Research · snapshot 12 Oct 2026
HubSpot App Marketplace 2026, in 2,590 apps
The median independent app on the HubSpot App Marketplace has 48 active installs, and a new app gains about one a month. HubSpot's own apps hold 78% of all installs, and a quarter of this year's launches are AI apps. This is every listing, counted twice, 20 days apart.
By Duncan Beaton, HubSpot developer at AppBespoke · Published 13 Oct 2026 · Data from 12 Oct 2026 · Method and downloads · CC BY 4.0
- 77.6%HubSpot, 219 apps
- 22.4%Independent, 2,371 apps
01
How many apps are in the HubSpot App Marketplace?
2,590 apps were listed on 12 Oct 2026. HubSpot built 219 of them, and those hold 78% of the marketplace’s 4.85 million active installs. The other 2,371 come from independent developers, and the rest of this report is about them.
| Built by | Share of installs |
|---|---|
| HubSpot219 apps | 77.6% |
| Independent developers2,371 apps | 22.4% |
02
How many installs does a typical HubSpot app get?
The median independent app has 48 active installs. The top 1% of apps hold 37% of all independent installs and the top 10% hold 80%, while the bottom half share 2% between them.
Only 7.1% of independent apps have 1,000 installs or more. The mean is 457, nearly ten times the median, because a few hundred large apps pull it up.
| Active installs | Apps |
|---|---|
| 0 | 8 · 0% |
| 1–9 | 386 · 16% |
| 10–59 | 878 · 37% |
| 60–99 | 252 · 11% |
| 100–999 | 678 · 29% |
| 1,000–9,999 | 153 · 7% |
| 10,000+ | 16 · 1% |
03
Do new HubSpot apps still get installs?
Slowly. Between 22 Sep 2026 and 12 Oct 2026, 49% of apps under six months old gained no installs at all, and the median one gained 0.8 to 1.5 a month. Older apps are shrinking: 47% of apps listed for five years or more lost installs over the same 20 days.
Marketplace installs are active installs, which is why they can fall. Counting a single snapshot by launch year makes new apps look worse than they are, because they have had less time. Measuring the same 20 days for every app takes age out of it.
| Listed for | Apps | Median gain per 30 days | Gained any | Lost installs |
|---|---|---|---|---|
| under 3 months | 240 | 0.8 | 50% | 5% |
| 3–6 months | 187 | 1.5 | 52% | 6% |
| 6–12 months | 156 | 0 | 42% | 12% |
| 1–2 years | 272 | 0 | 34% | 24% |
| 2–5 years | 823 | 0 | 27% | 32% |
| 5+ years | 627 | 0 | 19% | 47% |
04
How many HubSpot apps reach certification?
9.6% of independent apps are certified. HubSpot only accepts an application from an app with at least 60 active installs that has been listed for six months, and 54% of independent apps are below 60 installs today.
Of the apps launched in 2025, 37% have reached 60 installs and 1.2% are certified.
| Launch year | Apps still listed | Median installs | At 60+ installs | Certified |
|---|---|---|---|---|
| 2019 | 142 | 278 | 80% | 23.9% |
| 2020 | 185 | 84 | 58% | 14.1% |
| 2021 | 253 | 98 | 62% | 14.6% |
| 2022 | 254 | 64 | 52% | 11.0% |
| 2023 | 290 | 64 | 52% | 10.0% |
| 2024 | 293 | 53 | 47% | 5.5% |
| 2025 | 257 | 37 | 37% | 1.2% |
| 2026 | 583 | 15 | 18% | 0.3% |
05
How fast are new HubSpot apps launching?
614 apps first published in 2026 are still listed, against 361 from 2021, the busiest full year before it. 78 new listings appeared in the 20 days between snapshots, about 4 a day, and 8 were removed.
Older years are undercounted, because apps that were removed are not in the data. The 2026 count is still higher than any earlier year’s survivors by a wide margin.
| Launch year | Apps |
|---|---|
| 2017 | 37 |
| 2018 | 73 |
| 2019 | 147 |
| 2020 | 190 |
| 2021 | 361 |
| 2022 | 261 |
| 2023 | 293 |
| 2024 | 298 |
| 2025 | 289 |
| 2026part year | 614 |
06
How many HubSpot apps are AI apps?
25% of the apps launched in 2026 mention AI in their name or description, up from 4% of 2021 launches. The fastest growth is going to AI products from companies people already know: Grok alone took 40% of all net install growth among independent apps in the 20 days.
| Launch year | Mention AI |
|---|---|
| 20198 of 147 | 5% |
| 202015 of 190 | 8% |
| 202113 of 361 | 4% |
| 202218 of 261 | 7% |
| 202334 of 293 | 12% |
| 202463 of 298 | 21% |
| 202566 of 289 | 23% |
| 2026155 of 614 | 25% |
| App | Developer | Launched | Installs |
|---|---|---|---|
| Clay | Clay | 2025 | 12,432 |
| Perplexity | Perplexity AI | 2026 | 7,974 |
| Granola | Granola | 2026 | 6,727 |
| Grok | xAI | 2026 | 5,711 |
| Manus MCP Connector | Manus | 2026 | 2,267 |
| Canva Data Connector | Canva | 2025 | 1,951 |
| AgentAI | HubSpot | 2026 | 1,906 |
| Enrollem | Ogham Works | 2025 | 1,823 |
| HeyReach | HeyReach | 2026 | 1,505 |
| respond.io | Respond.io | 2025 | 1,160 |
07
What do HubSpot apps charge?
56% of independent apps are paid only, 22% have a free tier with paid plans, 10% are free and 12% ask you to contact sales. Among apps that list a price, the median lowest paid plan is $49 a month.
| Pricing | Share of apps |
|---|---|
| Freemedian 40 installs | 10% |
| Free tier and paid plansmedian 73 installs | 22% |
| Paid onlymedian 48 installs | 56% |
| Contact salesmedian 26 installs | 12% |
| Lowest paid plan | Apps |
|---|---|
| under $10 | 116 |
| $10–24 | 303 |
| $25–49 | 401 |
| $50–99 | 286 |
| $100–249 | 180 |
| $250–499 | 109 |
| $500+ | 118 |
08
Which HubSpot app categories are most crowded?
Sales Enablement is the largest category with 299 independent apps, then Workflow Automation with 221 and Connector with 205. In every one of the 15 largest categories, apps launched since 2025 have a median of 30 installs or fewer.
| Category | Apps | Median installs | Launched 2025–26 | Their median | Paid |
|---|---|---|---|---|---|
| Sales Enablement | 299 | 46 | 102 | 16 | 61% |
| Workflow Automation | 221 | 51 | 121 | 30 | 69% |
| Connector | 205 | 32 | 114 | 15 | 56% |
| CRM | 200 | 26 | 111 | 19 | 58% |
| Calling | 179 | 62 | 54 | 17 | 74% |
| Marketing Analytics | 164 | 70 | 43 | 24 | 68% |
| Marketing Automation | 153 | 32 | 78 | 17 | 62% |
| Lead Scoring & Routing | 144 | 78 | 31 | 21 | 72% |
| Sales Intelligence | 137 | 26 | 100 | 19 | 60% |
| Data Quality & Backup | 91 | 24 | 52 | 13 | 57% |
| Live Chat | 89 | 53 | 37 | 22 | 74% |
| SMS | 81 | 53 | 30 | 17 | 53% |
| Accounting | 71 | 46 | 31 | 22 | 82% |
| Customer Success | 71 | 27 | 33 | 13 | 68% |
| Content Management System | 68 | 56 | 12 | 17 | 60% |
09
Which HubSpot apps have the most installs?
Make has the most installs of any independent app, with 52,675, followed by Calendly with 39,465 and Typeform with 30,353. 14 of the top 20 were listed before 2020.
| App | Developer | Installs | Listed | Reviews | Certified |
|---|---|---|---|---|---|
| Make | Make | 52,675 | 2019 | 223 | Yes |
| Calendly | Calendly | 39,465 | 2019 | 192 | Yes |
| Typeform | Typeform | 30,353 | 2018 | 146 | Yes |
| Google Data Connector | Google Inc. | 24,197 | 2024 | 59 | No |
| Fathom AI Notetaker | Fathom | 21,312 | 2021 | 459 | Yes |
| Gravity Forms | Gravity Forms | 19,414 | 2019 | 68 | No |
| PandaDoc | eSign, CPQ, Payments | PandaDoc | 18,052 | 2015 | 304 | Yes |
| n8n.cloud | n8n GmbH | 17,575 | 2021 | 40 | No |
| Aircall : AI-powered calling and SMS | Aircall | 15,893 | 2016 | 326 | Yes |
| Webflow | Webflow | 15,753 | 2023 | 79 | Yes |
| Databox Inc. | Databox, Inc | 15,195 | 2017 | 61 | Yes |
| Surfe | Surfe | 14,371 | 2020 | 142 | No |
| Jotform | Jotform | 12,768 | 2019 | 90 | Yes |
| Clay | Clay | 12,432 | 2025 | 19 | No |
| Fireflies.ai Call Transcripts | Fireflies.ai | 12,106 | 2018 | 89 | Yes |
| Supermetrics | Supermetrics | 10,160 | 2019 | 29 | Yes |
| Hotjar | Hotjar | 9,098 | 2016 | 12 | Yes |
| WooCommerce by MakeWebBetter | MakeWebBetter | 9,086 | 2018 | 159 | No |
| NeverBounce | NeverBounce | 8,918 | 2018 | 86 | No |
| CRM Perks Wordpress Plugin | CRM Perks | 8,132 | 2019 | 10 | No |
10
What does this mean if you are planning a HubSpot app?
Plan where your installs will come from before you build. A listing does not bring installs by itself: half of new apps gained none in 20 days, and the apps growing fastest are ones people already search for by name.
Allow more than a year to reach 60 active installs and apply for certification. 37% of last year’s launches have got there so far.
Check whether the job needs a listed app at all. A private app or a custom-coded workflow action does the work for one company without a listing, a review or an install count to chase.
If you charge, you are in the same band as most of the market: 1,106 of the 1,513 apps with a listed price start under $100 a month.
How this was measured
- Source: the public HubSpot App Marketplace at ecosystem.hubspot.com, read through the same public endpoints the storefront uses. Every listing was fetched on 22 Sep 2026 and again on 12 Oct 2026: installs, rating, reviews, certification, categories, pricing plans and first-published date.
- 2,590 listings on 12 Oct 2026. Everything after the first section excludes the 219 apps HubSpot built itself, leaving 2,371 independent apps.
- Launch year is the listing’s first-published date. Prices are the lowest paid monthly plan, in US dollars.
- An app counts as an AI app when its name or one-line description mentions AI, GPT, ChatGPT, OpenAI, an LLM, Claude, Gemini, machine learning or agents. Domain names ending .ai do not count. It reads the listing as it is today, so an older app that has since added AI to its description counts in its launch year.
Caveats
- Survivorship. Removed apps are not in any snapshot, so the counts by launch year are apps still listed, not apps launched. 8 listings disappeared in the 20 days between snapshots.
- Age. A 2026 app has had months to collect installs, not years, so the medians by launch year flatter older apps. The install growth table compares every app over the same 20 days instead.
- Two snapshots. The growth figures cover 20 days in September and October 2026. They will be measured again every quarter.
- Installs. HubSpot defines an active install as a production account, unaffiliated with the developer, with app activity in the last 30 days. The listed count may include some affiliated accounts, so the share of apps at 60 installs is an upper bound on certification eligibility.
Sources
Download the data
- Every headline figure (JSON) summary.json
- Apps by install band install-distribution.csv
- Install growth by app age install-growth-by-age.csv
- Launch-year cohorts cohorts-by-launch-year.csv
- Launches and AI share by year launches-by-year.csv
- Categories categories.csv
- Pricing models pricing-models.csv
- Lowest paid plan bands price-points.csv
- Top 20 independent apps top-20-independent-apps.csv
- Method and caveats README.md
Cite this
AppBespoke, "HubSpot App Marketplace 2026", snapshot 12 Oct 2026, https://appbespoke.com/research/hubspot-app-marketplace-2026
Free to reuse under CC BY 4.0, with a link back to this page.