Software
CLA Meridian Capital Advises Warmly on Acquisition by HubSpot
Published July 16, 2026
SEATTLE, Wash. — On June 30, 2026, Warmly announced that it has entered into a definitive agreement to be acquired by HubSpot. CLA Meridian Capital served as the exclusive financial advisor to Warmly in connection with the transaction.
Warmly is a leading provider of person-level website intent, enabling B2B companies to identify and engage otherwise anonymous website visitors. The company’s platform converts intent into action: its Inbound Agent engages visitors through personalized conversations, meetings, and follow-up, while its TAM Agent extends that motion beyond the website, engaging ideal-fit buyers earlier in the purchasing journey. Each interaction contributes additional context and learning, improving the relevance of subsequent engagements.
HubSpot has spent more than two decades building an integrated platform for the customer journey, with hubs, data, workflows, and products designed to operate in concert rather than requiring customers to assemble numerous disconnected systems. The acquisition reflects a shared conviction that the next generation of go-to-market will be executed by people and agents operating as a single system, with agents carrying context and learning from outcomes, and people contributing judgment and expertise. Existing Warmly customer contracts, pricing, account teams, product experience, and integrations remain unchanged, and over time Warmly’s context and agent capabilities are expected to extend across HubSpot’s customer platform.
Max Greenwald, Co-Founder and CEO of Warmly, said “We are excited to be joining HubSpot and to continue empowering customers to reach the full potential of their go-to-market motions. CLA Meridian was a trusted advisor throughout our transaction, and we are grateful for their team’s expertise in guiding us through the process.”
“Warmly’s person-level intent data and agent capabilities are a natural strategic fit for HubSpot’s customer platform,” said Teague Collins, Managing Director at CLA Meridian Capital. “Our technology team continues to see strong demand for platforms that unify buyer intelligence, CRM integration, and AI-enabled go-to-market execution.”
The transaction underscores continued strategic interest in agentic go-to-market platforms, person-level buyer intent, and workflow automation. As sales and marketing organizations consolidate their technology stacks, platforms that combine buyer intelligence, CRM integration, and AI agents capable of carrying context across inbound and outbound motions remain well positioned for strategic acquisition.
About Warmly
Warmly assists B2B revenue teams in addressing four foundational go-to-market questions: who the buyer is, what they care about, when they care, and how best to help. Recognized for person-level website intent, Warmly identifies the majority of website visitors who do not complete a form, and its Inbound Agent and TAM Agent convert those signals into personalized conversations, meetings, and outbound engagement, with each interaction improving the relevance of the next.
About HubSpot
HubSpot is a leading customer platform that helps scaling companies connect their marketing, sales, service, content, operations, and commerce teams. Through its integrated CRM and AI-powered tools, HubSpot helps businesses attract, engage, and grow customer relationships.
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About CLA Meridian Capital
CLA Meridian Capital is the investment banking division of CliftonLarsonAllen (CLA) Wealth Advisors, LLC, an SEC registered investment advisor and broker dealer, member FINRA/SIPC. With 30+ years of middle-market M&A and financial advisory experience, $22 billion in total transaction value, and deep industry knowledge across the Consumer, Industrials, and Technology sectors, CLA Meridian Capital helps our clients preserve the value they’ve built and the legacies they leave behind.
