Sensitive Data

HubSpot Sensitive Data is an enterprise data protection and privacy compliance capability designed to help organizations securely store, manage, and govern protected health information (PHI) and sensitive personal data within the HubSpot Smart CRM platform. Healthcare providers, insurance firms, and financial organizations often need to engage patients and clients through modern marketing and customer relationship tools, but strict regulatory frameworks like HIPAA have historically prohibited storing sensitive data in standard CRMs. HubSpot Sensitive Data solves this challenge by providing dedicated sensitive data properties protected by enhanced cryptographic controls, strict audit logging, and specialized administrative guardrails. Organizations operating under HIPAA can execute a Business Associate Agreement (BAA) with HubSpot, ensuring full legal and technical compliance for handling electronic protected health information (ePHI). The platform enables administrators to designate specific custom properties as sensitive, automatically restricting view, edit, and export access to authorized roles and teams. Sensitive properties are masked in standard views, protected from accidental API data leakage, and omitted from unauthorized analytics exports. By combining enterprise-grade encryption with rigorous access controls and HIPAA alignment, HubSpot Sensitive Data allows healthcare and financial organizations to modernize customer experiences securely.