HubSpot Data Quality, by Hubjoy

HubSpot Data Enrichment: Free, Powerful, Off by Default

August 6, 2026

HubSpot data enrichment fills in and refreshes contact and company records using HubSpot's commercial dataset, third-party providers, and public web data. It started life as Breeze Intelligence on paid credits; since September 2025 it is included with every paid HubSpot tier and consumes no credits. Contacts need a business email, companies need a domain, and you control exactly which properties it can touch.

AVAILABLE ON

Starter, Professional, and Enterprise of every hub, plus Smart CRM and Revenue Hub Professional and Enterprise. Free portals do not get it.

COST

Free. Contact and company enrichment stopped consuming credits in September 2025. Two related features, smart properties and buyer intent, still bill HubSpot Credits. Enrichment also feeds the rest of the stack: populated fit properties are what make lead scoring trustworthy, and enrichment columns can fill gaps inside Data Studio datasets.

BEFORE YOU START

A Super Admin to configure settings, the Data enrichment access permission for anyone who enriches, business emails on contacts, and domains on companies. Everything is off by default.

What is HubSpot data enrichment?

It is HubSpot's built-in data completion layer. Give it a contact with a business email or a company with a domain, and it fills in the rest: job title, seniority, location, industry, revenue, employee count, and roughly forty properties in all. It grew out of HubSpot's Clearbit acquisition, shipped as Breeze Intelligence in 2024, and quietly became plain "data enrichment" once HubSpot folded it into the Smart CRM.

The matching is deliberately narrow. For contacts, HubSpot looks up first name, last name, and work email. For companies, just the domain. It checks those identifiers against its commercial dataset, third-party providers, and the public web, weighs the sources against each other, and writes the winning values into your properties. A human quality assurance team reviews the dataset behind it.

How does HubSpot data enrichment work?

There are three enrichment behaviors, and the difference between them is what keeps your data safe:

Automatic. Enriches new records as they are created. Fills empty properties only and never overwrites a value set by a person or another system.
Manual. Enrich one record from the Intelligence tab, or in bulk from an index page (100 at a time), a segment, an import, or a workflow. You choose whether it fills blanks or overwrites.
Continuous. Refreshes previously enriched values monthly as new data appears, and backs off a property the moment a human edits it.

Since early 2026 you also get per-property control: map enrichment output to your own custom properties and set an overwrite rule for each one - fill empty values only, fill and overwrite, or do not fill. An activity log in settings shows who enriched what, when, and how it was triggered.

What data does it actually fill in?

HubSpot's default enrichment list covers 14 contact properties and 26 company properties. The highlights:

Contacts

Who they are: Job title, employment role, sub role, and seniority, first and last name.

Location: City, state, country.

Digital footprint: LinkedIn URL.

Companies

Who they are: Company name, description, keywords, year founded, public or private.

Firmographics: Industry and industry group, annual revenue and revenue range, employee count and range, total money raised.

Location: Street address, city, postal code, state, country.

Digital footprint: Website, LinkedIn, Facebook, and X pages, web technologies, phone number.

What is NOT on the list matters just as much. Enrichment will not find an email address or a direct phone number for a contact. It completes records you can already reach; it does not source new ways to reach them.

What does HubSpot data enrichment cost?

Since September 2025, nothing. At INBOUND 2025 HubSpot announced that contact and company enrichment is included with every paid subscription, and the current knowledge base is blunt about it: data enrichment does not consume HubSpot Credits. That closes out a two-year pricing saga - Breeze Intelligence launched in 2024 with paid credit packs, those credits were converted into the unified HubSpot Credits system in mid 2025, and then standard enrichment left the credit model entirely.

Contact and company enrichment - Credits: No

Automatic, manual, bulk, and continuous - all included on paid tiers.

Smart properties - Credits: Yes

AI-computed properties bill HubSpot Credits from the shared pool.

Buyer intent - Credits: Yes

Intent signals bill HubSpot Credits; capacity packs and pay-as-you-go available.

Worth knowing if you are budgeting: the two features that still consume credits share one pool with every other Breeze and AI feature in your portal.

What does it do for your business?

Enriched fields are what make the rest of HubSpot work. Segmentation needs industry and company size. Lead scoring needs seniority and revenue. Routing needs geography. LinkedIn outreach through a tool like FirstTouch needs a filled LinkedIn URL. Form shortening needs the enrichment dataset so you can ask three questions instead of nine and still get a complete record. Thin data is the quiet reason most of those systems underperform.

The dataset has also gotten materially better. In March 2026 HubSpot expanded EU contact coverage, made enrichment run on partial data (it can now infer a name from an email address), and reported company match rates of up to 95%. Our take: this is the easiest data-quality win in HubSpot right now. It is free, it is off by default, and most portals we open have never turned it on.

Who it is NOT for, honestly:

Lists built on personal email addresses. Gmail and Yahoo contacts will not enrich at all, so most B2C databases get very little from it.
Outbound teams that need direct dials and verified emails. Enrichment describes people; it does not find contact information.
Databases full of tiny or offline companies. Match quality tracks public web presence, and practitioners consistently report thinner results for small local businesses.

How Hubjoy configures data enrichment

This is the setup order we use in client portals, built around one principle: decide the overwrite rules before the tool touches a single record.

Permissions first. Data enrichment access is flagged as a critical permission for a reason. It goes to admins and ops, not to every rep with a seat.
Mapping before toggles. Set the per-property overwrite rules up front: fill-empty-only for names, fill-and-overwrite for job title and seniority so they stay current, do-not-fill for anything another system owns.
Automatic for new records only, at first. Turn on auto-enrichment for new records, leave continuous off, and spend a couple of weeks spot-checking what comes back against reality.
Then continuous. Once the output has earned trust, switch on the monthly refresh, and only then consider the overwrite-incorrect-values option that rides along with it.
Wire it into the revenue system. Enriched seniority and company size flow into lead scoring, geography into routing, industry into segmentation. Pretty records are not the point; scoring and routing that work are.
Know its ceiling. We keep a third-party waterfall enrichment tool in the stack for clients whose outbound needs verified emails or phone numbers. HubSpot fills in who someone is; it does not find how to reach them.

The gotcha we watch for: the workflow Enrich Record action carries its own overwrite setting, and it overrides the mapping rules you set in enrichment settings. One workflow configured to overwrite will happily clobber values you thought were protected by fill-empty-only. Audit every workflow using that action before you trust your rules.

Frequently asked questions

Is HubSpot data enrichment free?

Yes, on every paid tier. Since September 2025, contact and company enrichment is included with Starter, Professional, and Enterprise subscriptions and does not consume HubSpot Credits. Free portals do not get it, and two related features, smart properties and buyer intent, still bill credits.

What happened to Breeze Intelligence?

The name is effectively retired for enrichment. The feature launched in 2024 as Breeze Intelligence with paid credit packs, those credits were converted into the unified HubSpot Credits system in mid 2025, and at INBOUND 2025 HubSpot made standard enrichment free for all paid customers. HubSpot's documentation now just calls it data enrichment.

What data does HubSpot enrichment fill in?

About 40 default properties. For contacts: job title, employment role and seniority, name, city, state, country, and LinkedIn URL. For companies: industry, annual revenue, employee count, description, keywords, address, phone number, web technologies, social pages, year founded, and more. It does not find email addresses or direct phone numbers for contacts.

Where does HubSpot's enrichment data come from?

Three places: HubSpot's own commercial dataset, third-party data providers, and publicly available information from across the web. Values are scored against their sources and reviewed by a human quality assurance team. When you enrich, limited business data can be contributed back to the shared dataset, and individuals can opt out of it.

Will enrichment overwrite data my team entered?

Not unless you tell it to. Automatic enrichment only fills empty fields and never overwrites values set by a user or another system. Continuous enrichment stops touching a property the moment someone edits it. Manual enrichment and per-property mapping rules let you choose overwrite behavior yourself. One exception: a workflow's Enrich Record action carries its own overwrite setting that overrides your mapping rules.

Why didn't my record get enriched?

The usual reasons: the contact has a personal email address like Gmail or Yahoo (a business email is required), the company record has no domain, or HubSpot has no new data for it. Match quality also tracks web presence, so small or offline companies come back thin. HubSpot reported company match rates of up to 95% as of March 2026.

Do we still need a third-party enrichment tool?

It depends what you need. For firmographics, titles, and segmentation data, native enrichment now covers most teams at zero cost. If your outbound motion needs verified email addresses or direct phone numbers, you still need a waterfall enrichment tool, because HubSpot's enrichment does not source contact information at all.

See what we'd fix in your portal

Enrichment settings, overwrite rules, scoring, routing - we will tell you what to turn on and in what order. Thirty minutes, no pitch.

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