What is it?
Churn Risk is a new Buyer Intent signal that fires when a tracked company's HubSpot conversations, emails, calls, transcripts, and notes show patterns indicative of at-risk relationships: escalating tone, recurring unresolved issues, cancellation language, and budget pressure. It's the first signal built specifically for existing customers, not new pipeline.
Why does it matter?
Starting today, you can now do the following:
- Act before the conversation goes sideways. The signal fires at the company level when conversation patterns shift, giving your team time to reach out while there's still room to move.
- Walk in with specifics. Churn Risk shows the contributing conversations and the most at-risk contact, along with the signal. Your AEs and CSMs know what triggered it before they pick up the phone.
- Apply your existing automations to retention. The same workflows, segments, and automations you've built for acquisition work here too. Churn Risk plugs into them directly.
How does it work?
Access Churn Risk in Buyer Intent via the Signals tab. From there you can:
- - Toggle Churn Risk on or off from My Signals
- - See Churn Risk events on tracked company timelines, with contributing conversations cited
- - Filter the Signals tab to show companies with recent Churn Risk activity
- - Use Churn Risk as a workflow trigger to route to a CSM, create a task, or send an alert
- - Add Churn Risk to segments to identify your highest-risk accounts
- - Pull Churn Risk into reporting to isolate at-risk customer cohorts
Churn Risk runs on conversation data already stored in HubSpot — emails, calls, transcripts, and notes. No new setup required. If you're already tracking a company for intent signals, Churn Risk will begin firing when patterns emerge.
Who gets it?
Available to all HubSpot customers with HubSpot credits.
Find out more:
Learn more about intent signals via our usage guide, quick overview Loom, or knowledge base article.