HubSpot vs Totango:Which is more popular?
In September 2026, Totango had more branded searches than HubSpot among customer success platforms worldwide. Totango had about 5,400 branded searches, while HubSpot had 1,900. Totango made up 12.8% of all customer success platform searches we track, and HubSpot accounted for 4.5%. When we asked ChatGPT and Google AI Overviews about customer success platforms, HubSpot appeared in four of the five answers and Totango in two. HubSpot was mentioned before Totango in three out of four answers.
Who do people search for more?
Totango, about 3 searches for every 1 for HubSpot
Who does AI mention more?
HubSpot, mentioned in 4 of 5 answers, Totango in 2
Who does AI recommend more?
HubSpot, named ahead of Totango in 3 of 4 answers
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Top customer success 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. Totango was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. HubSpot was listed before Totango in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
See every answer about customer success platforms
5 answers
Asked ChatGPT
“Which customer success platform should I use?”
Asked ChatGPT
“What are the best customer success platforms?”
Asked ChatGPT
“What's the best customer success platform for customer retention management?”
Searched Google, AI Overview
“customer success management”
Searched Google, AI Overview
“customer success software”
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 Totango more popular in search?
This chart shows how often people search Google for HubSpot and Totango by name. Each line represents a brand's share of searches for all eight customer success platforms we track, month by month, from English-language searches worldwide.
Share of searches by month for Totango, HubSpot. The figures are in the table below the chart.
View monthly share of searches table
| Month | Totango | HubSpot |
|---|---|---|
| Nov 2025 | 5.4% | 4.4% |
| Dec 2025 | 6.4% | 5.1% |
| Jan 2026 | 7.2% | 7.2% |
| Feb 2026 | 8.3% | 5.5% |
| Mar 2026 | 6.8% | 6.8% |
| Apr 2026 | 7% | 5.6% |
| May 2026 | 6.2% | 5.2% |
| Jun 2026 | 5.3% | 5.3% |
| Jul 2026 | 6.3% | 7.6% |
| Aug 2026 | 5% | 4% |
| Sep 2026 | 12.8% | 4.5% |
| Oct 2026 | — | — |
HubSpot sells other things too, so only its searches that name this product count here, like “hubspot service hub”.
How has branded search for HubSpot and Totango changed worldwide over the last 12 months?
3 findings
- The lead changed hands 2 times in the 11 months ending September 2026: HubSpot took it in July 2026, Totango took it in August 2026.
- Across the 11 months ending September 2026, HubSpot’s share of searches among customer success platforms worldwide moved from 4.4% to 4.5%, and its estimated monthly branded searches moved from 2.9K to 1.9K.
- Across the 11 months ending September 2026, Totango’s share of searches among customer success platforms worldwide moved from 5.4% to 12.8%, and its estimated monthly branded searches moved from 3.6K to 5.4K.
How did search popularity change for customer success platforms worldwide in September 2026?
2 changes
In September 2026, Totango overtook ChurnZero to rank 4th among customer success platforms worldwide, with 12.8% of the searches.
In September 2026, HubSpot gained share of searches among customer success platforms worldwide, from 4% to 4.5%.
How are HubSpot’s and Totango’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using HubSpot’s and Totango’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.
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