What This Update Actually Is
HubSpot's standard report builder is powerful. But it has walls. There are chart types it won't render, data combinations it can't handle, and questions it simply won't answer.
This update removes those walls for Breeze. You can now describe a report in plain language, and Breeze builds it. No drag-and-drop. No selecting filters and dimensions and hoping the builder cooperates. Just ask, and get the report.
The report behaves like every other HubSpot report once it's built. It refreshes with the dashboard. You can click into data points to see the underlying records. And it saves to your reports library alongside everything else. It's not a screenshot. It's not a one-time export. It's a living report.
One important boundary to know: Breeze can only use data that already lives in your HubSpot account. It won't pull from outside tools, and it won't fabricate numbers. What's in the portal is what it can report on.
Why HubSpot Shipped This
Here's the pattern we've seen across dozens of portals: a marketing ops leader or RevOps manager needs a specific view of the data. Maybe it's a combined funnel report that crosses contact and deal data in an unusual way. Maybe it's a custom chart type the builder doesn't offer. They spend an hour in the report builder, hit the ceiling, and end up rebuilding something in a spreadsheet every week.
That manual rebuild cycle is the problem HubSpot is solving here. The external frustration is a reporting gap. The internal frustration is the feeling that your own tool is holding you back from the answer you need.
HubSpot has been expanding Breeze's role steadily across the platform. If you've been following updates like Customer Agent Reporting and Coaching in Breeze, you can see the direction: Breeze is becoming the layer that handles whatever the standard UI can't. Custom reporting is a natural next step in that progression.
How to Use It Step by Step
The process is intentionally simple. Here's how to get from zero to a live report on your dashboard.
- Open Breeze from anywhere in your HubSpot portal using the Breeze button or the AI assistant panel.
- Ask for the report in plain language. Be specific: name the data you want, what you want to compare, and how you want it visualized. For example: "Show me a bar chart of deals closed by sales rep over the last 90 days, broken down by deal source."
- Review what Breeze builds. If the visualization or data isn't quite right, refine your prompt and iterate.
- Save the report to the dashboard of your choice. Breeze will prompt you to select the destination.
- The report auto-refreshes with the dashboard. Click any data point to drill into the records behind it.
- Find the report in your reports library anytime, right alongside your other saved reports.
One pro tip: the more specific your prompt, the better the first result. Vague prompts get vague reports. If you'd normally write a report spec for a developer, write that level of detail here. Breeze handles the rest.
What It Touches in Your HubSpot Strategy
This update ripples outward further than it first appears. Let's break down what it actually touches.
Dashboards and Reporting Library: Breeze-built reports live in the same ecosystem as your manually built ones. That means no separate AI report section to manage. If your team already knows how to navigate the reporting dashboard, they'll find these reports exactly where they expect them.
Revenue and Pipeline Reporting: For RevOps teams, this is where the value concentrates. Cross-object reports that the builder couldn't generate, like combining deal stage velocity with marketing source data, are now possible. This pairs naturally with other evolving reporting capabilities like Revenue Forecast Reporting to give your leadership team a more complete picture.
CRM Properties and Objects: Breeze pulls from whatever data exists in your portal. That includes custom properties, associations, and any objects you've built out. The cleaner your data, the better your Breeze reports. Garbage in, garbage out still applies.
Key Takeaway
Breeze custom reports don't replace the report builder. They extend it. Use the builder for standard reports and Breeze for the edge cases the builder can't handle. Both save to the same library, so your team stays in one place.
Workflow and Automation Decisions: Many teams use reports to validate automation logic. If a workflow is supposed to route leads a certain way, a Breeze-built report can confirm whether the data reflects that. This tightens the feedback loop between automation and results.
Team Adoption: The plain-language interface lowers the barrier for humans who understand the business question but don't know how to build a report. Sales managers, service leads, and executives can now get the view they need without routing every request through one report-builder expert.
Key Takeaway
The biggest unlock here isn't the report itself. It's that the humans who know the business questions can now get the answers directly, without depending on a technical intermediary to build the report for them.
Who Should Care Most
This update matters most to specific roles and company profiles. Here's how to think about it.
- RevOps and Marketing Ops leaders who've been rebuilding the same spreadsheet report every week because HubSpot's builder couldn't get there. This is your release.
- Sales managers and service leaders who know exactly what they want to see but have always needed a HubSpot expert to build it for them.
- Business owners at growing companies who want clean executive dashboards without hiring a data analyst to build them.
- HubSpot admins and consultants who get a steady stream of reporting requests that eat hours. Breeze can handle the first draft of many of those requests in seconds.
This update is available to all hubs and all tiers, so there's no access barrier here. If you're in HubSpot, you can use it.
George's Take
I've sat across from so many humans who had brilliant business questions they couldn't answer inside HubSpot. Not because the data wasn't there, but because the report builder had a ceiling they kept hitting. That ceiling created one of two outcomes: either someone spent hours in a spreadsheet doing manually what the tool should do automatically, or the question just went unanswered. Both outcomes are costly. This update from Breeze removes that ceiling. It won't fix bad data, and it won't invent insights your portal doesn't have, but for the humans who know their business well enough to ask a smart question, it now hands them the answer. That's a meaningful shift in how HubSpot portals can function day to day.
“The report builder has always been powerful. Breeze custom reports make it limitless. If you can describe what you need, you can now have it.”
If your reporting setup has gaps, or if you've got a backlog of questions your portal can't currently answer, let's fix that together. Book a strategy call with the Sidekick team and we'll map out exactly what your dashboards should be showing you, and build the structure to make it happen.
Frequently Asked Questions
What can HubSpot Breeze custom reports do that the standard report builder can't?
Breeze can build chart types and data combinations the standard report builder doesn't support. If you've hit a wall trying to combine contact, deal, or activity data in an unusual way, or needed a visualization the builder won't render, Breeze can handle those edge cases using plain-language prompts.
Do Breeze-built reports update automatically?
Yes. Breeze custom reports refresh on the same schedule as the dashboard they're saved to. You don't have to rebuild or re-run them. They stay current automatically, just like any other HubSpot report on a dashboard.
Where are Breeze custom reports saved in HubSpot?
Breeze saves custom reports to your reports library, right alongside reports you've built manually. You also choose which dashboard to display them on. There's no separate AI reports section to manage.
Can Breeze pull data from outside HubSpot to build a report?
No. Breeze custom reports can only use data that already exists in your HubSpot account. It won't connect to external tools or pull data from outside the portal. Clean, complete HubSpot data produces the most accurate Breeze reports.
Who has access to Breeze custom reports in HubSpot?
This feature is available across all HubSpot hubs and all tiers, including free accounts. Any user with access to reporting in their portal should be able to use Breeze to build and save custom reports.
How specific does my Breeze prompt need to be to get a useful report?
The more specific your prompt, the better the output. Name the data objects you want to include, what you want to compare, the timeframe, and the chart type. Vague prompts produce vague reports. Treat it like writing a brief for a data analyst, and Breeze will deliver accordingly.
