When most people think about HubSpot, they think CRM, marketing automation, or sales enablement. But what if I told you that HubSpot can actually serve as a powerful Learning Management System (LMS)?
With the recent launch of HubSpot’s Content Hub and the growing functionality of the Memberships tool, HubSpot is now uniquely positioned to offer a seamless, highly integrated learning experience—without requiring third-party LMS software. Which if you know me I am always trying to find ways to avoid those extra add on solutions. So whether you’re training customers, onboarding employees, or running a full-fledged online course, here’s why HubSpot should be on your radar as a serious LMS contender.
1. The Power of HubSpot’s Content Hub for Learning Management
HubSpot’s Content Hub isn’t just about blogs and landing pages anymore. It now includes AI-powered content personalization, media hosting, and dynamic content delivery—all of which are essential components of a modern LMS
How Content Hub Enhances Learning:
✅ Personalization – This right here is my favorite and one of the more important for any LMS. Show the right content to the right learner based on progress, behavior, or segment. Because it is built on your CRM you have access to show a contact's information in a personalized way.
✅ Video Hosting & Transcripts – Host training videos directly within HubSpot. Again you don't need another external service. Also with hosted videos you can track when contacts play specific videos and give next steps once they finish.
✅ SEO & Discoverability – Easily optimize courses for search engines to attract new learners.
By leveraging Content Hub, you can house and deliver course materials, whether they’re articles, PDFs, videos, or interactive guides—all inside HubSpot.
2. Memberships: The Hidden LMS Gem in HubSpot
One of HubSpot’s most underutilized tools is Memberships—a feature available on CMS Hub Professional & Enterprise that allows you to restrict content based on user access levels. This functionality mirrors what traditional LMS platforms use to gate course content based on student progress or subscription levels. It gives the participant a unique user and login credentials.
How Memberships Can Turn HubSpot into an LMS:
🔒 Gate Content by User Role – Offer tiered access for free vs. paid learners.
📚 Progressive Learning Journeys – Unlock new content only after previous modules are completed.
📨 Automated Email Sequences – Enroll learners into drip-fed email sequences based on their progress.
🎓 Certification & Completion Tracking – Use workflows to trigger badges, certificates, or next-level access upon completion.
This means you can create an entire structured course experience within HubSpot—without needing additional LMS software.
3. Built-in Automation & Engagement Tools
One of the biggest LMS challenges is engaging learners beyond the course itself. Most platforms require external tools for email follow-ups, reminders, and student engagement. HubSpot eliminates that friction with its built-in automation capabilities.
Key HubSpot Features That Enhance Learning Engagement:
🚀 Workflows – Automate course reminders, quiz follow-ups, and completion emails.
🧑💻 Live Chat & AI Assistants – Provide real-time learner support through HubSpot’s chatbots.
📊 CRM Integration – Track learner progress and segment them based on course completion.
📈 Reporting & Dashboards – Monitor engagement metrics, completion rates, and learner feedback.
This level of automation and engagement is something that most standalone LMS platforms lack.
4. A Fully Integrated Experience (No More LMS + CRM Integrations!)
The real advantage of using HubSpot as an LMS? It’s already integrated with your business tools.
Most organizations using traditional LMS platforms (Thinkific, Teachable, or Kajabi) struggle with CRM integration—they often have to manually sync student data with their marketing and sales teams.
With HubSpot, your learning platform is already part of your CRM. This means you can:
✔️ Track user journeys from course sign-up to customer conversion.
✔️ Upsell premium courses or coaching programs with Sales Hub.
✔️ Easily integrate with your existing email and marketing automation.
This removes the biggest pain point of traditional LMS platforms—the disconnect between learning and business growth.
Is HubSpot the Future of LMS?
HubSpot may not have started as an LMS, but its Content Hub, Memberships, and Automation Tools make it a serious alternative to traditional learning management systems.
For businesses, nonprofits, and coaches looking for a more integrated, and scalable learning platform, HubSpot provides an end-to-end solution that bridges the gap between education, automation, and CRM.
Thinking of setting up an LMS inside HubSpot? Let’s talk! I’d love to show you the online course I built and help you strategize how to leverage HubSpot’s tools to create an impactful learning experience for your own nonprofit or business.