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CASE STUDY: HUBSPOT

Advancing Accessibility to Support a Culture of Belonging

As a company built around helping businesses grow better, HubSpot understands that accessibility is a foundational part of creating a culture where people feel they belong. In 2025, the company partnered with Mobility Mojo to better understand and strengthen accessibility across its global offices.

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Share:
Industry

Software

Employees

12 500

Customers

288 000

Countries

135+

Introducing Hubspot

Founded in 2006, HubSpot is a leading customer platform that helps businesses grow better by bringing together marketing, sales and customer service tools in one place. Today, HubSpot serves more than 288,000 customers in more than 135 countries, helping companies of all sizes build meaningful relationships with their customers.

HubSpot employs an intentionally distributed workforce model, giving employees the flexibility to work remotely, in an office or a blend of the two. This flexibility is a core part of HubSpot’s culture, but physical offices still play an important role. They act as destinations for collaboration, onboarding, intentional gatherings and community-building.

As HubSpot continues to evolve how and where work happens, creating environments that are welcoming, accessible and supportive for everyone remains a key priority.

Challenge: Backing up a commitment to inclusion

In 2025, HubSpot formalised its Belonging Strategy, with inclusion as a central pillar. As part of that work, the company recognised and resourced its Disability Alliance Employee Resource Group, acknowledging the significant percentage of employees — around 20-25% according to internal surveys – who are neurodiverse or have a disability.

"Our Belonging Strategy is really about being proactive for employees. We're creating a space where all HubSpotters truly feel included and where they can do their best work. We want everyone to feel a sense of community and bring their full, authentic, healthy self to work, knowing that we’ll support them in that process,” says Ky’Lend Adams, Senior Program Manager, Experience and Inclusion at HubSpot.

 

At HubSpot, most employees work remotely, but offices remain important destinations. For example, the company is leaning in on moments of in-person connection this year, partly in the form of on-site, intentional gatherings. And employees can work from the office if they prefer.

“If employees are making the choice to come into the office, we want to make sure that the office is a destination. We need to make sure it’s a worthwhile trip for them — that it’s worth getting out of the comfort of their own homes. Part of that is the accessibility piece,” says Rachel Yen, Lead Program Manager, Flex and Workplace Experience.

HubSpot wanted to go beyond minimum legal requirements and take a more holistic, human-centred approach to accessibility — one that matched its values and its ambitions.

 

Hubspot Logo
“Creating a culture of belonging is really important for HubSpot. We spent a lot of time last year crystallising our Belonging philosophy, which includes four strategies: representation, inclusion, equity and accountability. When we dug deep on inclusion and equity, we had a number of gaps to close to make sure we were providing accessible office space for employees, customers and visitors.”
Eimear Marrin

Vice President of People Experience, HubSpot

Headshot of Eimear Marrin; a blonde woman with mid length hair wearing a blue top

Solution: A structured, global view of accessibility

To move from intention to insight, HubSpot partnered with Mobility Mojo to conduct accessibility assessments across its global offices. Internal stakeholders completed guided assessments covering entrances, common areas, meeting rooms, restrooms and more, leading to a shared, data-driven picture of accessibility across regions.

"One of the great things about the assessment with Mobility Mojo has been that it's really about best practices. So, it goes beyond compliance and instead asks: How do we make sure that we're ensuring that all employees feel included?" says Ky’Lend.

That distinction mattered. Accessibility is deeply connected to HubSpot’s Belonging strategy — influencing talent attraction, employee experience, and performance.

 

"By going above and beyond, we're making folks feel like they are a part of the community here — that we see them and that we are creating spaces with them in mind. The best practices that were presented to us from the Mobility Mojo assessment really aligned with that," says Ky’Lend.

The assessments surfaced both strengths and opportunities across very different offices. Importantly, they didn’t just highlight gaps — they delivered clear, prioritised roadmaps, including capex-light improvements alongside longer-term investments.

"We have now assessed eight global offices using the Mobility Mojo accessibility assessment... It proved to be super informative and educational for our folks that went through it. Not only did we come out with scores, but we came out with a roadmap for how we close the gap."
HELEN RUSSELL

Chief People Officer, HubSpot

This image shows a modern, open-plan office space with a variety of workstations, desks, and seating areas. The space has a clean, minimalist design with exposed ceilings, large windows, and a blue and gray color scheme.

Results: Clear priorities and cultural momentum

Pawlik went on to say, "In comparison with other certification systems that I know of, Mobility Mojo assesses a very broad spectrum of features of the built environment and is well balanced between different types of disabilities. Also, I consider it an advantage that elements of the wider D&I context are included in the assessment system.

Mobility Mojo’s open attitude and constructive approach to cooperation was invaluable in the process of assessing our workplace and implementing improvements."

Results: Clear priorities and cultural momentum

Following the assessments, HubSpot’s inclusion and facilities teams reviewed the findings together to determine next steps.

“Ky’Lend regrouped our team — including our facilities team — and he took us through light lifts where we could make some quick-hit improvements versus if we wanted to take the time, request budget, and make some larger investments,” says Rachel.

The insights are now actively shaping decisions across the business — from prioritising upgrades in existing offices to embedding accessibility into future renovations, relocations, and partnerships.

 

Early focus areas include:

  • Improved signage and wayfinding, particularly for infrequent office users
  • Listening sessions, accessibility awareness training and emergency preparedness training
  • Conversations around desk setups and restroom design
  • Plans to provide comprehensive accessibility information for each building to employees and visitors

“We’re rebuilding two floors in our offices in Dublin and Cambridge, partly to create collaborative studios, but also to take all the learnings from Mobility Mojo and make sure everything is fully accessible,” says Eimear.

HubSpot has also strengthened the accessibility criteria within its building assessment framework — ensuring accessibility is considered early when buying, building, or leasing new spaces.

But the impact extended beyond physical environments.

Working with Mobility Mojo helped spark broader conversations about training and preparedness, including how accessibility considerations apply in a largely remote organisation.

 

Hubspot logo
“For our Disability Alliance Employee Resource Group, doing this audit with Mobility Mojo reinforced our commitment to this space — that we do want to learn, we do want to improve and we do want to strengthen the work that we’re doing. It reinforced HubSpot’s commitment to disability inclusion and showed that we are truly trying to do better and make an impact.”
Ky'lend Adams

Senior Program Manager, Experience and Inclusion, HubSpot

Headshot of Ky'lend Adams; a man with short, black hair wearing a suit.

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