Google's Alphabet Explores Acquisition of HubSpot

By Patricia Miller


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Alphabet (NASDAQ: GOOG) explores mega deal with HubSpot, expanding into the CRM market. HubSpot acquisition could boost Google's cloud computing business.

Closeup of phone screen with logo lettering of hubspot on computer keyboard.
Alphabet Eyes Expansion in CRM Market

What You Need To Know

Google parent company Alphabet Inc (NASDAQ: GOOG) has been exploring the possibility of acquiring online marketing software company HubSpot Inc (NYSE: HUBS), according to a Reuters report. The potential deal, which would be Alphabet's largest ever, is driven by the company's desire to put its cash pile to use and expand its offerings in the customer relationship management (CRM) software market.

A bid from Alphabet would be a rare example of a major technology company pursuing a mega deal amid increased regulatory scrutiny under President Joe Biden's administration. Alphabet has met with investment bankers from Morgan Stanley (NYSE: MS) to discuss the potential offer and the regulatory implications. However, no offer has been submitted yet, and there is no certainty that a deal will be reached.

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Why This Is Important for Retail Investors

  1. Potential Investment Opportunity: The exploration of a major acquisition by Google's Alphabet GOOGL presents a potential investment opportunity for retail investors. If the deal goes through, it could impact the valuation and growth prospects of HubSpot, which could translate into potential gains for investors.

  2. Expansion into Lucrative Market: The potential acquisition would allow Alphabet's Google to expand its offerings in the rapidly growing customer relationship management (CRM) software market. This could indicate Google's recognition of the market's potential and lead to increased revenues and market share, which could benefit retail investors.

  3. Antitrust Implications: The deal raises discussions about antitrust regulations and their possible impact on the tech sector. Retail investors should pay attention to any developments in this area, as regulatory actions could have significant implications for companies like Alphabet, HubSpot, and other competitors in the industry.

  4. Competitive Landscape: The potential acquisition could intensify competition in the CRM software sector, challenging dominant players like Salesforce (NYSE: CRM) and Microsoft (NASDAQ: MSFT). Increased competition often leads to innovation, lower prices, and improved offerings, which may benefit both businesses and investors in the long term.

  5. Market Trends and Industry Growth: The interest shown by Alphabet in acquiring HubSpot highlights the current market trend of companies investing in software and technology. This indicates the potential growth and profitability of the industry, making it an important area for retail investors to monitor and consider for their investment portfolios.

How Can You Use This Information?

Here are some of the investing ideas that can be explored using this information:

Growth Investing

Alphabet's potential acquisition of HubSpot indicates growth prospects for both companies in the expanding CRM software market. Investors can explore opportunities to invest in these growth-oriented technology companies HUBS and GOOGL.

Growth investing focuses on stocks of companies expected to grow at an above-average rate compared to other stocks in the market; learn more in our article titled 'What is Growth Investing?'.

Sector Rotation

The interest shown by Alphabet in the CRM software market highlights the potential for growth and innovation in the technology sector. Investors may consider rotating their investments towards this sector to capitalize on its promising prospects.

Sector Rotation is the practice of shifting investment capital from one industry sector to another to take advantage of the economic cycle.


With Alphabet's exploration of a major acquisition, investors may consider diversifying their portfolios by including both Alphabet and potential target HubSpot. This diversification strategy can help spread risk and capture opportunities in different areas of the technology industry.

Diversification spreads investments across various assets to reduce risk and volatility in a portfolio.

Innovation-Focused Investing

The potential acquisition represents a move by Alphabet to enhance its offerings and stay competitive in the CRM software space. Investors interested in innovation-focused strategies may find opportunities in companies pushing technological advancements in marketing and sales software.

Innovation-focused investing seeks out companies that are leaders in technological advancement, offering potential for significant growth as they develop new products and services.

Defensive investing

While the potential deal presents growth opportunities, investors should also be cautious given the increased regulatory scrutiny in the tech sector. Retail investors seeking a defensive strategy may choose to monitor the regulatory landscape and adjust their portfolios accordingly to mitigate potential risks.

Defensive Investing focuses on securing a portfolio by choosing companies that are less sensitive to economic downturns.

Read What Others Are Saying

Reuters: Exclusive: Google parent Alphabet weighs offer for HubSpot

CNBC: Alphabet reportedly weighing offer for HubSpot, sending shares in the $32 billion marketing company up 5%

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What you should read next:

Popular ETFs

Some investors prefer to invest in stocks via an exchange-traded fund for ease and reduced risk. Some popular ETFs include the following:

  • Vanguard Total Stock Market ETF (VTI): This ETF aims for comprehensive coverage of the U.S. equity market, including small, mid, and large-cap growth and value stocks. It includes HubSpot among its diverse holdings, offering broad market exposure.

  • Vanguard Mid-Cap ETF (VO): Focused on mid-sized U.S. companies, this ETF offers a mix of growth and value stocks across various industries, with HubSpot being a significant part of its portfolio.

  • Vanguard Extended Market ETF (VXF): This fund targets U.S. stocks that fall outside of the S&P 500, aiming to offer exposure to the extended market by including small to mid-cap companies like HubSpot.

  • Vanguard Growth ETF (VUG): With a focus on large-cap growth companies, this ETF includes HubSpot, reflecting its commitment to including firms with growth potential.

  • Vanguard Mid-Cap Growth ETF (VOT): Specifically targeting mid-cap companies with growth potential, VOT includes HubSpot, making it suitable for investors looking for growth-oriented mid-sized companies.

  • Vanguard Information Technology ETF (VGT): This ETF focuses on the technology sector, including companies like HubSpot, and offers investors exposure to tech industry growth.

  • iShares Russell Mid-Cap Growth ETF (IWP): Concentrating on mid-cap U.S. companies with growth characteristics, IWP includes HubSpot, catering to investors seeking growth potential in the mid-cap space.

  • iShares Expanded Tech-Software Sector ETF (IGV): Specifically targeting software companies in the technology sector, IGV includes HubSpot, providing focused exposure to the software industry.

Explore more on these topics:



This article does not provide any financial advice and is not a recommendation to deal in any securities or product. Investments may fall in value and an investor may lose some or all of their investment. Past performance is not an indicator of future performance.

Patricia Miller does not hold any position in the stock(s) and/or financial instrument(s) mentioned in the above article.

Patricia Miller has not been paid to produce this piece by the company or companies mentioned above.

Digitonic Ltd, the owner of, does not hold a position or positions in the stock(s) and/or financial instrument(s) mentioned in the above article.

Digitonic Ltd, the owner of, has not been paid for the production of this piece by the company or companies mentioned above.

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