Overview

In fast-moving finance, every minute between enquiry and funding matters. But fragmented systems, manual follow-ups, and blind spots in broker visibility were slowing momentum and limiting conversion. The business had volume, but not visibility, and its growth engine was outpacing the systems beneath it.

This transformation redefined how the sales and marketing teams operated. A new HubSpot architecture unified brokers, applications, and campaigns into one platform, automating key processes, standardising data, and surfacing live revenue insights. From first broker touch to funded deal, every step now moves with accuracy and speed.
The result: a FinTech engine built for scale, compliance, and clarity.

Problem Statement

Disparate tools and manual tasks left the team reactive instead of proactive. Leads slipped through cracks, data was inconsistent, and no one could see which brokers or campaigns drove the highest-value opportunities.
Without structured visibility or accountability, forecasting was uncertain and sales velocity was slowing, not from lack of demand, but lack of infrastructure.

What We Implemented

We built an end-to-end HubSpot environment spanning Sales and Marketing Hubs, purpose-built for broker lifecycle management:

• Custom pipelines for broker scenarios and loan applications

• Automated workflows handling SLAs, reminders, and conditional approvals

• Lifecycle-based marketing journeys for broker engagement and reactivation

• Full visibility into deal progression, broker performance, and lead source attribution

• Embedded Supered training and SOPs for scalable onboarding and compliance

The Approach

1. Architect for Accuracy: Designed a unified CRM connecting all touchpoints, from marketing leads to funded deals.

2. Automate with Precision: Replaced manual broker management with system-driven actions, alerts, and nudges.

3. Enable through Governance: Established naming conventions, permissions, and process playbooks for consistent adoption.

4. Empower with Insight: Built reporting and dashboards that track conversion velocity, deal value, and broker ROI.

The implementation prioritised simplicity, speed, and scale, ensuring the system could grow with the business without rework.

Use Cases

• Broker Engagement: Automated follow-ups and reactivation sequences nurture brokers without manual input.

• Sales Velocity: SLAs, alerts, and approval triggers keep deals progressing seamlessly.

• Revenue Attribution: Marketing campaigns now tie directly to closed deals.

• Onboarding at Scale: New BDMs onboard through in-portal training and action plans.

What We Solved For

• Manual broker management that limited sales velocity

• Inconsistent data between marketing and sales systems

• Lack of lifecycle visibility from lead to funding

• Time-intensive onboarding and training

Business Impact

The transformation gave the organisation a single, connected view of the entire lending lifecycle.
Sales velocity improved through automation and broker accountability; marketing gained clear ROI measurement; and leadership could forecast revenue with confidence.
More importantly, the system scaled without complexity, every process, from broker outreach to funding, now runs with accuracy and rhythm.

This wasn’t just a CRM build; it was the foundation of a modern FinTech growth engine.

Future State

The CRM now sets the stage for intelligent analytics and AI-assisted workflows. With clean data and automation embedded, the next phase introduces predictive scoring, broker segmentation, and automated deal insights, empowering smarter decisions at every level.

Conclusion

Precision, speed, and visibility. This project showed that when process and technology align, growth becomes inevitable.
What began as a HubSpot implementation became an operational blueprint for how financial services scale in the era of automation.