HubSpot Agent Hub vs. Next Matter

Agent Hub is HubSpot's central home to see, manage, and build the AI team working across your entire go-to-market, organized around the outcomes that matter: build demand, win deals, delight customers, and scale growth. Core Value Proposition Agent Hub addresses three critical challenges for GTM and RevOps leaders: knowing whether your AI investment is actually producing results, governing agents that are scattered across tools and surfaces with no single view, and building custom agents without needing a technical team.

Next Matter is the only process orchestration platform that empowers business users to publish automated workflows—without relying on IT. Purpose-built for the AI era, it combines the flexibility of case management with the structure of enterprise-grade iBPMS, designed for business teams, governed by IT. With Next Matter, users orchestrate people, systems, and data through a visual drag-and-drop workflow builder, no-code interfaces for team and guest actions, and dashboards that deliver end-to-end transparency.