Brandwave

How popular isHubSpot?

In September 2026, people searched for HubSpot by name about 1.9 million times worldwide, a 14.7% increase from the previous year. These searches made up 28.9% of all global self service portal searches, placing HubSpot second out of six portals. When we asked both ChatGPT and Google AI Overviews about self service portals, HubSpot appeared in two of the five answers and was the joint third most recommended of the six.

Search and AI answers in September 2026

HubSpot is the second most searched of 6 competitors and the joint third most recommended in AI answers.

  1. SalesforceShare of searches 55.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  2. HubSpotShare of searches 28.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. ServiceNowShare of searches 7.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 2nd
  4. ZendeskShare of searches 5.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  5. FreshdeskShare of searches 1.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd

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Top self service portals in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HubSpot was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. HubSpot is the joint third most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Zendesk1st
  2. ServiceNow2nd
  3. HubSpot3rd
  4. Freshdesk3rd
  5. ManageEngine3rd
  6. Salesforce6th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Zendesk3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Salesforce2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HubSpot2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ServiceNow1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Freshdesk1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ManageEngine1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about self service portals

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which self service portals compete with HubSpot?

HubSpot against self service portals worldwide, by month

Share of searches by month for Salesforce, HubSpot, ServiceNow, Zendesk. The figures are in the table below the chart.

View monthly share of searches table
MonthSalesforceHubSpotServiceNowZendeskFreshdeskManageEngine
Oct 202549.3%30.4%9.1%7.5%2.3%1.4%
Nov 202549.5%30.2%9.1%7.5%2.3%1.5%
Dec 202552.2%26.3%9.7%7.9%2.4%1.5%
Jan 202649.4%30.8%9.2%7.6%1.9%1.2%
Feb 202653.4%27%9.9%6.7%1.7%1.3%
Mar 202649.5%30.6%9.2%7.5%1.7%1.5%
Apr 202649.8%31.1%11.4%5.1%1.3%1.3%
May 202652.1%26.6%12%6.6%1.4%1.3%
Jun 202649.1%30.7%11.3%6.2%1.5%1.2%
Jul 202653.9%27.6%10.2%5.6%1.4%1.3%
Aug 202654.9%28.2%8.5%5.7%1.4%1.4%
Sep 202655.3%28.9%7.1%5.8%1.8%1.1%

  1. 1.Salesforce

    55.3%

    Held 1st. 2.9M estimated branded searches, +20.9% vs prior month. Share +0.5 points.

  2. 2.HubSpot

    28.9%

    Held 2nd. 1.5M estimated branded searches, +23% vs prior month. Share +0.7 points.

  3. 3.ServiceNow

    7.1%

    Held 3rd. 368K estimated branded searches, 0% vs prior month. Share -1.4 points.

  4. 4.Zendesk

    5.8%

    Held 4th. 301K estimated branded searches, +22.3% vs prior month. Share +0.1 points.

  5. 5.Freshdesk

    1.8%

    Held 5th. 91.8K estimated branded searches, +47.8% vs prior month. Share +0.3 points.

  6. 6.ManageEngine

    1.1%

    Held 6th. 58.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

Compare popularity between HubSpot and its closest rivals

Every comparison with HubSpot

55 comparisons

How has branded search demand for HubSpot changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for HubSpot worldwide rose from 1.6M to 1.9M.
  • Across the 12 months ending September 2026, HubSpot’s share of searches among self service portals worldwide decreased from 30.4% to 28.9%.
  • Across the 12 months ending September 2026, HubSpot’s share of searches among self service portals worldwide peaked at 31.1% in April 2026 and was lowest at 26.3% in December 2025.

How did search popularity change for self service portals worldwide in September 2026?

6 changes

  1. In September 2026, HubSpot gained share of searches among self service portals worldwide, from 28.2% to 28.9%.

  2. In September 2026, ServiceNow lost share of searches among self service portals worldwide, from 8.5% to 7.1%.

  3. Salesforce’s share of searches among self service portals worldwide has gained ground for 3 months in a row, from 49.1% to 55.3% in September 2026.

  4. Estimated monthly branded searches for Zendesk worldwide fell 18.3% over 12 measured months, from 369K to 301K in September 2026.

  5. Estimated monthly branded searches for Freshdesk worldwide fell 17.7% over 12 measured months, from 112K to 91.8K in September 2026.

  6. Estimated monthly branded searches for ManageEngine worldwide fell 16.4% over 12 measured months, from 70K to 58.5K in September 2026.

How are HubSpot’s branded searches counted?

33 search terms

Brandwave collects information about searches that people make online using HubSpot’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • crm hub spot
  • crm hubspot
  • crm software hubspot
  • crm system hubspot
  • crm systems hubspot
  • hubspot
  • hubspot app
  • hubspot breeze
  • hubspot cms
  • hubspot commerce hub
  • hubspot content hub
  • hubspot crm
  • hubspot crm marketing
  • hubspot crm platform
  • hubspot crm software
  • hubspot crm system
  • hubspot crm tool
  • hubspot customer relationship management
  • hubspot email marketing
  • hubspot forms
  • hubspot landing pages
  • hubspot marketing
  • hubspot marketing crm
  • hubspot marketing hub
  • hubspot operations hub
  • hubspot sales
  • hubspot sales crm
  • hubspot sales hub
  • hubspot sales software
  • hubspot service hub
  • hubspot smart crm
  • hubspot starter crm
  • sales crm hubspot

Do you work for HubSpot? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does HubSpot compete?

HubSpot is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
CRM platforms2nd of 931.1%Show ranking
Self service portals2nd of 628.9%Shown above
Campaign management platforms1st of 836.4%Show ranking
Marketing automation platforms1st of 755.9%Show ranking
Marketing analytics platforms1st of 1258%Show ranking
B2B website personalization platforms1st of 780.4%Show ranking
Account-based marketing platforms1st of 992%Show ranking
Sales engagement platforms5th of 60.56%Show ranking
Sales forecasting platforms6th of 91.9%Show ranking
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