Brandwave

HubSpot vs Optimizely:Which is more popular?

In September 2026, HubSpot had more branded searches than Optimizely among B2B website personalization platforms worldwide. HubSpot had about 1.5 million branded searches, while Optimizely had 246,000. HubSpot made up 80.4% of all B2B website personalization platform searches we track, and Optimizely accounted for 13%. When we asked ChatGPT and Google AI Overviews about B2B website personalization platforms, HubSpot and Optimizely each appeared in four of the five answers. Optimizely was mentioned before HubSpot in three out of five answers.

Among B2B website personalization platforms worldwide in September 2026

Who do people search for more?

HubSpot, about 6 searches for every 1 for Optimizely

HubSpot 1.5M searchesOptimizely 246K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

HubSpot in 4 of 5Optimizely in 4 of 5

Who does AI recommend more?

Optimizely, named ahead of HubSpot in 3 of 5 answers

Optimizely first in 3HubSpot first in 2

Follow HubSpot vs Optimizely and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top B2B website personalization platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HubSpot was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Optimizely was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Optimizely was listed before HubSpot in three out of five answers.

Most recommended by AI

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

  1. Demandbase1st
  2. Optimizely2nd
  3. 6sense3rd
  4. Mutiny4th
  5. HubSpot5th
  6. Personyze6th
  7. Kameleoon–

Mentioned by AI

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

  • HubSpot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Optimizely4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mutiny4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • 6sense3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Demandbase3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Personyze2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kameleoon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about B2B website personalization platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Is HubSpot or Optimizely more popular in search?

This chart shows how often people search Google for HubSpot and Optimizely by name. Each line represents a brand's share of searches for all seven B2B website personalization platforms we track, month by month, from English-language searches worldwide.

HubSpot and Optimizely among B2B website personalization platforms worldwide, by month

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

View monthly share of searches table
MonthHubSpotOptimizely6senseDemandbaseKameleoonPersonyzeMutiny
Oct 202579.4%12.6%6.9%0.78%0.28%0.02%<0.01%
Nov 202577%15.1%6.8%0.76%0.33%0.02%<0.01%
Dec 202573.6%17.5%7.8%0.72%0.26%0.01%<0.01%
Jan 202678.3%15.3%5.6%0.63%0.22%0.01%<0.01%
Feb 202678.1%15.3%5.6%0.77%0.27%0.02%<0.01%
Mar 202680.5%12.8%5.7%0.78%0.23%0.02%<0.01%
Apr 202680.5%12.9%5.8%0.64%0.23%<0.01%<0.01%
May 202677.1%15.1%6.7%0.75%0.27%0.01%<0.01%
Jun 202681.1%13%4.8%0.79%0.29%<0.01%<0.01%
Jul 202677%15.2%6.8%0.75%0.27%<0.01%<0.01%
Aug 202677%15.2%6.8%0.76%0.22%0.01%<0.01%
Sep 202680.4%13%5.8%0.64%0.23%0.01%<0.01%

How has the HubSpot and Optimizely comparison changed over the last 12 months?

3 findings

How did search popularity change for B2B website personalization platforms worldwide in September 2026?

2 changes

  1. In September 2026, HubSpot gained share of searches among B2B website personalization platforms worldwide, from 77% to 80.4%.

  2. In September 2026, Optimizely lost share of searches among B2B website personalization platforms worldwide, from 15.2% to 13%.

How are branded searches counted?

26 search terms

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

HubSpot

24 branded search terms

  • crm hub spot
  • crm software hubspot
  • crm system hubspot
  • crm systems hubspot
  • hubspot
  • hubspot app
  • hubspot breeze
  • hubspot cms
  • hubspot commerce hub
  • hubspot content hub
  • hubspot crm system
  • 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 hub
  • hubspot sales software
  • hubspot service hub
  • sales crm hubspot

Optimizely

2 branded search terms

  • optimizely
  • optimizely personalization

How the Brand Demand Index is measured

Other head-to-heads among B2B website personalization platforms

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free