Warmly Alternative
Warmly is joining HubSpot. Lumitra stays independent.
Warmly agreed to be acquired by HubSpot on June 30, 2026, so the category’s best-known CRM-agnostic visitor identification tool is set to sit inside a CRM vendor. Teams running Close, Salesforce, or Pipedrive are the ones shopping hardest. Lumitra is the independent alternative: visitor intelligence that writes into whichever CRM you already run.
The free Start plan is permanent: 1,000 Visitor Intelligence sessions a month and 5 ICP-matched prospects delivered into your CRM every day.
What the HubSpot agreement changes
On June 30, 2026, Warmly announced a definitive agreement to be acquired by HubSpot, with terms undisclosed. A signed agreement is not a closed transaction, so Warmly still operates independently today — but its person-level identification and GTM agents are set to fold into HubSpot’s CRM and agent lineup once the deal completes. If HubSpot is your system of record, that is convenient. If it isn’t, your visitor identification vendor is on its way to being owned by a company that sells against your CRM.
“The acquisition removes Warmly as a CRM-agnostic option and folds it into HubSpot’s walled garden, which narrows the field of independent visitor identification tools available to revenue teams on non-HubSpot stacks.”
— Breakout, “HubSpot’s Warmly Acquisition: What It Means for Revenue Teams” (2026). Breakout sells in this category too — read the source with that in mind.
One number worth checking before you migrate anywhere: MarTech’s coverage of the deal describes Warmly as identifying more than half of anonymous website visitors at the individual level. That sits well above the person-level ranges most published sources report. Before you buy on a headline percentage, read our honest guide to visitor identification match rates and ask every vendor to state the denominator.
Why teams look for a Warmly alternative
“Is it real, or smoke and mirrors?”
Most B2B traffic stays anonymous. Lumitra doesn’t promise to unmask everyone — it stitches sessions into timelines and adds company context you can act on, even when the person is unknown.
Auto-outreach trashes the CRM
Engagement-first tools can create duplicate or junk records. Every Lumitra write passes existence checks, validation, and deduplication first.
No control or audit trail
Lumitra adds approval gates for sensitive actions and logs every agent action and CRM write with timestamps and context.
Lumitra vs Warmly
| Capability | Lumitra | Warmly |
|---|---|---|
| Ownership | Independent — no CRM vendor owns the roadmap | Agreed to be acquired by HubSpot (announced June 30, 2026) |
| Core focus | Signal → context → safe action across the full customer journey | Identify anonymous visitors and auto-engage them |
| Visitor intelligence | Multi-session timelines, identity stitching, buying/churn/expansion signals | Anonymous visitor identification + intent scoring |
| Company intelligence | Existence checks, contact discovery, enrichment, CRM-safe upserts | Enrichment focused on engagement |
| Action model | Event-driven agents triggered by real CRM/product/website events | Automated outreach across chat, email, and LinkedIn |
| CRM safety | Validation, deduplication, and approval gates before every write | Engagement-first; CRM sync varies by setup |
| Auditability | Full audit trail on every agent action and CRM write | Not a primary focus of the product |
| Native CRMs | Close, HubSpot, Salesforce (built around them, not against them) | Integrates with common CRMs; roadmap moves under HubSpot on close |
| Published pricing | $0, $500/mo, and $3,500/mo listed publicly | From $900/mo per RB2B's 2026 guide; enterprise tiers annual-only |
Comparison reflects each product’s publicly stated positioning as of August 2026, including the HubSpot acquisition agreement announced June 30, 2026, which had not been reported as closed at time of writing. Warmly’s current features and pricing are on warmly.ai.
The pricing gap, in published numbers
$900/mo
Warmly’s lowest tier, according to RB2B’s 2026 guide to Warmly alternatives — which adds that automation, custom CRM fields, and other advanced features sit behind annual-only enterprise plans starting from $16,000/year.
$0
Where Lumitra starts. Every tier — free, $500/mo, and $3,500/mo — is published on the pricing page, so you can self-qualify before ever talking to sales.
“Teams are exploring Warmly alternatives due to data accuracy issues, limited enrichment capabilities, and pricing constraints.”
— RB2B, “7 Best Warmly Alternatives” (2026). RB2B competes with Warmly too — read the source with that in mind.
One loop: signal, context, action
Visitor activity becomes company context. Company context triggers an agent. The agent takes the right action — and every step is logged. See how GTM Agents work, or explore Company Intelligence and our CRM integrations. Teams moving off Warmly on a non-HubSpot stack usually start with visitor identification for Close CRM.
Frequently asked questions
Did HubSpot acquire Warmly?
Warmly announced on June 30, 2026 that it had entered into a definitive agreement to be acquired by HubSpot. Terms were not disclosed. That is a signed agreement rather than a closed transaction, so Warmly is still operating independently for now, but its person-level visitor identification and GTM agents are set to fold into HubSpot's CRM and agent lineup once the deal completes.
What is the best Warmly alternative?
It depends on the CRM you run. If you are already standardising on HubSpot, Warmly inside HubSpot may be the simplest path. If you run Close, Salesforce, Pipedrive, or a mixed stack, you need a visitor identification tool that stays independent of any one CRM vendor. Lumitra is built for that case: it treats Close, HubSpot, and Salesforce as equal first-class targets.
How much does Warmly cost compared to Lumitra?
According to RB2B's 2026 guide to Warmly alternatives, Warmly's lowest tier costs $900 per month, and automation, custom CRM fields, and other advanced features are locked behind annual-only enterprise plans starting from $16,000 per year. Lumitra publishes its pricing openly: a free Start plan, a $500/month Growth plan, and a $3,500/month Scale plan are listed at lumitra.io/pricing.
Does website visitor identification actually work?
Most B2B traffic stays anonymous, and no tool identifies every visitor. Company-level identification is generally stronger than person-level. Lumitra is built around this reality: instead of promising to reveal every visitor, it stitches known and anonymous sessions into timelines, adds company context, and only writes to your CRM after existence and validation checks.
How is Lumitra different from Warmly?
Warmly positions itself as autonomous revenue agents that identify and engage visitors. Lumitra connects visitor intelligence, company intelligence, and GTM agents into one loop that acts safely inside your existing CRM (Close, HubSpot, Salesforce) — every write goes through existence checks, deduplication, and optional human approval, with a full audit trail.
See Lumitra on your own GTM stack
Book a 30-minute demo and we’ll show you how visitor signals become safe, audited actions in your CRM.