What To Know About Alphabet's Rumored HubSpot Bid
Alphabet is talking to advisers about a possible takeover offer for HubSpot, according to media reports. Here's what you need to know.


Alphabet (GOOGL), the parent company of Google, has spoken to its advisers about possibly making an offer to acquire online marketing software company HubSpot, according to Reuters.
Alphabet met with Morgan Stanley investment bankers on the potential deal, including how much it should offer and whether it would face scrutiny from antitrust regulators, Reuters said, citing people familiar with the matter. No offer has been submitted and there's no certainty that one will be made, the report added.
HubSpot currently commands a market capitalization of about $35 billion, which is well within Alphabet's budget as it ended its most recent quarter with approximately $110.9 billion in cash and cash equivalents. Prior to the news of the potential offer, HubSpot's market cap stood at about $32 billion.
From just $107.88 $24.99 for Kiplinger Personal Finance
Be a smarter, better informed investor.

Sign up for Kiplinger’s Free Newsletters
Profit and prosper with the best of expert advice on investing, taxes, retirement, personal finance and more - straight to your e-mail.
Profit and prosper with the best of expert advice - straight to your e-mail.
The Justice Department and the Federal Trade Commission (FTC) recently finalized new antitrust guidelines, the first update since 2010. The new guidelines are expected to have a chilling effect on mergers and acquisitions or, at the very least, expand the transactions subject to regulatory enforcement, as Kiplinger previously reported.
Google has faced its fair share of antitrust scrutiny in the past. In January 2023, the Justice Department sued Google for "monopolizing multiple digital advertising technology products." The Justice Department also sued "monopolist Google" in 2020 "to stop Google from unlawfully maintaining monopolies through anticompetitive and exclusionary practices in the search and search advertising markets."
In Thursday's trading session, HUBS stock was last seen up 8% on the news while GOOGL shares were down 0.3%.
Google weighs AI paywall option
Prior to the buzz of the potential bid for HubSpot, Google was in the news for considering charging for certain premium features powered by generative artificial intelligence (AI), the Financial Times (FT) reported.
The proposed paywall would be centered around adding certain AI-powered search features to its premium subscription services, the FT said, citing three people with knowledge of the plans.
If this were to happen, it would mark the first time Google has put any of its core product offerings behind a paywall, the FT said.
Related Content
Profit and prosper with the best of Kiplinger's advice on investing, taxes, retirement, personal finance and much more. Delivered daily. Enter your email in the box and click Sign Me Up.

Joey Solitro is a freelance financial journalist at Kiplinger with more than a decade of experience. A longtime equity analyst, Joey has covered a range of industries for media outlets including The Motley Fool, Seeking Alpha, Market Realist, and TipRanks. Joey holds a bachelor's degree in business administration.
-
To Raise Prices or Not to Raise Prices: Tariff Tips for Small Businesses
Small businesses are making critical decisions. Should they pass on higher costs due to tariffs, or would that only cost them more in lost customers?
-
The Upscale Upgrades Coming to a Country Club Near You
Young country club members expect more from their fees than access to a golf course. From teen rec rooms to red-light therapy, this is how clubs are upgrading.
-
To Raise Prices or Not to Raise Prices: Tariff Tips for Small Businesses
Small businesses are making critical decisions. Should they pass on higher costs due to tariffs, or would that only cost them more in lost customers?
-
Five Retirement Planning Traps You Can't Afford to Fall Into, From a Wealth Adviser
To help ensure you reach your savings goals and enjoy financial security in your golden years, be aware of these common pitfalls. The key is to be proactive, informed and flexible.
-
Your 401(k) Can Now Include Alternative Assets, But Should It? A Financial Adviser Weighs In
Many employer-sponsored plans offer limited investment options, which can stunt growth. But participants considering alternatives might need some sound advice to get the most from their accounts.
-
Will Taxes Shred Your 401(k) or IRA During Your Retirement? It's Very Likely
Conventional wisdom dictates that you save in a 401(k) now and pay taxes later, but turning that rule on its head could leave you far better off. A financial planner explains why.
-
More Retirees Are Renting: Should You? A Financial Adviser Weighs In
In some ways, renting is cheaper, more flexible and easier, but unless you understand the implications for your taxes and health costs, it might not be for you.
-
Dow Dives 878 Points on Trump's China Warning: Stock Market Today
The main indexes erased early gains after President Trump said China is becoming "hostile" and threatened to cancel a meeting with President Xi.
-
I'm a Real Estate Investing Pro: This 1031 Exchange Strategy Can Triple Your Cash Flow
Savvy investors can use 1031 exchanges to unlock value by moving capital across markets in a play called geographic arbitrage. These tax implications can make or break the strategy.
-
I'm an Insurance Pro: Everyone Needs to Prepare for Earthquakes, Even if You Don't Live Near a Fault Line
Here are my tips for what to do before, during and after an earthquake. The more prepared you are, the more you'll be able to keep your wits about you if it happens.