

Comprehensive Enrichment: Advanced insights tailored for dynamic business needs. For example, with Breeze Intelligence, a sales team could quickly gather actionable insights like a target company’s recent funding round, updated revenue data, or even shifts in leadership. These insights were often less comprehensive or outdated in HubSpot Insights, making Breeze a more effective tool for staying informed. This allows for more informed conversations and better-targeted outreach, all directly integrated into the HubSpot platform for seamless use.

Seamless Integration: Works natively within HubSpot’s ecosystem.

Enrichment features of Breeze Intelligence. Image source: Unboxing Breeze Intelligence - Say Goodbye to Incomplete Records

Unlike HubSpot Insights, Breeze operates on a credit system, meaning you pay for the data you use to enrich your records. At the time of writing these were the listed price indication for breeze credit packs:

Image source: Breeze addons section on HubSpot product pricing page. Click the image to see up to date pricing within your HubSpot portal. 

Each record that is enriched with breeze intelligence will cost 1 addon credit.  Note that the bigger packs offer better cost per credit so these may over better value for Hubspot portals with bigger or fast growing datasets. Consult the HubSpot product documentation or contact your HubSpot account manager for assistance to select the appropriate add on for your HubSpot subscription.

Comparing Breeze Intelligence and ZoomInfo

When exploring alternatives, ZoomInfo often comes up as a leading third-party solution for data enrichment. Let’s compare Breeze and ZoomInfo on key factors:

Cost Advantage: While Breeze Intelligence’s pay-as-you-go model is not longer free, it offers flexibility for small to mid-sized teams and is reasonably priced, while ZoomInfo’s subscription model can be cost-prohibitive unless you have a large budget and enterprise-level needs.

Ease of Transition: Since Breeze is part of HubSpot, there’s no need to invest in separate integrations or train teams on a new platform. It’s designed to keep your workflows as streamlined as possible.

Practical Steps for Transitioning to Breeze

You should make sure that you are ready for the shift from HubSpot Insights to Breeze Intelligence. before March 17th. Here are some tips to make sure you are ready. 

1. Audit Your Current Automations:

• Review lists, workflows, and lead scoring tied to Insights data.
• Identify which properties are most critical for enrichment.

2. Explore Breeze Intelligence:

• Contact your HubSpot partner (that’s us!) to learn more about Breeze credits and pricing.
•  Opt into the Breeze Intelligence Beta for early access.

3. Adjust Your Data Enrichment Workflows:

• Replace reliance on HubSpot Insights with manual updates or Breeze-powered automation.
• Use the Intelligence tab for deeper insights when creating new records.

4. Evaluate ZoomInfo and other third party tools (If Needed):

• For businesses needing data outside the HubSpot ecosystem, take some time to compare the cost, capabilities and integration options of third party solutions against Breeze.
• Ensure compatibility with your existing CRM workflows.

• Ensure everyone understands the new process for data enrichment and how Breeze fits into your strategy.

Have a look at this replay of the Boston HubSpot User Group's Unboxing Breeze Intelligence event, where Lisa Edwards from HubSpot's Product Marketing Team, Demo's data enrichment in HubSpot using breeze:

The end of HubSpot Insights may feel like a big shift. Whether you’re ready to dive into Breeze or weighing your options with ZoomInfo, we are here to help.

Feel free to reach out to us to discuss your data enrichment strategy, explore Breeze credits, or get expert advice on optimizing your HubSpot setup.