AI sales agent software › HubSpot Prospecting Agent
HubSpot Prospecting Agent: what it does, which plan you need, and what a lead costs
HubSpot's Prospecting Agent watches companies for buying signals, suggests the right contacts there and writes personalized outreach from your CRM data, then sends it with or without your review. It needs a paid HubSpot Starter, Professional or Enterprise subscription and uses HubSpot Credits: 100 credits, or $1 at the add-on rate, each time it writes outreach for a lead.
What it does
You write "plays": instructions for one market and one pitch. Each play has five tabs in HubSpot (Sales › Prospecting Agent):
- Audience. Which company segments to watch, which personas to target, which signals count, and a daily cap on new suggestions. With "Source contacts for me" on, the agent suggests contacts at companies showing signals; you can also enroll people by hand.
- Context. What you sell, your value proposition and the pain you solve, typed in or analyzed from your website.
- Outreach. Either "Agent determines steps", where it writes emails that adapt to what the prospect does, or "Configure sequence steps", a multichannel sequence you lay out, with AI-written subject lines and "smart blocks" in the body.
- Guardrails. Tone (a preset or your brand voice), language, the calls to action it may use (a meeting link, a document, a link), business days and a send window.
- Automation. "Review emails", where you approve each message, or "Send without review". Mail goes from the contact owner's or company owner's connected inbox, with a fallback sender.
To pick targets it watches intent signals: company news such as funding or a product launch, and evidence that a company is researching topics you choose. For known contacts it reads up to a year of engagement already in HubSpot: form fills, page views, calls, meetings, notes and email opens. A Test button writes sample outreach for any contact before you publish a play. Edits to a play only apply to people enrolled after the change.
Which plans include it
Any Starter, Professional or Enterprise subscription to Marketing, Sales, Service, Data or Content Hub, or Smart CRM Professional and up. It isn't on the free CRM, and actions that use credits don't run in sandbox accounts.
| Sales Hub plan | Seat price | Credits included a month | Leads those credits cover |
|---|---|---|---|
| Starter | From $20 a month (offered from $10 when we checked) | 500 | 5 |
| Professional | From $100 a month | 3,000 | 30 |
| Enterprise | From $150 a month | 5,000 | 50 |
Included credits reset every month and don't roll over, and they are shared with HubSpot's other AI features. When they run out, the agent pauses until your reset date unless you've bought more: pay-as-you-go at $0.010 a credit, or capacity packs of 1,000 credits a month for $10. Someone with billing rights can pause the agent's credit use.
What a month of prospecting costs
HubSpot's rate sheet lists the agent at 100 credits to "recommend outreach for one lead", and its help article says credits are spent for every lead it writes for, whether the agent found the lead or you enrolled it; plays with extra steps can use more. At $0.01 a credit:
- 100 leads a month on Starter: 10,000 credits, less 500 included = 9,500 × $0.01 = $95, plus a $20 seat: $115.
- 500 leads on Starter: 49,500 × $0.01 = $495 + $20 = $515.
- 500 leads on Professional: 50,000 − 3,000 = 47,000 × $0.01 = $470 + $100 = $570.
So the agent costs about a dollar a lead whichever plan you're on; the plan only matters for the first 5 to 50 leads and for the rest of Sales Hub. Professional is worth it for its custom workflows, sequences and call recording, not for the agent.
Who it suits, and the options outside HubSpot
It suits a team whose contacts, deals and email history already sit in HubSpot: the agent writes from that history, logs everything in place and needs no integration. It's an email tool first, and its contact suggestions come from companies showing the signals HubSpot tracks, so a team selling into a small niche should test how many suggestions it actually gets.
Outside HubSpot, at the same 500 leads a month:
- AiSDR syncs both ways with HubSpot and adds LinkedIn: $1.50 a person, so $750.
- Artisan's Intern plan includes a HubSpot sync and covers about 500 leads for $280 a month ($250 billed yearly).
- Moab costs about $66 a month at this volume with your own contact data and drafts email and LinkedIn messages for approval, but its integrations page lists no HubSpot sync, so replies and meetings wouldn't land in HubSpot without work on your side.
If you're on Salesforce instead, see Agentforce SDR. For every price side by side, see AI SDR pricing.
Questions
Is HubSpot's Prospecting Agent free?
No. It needs a paid Starter, Professional or Enterprise subscription, and it spends HubSpot Credits: 100 for each lead it writes outreach for. Sales Hub Starter includes 500 credits a month, enough for 5 leads; extra credits cost $0.01 each.
Does the Prospecting Agent send emails automatically?
Only if you choose "Send without review" for a play. With "Review emails", the sender gets a notification and approves each draft before it goes.
Is the Prospecting Agent part of Breeze?
It is one of HubSpot's AI agents, and the text it writes comes from Breeze, HubSpot's AI. HubSpot's help article calls it the prospecting agent.
About this page
Published by Winding AI, Inc., the company that makes Moab, which is named above as one alternative. Winding AI earns from Moab subscriptions, not from links to other products. Back to the AI sales agent software comparison.