Most businesses struggle with fragmented support. They use one bot for service, another for sales, and yet another for product questions. These bots rarely talk to each other, which leaves customers repeating themselves and teams missing context.
At INBOUND, HubSpot introduced Multi-Agent Portals inside Breeze Customer Agent. This update lets multiple AI agents collaborate in one place. Instead of siloed bots, you now get a team of AI teammates that are specialized agents, sharing context and working together.
As HubSpot Solutions Partners, we help companies design and configure these AI teammates so they work seamlessly. The result is a single, connected customer experience where every conversation adds value.
Most traditional AI bots are built to do one job. You might have a service bot that handles FAQs or a sales bot that books meetings. But when a customer’s needs overlap, these single-purpose bots fall short.
They can’t share context with each other, which means conversations break down. A customer might answer a question for the service bot, then get transferred to a sales bot and have to repeat the exact same details.
Not only is this frustrating, but it also makes teams look disorganized. It’s no surprise that 35% of customers say they’d prefer to work with an AI agent instead of a human if it meant they wouldn’t have to repeat themselves.
Competitors still push isolated bots that can’t share data or work across functions. That leads to the same old problem: customers bounce between channels without a smooth experience. Businesses end up with fragmented conversations and missed opportunities.
A Multi-Agent Portal brings multiple AI teammates into one HubSpot environment. Instead of juggling separate bots, you can now run specialized agents side by side in the same portal. Each agent has its own role, but they all share context through HubSpot’s unified CRM.
Here’s how it works:
Each agent focuses on a different part of the customer journey.
For example, you could have a Service Agent that handles support tickets, a Sales Agent that qualifies leads, and a Product Expert that explains technical details. This specialization makes every interaction more precise and relevant.
The real magic is that context flows freely between agents. If a customer explains their issue to the Service Agent, the Sales Agent already sees that history. There’s no need for the customer to repeat themselves or start over. This continuity builds trust and reduces friction.
Customers move smoothly between agents without even noticing the handoff. To them, it feels like one continuous conversation. And when the experience feels natural, people respond better.
67% of customers who interact with CS bots are surprised by how friendly, engaging, and human-like those agents can be. With multiple agents working together, that experience only gets stronger.
Multi-Agent Portals are not just a technical upgrade. They transform how teams serve customers and how customers experience a business. When specialized AI agents work together, every department benefits.
Here’s how it works across teams:
Support agents often face overwhelming ticket volumes. A Service Agent inside a multi-agent portal can handle the repetitive work. This includes password resets, billing questions, or FAQs about shipping policies.
Routine requests move to the Service Agent, which frees up human reps to focus on complex or sensitive cases. Because all interactions are logged in the shared CRM, customers don’t need to explain their issue twice. Every agent, human or AI, sees the full context immediately.
Service conversations are full of hidden buying signals, but in many companies, those insights slip through the cracks. With a Sales Agent connected in the same portal, those signals turn into action right away.
Imagine a customer asking about upgrading their plan during a support chat. Instead of hoping the rep remembers to pass along the detail, the Sales Agent can automatically qualify the lead and route it to the right salesperson.
This turns ordinary support moments into opportunities to grow the pipeline.
Customers often reach out with technical questions or setup issues. Without automation, these cases either wait in a queue or get escalated to engineers, which slows everyone down.
A Product Expert agent changes this flow. It can answer common feature questions, guide customers through onboarding steps, and explain technical concepts in plain language.
That makes customers feel supported without delay. Channel preferences also highlight why this matters. 70% of Americans used the phone for support, but only 35% preferred it over other channels.
Customers still default to calling because they expect faster answers. Multi-Agent Portals deliver that same speed and confidence through digital channels, so they do not have to pick up the phone unless they want to.
Many companies still approach AI with single-purpose bots or disconnected tools. These setups create silos, force customers to repeat themselves, and leave teams juggling multiple systems. HubSpot’s approach with Multi-Agent Portals is different.
Most competitors rely on a patchwork of bots, each serving one function. A support bot might answer FAQs, while a separate sales bot handles scheduling.
Because these bots are not connected to the same data, the handoff between them feels clunky. Context is lost, customers get frustrated, and valuable details never reach the right teams.
HubSpot designed Multi-Agent Portals to run on a shared foundation: the HubSpot CRM. Every AI agent, whether for sales, service, or product, draws from the same customer record. That unified data makes conversations seamless.
A service interaction can flow into a sales opportunity without the customer needing to restate their needs. A product inquiry can automatically update account details for both support and marketing.
The advantage isn’t just efficiency but also revenue growth. Service agents resolve more tickets in less time.
Sales agents qualify more leads from everyday conversations. Product agents help customers faster, which builds trust and reduces churn. All of this happens inside a single platform, eliminating the need for bolt-on solutions.
HubSpot’s differentiation is clear: instead of isolated bots, it delivers a connected system of AI teammates that share context and drive results together.
The value of Multi-Agent Portals becomes clear when you see them in action. Different industries can configure agents for their unique needs, creating smoother customer journeys and new opportunities for growth.
These are some examples on how to use the multi-agent portals:
A customer reaches out about a warranty issue. The Service Agent verifies the warranty and resolves the case quickly. During the interaction, the customer mentions they are upgrading equipment soon.
The Sales Agent picks up on this signal, qualifies the lead, and offers an upsell. When the customer asks technical questions about a new model, the Product Agent steps in to explain features and provide guidance.
What started as a support ticket turns into a resolved issue and a new sales opportunity.
A user submits a support ticket about a feature they cannot access. The Support Agent troubleshoots the issue and confirms it is tied to the customer’s current subscription level.
The Product Agent then guides the user through the setup of advanced features available in the higher tier. Meanwhile, the Sales Agent qualifies the account for expansion and routes the opportunity to the right rep.
The customer feels supported at every step, while the company drives retention and expansion.
A shopper contacts support about returning a recent order. The Service Agent handles the return and provides instructions. During the exchange, the Sales Agent recommends complementary items and highlights a limited-time promotion.
When the customer has questions about product sizing and materials, the Product Agent answers with clear information. The interaction ends with a smooth return, new purchases, and a stronger relationship with the customer.
Many businesses are excited by the idea of Multi-Agent Portals but unsure where to start. They worry about setting up the agents, connecting them to the right workflows, and making sure teams actually adopt them.
Here’s how we approach Multi-Agent Portals to make sure they work for each business
Every company has different needs. A manufacturer might prioritize warranty support and upsells, while a SaaS company might need agents that handle onboarding and account expansion.
We help businesses map out which AI teammates they need, what roles each should play, and how they can share context through the CRM.
AI agents are most effective when they work within your existing processes. We configure Breeze Customer Agent so it connects to your emails, chats, calls, and forms.
This way, the data flows naturally into the CRM, and every agent has the context they need to perform their role.
Technology is only valuable if people use it. We provide training so sales, service, and product teams know how to collaborate with their AI teammates.
When staff see that agents are reducing busywork, capturing opportunities, and making their jobs easier, adoption happens faster and with less resistance.
There is no one-size-fits-all bot. Multi-Agent Portals are flexible, and we make sure they reflect the unique way your business serves customers.
Whether your focus is reducing ticket load, qualifying leads, or handling technical support, we tailor the setup so the system delivers measurable results.
Our goal is simple: to make sure your AI teammates don’t just exist in your portal, but actively drive growth across service, sales, and product.
Multi-Agent Portals take customer support far beyond what single bots can handle. Instead of siloed tools, you get a team of AI teammates that work together across service, sales, and product.
What makes this shift so powerful is the continuity. Customers don’t have to repeat themselves, and teams don’t have to scramble for context. Every interaction flows into the next, creating a journey that feels natural instead of fragmented.
For service teams, this means less ticket overload. For sales, it means more chances to capture revenue during everyday conversations. For the product team, it means customers get answers quickly without waiting in long queues.
The bigger picture is growth. When customers feel supported, they stay longer, buy more, and trust your brand.
Ready to build your own Multi-Agent Portal in HubSpot? At Origin 63, we help businesses design their multi-agent strategy, integrate workflows, and train teams to work alongside AI teammates. Our job is to ensure the system reflects your business model and delivers results.
Talk to a HubSpot Expert Partner today and see how Breeze Customer Agent can connect your teams and customers in one seamless experience.