{"slug":"hubspot-scxexa","companyName":"HubSpot","domain":"hubspot.com","url":"https://hubspot.com","headline":"HubSpot publishes real prices and a clean marketing site, but the actual signup form sits behind a robots.txt wall that blocks every automated buyer, human-only funnel dressed up as self-serve.","compositeScore":60,"humanScore":80,"agentScore":40,"doorGap":40,"humanMeasured":1,"agentMeasured":6,"percentile":null,"humanPercentile":null,"agentPercentile":null,"isPartial":true,"depth":"deep","siteClass":"b2b_saas","scannerVersion":10,"scannedAt":"2026-09-04T00:54:16.315Z","unlocked":false,"mission":{"steps":[{"url":"https://www.hubspot.com","outcome":"ok","purpose":"reach the site at all"},{"url":"https://www.hubspot.com/robots.txt","outcome":"ok","purpose":"find out whether machines are welcome"},{"url":"https://www.hubspot.com","outcome":"ok","purpose":"ask whether the door opens for requests carrying the AI crawlers' names"},{"url":"https://www.hubspot.com/llms.txt","outcome":"ok","purpose":"read the site's own guide for language models"},{"url":"https://www.hubspot.com/sitemap.xml","outcome":"ok","purpose":"find out what pages exist"},{"url":"https://www.hubspot.com/.well-known/security.txt","outcome":"ok","purpose":"find a contact route for machines"},{"url":"https://www.hubspot.com","outcome":"missing","purpose":"find a published agent interface"},{"url":"https://www.hubspot.com/.well-known/ai-plugin.json","outcome":"missing","purpose":"find an agent plugin manifest"},{"url":"https://www.hubspot.com","outcome":"missing","purpose":"find out whether verified agents are recognised"},{"url":"https://www.hubspot.com","outcome":"ok","purpose":"read the homepage as data rather than as a page"},{"url":"https://www.hubspot.com","outcome":"missing","purpose":"find a machine readable API spec"},{"url":"https://www.hubspot.com","outcome":"ok","purpose":"read the developer documentation"},{"url":"https://www.hubspot.com/pricing/marketing?hubs_content=www.hubspot.com%2Fhomepg-c&hubs_content-cta=nav-pricing","outcome":"missing","purpose":"read the prices without running JavaScript"},{"url":"https://www.hubspot.com","outcome":"ok","purpose":"find a comparison page worth citing"},{"url":"https://www.hubspot.com","outcome":"missing","purpose":"walk the way a visitor would, to a signup form or a product"},{"url":"https://developers.hubspot.com/docs/api/overview","outcome":"ok","purpose":"check if API key/app creation is self-serve"}],"verdict":"The agent got through 10 of 16 requests, but could not find a published agent interface. It came up empty on 5 other checks too. That is enough missing for a machine to give up before it reaches a purchase."},"observations":[{"url":"https://www.hubspot.com/pricing/marketing","step":1,"detail":"Direct navigation to hubspot.com/pricing/marketing first returned a blank white page. Prices are injected by JavaScript only: 16 prices rendered client side, zero in raw HTML. A non-JS agent sees nothing.","moment":"Pricing page load","verdict":"friction","screenshot":1},{"url":"https://www.hubspot.com/pricing/marketing","step":2,"detail":"Following \"Get started free\" leads to app.hubspot.com/signup-hubspot/crm. That subdomain is blocked by robots.txt with \"Disallow: /\". An automated visitor honouring robots.txt cannot reach the signup form, even though a human clicking the same link lands on it in two steps.","moment":"Attempting the self-serve signup flow","verdict":"blocked"},{"url":"https://www.hubspot.com/pricing/marketing","step":3,"detail":"A later render showed four tiers for Marketing Hub: Free $0/mo, Starter $7/mo/seat (down from $20), Professional $800/mo (down from $890), Enterprise partly hidden behind a sales chat popup. Pricing is per seat, extra seats billed separately, real total needs a \"Calculate price\" tool.","moment":"Pricing page, second load","verdict":"friction","screenshot":2}],"dimensions":[{"key":"machine_discoverability","audience":"agent","score":89,"summary":"Robots.txt names every major AI crawler as allowed, a sitemap lists 1203 URLs, llms.txt is published, and structured data covers 9 schema types. Pricing content itself still only renders after JavaScript.","evidence":{"locked":true,"count":4}},{"key":"programmatic_onboarding","audience":"agent","score":15,"summary":"The developer docs link to app.hubspot.com/signup-hubspot/crm for API keys, and that subdomain's robots.txt disallows all automated access. No OpenAPI spec exists at any standard path, and docs show endpoint examples only, no documented.","evidence":{"locked":true,"count":3}},{"key":"pricing_legibility","audience":"agent","score":30,"summary":"16 real prices exist on the pricing page, from $0 to $3,600, but all of them are injected by JavaScript. Raw HTML returns zero prices, so any client that does not render JS sees a blank page.","evidence":{"locked":true,"count":1}},{"key":"agent_aware_instrumentation","audience":"agent","score":8,"summary":"No MCP manifest.","evidence":{"locked":true,"count":4}},{"key":"machine_fetchable_trust","audience":"agent","score":85,"summary":"security.txt is published with a working contact route, robots.txt is present with 358 directives, and the homepage serves structured data and responds normally to automated requests.","evidence":{"locked":true,"count":2}},{"key":"commercial_rails","audience":"agent","score":10,"summary":"Prices exist on the page but only after JavaScript runs, so a non-rendering client sees no catalog at all. The checkout path itself sits on app.hubspot.com, which disallows all automated visitors in robots.txt.","evidence":{"locked":true,"count":3}},{"key":"steps_to_first_value","audience":"human","score":80,"summary":"A human reaches the signup CTA in 2 steps from the homepage. Robots.txt closes app.hubspot.com to automated visitors, so nothing past that click was read for an agent.","evidence":{"locked":true,"count":1}},{"key":"required_fields","audience":"human","score":null,"summary":"Could not verify: this scan did not reach the pages that would show it.","evidence":{"locked":true,"count":1}},{"key":"verification_walls","audience":"human","score":null,"summary":"Could not verify: this scan did not reach the pages that would show it.","evidence":{"locked":true,"count":1}},{"key":"error_recovery","audience":"human","score":null,"summary":"Could not verify: this scan did not reach the pages that would show it.","evidence":{"locked":true,"count":1}}],"issues":[{"rank":1,"title":"The pricing page shows zero prices in raw HTML, all 16 published prices are injected by JavaScript.","dimensionKey":"pricing_legibility","evidence":{"locked":true,"count":3},"fix":null},{"rank":2,"title":"No MCP manifest exists at any of the standard paths, so agent tooling has no declared entry point into the product.","dimensionKey":"agent_aware_instrumentation","evidence":{"locked":true,"count":3},"fix":null}],"fixArtifacts":{"locked":true,"count":5,"summaries":[{"id":"pricing_ssr_fallback:pricing-page","kind":"pricing_ssr_fallback","title":"Prices in the HTML, not only after JavaScript","path":"pricing page","effort":{"minutes":60,"role":"developer"},"outcome":{"dimension":"pricing_legibility","external":["A client that reads raw HTML sees the plans and prices."]}},{"id":"software_offer_jsonld:pricing-page","kind":"software_offer_jsonld","title":"Pricing as Offer structured data","path":"pricing page","effort":{"minutes":20,"role":"developer"},"outcome":{"dimension":"pricing_legibility","external":["Assistants comparing vendors read the plans and prices as Offer structured data."]}},{"id":"robots_search_bots:robots-txt","kind":"robots_search_bots","title":"robots.txt rules for AI crawlers","path":"/robots.txt","effort":{"minutes":10,"role":"owner"},"outcome":{"dimension":"machine_discoverability","external":["The assistants' search crawlers read and cite the site to buyers; training stays the owner's decision."]}},{"id":"interfaces_note:notes","kind":"interfaces_note","title":"Machine interfaces: where you stand","path":"notes","effort":{"minutes":10,"role":"owner"},"outcome":{"dimension":"agent_aware_instrumentation","external":["The developer surface is built in an order where every published pointer answers."]}},{"id":"pricing_md:pricing-md","kind":"pricing_md","title":"pricing.md","path":"/pricing.md","effort":{"minutes":20,"role":"owner"},"outcome":{"dimension":"agent_aware_instrumentation","external":["Agents read the price list directly instead of rendering the pricing page."]}}]},"feedback":{"endpoint":"/api/feedback","mcpTool":"rate_fix","targets":[{"type":"report","key":"report"},{"type":"dimension","dimensionKey":"machine_discoverability","key":"dimension:machine_discoverability"},{"type":"dimension","dimensionKey":"programmatic_onboarding","key":"dimension:programmatic_onboarding"},{"type":"dimension","dimensionKey":"pricing_legibility","key":"dimension:pricing_legibility"},{"type":"dimension","dimensionKey":"agent_aware_instrumentation","key":"dimension:agent_aware_instrumentation"},{"type":"dimension","dimensionKey":"machine_fetchable_trust","key":"dimension:machine_fetchable_trust"},{"type":"dimension","dimensionKey":"commercial_rails","key":"dimension:commercial_rails"},{"type":"dimension","dimensionKey":"steps_to_first_value","key":"dimension:steps_to_first_value"},{"type":"dimension","dimensionKey":"required_fields","key":"dimension:required_fields"},{"type":"dimension","dimensionKey":"verification_walls","key":"dimension:verification_walls"},{"type":"dimension","dimensionKey":"error_recovery","key":"dimension:error_recovery"},{"type":"issue","dimensionKey":"pricing_legibility","checkId":"pricing_nojs","key":"issue:pricing_legibility:pricing_nojs"},{"type":"issue","dimensionKey":"agent_aware_instrumentation","checkId":null,"key":"issue:agent_aware_instrumentation:-"}]}}