Financial Services Success with HubSpot

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Manual processes and outdated systems didn’t meet modern expectations for personalisation and speed.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.

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.

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.