--- title: Financial Services Success with HubSpot description: By implementing HubSpot’s enterprise tools, Now Finance streamlined operations, enhanced customer and broker experiences, and unlocked scalable growth. image: https://spotlight.bac.co/hubfs/2.svg --- [![HOR_Fullcolour_Positive_RGB](https://spotlight.bac.co/hs-fs/hubfs/BAC%202023+/Logos/HOR_Fullcolour_Positive_RGB.png?width=85&height=26&name=HOR_Fullcolour_Positive_RGB.png "HOR_Fullcolour_Positive_RGB")](https://www.bac.co/) # Unifying the Financial Services Experience with HubSpot Our Customer, NOWFinance, a leading Australian personal and auto loans lender, has successfully transformed its broker and direct consumer secured / unsecured lending business. Focused on customer-centric operations, NOWFinance has achieved significant growth in both direct and indirect customer markets enabled by greater operational efficiency gained through deploying HubSpot across its Marketing, Sales & Support functions, with deep integration into loan origination platforms. ![Logos](https://spotlight.bac.co/hubfs/Untitled%20design%20(1).svg "Logos") ![5-1](https://spotlight.bac.co/hubfs/5-1.png "5-1") ## With HubSpot Multi-Product Solutions BAC collaborated with NOWFinance to establish a clear North Star vision, guiding their journey as they moved from product centric systems and processes to a customer centric architecture. By implementing HubSpot’s Multi-Hub offering, NOWFinance empowered its customer & broker acquisition through streamlined operations, enhanced customer and broker experiences through aggregated data which  enabled scalable growth. ![Fragmented tech stack Manual work and spreadsheets Disaggregated customerbroker data Manual processes and outdated systems Cumbersome accreditation process (350 x 600 px) (300 x 500 px)](https://spotlight.bac.co/hubfs/Fragmented%20tech%20stack%20Manual%20work%20and%20spreadsheets%20Disaggregated%20customerbroker%20data%20Manual%20processes%20and%20outdated%20systems%20Cumbersome%20accreditation%20process%20(350%20x%20600%20px)%20(300%20x%20500%20px).svg "Fragmented tech stack Manual work and spreadsheets Disaggregated customerbroker data Manual processes and outdated systems Cumbersome accreditation process (350 x 600 px) (300 x 500 px)") ### THE CHALLENGE ## Fragmented Customer & Broker Experiences NOWFinance's challenge was to maintain high-quality customer experiences while simplifying internal processes. They needed a unified platform to manage customer data, streamline workflows, and improve operational efficiency without sacrificing personalised service. NOW Finance faced major operational hurdles due to a fragmented tech stack. Systems like Infusionsoft for CRM and Braze for marketing automation worked in silos, requiring manual work and spreadsheets. This led to inefficiencies as staff toggled between systems and disaggregated customer/broker data, which limited their capacity to serve and grow both channels. The lack of integration with loan origination systems created bottlenecks, hindering seamless customer experiences. Manual processes and outdated systems didn’t meet modern expectations for personalisation and speed. Brokers also struggled with a cumbersome accreditation process. These inefficiencies hindered scalability and competitiveness in the lending market. With rising consumer expectations, increasing regulatory scrutiny, and advances in AI, NOWFinance needed transformation to enable the business to continue its rapid growth without having to commensurately scale its FTE count and maintain the high service standards it had become known for. Direct Sales Managed loan origination and onboarding processes across multiple brands. Indirect Sales Automated the broker acquisition and accreditation processes, introduced a brokerage grading system, and streamlined accreditation handovers. CRM Custom Integrations Sync between loan origination systems and HubSpot, automating the data flow for enquiries and applications. Marketing Transition Transitioned marketing communications from Braze to HubSpot. Optimised Loan Management Migrated loan management integration to NFCAPI for real-time data sync. Implemented object associations to map relationships between customers, brokers and loans. Data Quality Implemented a property audit to improve data quality.   ### THE SOLUTION ## HubSpots Single Experience Platform & Seamless Integration NOWFinance chose HubSpot's Marketing and Sales Enterprise tools for their comprehensive solution. After considering other options, they selected HubSpot for its robust features and seamless integration. By implementing HubSpot, Now Finance leveraged AI and the Content Hub to better serve customers, streamline sales acquisition across channels, and manage data security. Partnering with BAC, NOWFinance overhauled its processes, adopting HubSpot’s CRM, Sales, Marketing, and Service Hubs. This integrated solution replaced fragmented legacy systems with a streamlined architecture. The transformation began with CRM and Sales Hub, consolidating customer and broker interactions. Service Hub revamped broker accreditation with ticketing systems and automated workflows, enhancing efficiency and transparency.  Marketing Hub enabled automated campaigns and personalised communication for customers and brokers, with better synchronisation between email, SMS and 1:1 contact. Integration with the loan origination platform via middleware ensured real-time data sync, automating tasks like status updates, documentation requests and reduced double handling. HubSpot’s AI tools improved content creation, predictive analytics, and segmentation, enabling tailored loan offerings and maintaining high satisfaction. ![hands-working-digital-device-network-graphic-overlay](https://spotlight.bac.co/hs-fs/hubfs/hands-working-digital-device-network-graphic-overlay.jpg?width=2000&height=1402&name=hands-working-digital-device-network-graphic-overlay.jpg "hands-working-digital-device-network-graphic-overlay")     >   > > *“The big unlock here has been using associations to map relationships between customers, loans, brokers, and brokerages. HubSpot helps us manage complex relationships and communicate effectively.”* > >   > > *[Chris Maccan](https://www.linkedin.com/in/chris-maccan/)*, Head of Marketing & Digital at NOWFinance     ### THE RESULTS ## The Implementation Of HubSpot’s Tools Led To Impressive Results For NOWFinance The implementation of HubSpot’s tools led to impressive results for NOWFinance, including significant productivity gains and operational efficiencies growing to a $1.2 billion loan book with over 8,000 brokers. By consolidating their Go-To-Market strategies on one platform, NOWFinance enhanced user and employee experiences, boosting adoption and streamlining processes. #### HubSpot Adoption - **Eliminated inefficiencies** from previous systems - **Centralised data** and workflows automated tasks like broker onboarding and customer follow-ups, allowing staff to focus on strategic activities - **NOWFinance** have launched and rapidly scaled their Auto loan product to their broker within a short period, thanks to automated pipelines and workflows in the CRM - **Service Hub features**, such as knowledge bases and targeted communication tools, allowed NOWFinance to personalise broker interactions - **Marketing Hub** run a series of webinars tailored to specific brokers. #### For Customers - **Digitisation and personalisation** improved the loan application experience - **Personalised loan rates** and fee-free products differentiated NOWFinance in the competitive lending market - **Enhanced data architecture** improved segmentation, enabling the right communications to reach the right customers at the right time. #### HubSpot Marketing Hub’s AI tools - **Reduced content creation time**, boosting marketing efficiency and ensuring consistent messaging across channels, improving brand perception and customer loyalty. ### THE IMAPCT >60% Annualised Growth Rate $1.2bn Loan Book >8K Engaged Brokers 81 NPS score growth ## Personalising A Customer Centric Experience The transformation allowed NOWFinance to become a truly customer-centric organisation, capable of delivering personalised and efficient experiences to both customers and brokers. By simplifying complex processes and integrating systems, the company future-proofed its operations and positioned itself for scalable growth. ![nowfinance](https://spotlight.bac.co/hs-fs/hubfs/nowfinance.png?width=870&height=1058&name=nowfinance.png "nowfinance") ### Operational Efficiency Improvements Led to cost savings and higher staff productivity ### Streamlined Accreditation Process Real-time Broker insights for stronger relationships and engagement ### Faster & More Personalised Loan Application Improved customer satisfaction and loyalty ### Ability To Aggregate & Analyse Data Identifying trends, optimising products, and finding opportunities ### Scalability & Flexibility NOWFinance is ready to launch new products and adapt to financial industry changes ##### Solidifying NOWFinance’s reputation as a leader in the financial services sector. ### Integrated Transformation From a fragmented system to a **unified platform** using HubSpot’s CRM, Marketing, Sales, Operations and Service Hubs #### Broker and Customer Personalisation Broker onboarding and customer loan experiences were enhanced through **automated workflows and personalised communication** ### Scalable Growth **Streamlined processes**, data-driven decision-making, and AI-powered tools saw fast growth of the broker network ### Future-Proofing Operations The new architecture supports innovation and adaptability for the future growth of the Loan Book  ![HubSpot Certified Trainer White FINAL](https://spotlight.bac.co/hs-fs/hubfs/BAC%202023+/Logos/HubSpot%20Certified%20Trainer%20White%20FINAL.png?width=150&height=150&name=HubSpot%20Certified%20Trainer%20White%20FINAL.png "HubSpot Certified Trainer White FINAL") ![BAC White Diamond Partner](https://spotlight.bac.co/hubfs/BAC%202023+/Logos/BAC%20White%20Diamond%20Partner.png "BAC White Diamond Partner") ![CRM Implementation accreditation white](https://spotlight.bac.co/hs-fs/hubfs/BAC%202023+/Logos/CRM%20Implementation%20accreditation%20white.png?width=150&height=150&name=CRM%20Implementation%20accreditation%20white.png "CRM Implementation accreditation white") # TRUSTED BY AUSTRALIA'S FINEST BUSINESSES ![mulpha-grey](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/mulpha-grey.png?width=1200&length=1200&name=mulpha-grey.png) ![ljh-grey](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/ljh-grey.png?width=1200&length=1200&name=ljh-grey.png) ![Affinda-grey](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/Affinda-grey.png?width=1200&length=1200&name=Affinda-grey.png) ![EQL-grey](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/EQL-grey.png?width=1200&length=1200&name=EQL-grey.png) ![logo-mm-grey](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/logo-mm-grey.png?width=1200&length=1200&name=logo-mm-grey.png) ![CHC-grey](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/CHC-grey.png?width=1200&length=1200&name=CHC-grey.png) ![trafagar-grey](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/trafagar-grey.png?width=1200&length=1200&name=trafagar-grey.png) ![united-way-grey](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/united-way-grey.png?width=1200&length=1200&name=united-way-grey.png) ![bushmans-grey](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/bushmans-grey.png?width=1200&length=1200&name=bushmans-grey.png) ![Rural-leadership-foundation](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/Rural-leadership-foundation.png?width=1200&length=1200&name=Rural-leadership-foundation.png) ![Payapps-grey](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/Payapps-grey.png?width=1200&length=1200&name=Payapps-grey.png) ![mintronics-grey](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/mintronics-grey.png?width=1200&length=1200&name=mintronics-grey.png) ![Royal_Flying_Doctor_Service-grey](https://1609819.fs1.hubspotusercontent-na1.net/hub/1609819/hubfs/Royal_Flying_Doctor_Service-grey.png?width=1200&length=1200&name=Royal_Flying_Doctor_Service-grey.png) ###### © 2025. 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