HubSpot Feb 2026 updates: Concentrate’s top picks

February brought another round of useful improvements to HubSpot with updates focused on making teams more efficient, improving personalisation, and giving admins better control over their CRM.

As always, our team has picked a few favourites that we think will make the biggest difference for our clients.

Personalised website pages 

One of the coolest updates this month is that the Personalisation App now supports website pages.

Previously, you could personalise landing pages and CTAs, but not your main website pages. Now you can create audience-specific variants of your website pages in one place — without duplicating pages or manually editing modules.

That means you could show different content to:

• prospects vs customers
• different industries
• contacts from key accounts

Even better, HubSpot tracks performance across all variants so you can see what’s resonating with each audience.

*Availability: Content Hub Professional and Enterprise, Marketing Hub Professional and Enterprise.

Image: HubSpot

For marketers looking to improve conversion rates without building multiple pages, this is a big step forward.

Holly Spence

Head of HubSpot Success

Branded email templates

If multiple people in your team build emails, you’ll appreciate this one.

You can now apply your Brand Kit directly to HubSpot’s native email templates, meaning your logo, colours, and brand styling are automatically applied when you create a new email.

Instead of manually adjusting colours and design every time, you simply select your brand from the template dropdown and HubSpot does the rest.

It’s a simple update, but a great way to:

• Keep emails consistent
• Speed up campaign creation
• Make sure everything stays on brand (even when multiple users are creating emails).

 *Availability: All hubs and tiers. 

A great way to make sure emails sent by multiple users are staying on brand.

Holly Spence

Head of HubSpot Success

Granular create permissions for CRM objects

Admins now have granular permissions for creating CRM records.

Previously, if someone had permission to edit contacts, deals, or companies, they could also create new ones, which sometimes led to messy or duplicated data. This feature means you're not forced to trade off clean data with productivity.

* Availability: All hubs and tiers

Image: HubSpot

Now you can separately control who can create records and who can edit them, helping teams maintain cleaner CRM data while still allowing users to do their jobs.

Achan Bedi

Chief Technology Officer

Conditional scoring with "AND" for health scores

HubSpot has introduced conditional scoring rules for Health Scores, allowing you to use “AND” logic when assigning points.

Previously, if you wanted to score something based on multiple conditions, you often had to rely on workarounds like segment membership or workflow enrolment. Now, you can configure these rules directly within the Health Score builder.

There are two types of conditional scoring available:

• Fit scoring – combines multiple property criteria for a single record
• Engagement scoring – awards points when a specific event happens under certain conditions (for example, a call that lasts longer than 15 minutes)

For sales teams, this means more accurate scoring based on real engagement, helping prioritise the leads and customers most likely to convert.

Want to see it in action? Watch HubSpot's Demo Video

Availability: Professional and Enterprise Customer Platform, Service Hub Professional and Enterprise. 

Image: HubSpot

A small change in the builder, but a big improvement in how precisely you can track account health and buying signals.

Nathan Jessup

Business Development Manager

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