ICYMI: INBOUND is now UNBOUND
From September 16-18, we’ll be back in Boston for HubSpot’s flagship event and we’ve created a whole new way for you to experience UNBOUND at the Builder Bar!
You’ll be able to get unblocked between sessions in the morning, unleash new skills by completing challenges in the afternoon, and unwind at the end of each day before heading out for after hours events.
This is your official guide to all things UNBOUND for builders and developers. From can’t-miss sessions and the Builder Bar to community meetups and after-hours events, we’ll make sure you have all the details to plan your perfect agenda!
Partner Day: Building in the Agent Era
On September 15th, eligible solutions partners and technology partners with valid UNBOUND 2026 tickets are invited to attend Partner Day.
This is your chance to preview executive keynotes, attend targeted breakouts, and explore hands-on workshops designed to help you scale your practice, strengthen client relationships, and connect directly with the HubSpot product teams building what’s next.
If you’re building on the platform, you won’t want to miss Builders, Unbound: HubSpot’s Agent-Era Roadmap led by Sejal Parikh and Laurie Qian from the Developer Product Group team at HubSpot where you’ll get a candid look at the direction of the HubSpot platform before anyone else.
Check out the Partner Road to UNBOUND Guide for everything partners need to know before, during, and after UNBOUND.
Opening Day: Setting the Stage
UNBOUND kicks off Wednesday morning at 9:30 AM ET on the main stage with the HubSpot Spotlight. Even if you’re not a morning person (or if you have a bit of jet lag and haven’t adjusted to the time zone change) there’s nothing like being in the room when HubSpot's CEO Yamini Rangan, Chief Product and Technology Officer, Duncan Lennox, and Chief Customer Officer, Jon Dick unpack the latest trends in AI, marketing, sales and service, and announce innovations from across the HubSpot platform.
This is the perfect opportunity to meet up with someone from your company, team, or the community to kick things off together. Everyone is already planning on being there, so it’s pretty easy to sync up at the hotel or Menino Convention and Exhibition Center (MCEC, formerly BCEC). It’s nice to have someone to sit with when all the big updates are announced to share the excitement.
If you don’t want to plan ahead, make a point of introducing yourself to your seatmates. You never know who you’ll meet!
Can’t be in Boston? The HubSpot Spotlight will be livestreamed on the HubSpot Live YouTube channel, so you can still follow the announcements from wherever you are.
And follow our INSIDERS for session takeaways, product updates, and a look inside the builder experience throughout the week.
You’ll have plenty of time to explore the show floor and product demos, visit the Builder Bar, attend sessions, and grab a bite to eat for lunch before returning to the main stage at 1:30 PM ET for What’s Next when HubSpot Co-founder and CTO Dharmesh Shah presents his keynote on where business is heading and what it takes to build something that lasts through the shift.
Building the Perfect Agenda: Can’t-Miss Sessions
There are going to be a lot of tough choices you’ll have to make about which sessions you’ll want to attend. Thankfully, the Agenda Builder can make quick work of it based on your interests (it uses your profile from when you registered as a starting point).
Insider Tip: Edit the prompt to include topics and products that are important to you. You can even include specific session names or topics included in this post!
I hate to even suggest it, but you might have to leave Dharmesh’s session a few minutes early to make it over to Room 258 for Inside HubSpot’s Open Platform Vision for the Agent Era. Similar to their session during Partner Day, Laurie Qian and Sejal Parikh will help you understand where things are headed so you can plan around it.
If you weren’t at Partner Day, this is a can’t-miss session for anyone building on the platform. They’ll cover what's available today through APIs, MCP, and connectors; how HubSpot is designing for a world where AI agents run on HubSpot and can operate it; why a more predictable release cadence is coming so you can build with confidence; and how the gap between what you can do in the product versus through the platform is closing.
Seat reservation is required, so make sure you’re ready to grab a seat — General Admission reservations open at 10 AM ET on September 1st (VIP ticket holders get early access to seat reservations starting August 25th).
Join Byung Chung and Evelyn Welter for Evolve Your HubSpot Stack To Close the Context Gap on Thursday, September 17th.
Disconnected systems limit the context your teams and AI have access to, and this session will show you how HubSpot’s connected apps and integrations can help close the gap. You’ll learn how to activate AI connectors, extend HubSpot agents into more tools and channels, and automate integration monitoring through tested prompts and step-by-step demos.
Byung leads HubSpot’s integration management and connected apps experience, while Evelyn focuses on personalized partner and marketplace experiences at the intersection of customer context, data, and AI.
It’s another limited-capacity session worth reserving early.
Your Home Base for Building at UNBOUND
Throughout UNBOUND, you can find our team at the Builder Bar. However you customize HubSpot for your business, there’s something here for you!
This is the space where first-time builders and experienced developers can come together — it’s open all day, every day.
Morning: Unblocked
Building on HubSpot? Bring your questions. Product team is here.
Afternoon: Unleashed
Five challenges, five charms, one epic keychain. Step up to the bar.
Late Afternoon: Unwind
The Bar's open. So is the conversation.
Our team has a lot planned, and I don’t want to ruin any surprises, but this is a place you’ll want to visit more than once!
Builder Bar Schedule
- Unblocked: 10:30am-12:00pm
- Unleashed: 12:30pm-4:30pm
- Unwind: 4:30pm-6:00pm
- Unblocked: 8:00am-12:00pm
- Unleashed: 12:00pm-4:00pm
- Unwind: 4:00pm-6:00pm
- Unblocked: 8:00am-11:00pm
- Unleashed: 11:00pm-2:00pm
- Unwind: 2:00pm-3:00pm
Build Connections That Last
UNBOUND is all about networking and making connections. There’s a bit of magic that happens when you’re walking the halls so make sure you’re looking up and don’t be afraid to say hi to someone you recognize!
HubSpot House
If you want to connect with our team, we’ll also be providing demos in HubSpot House at two of the demo stations: Marketplace and Developers and Builders to show you all the latest and greatest features.
This is the main area on the show floor where you'll find demos for all HubSpot products to check out the latest & greatest firsthand.
This is also where you can connect with Sales & Product and get help from Customer Support and our Trust Center.
The Exchanges: Meetups
The Exchanges are where you can find your people at UNBOUND. There are three spaces hosting meetups: The Sync for role-based meetups, The Sector for industry-based meetups, and The Spot for identity-based meetups.
To make it easy to find the right meetups for you, head to the UNBOUND Agenda and choose Meetups under More Filters (or find all meetups here).
Nikita Jotwani and I will be hosting a meetup called Build Together: From Ideas to Launch in The Sync on Friday. You’ll discover your builder archetype and participate in a low-key activity designed to help people exploring AI and people already building with MCP, AI connectors, or code make a meaningful peer-to-peer connection.
SJ Morris is back this year to host Neurodivergent & Thriving With AI — Find Your People. This meetup won’t be in The Exchanges though, it will be in a dedicated quiet room (102A) instead.
Braindates
Have you tried a Braindate yet? These high-impact, 30-minute sessions help you spark bold ideas, troubleshoot real-world challenges, and connect with peers solving similar problems.
Whether it’s a 1:1 chat or a small group get-together, you’ll hear diverse perspectives to fuel your UNBOUND experience and move your work forward.
After Hours Events
Find out What's Happening Around UNBOUND 2026 and don't miss these events hosted by HubSpot Technology Partners:
UNBOUND Happy Hour with Wati — Tuesday, September 15 from 5-7 PM, RSVP here.
After Glow: Wistia’s UNBOUND After Party! — Wednesday, September 16 from 6-10 PM, RSVP here.
Revenue on the Rocks hosted by Salesmsg, Vidyard, IMPACT and Trustpilot — Thursday, September 17 from 6-9 PM, RSVP here.
Subscribe to the Developer Newsletter for UNBOUND updates plus monthly platform changes, community news, and what's shipping across the ecosystem.
That’s all for now!
