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Native vs Middleware vs Custom Integrations & Migrations in HubSpot

Custom solutions can significantly enhance your HubSpot experience—but not all integrations are created equal. This guide explains the three main approaches to connecting HubSpot with other systems, helping you make informed decisions about cost, timeline, and flexibility.

1️⃣ Native Integrations

Definition:

Native integrations are pre-built connections available directly in the HubSpot App Marketplace. They are officially supported by HubSpot or certified partners, allowing you to connect HubSpot with other tools quickly and with minimal setup.

🔑 Key Features

  • Installed and managed directly in HubSpot

  • Require little or no technical expertise

  • Supported and updated by HubSpot or the integration vendor

🧩 Examples

  • Salesforce HubSpot Connector

  • Zoom Integration

  • Shopify Integration

✅ Benefits

  • Quick to implement

  • Lower cost

  • Official support and updates

  • Minimal risk of disruption to HubSpot

⚠️ Considerations

  • Functionality is limited to what the app provides

  • Less flexible for highly customized workflows

Resources:

2️⃣ Middleware Integrations (Zapier & Make)

📌 What They Are

Middleware solutions such as Zapier and Make (formerly Integromat) act as an automation layer between systems. They allow HubSpot to connect with tools that do not have a direct native integration. This approach is more flexible than native apps but simpler and faster than a fully custom solution.

🔑 Key Features

  • No-code / low-code platforms

  • Use triggers and actions to automate workflows across multiple tools

  • Can connect multiple systems without custom development

🧩 Examples

  • Creating a HubSpot deal when a Stripe payment is received

  • Syncing form submissions from an external platform into HubSpot

  • Sending Slack alerts when contact properties or lifecycle stages change

✅ Benefits

  • Faster to implement than fully custom solutions

  • Flexible enough for moderately complex workflows

  • Cost-effective and scalable for small-to-medium automation needs

⚠️ Considerations

  • Some limits on automation volume depending on platform subscription

  • Requires monitoring to ensure automations run smoothly

  • May not be suitable for very large datasets or highly complex bidirectional workflows

3️⃣ Custom Integrations / Migrations

📌 What They Are

Custom integrations or migrations are built specifically for your organization’s unique workflows, systems, or data needs. These are designed and implemented by our development team when native or middleware solutions cannot meet your requirements.

🔑 Key Features

  • Tailored specifically to your business

  • Can connect unsupported internal or external systems

  • Supports complex data migrations and multi-platform automation

  • Built with scalability, security, and long-term maintenance in mind

🧩 Examples

  • Migrating data from a custom CRM into HubSpot

  • Connecting HubSpot to an internal ERP system via secure APIs

  • Automating complex workflows across multiple business platforms

✅ Benefits

  • Fully customized to your needs

  • Handles complex or edge-case scenarios

  • Scalable for growth

  • Managed by our team to ensure reliability

⚠️ Considerations

  • Requires more time to implement than native or middleware solutions

  • Higher cost due to tailored development

  • Requires planning for access, security, and ongoing support

 

4️⃣ Comparison Overview

Feature Native Integration Middleware (Zapier / Make) Custom Integration / Migration
Availability HubSpot App Marketplace No-code automation platforms Built specifically for your org
Support Vendor / HubSpot Platform support + ThinkFuel oversight ThinkFuel Development Team
Time to Implement Quick (hours/days) Moderate (days) Longer (weeks)
Maintenance Vendor handled Our team monitors Our team maintains
Flexibility Limited Moderate Fully tailored
Scalability App-defined Moderate High
 

5️⃣ Decision Framework

To decide which approach is right for your project:

  1. Native Integration: Available in HubSpot Marketplace and meets your workflow needs.

  2. Middleware (Zapier/Make): Native integration does not exist, and workflow is moderately complex but manageable without full development.

  3. Custom Integration / Migration: Complex logic, high-volume data, or specialized security requirements make a tailored solution necessary.

6️⃣ Next Steps

  • Review your integration and workflow requirements

  • Determine whether a native, middleware, or custom approach fits best

  • Gather access and credentials for the systems that need to be connected

  • Collaborate with your ThinkFuel PM and Dev team to finalize the integration plan

  • Reference this guide and HubSpot resources to understand the benefits and limitations of each option

Recommended Tools & Resources

Process Mapping:

  • Whimsical – Create visual workflows to clarify how your systems should connect

Data & App Management:

  • Manage your connected apps – Ensure integrations don’t conflict

  • Understand your data sync field mappings – Plan how data moves between systems

LMS Video Resource:

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✅ Summary:

  • Native integrations → Quick, simple, officially supported

  • Middleware (Zapier / Make) → Flexible automation layer between systems, faster than full custom development

  • Custom integrations/migrations → Tailored, complex solutions built by our development team

Selecting the right approach helps ensure:

  • Realistic project timelines

  • Accurate cost planning

  • Reliable system performance

  • Smooth execution of workflows and data migrations