Why HubSpot (HUBS) Faces New Uncertainties as OpenAI Enters SaaS Sales and Marketing

• In late September 2025, OpenAI announced a suite of internal software applications aimed at core SaaS areas like sales, marketing, and customer support, raising sector-wide competitive concerns for companies including HubSpot.
• This move intensified discussions around the competitive threat of AI-native solutions and prompted industry incumbents to accelerate their own AI integration strategies to maintain relevance.
• We'll examine how OpenAI’s direct push into sales and marketing software influences HubSpot’s investment narrative and future growth considerations.

This technology could replace computers: discover 26 stocks that are working to make quantum computing a reality.

HubSpot Investment Narrative Recap

To own HubSpot today, investors need confidence in the company’s ability to sustain strong growth by integrating AI across its platform, while defending its leadership serving SMBs in a sector facing structural change. The risk posed by OpenAI’s new AI-native tools is now clearly in focus, potentially challenging HubSpot’s customer acquisition and retention strategies, yet it does not fundamentally alter the company’s most critical near-term catalyst, rising adoption of AI-powered features and progression to sustainable profitability.

Recently, HubSpot introduced The Loop, an AI-centric playbook aimed at elevating human-AI collaboration in marketing, sales, and service workflows. This launch is especially timely against new competitive threats, positioning HubSpot to build engagement and reinforce its value as customers rethink their tech stacks in light of emerging alternatives.

By contrast, investors should be aware of the growing risk that continued disruption from AI-native competitors could pressure HubSpot’s pricing power and...

Read the full narrative on HubSpot (it's free!)

HubSpot's narrative projects $4.6 billion in revenue and $388.4 million in earnings by 2028. This requires a 17.1% yearly revenue growth rate and an increase in earnings of $400.3 million from the current level of -$11.9 million.

Uncover how HubSpot's forecasts yield a $695.33 fair value, a 56% upside to its current price.

Exploring Other Perspectives

Simply Wall St Community members offered nine fair value estimates on HubSpot ranging from US$243.84 to US$744.28 per share. As competitive AI offerings increase, these differing outlooks reflect just how much the future hinges on HubSpot’s ability to evolve its platform and compete for long-term growth.

Explore 9 other fair value estimates on HubSpot - why the stock might be worth as much as 67% more than the current price!

Build Your Own HubSpot Narrative

Disagree with existing narratives? Create your own in under 3 minutes - extraordinary investment returns rarely come from following the herd.

• A great starting point for your HubSpot research is our analysis highlighting 4 key rewards that could impact your investment decision.
• Our free HubSpot research report provides a comprehensive fundamental analysis summarized in a single visual - the Snowflake - making it easy to evaluate HubSpot's overall financial health at a glance.

No Opportunity In HubSpot?

Opportunities like this don't last. These are today's most promising picks. Check them out now:

• Uncover the next big thing with financially sound penny stocks that balance risk and reward.
• AI is about to change healthcare. These 31 stocks are working on everything from early diagnostics to drug discovery. The best part - they are all under $10b in market cap - there's still time to get in early.
• The latest GPUs need a type of rare earth metal called Dysprosium and there are only 33 companies in the world exploring or producing it. Find the list for free.

This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.

Have feedback on this article? Concerned about the content? Get in touch with us directly. Alternatively, email editorial-team@simplywallst.com