Posted by Max Greenwald · Co-founder & CEO, Warmly
Today, we’re announcing that Warmly has entered into an agreement to be acquired by HubSpot.
Six years ago, Carina Boo, Alan, and I started Warmly with an idea about how go-to-market could work better. We never imagined it would lead us here.
The world was different. AI agents weren’t running go-to-market workflows. MCP wasn’t a protocol. The phrase “inbound agent” didn’t exist yet.
Engineering had become cohesive, scalable, and extensible. Go-to-market was not. Its tools and context were siloed, its data was often stale, and teams struggled to coordinate the right buyer experience in real time. We believed go-to-market could become just as rigorous if it had the right building blocks.
So we set out to answer the 4 foundational questions systematically:
Who is the buyer? What do they care about? When do they care? How do we help?
Our first building block was intent. Warmly became best known for person-level website intent, helping companies identify more than half of the visitors who never filled out a form.
But insight without action has limited value. So we built Inbound Agent to turn intent into personalized conversations, meetings, and follow-up. Every interaction added context and learnings that improved the next inbound interaction.
Then TAM Agent took that loop beyond the website, helping teams engage ideal-fit buyers before they arrived. Inbound informed outbound. Outbound created new inbound. Every interaction made the next one more relevant.
The deeper we went into AI, the clearer it became: as execution gets easier to scale, judgment becomes more valuable. Marketing comes back to its most fundamental question: how do we actually help buyers and earn their attention?
HubSpot has spent more than twenty years building an integrated platform for the customer journey. Its hubs, data, workflows, and products were designed to work together rather than forcing customers to stitch together dozens of disconnected systems.
What stood out to us was not only the breadth of the platform, but the coherence underneath it.
When we got to know Yamini, Jared, Angela, and the broader HubSpot team, the fit became clear. HubSpot’s starting point has always been the customer, not the technology. We share a belief that the next generation of GTM will be built by people and agents working as one system. Agents carry context and learning from outcomes, and people bring judgment, taste, and empathy.
“The gap between building demand and winning deals is one of the hardest problems in GTM, and Warmly has cracked it in a way that directly benefits HubSpot customers. We’re excited to welcome the team to HubSpot.”
— Angela DeFranco, GM, VP of Product, HubSpot
What this means for Warmly customers
Today, your existing contract, pricing, account team, product experience, and integrations remain unchanged. Warmly’s agents will continue running as they do.
We remain focused on serving you and delivering on our commitments.
Longer term, our ambition is to make Warmly even more powerful for our customers by connecting our context and agent capabilities across HubSpot’s customer platform.
A thank you
To the customers, investors, advisors, partners, and supporters we’ve had the privilege to know and work alongside: thank you. Your trust, candor, and belief gave us the room to learn, adapt, and become the company we are today. We’re grateful for everything we’ve built together and honored to keep serving this community.
To the Warmly team, past and present: you took on one of the hardest and fastest-moving problems in B2B and built something real. You also had the courage to reinvent Warmly as the market changed, without losing sight of the customer. This milestone belongs to you.
What comes next
I keep coming back to the responsibility in front of us.
AI is moving faster than any one of us can fully absorb. As agents become part of more marketing, sales, and customer experiences, they are going to shape how millions of people interact with businesses.
Those experiences can become dramatically more useful or dramatically more intrusive.
We have the privilege and responsibility to help guide this toward something better: experiences that arrive with context, help instead of interrupt, and earn the trust they ask for.
That work is bigger than what any one company can do alone. We’re honored to continue it with HubSpot and to build the next chapter the way we always have.
Signing off as we’ve always done, but this time with more excitement than ever.
Warmly,
Max