Gross Retention excludes expansion - it shows pure churn / contraction loss. The gap between NRR and GRR is the expansion lift.
Peak NRR of 115.2% in FY2021-Q4. Latest is 103% - that's -12.2pp from peak.
HubSpot is below the Sales & Marketing Tech Public median by -3.5pp (cell median: 107%)
HubSpot (HUBS) is a sales & marketing tech company at the public stage. As of its most recent disclosure (FY2026-Q1), HubSpot reported a Net Revenue Retention rate of 103% - a mid-pack result for B2B SaaS at this segment.
HubSpot's NRR peaked at 115.2% in FY2021-Q4, 12pp above today's level. Over the past three years, the metric has contracted by 12pp. The most recent quarter lost 2pp QoQ.
Within its peer set (sales & marketing tech companies at public stage in the $5k-$25k acv band), HubSpot's NRR is below the cell median of 107%. Compare against the full peer cell aggregate for distribution and top performers.
Contract shape and forward-booked revenue.
Health scores, usage, and time-to-value when disclosed.
Logo flow per period (count-side complement to dollar-based NRR).
Revenue, ARR, and team-size denominators for the productivity ratios.
Support tiers: Starter · Professional · Enterprise
CS team segments: Starter · Professional · Enterprise
CSM model: hybrid
Education programs: INBOUND
Customer Advisory Board: Yes
Top customer exec: Yamini Rangan - Chief Customer Officer (since 2020) · reports to CEO
CCO comp tied to retention: Yes - 70% ARR install base and 30% non-GAAP operating income
Computed from the data above. Shows where value comes from and where leakage hides.
Named CS initiatives across recent disclosures (newest first).
AI that powers the customer platform, including Smart CRM and engagement Hubs.
"Breeze is our AI that powers the customer platform, including our Smart CRM, engagement Hubs"
Evolution of a flexible, usage-based model that lets customers pay as they grow.
"Introduced HubSpot Credits: the evolution of our flexible, usage-based model that lets customers pay as they grow."
AI agents including Customer Agent, Prospecting Agent, and Data Agent to handle support and outreach.
"Expanded Breeze Agents significantly, including: Customer Agent becoming available to all Pro and Enterprise customers"
A fundamentally different way of doing marketing in an AI era launched to lead the AI revolution.
"We have now pioneered a fundamentally different way of doing marketing in an AI era with Loop Marketing."
Moved Customer Agent to per resolved conversation and Prospecting Agent to qualified leads recommended.
"we recently updated our pricing for agents to match... Customer Agent has moved to consuming credits based on resolved"
Transformation of sales and success motions to focus on agentic use cases and proof of value trials.
"we now have an agent-first go-to-market motion from demand generation to prospecting to customer success"
Embedding AI agents (Customer, Prospecting, Data) across the platform to drive growth outcomes.
"We are the agentic customer platform of choice for scaling companies"
New pricing levers including Core Seats with Breeze Assistant and usage-based credits for AI agents.
"we see two emerging growth levers: Core Seat adoption and credits"
Challenges acknowledged by management. Useful peer signals - your team is probably not alone.
Global economic conditions, inflation, and geopolitical conflicts impacting customer spending.
"results of operations may be significantly influenced by general macroeconomic conditions... rising inflation"
User complaints regarding the platform getting expensive quickly and mandatory annual contracts.
"Ongoing user complaints focus on HubSpot's pricing model... platform getting "expensive really quickly""
Concerns over OpenAI software applications potentially competing with existing SaaS offerings.
"HubSpot shares fell significantly after OpenAI announced new internal software applications"
Deliberate investment in training sales reps on AI innovations reduced sales capacity in April.
"investment in April to train our sales reps on the Spring Spotlight innovations... reduced sales capacity"
New pricing and trial models for AI agents may extend sales cycles as customers evaluate value.
"these changes may extend sales cycles as customers evaluate our agents and AEO as part of broader purchases"
Search traffic is declining as AI-generated answers become the starting point for discovery.
"Search traffic is declining as AI-generated answers become the starting point for product and brand discovery."
Curated quotes about customer outcomes, retention, renewals.
"Our focused efforts across product and customer success teams led to increased usage, fewer downgrades, and reduced churn."
"Q4 customer dollar retention remained healthy in the high 80s, and net revenue retention increased two points sequentially to 104%"
"Customer Agent adoption has doubled in three months, now serving over 2,500 customers with average resolution rates of over 50%."
"We continued to see healthy customer dollar retention in Q1, holding in the high 80s."
"Customer Agent is gaining traction... Resolution rates are now averaging 55%, up more than 5 points in just one quarter."
"Customer dollar retention remained in the high 80s in Q2. Net revenue retention was 103%"
Side-by-side NRR, customer cohorts, commercial structure, and CS motion.
HubSpot appears on 3 of our retention leaderboards.
Free to embed on your blog or board deck. Includes a small backlink to cust.co.
Or grab the data: JSON API →
| Period | NRR | GRR | Source type | Filing |
|---|---|---|---|---|
| FY2026-Q1 | 103% | 87% | earnings-call-transcript | source ↗ |
| FY2025-Q4 | 105% | 88% | earnings-call-transcript | source ↗ |
| FY-2025 | 103.5% | - | 10-K | source ↗ |
| FY2025-Q3 | 103% | 88% | earnings-call-transcript | source ↗ |
| FY2025-Q1 | 102% | 88% | earnings-call-transcript | source ↗ |
| FY2024-Q4 | 104% | 87% | earnings-call-transcript | source ↗ |
| FY-2024 | 101.8% | - | 10-K | source ↗ |
| FY2025-Q2 | 103% | 88% | earnings-call-transcript | source ↗ |
| FY2024-Q1 | 102.2% | - | 10-K | source ↗ |
| FY-2023 | 103% | - | 10-K | source ↗ |
| FY2023-Q1 | 110.3% | - | 10-K | source ↗ |
| FY2022-Q2 | 103.9% | - | 10-K | source ↗ |
| FY2021-Q4 | 115.2% | - | 10-K | source ↗ |
Generate a live retention report against HubSpot and your full peer cell. Ungated. Downloadable as PDF.