A year after the OrgChartHub acquisition: what actually changed

In June 2025, HubSpot had acquired OrgChartHub. Existing subscriptions would continue while a long-term integration plan was worked out. They were not taking on new customers.

OrgChartHub was the default answer to a question thousands of HubSpot users ask. Then the answer was withdrawn from the marketplace, rebuilt inside the platform, and attached to a plan tier.

A year on, enough has happened to say what the acquisition actually did, to the product, to the market, and to the people who were using it.

The timeline

June 2025. HubSpot acquires OrgChartHub and GeoMapper. Both close to new customers. Existing subscriptions continue. No sunset date is published, then or since.

July 2025 onward. The apps disappear from the HubSpot marketplace. Existing users keep working. Community threads fill up with variations of "where did it go" and "what do I use now", particularly from Starter and Professional portals.

Late 2025. The functionality re-emerges inside HubSpot as Buying Groups, a card on the company record. It is not a straight port. Buying Groups pairs the visual chart with HubSpot's buying role property and adds blueprints, automatic chart generation and an activity heatmap. HubSpot runs a dedicated admins session on the acquisition in December.

Through 2025 and 2026. Buying Groups is generally available on Sales Hub Enterprise and Service Hub Enterprise. Editing requires an assigned Sales or Service seat.

What HubSpot actually built

It would have been easy to bolt OrgChartHub on as a card and move on. HubSpot did something more interesting: it wired the chart into the data model.

The buying role property is a multi-select contact property with seven defaults, Decision Maker, Budget Holder, Champion, End User, Blocker, Executive Sponsor, and Legal and Compliance. You can add custom roles. You cannot delete the defaults. Because it is a real property, it is reportable and automatable.

Buying Groups is the workspace on top of that data: a drag-and-drop org chart on the company record, custom relationship lines with notes and colour coding for influence that does not follow reporting lines, and an activity heatmap that colours the chart by sales or marketing engagement. Charts can be built from a blueprint, automatically from associated contacts, or by hand.

Known limitations so far include: 1. The automatic builder does not run on companies with 100 or more associated contacts. 2. The buying role lives on the contact rather than the deal, so someone who is your champion on this year's renewal and a blocker on next year's expansion carries a single value across both.

What happened to the market

Within roughly nine months, the HubSpot org chart category became a genuinely competitive shelf.

New entrants arrived fast. CRM Canvas published in February 2026, Account Map in March, both with comparison content aimed squarely at "OrgChartHub alternative" searches. orgchart.work and NextRow's sidebar builder came into the marketplace. Established players, DemandFarm most visibly, leaned harder into HubSpot messaging.

Pricing fragmented in both directions. OrgChartHub sat at roughly $80 a month. A year later the shelf runs from free tiers and a $99 one-time licence at the bottom, through $9 per user per month, to enterprise account planning quoted in the thousands. Meanwhile the native option moved up, bundled into a plan that costs meaningfully more than the app it replaced.

The category split in two. The clearest shift is conceptual. Before the acquisition, "HubSpot org chart tool" described one thing: a drawing surface for reporting lines. Now there are two distinct claims. One is the org chart, structure, hierarchy, who reports to whom. The other is relationship intelligence, which reads activity data and tells you where coverage is thin and who has gone cold.

AI became table stakes for the first draft. Almost every tool that launched in 2026 generates a starting chart from existing contact data rather than asking you to drag eighty people into position. HubSpot's own auto-build does the same. That has genuinely lowered the cost of starting a chart. It has not solved the harder problem, which is that a plausible hierarchy inferred from job titles is not a verified one, and a wrong reporting line stated confidently is worse than a blank space.

What to expect next

Consolidation in the third-party shelf. A category with three new entrants inside nine months, several priced near zero, and a competent native option arriving underneath them is not a category with room for everyone. Free-during-beta and one-time-lifetime pricing are customer acquisition strategies, not business models. Some of the tools on today's comparison lists will not be on next year's. That is worth weighing when you pick one, because migrating account maps is not free.

Differentiation moves to the edges. If the chart itself becomes native and free for most HubSpot users, third-party tools survive on what the native option does not do. Realistically that means the workflow around the chart rather than the chart: getting stakeholders into the CRM in the first place, deal-level coverage analysis, and mapping roles before you know the names. The drawing surface is no longer the product.

What we did with the year

When OrgChartHub closed our HubSpot integration had just launched in a closed beta in July 2025. Over the following year we listed in the HubSpot App Marketplace, shipped placeholders so teams can map a role before they know the name, and in June 2026 moved the chart inside the CRM itself, a card on the HubSpot company record and a panel in the Pipedrive Organization sidebar. In July we connected third-party enrichment tools on a bring-your-own-token basis, and we have written openly about where AI fits rather than shipping something that works only half the time.

Our position is narrower than it was a year ago, and clearer for it. vizrm is for teams on HubSpot whose account maps need to work regardless of what plan tier they are on. Basic is €22.90 per user per month, Professional €29.90, published, self-serve, 14-day trial.

"As our accounts grew more complex, vizrm helped us gain a clear, strategic view of stakeholders, structures, and relationships across the organization." — Dr. Daniel Reuß, CRO, Doctorflix

The lesson worth taking

The wider story here is not really about org charts. It is about what it means to build a business inside someone else's marketplace.

OrgChartHub did everything right. It found a real gap, filled it well and earned its good reputation. That success is precisely what made it worth acquiring, and the acquisition is what removed it from the shelf. For the founders that is a good outcome. For the customer on lower plans it was not.

If you are choosing an account mapping tool now, that history is a useful filter. Ask where the tool's data lives, whether it is written back into your CRM or held in someone else's database, and how much of your account knowledge you would lose if the tool disappeared tomorrow. Ask whether the vendor's future depends on a single platform's packaging decisions. Not because any particular vendor is going anywhere, but because the last year demonstrated that the question is not hypothetical.

Frequently asked questions

What happened to OrgChartHub?

HubSpot acquired OrgChartHub and GeoMapper in June 2025. Both apps closed to new customers and were removed from the HubSpot App Marketplace. The org chart functionality was rebuilt inside HubSpot as Buying Groups, a card on the company record.

Is OrgChartHub shutting down?

HubSpot has not published a sunset date. Existing subscriptions continued after the acquisition while the integration plan was worked out. No new customers can sign up, so for anyone who was not already a customer it is effectively unavailable.

What is HubSpot Buying Groups?

A Sales Hub feature that maps the stakeholders on a deal as a visual org chart on the company record, combined with the buying role contact property. It includes drag-and-drop hierarchy building, custom relationship lines, blueprints and an activity heatmap.

Which HubSpot plan do I need for Buying Groups?

It is generally available on Sales Hub Enterprise and Service Hub Enterprise. Editing requires an assigned Sales or Service seat, and packaging varies by region, so check your own portal.

What should I use instead of OrgChartHub?

It depends on your plan. On Enterprise, use Buying Groups. On Starter or professional, or if you need something now, third-party apps including vizrm put a native org chart on the HubSpot company record on any plan. We compared every option in how to build org charts in HubSpot in 2026.

On Starter or Professional and still waiting? Start a free 14-day trial of vizrm and get your account maps back on the plan you already pay for. OrgChartHub users get free migration support and a discount on year one, details here.

Sources: HubSpot has acquired OrgChartHub and GeoMapper · HubSpot Buying Groups and the buying role property, Superwork · 5 best OrgChartHub alternatives, Account Map · Best HubSpot org chart tools, CRM Canvas · HubSpot Admins: OrgChartHub acquisition session