This guide explains what HubSpot's data enrichment, which it launched as Breeze Intelligence, fills on a company record, how it behaves when a record already holds data, and what an outside feed of dated company signals adds to it. It is written for the revenue operations or marketing lead who owns the HubSpot account and must decide whether the built-in data is enough. Every statement about HubSpot comes from its own pages, read on 4 October 2026 and linked below.
The name, and what HubSpot calls it now
HubSpot introduced Breeze Intelligence in 2024, and its launch announcement describes it as a data enrichment and buyer intent solution, with form shortening as a third part. HubSpot's current pages use the names of the functions. The help article is titled Get started with data enrichment, although its web address still carries the older name, and the product and services catalogue lists enrichment features, buyer intent features and form shortening without the Breeze Intelligence name. Breeze remains HubSpot's name for its AI agents and features across the platform. This guide says data enrichment for the feature and Breeze Intelligence for the 2024 launch.
What it fills on a company record
For a company, the help article says HubSpot uses the company domain to find the data, which comes from HubSpot's commercial dataset, third-party providers and publicly available information on the internet. The article on enriching contact and company data lists the default company properties that can be filled. They include annual revenue, revenue range, number of employees, employee range, industry, industry group, year founded, total money raised, whether the company is public, company keywords, a description, address and phone fields, a website, social profile links and web technologies. HubSpot's reference for default company properties says what several of these hold.
| Property | What HubSpot says it holds |
|---|---|
| Industry | The type of business the company performs, chosen from about 150 predefined options by default |
| Number of employees | The total number of people who work for the company |
| Employee range | The numeric range of the company's employees, useful for segmenting by size |
| Annual revenue | The actual or estimated annual revenue of the company |
| Revenue range | A numerical estimate of annual revenue, as a range |
| Total money raised | The amount of money the company has raised |
| Is public | Whether the company is publicly traded |
| Web technologies | The web technologies the company uses, from options that cannot be edited |
These are attributes: each states what a company is as of the latest enrichment.
How it behaves on records that already hold data
The help article describes three ways to run enrichment. Automatic enrichment is off by default and enriches new records as they arrive. Individual enrichment lets you choose the properties for one record. Bulk enrichment runs on a selection from an index page, limited to 100 records at a time, or on a segment, on an import, or from a workflow with the Enrich Record action. What it does to a value that is already there depends on the mode:
- Automatic enrichment fills blank properties and does not overwrite values set by a user or another system.
- Manual enrichment can fill blanks or overwrite existing values, and you choose which.
- Continuous enrichment updates properties that enrichment filled earlier, and stops for a property once a user or another system edits it.
Records show enrichment activity on their timeline, and a Has been enriched property can filter them. The help article also says data enrichment does not consume HubSpot credits, while smart properties do.
The last rule in the list matters to anyone adding outside data. A value written by another system into a property that HubSpot enriches ends continuous enrichment for that property, so outside data belongs in properties of its own. The companion guide to bringing external company signals into HubSpot builds on that rule.
Buyer intent and smart properties
HubSpot's catalogue lists the buyer intent features apart from enrichment. Intent signals track chosen companies and contacts and add signals such as funding announcements, high-intent page visits and job changes to them. Research intent identifies companies that are researching topics relevant to what you sell. The article on configuring buyer intent sets criteria on visits to your own pages: the page path, a minimum number of visits, a minimum number of unique visitors, a time period within the last 90 days and a country taken from the visitors' IP addresses. It says credits are used when companies are added, not for tracking their signals.
Smart properties are a separate feature. The catalogue describes them as AI research on your records, drawing on CRM data, calls, emails and the web, with each answer reviewed before it is saved to the record.
What dated company signals add
A profile says what a company is. A dated signal says what it did and when. Fokals delivers the second kind, and each record carries the time it was observed. Daily and weekly tables are written once after the period closes and never revised, so the history you store is the history that was published. The table sets questions a seller asks beside the dataset that records the answer, and the data dictionary defines every column named.
| A question a seller asks | Fokals dataset and columns |
|---|---|
| Did the company just add or drop a tool? | Technology Changes (company_tech_events): observed_at, change, key, technology_name |
| Since when has it run a tool? | Technology Stack (company_technologies): first_seen_at, last_seen_at |
| Is it hiring faster this month, and for which function? | Hiring Activity (company_hiring_daily): new_postings, closed_postings, by_function |
| How strongly do its public actions point to a topic, and why? | Intent Scores (company_intent_weekly): score, surge, evidence |
| Did it announce a launch, a partnership or a leadership change? | Company News (company_news): at, event_types, roles, url |
| How many people does it say it employs, and as of when? | Employee Headcount (company_headcounts): as_of, employees, source |
The shapes differ. In HubSpot, web technologies is one property on the company record. In Fokals each technology on each website is a row of its own in Technology Stack (company_technologies), with its first-seen and last-seen dates, and each adoption, removal or migration is a dated row in Technology Changes (company_tech_events). Fokals recognises 6,283 technologies in 68 categories.
A worked case shows the gap. A rep opens the record of Acme Robotics, an illustrative company. HubSpot's enrichment shows an employee range and its web technologies. The questions a call needs are different. Have those technologies changed this month? Is the company hiring for the function you sell to? Did it announce anything? Each is a query on one Fokals dataset and returns dated rows.
Fokals intent is built only from what a company itself does in public: a tool added to its site, a role opened, a filing made, an announcement. It uses no browsing data, no publisher co-operative and no advertising bid stream, so every score carries the dated signals behind it. The visit-based intent in HubSpot's configuration article is a separate input that comes from HubSpot's own tools. The intent dataset and the marketing stack dataset describe what Fokals delivers.
A test before you decide
Three measures settle whether built-in enrichment is enough for your records.
- Fill rate. The share of company records with a value in each property you use, counted from an export before enrichment and again after it. HubSpot's Has been enriched property separates records that went through enrichment from those that did not.
- Agreement. Take a sample of enriched records, check each value against the company's own website by hand and count how many are right, by property.
- Unanswered questions. List what a rep asks before a call that no property answers, such as which tool changed this month.
The first two measure HubSpot's data. The third sizes the gap that an outside feed would fill.
When enrichment is enough, and when it is not
If the need is to fill blanks on company and contact records inside HubSpot with no pipeline to build, built-in enrichment is built for exactly that. It identifies a company by its domain, runs where the records are and, according to its help article, does not consume HubSpot credits. It also enriches contacts: the article says contact enrichment uses a first name, last name and work email.
Fokals fits when you need dated changes with their evidence, hiring and intent by topic, announcements and filings, or one stable Fokals company ID that carries the listing identifiers of a listed parent, and when the same data should also feed a warehouse or other tools. Fokals is delivered direct, by REST API and as bulk files in JSON, JSON Lines or CSV, which your team loads into HubSpot properties through the CRM API and into a warehouse with its own loader. Datasets refresh daily or weekly.
Frequently asked questions
What is HubSpot Breeze Intelligence?
HubSpot introduced Breeze Intelligence in 2024 as a data enrichment and buyer intent solution for its CRM. Its product catalogue and enrichment pages now describe data enrichment, buyer intent and form shortening as features without the Breeze Intelligence name, although the web address of the enrichment help article still carries it. Enrichment fills properties on contact and company records, and a company is identified by its domain.
Does HubSpot data enrichment use credits?
HubSpot's help article says data enrichment does not consume HubSpot credits, while smart properties do. Its article on buyer intent says credits are used when companies are added to tracking, not for tracking their signals. The subscriptions that include enrichment are listed in the help article, and HubSpot's own pages give the current terms.
Which company properties does HubSpot data enrichment fill?
HubSpot lists default company properties including annual revenue, revenue range, number of employees, employee range, industry, industry group, year founded, total money raised, whether the company is public, company keywords, description, address and phone fields, website, social profile links and web technologies. A company must have a domain to be enriched.
Will enrichment overwrite data I already hold?
Not in automatic mode: HubSpot says automatic enrichment fills blank values and does not overwrite values set by a user or another system. Manual enrichment can fill blanks or overwrite, as you choose. Continuous enrichment updates properties it filled earlier and stops for a property once a user or another system edits it.
Can I add outside company signals to HubSpot records?
Yes, through custom properties and the CRM API, which your own team runs. Fokals is delivered direct, by REST API and as bulk files, and your team loads the data into HubSpot with the CRM API. Write it to separate properties, because an outside edit to an enriched property stops continuous enrichment for it. The companion guide shows the property design, the match on domain and the batch calls.
What this page says about the products it names was checked against their public documentation on 4 October 2026. Product and company names are trademarks of their owners. Fokals is not affiliated with them or endorsed by them.