HubSpot acquired Warmly on June 30, and if you were evaluating it — or renewing it — the calculus changed overnight. HubSpot says existing contracts and pricing hold near-term, and the standalone pricing page is still live, but the roadmap now answers to a CRM platform, and non-HubSpot customers should assume they are no longer the priority persona. Here is the decision tree we’d run, by what you actually bought Warmly for.

If you’re a HubSpot shop: wait

You are the acquisition’s target market. Person-level visitor identification and Warmly’s inbound/TAM agents are headed natively into your CRM — signing a standalone identification contract this quarter means paying twice for a roadmap item. Pause the evaluation, ask your HubSpot rep for the integration timeline in writing, and spend the interim wiring your routing so native intent has somewhere to land (our inbound routing playbook is the prep work).

If you bought it for person-level identification: RB2B

RB2B was already the other half of our head-to-head, and the acquisition settles the tiebreaker: it is now the default independent option at the person level, with a free tier (100 resolutions/month) that makes the pilot decision trivial and paid plans from $79/mo. What you give up versus Warmly is the orchestration wrapper — RB2B identifies; your stack (Clay + a sequencer, per the de-anonymization playbook) does the rest. After 2026, that unbundling is arguably the feature: no platform can acquire your workflow.

If you bought it for signals-to-outreach orchestration: Unify

Unify is the closest like-for-like replacement for Warmly’s “identify, enrich, act” loop — signals from 40+ providers, agent research, and native sequencing in one product, with published pricing (Growth at $1,740/mo annual) and the distinction of being the last major independent in the category. Read The Great Signal Grab before you sign, though: the same consolidation logic that took Warmly makes Unify both the best independent choice and the most obvious next target. Contract accordingly.

If you’re enterprise ABM: 6sense or Demandbase

If Warmly was your downmarket entry into account-level intent, the acquisition is a nudge toward the tier you were eventually headed to anyway. 6sense vs Demandbase is the real decision at that altitude — buying-stage prediction across your whole market rather than website-visitor resolution — priced in the $60K+/yr range and worth it only once a named-account program exists.

The rules, regardless of pick

Three clauses are non-negotiable for any signals vendor after this year: data portability (your resolved identities and scores leave with you), a change-of-control clause, and annual-maximum terms. Three of the category’s leaders were acquired inside four months; underwrite every replacement as if it will have a platform owner within 18 months. And whichever way you go, re-run the numbers through our Stack Finder — identification pricing moved a lot this year, and the quiz carries the July 2026 verified rates.