On 2 July 2026 HubSpot emailed the Super Admins of accounts that use enrichment. From 4 August, the email said, enrichment data "such as business contact details, employer information, and email deliverability signals, may be shared with other customers." The wording is HubSpot's, as quoted in an investigation published the same day by BLACKOUT Advisory, which also traced the change back to a terms update of 18 September 2024 that first allowed customer-transmitted enrichment to be copied into HubSpot's commercial dataset. Six hundred and fifty-two days separate the terms change from the email, which is where the investigation gets its name.
I don't want to hate on HubSpot; I'm picking on it because I know it. At BookPrint I was an accredited HubSpot marketer on the free CRM and the paid automation, and I once exported my own form data through Zapier to import it back into the same product, because the two halves of the platform would not talk to each other at my pricing tier. What the enrichment change and the Zapier loop have in common is not a villain. It is architecture. A vendor's data structure and a vendor's business model are the same thing, and a vendor that holds your core will, sooner or later, price it.
Enrichment is the clearest case because the data was never really yours to begin with. Every contact your account enriched was drawn from a pool, and the pool got deeper with every customer who used it. A platform that sits on that kind of pool is sitting on an asset, and in 2026 the buyers for data assets are AI providers and enrichment resellers. The terms caught up with the asset in 2024. The email caught up with the terms in 2026.
For a business, the question this raises is not whether to leave HubSpot. It is a smaller and more useful one: where does the truth about my business live, and who else can read it? If the answer is inside a vendor's database, the honest description of that arrangement is a rented core, and the rent includes whatever the vendor decides to do with the pool. Own the core is the alternative, and it does not start with a platform migration. It starts with a simple system that writes down what the business actually decides, then a data layer the rented tools read from, so that the day a vendor's terms change, the tool is the thing you replace and not the thing you are.
Source: BLACKOUT Advisory, BTI-2026-0001, published 2 July 2026. Dates and the quoted wording verified against that investigation on 5 September 2026; HubSpot's own notice was not independently available to me, so the quotation is as reported there.