Updated June 25, 2026 by Sunny Chauhan.

The HubSpot Partners Directory is two directories, not one, and the difference matters for which one your customers will use to find you. The Solutions Directory lists agencies and consultancies. The App Marketplace lists software products. Many founders show up in the wrong one because they applied to the wrong partner program. If you're an ISV with an app, the App Marketplace is your directory; the Solutions Directory shows agencies that implement HubSpot. Confusing them costs leads. Here's the complete guide to both directories: how customers actually use them, what gets you ranked or buried, profile optimization, and the practical tactics that move ISV apps from "listed somewhere on page 4" to "appearing on the category landing page."

Pro Tip

TL;DR HubSpot has two main partner discovery surfaces: 1/ The Solutions Directory (ecosystem.hubspot.com/marketplace/solutions) for services agencies, and 2/ The App Marketplace (ecosystem.hubspot.com/marketplace/apps) for software products. If you built an app, you live in the App Marketplace. If you're an agency, you live in the Solutions Directory. The two are separate, indexed separately, and customers use them for different decisions. Profile optimization that works: clear positioning in your one-line description, certification badge if eligible, screenshots showing native HubSpot UI integration, recent customer reviews, and active scope-use signals to HubSpot.

URL: ecosystem.hubspot.com/marketplace/apps.

For software products that integrate with HubSpot. ~2,000 apps as of 2026. Customers browse by category (CRM, Marketing, Sales, Service, Operations, Commerce) or search by name/keyword. This is the directory ISVs care about.

Filtering options customers actually use: → Category (Hub) → Pricing (free vs paid) → Certified status → Built by HubSpot (first-party) vs third-party

URL: ecosystem.hubspot.com/marketplace/solutions.

For services agencies and consultancies that implement HubSpot for clients. Customers shopping for an implementation partner or ongoing managed services browse here.

Filtering options: → Location (country, region) → Tier (Solutions Provider, Gold, Platinum, Diamond, Elite) → Specialization (Marketing Hub, Sales Hub, etc.) → Industry

The two are entirely separate. Apps don't show in the Solutions Directory and vice versa.

Three patterns:

Customer opens the Marketplace, clicks a Hub category (e.g., "Sales Software"), and scrolls. They notice featured apps at the top, then certified apps, then everything else. They click on 2-4 listings and skim the descriptions, screenshots, and reviews.

Implication: ranking and category placement matter. Featured/certified placement gets disproportionate clicks.

Customer types a specific need into search (e.g., "meeting summaries"). The search returns apps whose listing copy matches. Customer skims top 5-10 results.

Implication: listing copy keyword discipline matters. Your app's description should include the words customers actually search.

Customer is using HubSpot, hits a feature gap, and HubSpot's in-product UI suggests Marketplace apps that solve it. The recommendation surfaces curated apps based on category fit and quality signals.

Implication: certified apps appear here more than uncertified. Certification matters for in-product discovery.

Five factors that materially move ranking and discoverability:

Certified apps get preferential placement on category pages, in search results, and in in-product recommendations. The single biggest discoverability lever for an existing listing. See our HubSpot app certification requirements for the path to certification.

App listings show ratings and reviews. Apps with more recent positive reviews rank higher. The ranking algorithm weighs: → Average rating (4.5+ is meaningfully better than 4.0) → Review recency (a 5-star review from this month beats one from 2024) → Review count (more is better, within reason)

Tactics that work: ask happy customers for reviews proactively, especially after they hit a positive milestone (successful sync, completed onboarding, hit ROI). Don't review-bomb; HubSpot detects patterns.

How many net-new installs per week your app gets is a quality signal. Higher install rate → preferential ranking. Net-new beats churn (a customer who installs then uninstalls in 30 days hurts ranking more than no install).

Tactics that work: invest in your listing-page conversion (good copy, clear screenshots), drive traffic to the listing from your own channels, run an in-app "install our HubSpot app" prompt for customers who use HubSpot.

HubSpot's reviewer tracks which scopes your app declared and which were exercised in the last 30 days. Apps with stale/unused scopes get flagged in re-certification and may see ranking deprioritization. Keep your scope list tight.

Apps that update their listing periodically (new screenshots, refreshed copy, version bumps) get freshness signal credit. Stale listings rank below active ones, all else equal.

The fields that matter most on a Marketplace listing, ranked by impact:

Customers scan names. A clear, descriptive name beats a clever one. Pair with a one-line tagline that explains what you do in 5-8 words.

Examples that work: → "Avoma, meeting intelligence for revenue teams" → "PandaDoc, document automation inside HubSpot"

Examples that don't: → "Synapse, reimagine your CRM" (vague) → "RevOpsHQ, the platform for modern revenue operations" (too generic)

3-5 paragraphs. First paragraph is the one customers actually read. Lead with the specific value: who this is for, what specifically it does, what changes after they install.

Avoid corporate marketing fluff. Customers know what category they're shopping; they want to know why your app beats the others in that category.

5-7 screenshots. The first 2 are what customers see in preview. Show your app's UI inside HubSpot (App Card, workflow action, or similar). Apps that show HubSpot-native integration in screenshots convert better than apps that show their own web app.

Pick 1-3 categories that genuinely fit. Picking too broad ("Marketing" + "Sales" + "Service" because you do all three) reads as generic. Picking too narrow misses customer search filters.

Be explicit. "Free with paid plans starting at $29/mo" beats "Free trial." Customers price-shop and ambiguity loses.

Replaced test credentials as of March 2026. Required for listing approval. Two-to-three minutes showing your app's core flows. Embed it on the listing; customers play it inline.

For agencies (Solutions Partners), the directory ranking is mostly tier-driven:

→ Higher-tier partners rank above lower-tier → Within a tier, location relevance, specializations, customer satisfaction, and certifications matter → Recent positive customer reviews help → Inactive profiles (no recent updates, no new managed customers) deprioritize

The mechanics are similar but the levers (managed MRR, certifications, customer sat) differ from the App Marketplace.

At Appnigma we generate Salesforce 2GP Managed Packages from natural-language prompts. The Salesforce AppExchange listing is structurally similar to the HubSpot App Marketplace listing: copy, screenshots, demo, reviews, certification badge. The optimization tactics transfer one-to-one.

For founders evaluating which ecosystem to start with: HubSpot's directory is less crowded (~2K apps vs Salesforce's ~6K) and certification is free vs Salesforce's $999 review fee. Same optimization playbook, lower competition, lower cost to compete.

• [ ] App name is descriptive (not clever-for-clever's-sake) → Yes / No

• [ ] One-line tagline in 5-8 words → Yes / No

• [ ] First paragraph of long description names the specific value → Yes / No

• [ ] 5-7 screenshots showing your app's UI inside HubSpot → Yes / No

• [ ] 1-3 well-fitting categories selected → Yes / No

• [ ] Pricing model explicit (no "free trial" hand-wave) → Yes / No

• [ ] 2-3 minute demo video produced → Yes / No

• [ ] Privacy policy, terms, setup page URLs live → Yes / No

• [ ] Plan for first-30-day customer review acquisition → Yes / No

• [ ] Certification path scoped (when you'll pursue) → Yes / No

A B2B intelligence product (Bombora-analog) listed in HubSpot's Sales Software category as "App Partner" (uncertified) at launch. Listing got modest traffic but conversion was low.

Three changes over 4 months:

→ Month 1: rewrote the listing description to lead with specific value ("Show intent signals on Salesforce-side leads inside HubSpot deal records"). Updated screenshots to show their App Card on a HubSpot deal record (previously they showed their own web app).

→ Month 2-3: pursued and earned certification. Took the security questionnaire, hardened token storage, addressed reviewer feedback.

→ Month 4: ran a customer success email campaign asking happy customers to leave a Marketplace review. Net 18 new reviews over 30 days (their existing average was 1 per quarter).

Six months from launch, they moved from the bottom of page 3 to a featured slot on the Sales Software category landing page. Install rate 3x'd. The optimization wasn't a single change; it was the cumulative effect of certification + better positioning + recent positive reviews.

Two separate directories: 1/ The HubSpot App Marketplace (ecosystem.hubspot.com/marketplace/apps) lists software products that integrate with HubSpot. 2/ The HubSpot Solutions Directory (ecosystem.hubspot.com/marketplace/solutions) lists services agencies that implement HubSpot. ISVs with apps live in the App Marketplace; services agencies live in the Solutions Directory.

For apps: join the Technology Partner Program, build your app, submit a Marketplace listing. See our how to become a HubSpot App Partner guide. For agencies: join the Solutions Partner Program. The applications are separate; you can do both if you offer both software and services.

Three patterns: 1/ Category browsing (clicking into Hub categories and scrolling), 2/ Direct search (typing specific needs), 3/ In-product recommendations (HubSpot surfaces curated apps when customers hit feature gaps). Certified apps appear preferentially in all three.

App Marketplace is for software products (built and listed by Technology Partners). Solutions Directory is for services agencies (Solutions Partners). Customers shopping for software use the App Marketplace; customers shopping for an implementation agency use the Solutions Directory. The two are entirely separate.

Five factors: 1/ Get certified, 2/ Drive positive customer reviews (especially recent ones), 3/ Drive net-new installs from your own channels, 4/ Keep your scope list tight (active use in last 30 days), 5/ Update your listing periodically (fresh screenshots, refreshed copy). Certification is the biggest single lever.

Yes. Apps with more recent positive reviews rank higher. The algorithm weighs average rating, review recency, and review count. Tactics that work: ask happy customers proactively, especially after a positive milestone. Don't review-bomb; HubSpot detects patterns.

Lead the description with specific value (not corporate fluff). Show your app's UI inside HubSpot in screenshots (not your own web app). Be explicit about pricing. Produce a clear 2-3 minute demo video. Categories should genuinely fit, not be too broad or too narrow.

Yes. Certified apps get preferential placement on category pages, in search results, and in HubSpot's in-product recommendations. The certification badge is a meaningful discoverability lever. See our HubSpot app certification requirements.

Sunny Chauhan is the founder and CEO of Appnigma AI, a no-code platform that generates Salesforce AppExchange-ready Managed Packages from natural-language prompts. He holds Salesforce certifications in Platform Developer II, Platform App Builder, Administrator, Data Cloud Consultant, and AI Associate. Appnigma's customers list on Salesforce AppExchange (analogous to HubSpot's App Marketplace); the optimization tactics described above transfer across both directories.

Originally published June 25, 2026. Last reviewed June 25, 2026. Directory structure and ranking factors verified against HubSpot's published documentation and observable Marketplace behavior current as of the published date.

• How to Become a HubSpot App Partner

• HubSpot Partner Programs Explained: Solutions vs Technology vs Affiliate

• HubSpot Marketplace Complete Guide

• HubSpot App Certification Requirements

• How to Build a HubSpot App

• HubSpot Integration Providers and Services

• HubSpot Integrations Explained

1/ HubSpot Ecosystem, App Marketplace 2/ HubSpot Ecosystem, Solutions Directory 3/ HubSpot Solutions Partner Program 4/ HubSpot Technology Partner Program

What's the one change to your Marketplace listing that would move you from "listed" to "discoverable"?