HubSpot has acquired Cacheflow, a startup building tools for the software sales closing process, in an undisclosed deal.

Cacheflow, which will become a wholly-owned subsidiary of HubSpot once this deal closes, will expand HubSpot's Commerce Hub suite of subscription billing management and configure, price, and quote tools, said HubSpot CEO Yamini Rangan.

Cacheflow plays to the new vision on commerce by doubling down on two critical aspects of the buying experience: subscription billing and CPQ, said Rangan in a statement. "Cacheflow is a leader in this space and has helped companies automate the purchase process to capture revenue faster,".

In May 2021, Brian Zotter and Sarika Garg launched Cacheflow. Garg was the SVP of product management at SAP's Ariba Network and chief strategy officer at procurement automation firm Tradeshift. Zotter has been VP of engineering at Salesforce; prior to cofounding the account engagement platform YesPath, Medium acquired it in 2017.

At a high level, Cacheflow offers billing and subscription management solutions aimed at simplifying B2B software selling and buying. Users configure quotes, close deals, upsell, and renew customers using no-code dashboards.

The last time TechCrunch spoke with Cacheflow (in December 2022), the San Francisco-based company had about a dozen customers and 16 employees. Before its exit, Cacheflow managed to raise $16 million from backers including GGV's Glenn Solomon and GV (Google's corporate venture arm).

We set out on a mission to reimagine the old CPQ and billing space, helping businesses automate revenue management, shorten the sales cycle, and get paid fast," said Garg in a press release. "We believe deeply in the power of our solution, and are thrilled to join HubSpot.".

It will join HubSpot's Commerce Hub org, where it will focus specifically on HubSpot's tools that will help manage buying processes. Commerce Hub represents a new bright spot in the business for HubSpot – it has processed more than $1 billion in gross merchandise value since it launched in 2023.

The investment firm Stifel, in a note to investors, said the deal for Commerce Hub pointed toward "continued focus" by HubSpot on Commerce Hub and its expansion.

"We believe the deal … may accompany a 'relaunch' similar to what the company has recently done with [its] Sales and Content Hub," wrote J. Parker Lane of Stifel. "[A] potential relaunch could be a benefit to the SKU that's largely new and under-discussed.".

HubSpot shares rose 1.3% in late morning trading on Friday.

HubSpot's latest acquisition — and its first since its $150 million purchase of B2B data provider Clearbit in 2023 — comes after an eventful year for the marketing and sales software giant.

This spring and summer, Google was reportedly considering a bid to purchase HubSpot for tens of billions of dollars. That ultimately came to nothing — possibly in part due to regulatory scrutiny, according to Bloomberg.

In June, HubSpot suffered a data breach that compromised some customer accounts - a big deal, considering HubSpot has over 216,000 corporate clients. Later on, the company actually informed TechCrunch that it believed "less than 50" accounts were compromised.