Salesforce’s venture arm led the round for the Port Moody, B.C.-based startup, with participation from San Francisco-headquartered Industry Ventures. (The Logic)

Talking point: Founded in June 2024, Hubbl sells software that analyzes clients’ data and use of Salesforce sales and customer service tools, then gives them AI-generated recommendations on how to use it better. Its technology also checks for security risks and outdated code. The business model of selling plug-ins and tools for widely-used software systems isn’t new. And the tech sector is currently grappling with whether firms that make money by selling software-as-a-service subscriptions to businesses can survive if clients can just vibe code their own versions with AI. But Hubbl claims its products help customers prepare their data and way of working for AI agents, on which Salesforce is increasingly focusing its business.