In March 2025, HubSpot discontinued HubSpot Insights — its legacy data enrichment product — and fully transitioned customers to Breeze Intelligence. If you were using Insights, you experienced this transition either as a seamless upgrade or as a jarring change in coverage and pricing, depending on your database composition and your use case. Either way, Breeze Intelligence is now the primary answer HubSpot gives when you ask "what do you do for data enrichment?"

This review is written for RevOps and Marketing Ops practitioners who need an honest, practical assessment of Breeze Intelligence — not a product page summary, and not a hit piece. The goal is to help you understand exactly what it does, where it works well, where it falls short, and how to make an informed decision about whether it belongs in your enrichment stack.

What HubSpot Breeze Intelligence Actually Does (and Doesn't Do)

Breeze Intelligence is an AI-powered data enrichment product built into HubSpot. It operates through a credit-based system and is designed to enrich contact and company records with firmographic, demographic, and behavioral data. Here is what you need to know about how it works under the hood.

Single data source. Breeze Intelligence pulls from one enrichment source — HubSpot's proprietary data network, which aggregates data from web crawls, third-party partnerships, and HubSpot's own customer network. Unlike waterfall enrichment approaches that cascade through multiple providers to maximize coverage, Breeze draws from one well. When that well does not have a record, enrichment fails.

Coverage is approximately 40% of a typical B2B contact database. This number varies by geography and industry. For US-based, English-language technology contacts, coverage can be meaningfully higher. For EU contacts, APAC contacts, or contacts in non-tech verticals, coverage degrades significantly — sometimes to 10-20% or lower. If your database is globally distributed or concentrated in non-tech sectors, you should evaluate Breeze against your actual database composition, not against benchmark marketing numbers.

It cannot find email addresses for contacts who do not have one. This is one of the most important limitations to understand. If a contact record exists in HubSpot without an email address — because they came in through a trade show scan, a manual entry, or an import without email — Breeze Intelligence cannot discover or append an email address for that contact. Enrichment is confirmatory and augmentative; it does not support email discovery.

It cannot find direct phone numbers. Breeze Intelligence can enrich company-level phone numbers, but it does not provide direct dials or personal mobile numbers for individual contacts. If outbound calling is part of your sales motion and your reps need direct dials, you will need an additional data source.

Credits expire monthly. Breeze Intelligence credits do not roll over. Unused credits at the end of each billing cycle are forfeited. If your enrichment volume is inconsistent — high before a major campaign, quiet during summer — you will regularly leave credits on the table.

EU and non-US accuracy degrades significantly. GDPR constraints and data localization requirements mean that European business contact data is less comprehensively covered in most US-centric enrichment databases, including the one backing Breeze Intelligence. If you are running campaigns into DACH, Nordics, or Southern Europe with high personalization requirements, this is a material limitation.

Where Breeze Intelligence Works Well

It would be inaccurate and unhelpful to dismiss Breeze Intelligence entirely. For specific use cases and database profiles, it is genuinely useful.

For US-centric, tech-heavy contact databases, coverage is reasonable. If your ICP is domestic US technology companies, Breeze Intelligence will find enrichment data for a meaningful portion of your contacts — company size, industry, revenue range, technologies used, and basic firmographics. This covers the most common use case for a large portion of HubSpot's customer base.

The HubSpot-native integration is frictionless. Because Breeze Intelligence is built into HubSpot, there is no integration to maintain, no API keys to rotate, no webhook configurations to troubleshoot. Enrichment workflows can be triggered natively in HubSpot Workflows. For teams with limited technical resources, this operational simplicity has real value.

The Buyer Intent feature provides signal on in-market accounts. Beyond basic enrichment, Breeze includes a Buyer Intent component that identifies companies showing research behavior relevant to your product category. This is the most differentiated feature in the Breeze Intelligence suite and is genuinely useful for ABM prioritization — provided your target accounts are primarily US-based tech companies where web crawl coverage is strongest.

For teams that are starting to build data quality habits, it is a low-friction entry point. If your team has never used enrichment tooling at all and the alternative is manually researching contacts, Breeze Intelligence is a meaningful step forward. It produces better records than no enrichment, and it does so without requiring technical expertise to operate.

It is priced as an add-on to existing HubSpot licenses. For teams already committed to HubSpot and looking to avoid managing additional vendor relationships, keeping enrichment inside the HubSpot ecosystem has legitimate appeal. The total cost of ownership calculation changes when you factor in the operational overhead of maintaining integrations.

Where Breeze Intelligence Falls Short

Coverage ceiling of ~40% is limiting for most production use cases. For a database of 50,000 contacts, Breeze Intelligence enrichment means 30,000 records remain unenriched after you have spent your full credit allocation. If field completeness is a core requirement for your lead scoring, routing, or segmentation, a single-source tool with this ceiling leaves a large problem unsolved.

No email discovery creates a dead end for a significant subset of records. The contacts without emails in your HubSpot are often the ones you most want to find — trade show leads, referrals, manually added prospects. These are high-intent contacts by definition. Breeze cannot help you reach them.

No direct phone numbers limits outbound sequences. For sales-led organizations running outbound at scale, the absence of direct dial data is a significant gap. Company main lines are rarely useful for prospecting in environments where gatekeeping has increased and remote work has reduced the utility of office numbers.

The monthly credit expiration creates a use-it-or-lose-it pressure. Teams with variable enrichment demand end up either over-provisioning (paying for credits they do not use) or under-provisioning (running out of credits before a major campaign and facing a choice between waiting and paying for additional credits).

Limited visibility into enrichment source or confidence. Breeze Intelligence does not expose which data source contributed a given field value or what the confidence level is for enriched data. If a field value looks wrong, you have no mechanism to understand why it was enriched with that value or how confident the system is in its accuracy.

No quality scoring on enriched data. Enrichment and quality assessment are separate problems. Breeze fills fields, but it does not tell you whether your database, in aggregate, is getting better or worse. There is no field-level freshness tracking, no grade distribution, no visibility into which fields are most degraded.

What to Do If Breeze Intelligence Is Not Enough

If your evaluation of Breeze Intelligence reveals that its coverage gaps are material for your use case, you have a few paths forward.

Multi-provider waterfall enrichment. The most effective approach to enrichment coverage is running multiple providers in sequence — if Provider A does not have a record, fall back to Provider B, then C. This approach, sometimes called waterfall enrichment, dramatically increases coverage over any single-source tool. Implementations with 3-6 providers routinely achieve 80-90% field coverage versus the 40% ceiling of single-source enrichment. The tradeoff is operational complexity — managing multiple API keys, normalizing data formats across providers, and handling conflicts when providers return different values for the same field.

Provider-specific tools for specific use cases. If your primary gap is email discovery, Hunter.io and Apollo have strong coverage in that domain. If your gap is direct dials, Cognism and ZoomInfo have the deepest mobile phone databases in Europe and North America respectively. Single-source provider tools can be appropriate when your need is specific and bounded, and when you do not want to manage a full waterfall stack.

Clay for waterfall orchestration. Clay has emerged as the leading tool for waterfall enrichment orchestration. It can sequence across 50+ data providers and has become widely adopted by growth teams and agencies running high-volume enrichment workflows. The tradeoffs are real: the Pro tier starts at $800/month, the HubSpot integration has reported reliability issues, there is no built-in quality scoring, and the learning curve is steep. It is a powerful tool that demands technical investment to operate well.

Build enrichment logic in HubSpot Workflows + direct API integrations. For teams with developer resources, building enrichment waterfalls directly using provider APIs and HubSpot's Workflow webhook actions gives maximum flexibility. This is the highest-effort option but also the highest-control option.

How to Decide If Breeze Intelligence Is Right for Your Database

Here is a practical decision framework:

Choose Breeze Intelligence if:

Your database is primarily US-based technology contacts
You value operational simplicity over coverage maximization
You do not need email discovery or direct phone numbers
You are running intent-based ABM against domestic accounts and want buyer intent signals inside HubSpot
You are just beginning to build data enrichment practices and want a low-friction starting point

Look beyond Breeze if:

Your database is globally distributed or concentrated in EU/APAC geographies
You need email discovery for contacts without addresses
Your outbound team requires direct phone numbers
Your lead scoring or routing depends on high field completeness (70%+ critical fields populated)
You have contacts in your database who do not appear in US-centric enrichment databases (non-tech sectors, SMBs, international targets)
You want visibility into data quality trends, not just field population

The honest answer is that Breeze Intelligence is useful for a specific subset of HubSpot customers, and undersells itself on coverage for a different subset. Know which category your database falls into before committing budget.

Breeze Intelligence is a meaningful step forward for teams that are just beginning to build data enrichment habits — but it is not a replacement for a systematic data quality workflow for RevOps teams managing field completeness, deduplication, and lifecycle hygiene at scale.

A Note on What We Are Building

At MarketingSoda, we are building MarketingSoda Refine™ — a HubSpot-native data quality and enrichment platform for the teams for whom Breeze Intelligence is not enough. The core approach is waterfall enrichment across 6+ providers — achieving 80-95% field coverage — combined with per-record quality scoring and automated remediation workflows, all operating natively inside HubSpot without a separate tool to manage.

We are pre-launch and building our waitlist. If the gaps described in this post match your situation, we would be glad to have you involved in early access. Join the waitlist for MarketingSoda Refine

HubSpot Breeze Intelligence: An Honest Review for RevOps Teams