Cradle for UBT community businesses
Cradle is a cloud phone system for community businesses running on HubSpot. We're an Approved Provider on the UBT (Universal Business Team) supplier register, which means your firm can adopt Cradle without going through a separate Streamline approval — UBT has vetted Cradle once on behalf of every community business.
The integration with HubSpot is the deep one most teams need: caller ID against your HubSpot contact list, click-to-call from any record, every call logged automatically against the right contact and company with an AI-written summary, and (on Cradle Professional and Enterprise) HubSpot Conversation Intelligence for coaching and call analytics.
What "Approved Provider" means in practice
UBT maintains a register of suppliers that have been vetted on behalf of community businesses. Being on the register means three things for your firm.
- No individual Streamline review. Streamline, UBT's firewall product, restricts which services community businesses can connect to. Cradle is on the allow-list. Your IT contact doesn't need to lodge a request to use it.
- Vetted commercial terms. Cradle's pricing, contract length, support obligations and data handling have been reviewed by UBT. The commercial details are in line with what UBT expects of an Approved Provider.
- UBT contact for escalation. If anything goes sideways, you can raise it with your UBT liaison as well as with Cradle directly. Most things are resolved with Cradle support; the UBT escalation path exists for when it matters.
Approved Provider status doesn't mean Cradle is the only phone system community businesses can use, and it doesn't mean every UBT firm runs Cradle. It means firms that pick Cradle don't have to make the case for it from scratch.
What Cradle does day-to-day
Cradle replaces a desk-phone PBX (or a generic VoIP that doesn't talk to HubSpot). Your team takes calls from any device — laptops, mobiles, optionally a physical IP handset — and every call ends up in HubSpot without anyone typing it up after.
The integration covers the jobs that matter for community businesses on HubSpot:
- Caller identification. Inbound calls show the matching HubSpot contact name, company, lifecycle stage and last engagement before you answer. No fishing through HubSpot mid-conversation.
- Click-to-call. Phone numbers across HubSpot — contacts, companies, deals, lists — become click-to-call links. The Cradle desktop app picks up; the activity is pre-attached.
- Automatic call logging. Every inbound, outbound and missed call writes an engagement against the matching HubSpot contact (and the linked company), with direction, duration, recording link, and AI summary.
- AI call summaries. Cradle's AI writes a one-paragraph summary of each call into the HubSpot engagement record. Topic, decisions, next steps. Read it without listening to the recording.
- Voicemail transcription. Voicemails are transcribed and attached to the contact's HubSpot timeline within seconds of the caller hanging up.
- Advanced Call Recording with Conversation Intelligence. On Cradle Professional and Enterprise (with HubSpot Professional or Enterprise), Cradle's Advanced Call Recording feeds recordings and transcripts directly into HubSpot Conversation Intelligence — coaching playbooks, call snippets and analytics work end-to-end inside HubSpot, with or without Cradle's own AI summaries.
- Standard cloud-PBX features. Ring groups, IVR menus, business-hours routing, after-hours handling, voicemail boxes, conference calling, call transfers, multi-country numbers — all the desk-phone-replacement features your firm expects.
See the full HubSpot integration page for the deeper write-up of what Cradle does inside HubSpot, including the Conversation Intelligence feed.
Why community businesses pick Cradle
Three reasons we hear most often from UBT community businesses.
Already on the supplier register
No individual Streamline approval to chase. UBT has vetted Cradle once and the decision covers your firm. Most community businesses are live within 2–4 weeks of the first call.
Built for HubSpot specifically
Most community businesses run on HubSpot. Cradle is built around HubSpot, not bolted onto it — caller ID, automatic logging, AI summaries and (on Pro/Enterprise) Conversation Intelligence all work the way HubSpot expects.
Works in every market UBT operates in
Local numbers in New Zealand, Australia, the UK, the US, Canada and Europe. Multi-country accounts run from a single Cradle admin portal — useful if your firm has offices across UBT regions.
What community businesses say
“With Sakari connected to Cradle, I can communicate with our customers on their terms. Sometimes a picture by text works; sometimes a call is needed.”
How to get started
Five steps. Most community businesses are live within 2–4 weeks of the first call.
- Discovery call. 20 minutes. Your team size, current phone setup, HubSpot configuration. We figure out whether Cradle fits and which plan makes sense. Book a time with Alex Cathro.
- Demo. Cradle running against a HubSpot test portal so you can see the integration shape before committing.
- Quote. Pricing specific to your team and the plan you've picked. Standard, Professional or Enterprise.
- Onboarding. One meeting to plan number porting (if you're bringing existing numbers across), schedule training, and agree a go-live date. Cradle's customer success team handles the carrier paperwork.
- Training and go-live. Training for your administrators (admin.cradle.io) and your day-to-day users (the Cradle desktop and mobile apps), then go-live with the customer success team on standby.
After go-live, support is responsive during business hours in your market, with critical-issue cover outside hours. The UBT escalation path exists if you need it.
Frequently asked questions
Is Cradle an Approved Provider for UBT?
Yes. Cradle is on the UBT (Universal Business Team) Approved Provider register for cloud phone systems. Community businesses can adopt Cradle without going through an individual per-business Streamline approval. UBT vetted Cradle once on behalf of all member businesses; the approval covers your firm by default.
Does Cradle work through Streamline?
Yes. Cradle's desktop and mobile apps work over the standard internet connection that Streamline provides. There's no per-business firewall configuration to do — the connection profile Cradle uses is the same one any HubSpot or Microsoft 365 user already has open. Voice quality runs at standard VoIP requirements (about 100 kbps per concurrent call); call quality is good even on shared community office connections.
We use HubSpot. How deep is the integration?
Deep — Cradle is built around HubSpot. Inbound calls match against your HubSpot contact list and show the contact name, company, deal stage and last engagement before you answer. Click-to-call works from any HubSpot record. Every call writes itself as an engagement against the matching contact and company, with direction, duration, AI-written summary, recording link, and (for voicemails) the transcript. On Cradle Professional and Enterprise, recordings and transcripts also feed HubSpot Conversation Intelligence so coaching playbooks and call analytics work end-to-end inside HubSpot.
Can Cradle replace HubSpot's built-in calling?
Yes, and most community businesses outside North America will want it to. HubSpot's native calling tops out at a few hundred outbound minutes per seat, doesn't really do inbound, and doesn't reliably support Australian, New Zealand, UK, European or Argentine numbers. Cradle gives you a real cloud phone system: local numbers in every market UBT operates in, unlimited inbound and outbound minutes, ring groups, IVR, business-hours routing, voicemail transcription, AI summaries, and call recording on every plan.
Which countries does Cradle work in?
Cradle provisions and ports phone numbers in New Zealand, Australia, the United Kingdom, the United States, Canada, and several European markets. UBT community businesses operating across multiple countries can run a single Cradle account with numbers in each market, routed how you choose. Number porting from any local carrier (Spark, 2degrees, One NZ, Telstra, Optus, TPG, BT, Virgin Media Business and others) is included in onboarding.
What does Cradle cost?
Cradle is priced per user per month, with three plans: Standard, Professional and Enterprise. The HubSpot integration (caller ID, click-to-call, automatic call logging) is included on every plan. AI call summaries and HubSpot Conversation Intelligence are on Professional and Enterprise. See cradle.io/pricing for current pricing in your currency. UBT community businesses can also book a 20-minute call with Alex Cathro to model what your team would actually pay.
What's the onboarding process?
Five steps. First, a short discovery call so we understand your team size, current phone setup and HubSpot configuration. Second, a personalised demo of Cradle running against a HubSpot test portal. Third, a quote with pricing specific to your team and the plan you've picked. Fourth, an onboarding meeting where we plan number porting, schedule training and agree a go-live date. Fifth, training for your administrators and day-to-day users. Most community businesses are live within 2–4 weeks of the first call, including number porting.
What happens if we have problems after go-live?
Every Cradle plan includes responsive support during business hours in your market — a real person, not a ticket queue. Most issues are resolved on the first call. Critical issues (anything affecting your ability to take calls) are handled outside business hours. Support is via phone (we're a phone-system company), email, or in-app chat.
Book a 20-minute call with Alex
Bring your team size, your HubSpot setup, and any questions about Streamline compatibility or number porting. We'll give you a straight answer and a quote on the same call.