Hubbl. Technologies

Here is a fact about enterprise software that is both boring and, if you run one of these systems, quietly terrifying: nobody knows what your Salesforce org actually does. Not fully. Not the metadata, not the automations, not the seventeen validation rules a contractor added in 2019 and then left the company. The org works, mostly, the way a old house works - you learn which light switch does nothing and you route around it. Success makes this worse, not better, because success means more users, more customizations, more clever people adding more clever things, until the whole apparatus is running on institutional memory that walks out the door every time someone changes jobs.

Hubbl Technologies exists because two people who spent their careers inside the Salesforce ecosystem - Mike Bogan and Chris Bruzzi - noticed this and decided it was a product, not a fact of life. The company they founded in 2022 is named, with some cheek, after the Hubble Space Telescope. The premise of the name is that the telescope's entire job is to take distant, incomprehensible chaos and resolve it into something you can look at. Hubbl wants to do that for the mess inside your CRM. It is a good metaphor, and the rare startup name where the metaphor actually explains the business.

Two products, one idea

The company sells two things that are really the same thing viewed from different distances. The first is Org Intelligence: audits and continuous monitoring that x-ray your Salesforce org's metadata, flag security vulnerabilities, and put a number on the tech debt you've been carrying. Think of it as a home inspection you can rerun every night. The second is Process Intelligence, and this is the part worth stopping on, because Hubbl makes a genuinely unusual claim: it is the first process-mining tool built natively on Salesforce.

Process mining is not new. It is a whole category - you take the event logs a system generates, and you reconstruct the actual path work takes through it, as opposed to the tidy path the process diagram promised. The catch is that traditional process mining makes you export your data, clean it, load it into a separate warehouse, and only then look. That's a lot of steps, and each step is a place for data to go stale or a governance officer to say no. Hubbl's pitch is that it skips all of it. It reads the org where the org lives - Cases, Opportunities, any custom object - and turns the live data into process maps in minutes. No ETL, no export, no second copy of your sensitive data sitting somewhere it shouldn't.

Whether "native" is a moat or a feature is the kind of thing you could argue about, and competitors like Celonis would argue about it. But it is a real, legible difference, and in enterprise software a real, legible difference is worth more than a marketing adjective. When the CEO of a customer named Coastal, Eric Berridge, says the tool "became critical infrastructure for speed, visibility, and trust into a process that's traditionally high-risk," the operative word is infrastructure. Infrastructure is the thing you can't rip out.

It also helps that the pain Hubbl addresses is the kind that compounds silently. A single undocumented automation is a footnote. A thousand of them, layered over a decade, is the reason a routine migration turns into a three-week fire drill and a post-mortem. Most teams only discover the scope of their tech debt at the exact moment it is most expensive to discover - mid-project, in production, with a deadline. Hubbl's argument is that you can move that discovery earlier and make it cheap: run the audit continuously, catch the metadata crisis while it's still a warning rather than an outage. Whether customers pay for prevention as reliably as they pay for cures is one of the open questions of the business, but the ones who have been burned tend to become believers quickly.

The AI angle, stated plainly

There is a version of this story that leans entirely on the word "agentic," and Hubbl does use that word. But the underlying argument is more concrete than the buzzword suggests. The company likes to cite a grim statistic: something like 95% of generative-AI pilots fail to deliver business value. Hubbl's explanation for that failure is not that the models are bad. It's that you're pointing a very capable system at an org it does not understand, and asking it to make judgment calls. An AI agent turned loose on a Salesforce org it can't read is going to do confident, plausible, wrong things. The fix Hubbl proposes is to build the understanding layer first - the context, the governance, the map of how things actually work - and then let the agents operate on top of it. Foundations before automation. It is an old idea wearing new clothes, which is often the most durable kind.

This framing is also why the money showed up. In February 2026, Hubbl closed a US $6 million Series A led by Salesforce Ventures, with Industry Ventures participating. It is not a giant round by the standards of AI fundraising in 2026, but the identity of the lead investor is the signal. Salesforce's own venture arm putting money into a company whose entire product is understanding Salesforce orgs is either a strong endorsement or a hint about the roadmap, and possibly both. Money from the mothership tends to mean the mothership finds the thesis plausible.

Who is buying it

The customer list Hubbl points to - it claims north of 4,000 customers - skews toward exactly the organizations that feel org complexity most acutely: large enterprises like BMC Software, insurers like MagMutual, and consultancies like Slalom that run other people's Salesforce projects for a living. There's also a quietly interesting segment: private equity firms, which increasingly own portfolios of software-dependent companies and want a way to look at the health of a Salesforce org the way they'd look at a balance sheet. Portfolio-wide org monitoring is a very PE thing to want, and Hubbl built for it. Consulting partners, nonprofits, and ISVs round out the base.

The competitive picture is worth drawing plainly, because it clarifies what Hubbl is and isn't. On one flank sit the big standalone process-mining platforms - Celonis chief among them - which are powerful and general but were built to sit outside your systems and pull data toward them. On another flank sit the Salesforce-specific tooling companies - names like Elements.cloud, Sonar, Salto, Gearset - that handle metadata, documentation and DevOps but approach the problem from the change-management side rather than the process side. Hubbl is trying to stand at the intersection: process mining's ambition with a Salesforce tool's intimacy. Even ServiceNow has moved into process mining, which tells you the category is hot. The risk in occupying an intersection is that you have to be better than two different kinds of incumbent at once; the reward, if it works, is that you're the only one standing exactly where the customer's problem lives.

Steering the company is Rob Acker, a Salesforce ecosystem veteran who joined the two founders as CEO. The leadership is stacked with people who have lived inside the problem they're now selling against - which, for a tool whose whole value is domain understanding, is roughly the right resume. The team is small, around 36 people, headquartered in Port Moody, in the Vancouver area, and remote-friendly. The stated values run to the earnest - Bold Discovery, Customer Centricity, Clarity in Action, Empowered Growth, Grit - but the recurring word across everything the company writes is clarity, and at least they're consistent about it.

Distribution, for its part, follows the water. Hubbl ships as native apps on the Salesforce AppExchange, which means it is sold inside the ecosystem it describes, to customers who are already there. That is a tidier go-to-market than trying to convince a company to adopt yet another standalone platform, and it is part of why a small team can credibly claim thousands of customers. The flip side is obvious: a company whose entire product is Salesforce lives and dies by Salesforce's roadmap, which is precisely why a Series A led by Salesforce's own venture arm reads as more than a financial transaction. It is a hand on the shoulder.

The honest summary is this: Hubbl is a bet that as Salesforce orgs get more complex and companies get more eager to point AI at them, someone will need to sell the map. It is not a flashy bet. It is a plumbing bet. But plumbing, when it works, is the thing everyone quietly depends on and nobody rips out - and that is usually a better business than flash.