Let’s be real: every sales and marketing team has felt the pain of a messy CRM. It’s supposed to be the single source of truth, right? But more often than not, it’s a graveyard of incomplete records, contacts with no job titles, and outdated company info. Good, clean data isn’t just a nice-to-have; it’s what fuels everything from personalized emails to accurate lead scoring.
HubSpot’s answer to this mess is Breeze Intelligence, a tool built right into the platform that promises to tidy up your records automatically. But there’s a catch. HubSpot is getting rid of its free company insights and replacing them with this new, paid, credit-based model. This has a lot of us asking a simple question: is it actually worth the money?
This guide will give you a straight-up, balanced look at what Breeze Intelligence data enrichment brings to the table. We’ll get into its features, unpack the pricing, and talk about the real-world limitations so you can make a smart call for your team.
What is HubSpot’s Breeze Intelligence data enrichment?
In simple terms, Breeze Intelligence is an AI feature inside HubSpot’s Smart CRM that tries to fill in the blanks in your contact and company records. It pulls from a huge pool of public data, info from third-party vendors (like Clearbit, which HubSpot now owns), and web activity to add missing details.
The idea, according to HubSpot, is to help you qualify leads faster, personalize your outreach, and generally clean things up. It’s worth mentioning that HubSpot’s AI branding can be a bit confusing. You might hear about "Breeze AI," which is a whole suite of tools. This article is focused specifically on the data enrichment part of that suite.
Key features of Breeze Intelligence data enrichment
Breeze Intelligence tries to fix your data problems with a few core features. Let’s dig into what it can do and, just as importantly, what it struggles with.
Automated data top-ups for contacts and companies
The main promise of Breeze is that it will automatically fill in over 40 different details for your contacts and companies, like company size, industry, revenue, location, and social media profiles. You can have it run automatically on new contacts, keep existing records fresh, or trigger it manually on a specific list.
That sounds pretty great, but here’s where it gets a little tricky. While it’s decent at finding high-level company info, user feedback suggests it often fumbles the more specific, and often more critical, details. A common complaint is that it fails to find a person’s actual job title. This is a huge roadblock if you’re trying to personalize your outreach. The data is fine for broad strokes ("show me all SaaS companies with 50-100 employees"), but it’s not so reliable when you need to know if you’re talking to the VP of Marketing or a junior coordinator. That distinction can make or break a campaign.
Spotting interested accounts with buyer intent data
Another feature is its ability to track buyer intent. Breeze watches the anonymous visitors on your website and matches their IP address to a company, letting you know which businesses are poking around. You can set it up to flag high-intent pages (like your pricing or demo page) and get an alert when a target account is showing interest.
This is a nice starting point for finding warm leads, but it’s limited. The tool only sees what’s happening on your own website. It can’t give you the bigger picture that dedicated intent platforms provide by tracking signals across the whole web. So, it can tell you an account visited your pricing page, but it has no idea if they’re also checking out three of your competitors at the same time.
For teams that need to do more than just see this data, a tool like eesel AI can connect what’s in your CRM with all your other company knowledge (like docs, wikis, or past tickets) to give your team instant answers or even handle things automatically in your helpdesk.
Shorter forms to boost conversion rates
One of the most practical and genuinely useful features is form shortening. It uses progressive profiling to make life easier for your website visitors. If someone from a known company fills out a form, HubSpot only shows them the fields it doesn’t already have information for.
The win here is obvious: less work for your potential leads. Shorter forms almost always mean more people will actually complete them, and Breeze helps you get there without sacrificing the data you need on the back end.
The reality of using Breeze Intelligence: Setup, costs, and limits
While the features sound good on paper, using Breeze in the real world comes with a few things you need to think about, especially cost and reliability.
The big shift to a credit model
For years, HubSpot users got free, automatic company data. That’s going away in 2025, and Breeze Intelligence is the paid replacement. Instead of being included in your plan, you now have to buy credits, and those costs can sneak up on you.
Here’s a look at the pricing:
| Credit Pack | Price (Monthly) | Price per Credit |
|---|---|---|
| 100 credits | $30 | $0.30 |
| 1,000 credits | $150 | $0.15 |
| 10,000 credits | $700 | $0.07 |
One credit typically enriches one record. While this model seems flexible, it also makes your budget unpredictable. If you have a big month with a lot of new leads, you could end up with a surprisingly high bill for something that used to be free.
What users are saying about limitations
If you poke around forums like Reddit, you start to see a few common complaints about Breeze Intelligence data enrichment.
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You can’t look under the hood. Breeze is pretty much a black box. You can’t tweak its logic, choose its data sources, or set up complex rules based on the info it finds. It gives you the data, but figuring out what to do with it is still on you, and that often means building complicated HubSpot workflows.
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It’s a "good enough" tool, not a specialist. The general vibe is that Breeze is a handy option if your team lives and breathes HubSpot and only needs some basic data enrichment. It’s definitely better than having nothing, but it’s a long way from being a powerful, dedicated data tool.
This is where you see the limits of a built-in feature. For businesses that need to connect enriched CRM data to all their other knowledge, platforms like eesel AI offer a much more powerful approach. Instead of just dropping in external data, eesel AI links together all your internal knowledge from places like Google Docs, Confluence, Slack, and old support tickets to power truly smart automation.
Plus, eesel AI’s pricing is straightforward and based on overall use. There are no unpredictable per-enrichment fees, so you stay in full control of your budget, even as you grow.
What’s the verdict on Breeze Intelligence data enrichment?
Is HubSpot’s Breeze Intelligence data enrichment worth it? Honestly, it depends.
If you just need some basic data top-ups, want a rough idea of buyer intent, and love the idea of shorter forms, it’s a solid, convenient choice, especially if you’re committed to staying inside the HubSpot ecosystem.
But that convenience comes with real trade-offs: shaky data quality, zero customization, and a pricing model that can get expensive fast. If your business depends on reliable data, needs more control, and wants to truly integrate knowledge from across your company, you’ll probably find Breeze too limiting.
Ready for automation that actually feels intelligent?
If you’re looking for an AI solution that does more than just fill in a few fields, it might be time to see what a fully integrated platform can do. You need a tool that doesn’t just add data but actually uses it to answer questions, take action, and automate workflows.
With eesel AI, you can connect all your company knowledge, build custom AI agents, and get support automation up and running in minutes, not months. You can even simulate its performance on your own data to see the difference yourself. Give eesel AI a try for free today.
Frequently asked questions
Breeze Intelligence data enrichment is an AI feature within HubSpot’s Smart CRM designed to automatically fill in missing details for your contact and company records. It aims to clean up data, qualify leads faster, and personalize outreach by pulling from public and third-party data sources.
It automatically tries to populate over 40 different details, such as company size, industry, and revenue, for both new and existing records. While it’s generally good for high-level company information, users often report it struggles with specific contact details like accurate job titles.
In addition to data top-ups, Breeze Intelligence data enrichment offers buyer intent tracking by identifying companies visiting your website. It also provides a useful form shortening feature, using progressive profiling to reduce fields for known visitors, boosting conversion rates.
Common complaints include inconsistent data quality, particularly for specific job titles or revenue figures. Users also find it to be a "black box" with no customization options for data sources or logic, making complex automation challenging.
HubSpot has shifted from free company insights to a paid, credit-based model for Breeze Intelligence data enrichment, where one credit typically enriches one record. This makes budgeting potentially unpredictable, as costs can increase significantly with high volumes of new leads or existing record refreshes.
Unfortunately, Breeze Intelligence data enrichment operates largely as a "black box," meaning users cannot easily customize its logic, select specific data sources, or set up complex rules. This limits its flexibility for teams with very particular data requirements.
User feedback suggests that Breeze Intelligence data enrichment is more of a "good enough" tool for basic data top-ups within the HubSpot ecosystem. While better than nothing, it’s generally not considered a powerful, dedicated data tool for businesses requiring high reliability, control, and deep integration of knowledge.
