AI Tool Buzz
HubSpot Acquires XFunnel to Lead in "Answer Engine Optimization" (AEO)
BOSTON, MA — November 1, 2025 — HubSpot, the leading customer relationship management (CRM) platform, has acquired XFunnel, a New York-based startup focused on the new frontier of Answer Engine Optimization (AEO).
The acquisition, announced by HubSpot co-founder and CTO Dharmesh Shah, is a strategic move to accelerate HubSpot's capabilities in helping businesses attract customers in the age of AI. XFunnel's platform, which helps businesses monitor and improve their visibility within AI chat tools and search engines, will be integrated natively into HubSpot's Marketing Hub.
The move comes as marketing undergoes a seismic shift, moving from traditional Search Engine Optimization (SEO) — focused on ranking links — to AEO, which focuses on becoming the verified source for answers given by AI models.
"This is a big new opportunity for driving organic leads/customers via popular AI chat tools," Shah said in his announcement, noting that platforms like OpenAI's already have over 800 million weekly active users.
The Rise of AEO
Answer Engine Optimization is the practice of structuring a brand's information to be accurately found, understood, and cited by AI-powered answer engines. As users increasingly ask questions to AI chatbots instead of sifting through search results, AEO is becoming a critical marketing function.
XFunnel, founded in 2024 by serial entrepreneurs Beeri Amiel and Neri Bluman, built a comprehensive platform to address this specific challenge. Their technology allows marketers to see how their brand, products, and services are represented in AI-generated answers and provides the tools to experiment and strengthen that presence.
"XFunnel stood out as an exceptional platform built for this new AEO landscape," said Angela DeFranco, GM and VP of Product for Marketing Hub at HubSpot. "Their product enables enterprise brands to experiment and test quickly to find a winning strategy, aligning closely to how we're building the next generation of marketing tools."
Accelerating HubSpot's AI Roadmap
HubSpot had already begun integrating AEO tools into its platform, including AEO strategy and referral tracking. The acquisition of XFunnel and its "fantastic team" is set to accelerate these efforts significantly.
Interestingly, XFunnel was already a HubSpot customer and part of its ecosystem, along with other high-profile clients like Wix, Monday.com, and Fiverr. This existing relationship is expected to lead to a faster and deeper integration.
The XFunnel founders expressed that their vision for the future of marketing was "extremely aligned" with HubSpot's.
"Joining them allows us to build on an incredible foundation and be part of a shared mission to help businesses grow during a time of immense change," co-founders Beeri Amiel and Neri Bluman said in a joint statement.
This acquisition is the latest in a series of AI-focused moves for HubSpot, which recently introduced its "Loop" marketing playbook for the AI era and launched AI connectors for major platforms. By acquiring XFunnel, HubSpot is placing a definitive bet that the future of organic marketing lies not just in being found, but in being the answer.