Photo representing Acrisure enterprise operations in HubSpot CRM case study

40

%

Forecasted reduction in active marketing contacts

200

%

Business units unified under one CRM framework

1.2

M+

Contacts deduplicated, segmented, and governed

The Client

Acrisure is one of the fastest-growing insurance and financial services firms in the United States. With over 17,000 employees and 200+ distinct business units, the company has scaled rapidly through acquisition, bringing unique challenges to marketing and revenue operations. At the heart of these challenges was a sprawling HubSpot environment housing more than 1.2 million contacts—a valuable asset that had become increasingly difficult to manage, govern, and activate for compliant, personalized campaigns.

The Challenge

High Marketing Contact Costs: With more than 1.2M active contacts, costs were escalating. No archiving or segmentation strategy was in place, creating unnecessary spend and bloat.

Duplicate Records and Disorganized Properties: Years of decentralized imports, forms, and workflows left the portal with redundant fields, inconsistent naming conventions, and unreliable reporting.

Unclear Governance Across Portals: Hundreds of users had inconsistent permissions. Multiple portals operated without standard admin controls, making compliance and oversight risky.

Limited Personalization: Policy and location data were not flowing cleanly into HubSpot. This limited the ability to run localized, relevant campaigns for specific markets.

Compliance and Risk Concerns: GDPR and data sensitivity issues were flagged by both the legal and marketing teams. Without controls, Acrisure risked penalties and brand reputation damage.

Limited Control
Limited Control
Limited Control

The Solution

Phase 1: Discovery & Strategic Alignment
We partnered with Acrisure’s marketing leadership to map GTM motions, document enterprise-level user stories, and align all requirements to a unified roadmap.

Phase 2: HubSpot Portal Audit & Data Strategy
Our team conducted a deep diagnostic of the HubSpot environment—analyzing property utilization, identifying duplicate contacts, auditing forms/workflows, and reviewing permissions. A roadmap for portal cleanup was delivered, prioritizing contact reduction and segmentation tied to renewal timelines.

Phase 3: Integration Readiness & Technical Design
Preparing for integrations with Entra ID and Epic, we:

Defined attribute mapping and deduplication rules for an Entra ID employee sync
Scoped requirements for policy/location data ingestion from Epic
Documented one-way sync design ensuring compliance-safe storage of sensitive fields
Aligned HubSpot’s marketing architecture with prior sales system design for cross-team consistency

Phase 4: Enablement, Training & Governance
To ensure adoption, we delivered:

Role-specific live and recorded trainings
Change management plans for deprecating legacy tools
Best practice governance documentation covering campaign QA, property standards, and user lifecycle management
Strategic recommendations for DAM integration and multi-portal oversight

The Outcome

Acrisure’s HubSpot environment was transformed from a costly, fragmented system into a centralized, enterprise-grade CRM strategy:

Forecasted 40%+ Reduction in Active Marketing Contacts via deduplication and segmentation workflows
Unified Architecture across 200+ business units with clear permissions and ownership
Future-Ready Integrations with Epic and Entra ID enabling localized, policy-driven campaigns
Comprehensive HubSpot Optimization across forms, properties, workflows, and GDPR safeguards
Operational Confidence for GTM teams, with clean data, centralized governance, and audit-ready systems

Strategic Impact

This engagement established HubSpot as Acrisure’s system of record for marketing and GTM operations. With compliant, deduplicated data and enterprise governance frameworks, the organization can now:

Run personalized campaigns leveraging policy and location data
Scale new acquisitions into the CRM without disrupting operations
Maintain cost control over marketing contacts
Ensure legal and regulatory teams have confidence in system compliance

40%

Reduction in Contacts

Forecasted 40%+ reduction in active marketing contacts through segmentation and deduplication.

200+

Business Units Unified

All business units consolidated under a single HubSpot architecture with governance controls.

1.2M

Contacts Governed

Full deduplication and property cleanup to restore data quality and compliance.

Enterprise Integrations

Future-ready integration design for Epic and Entra ID to enable localized campaigns

HOW WE SET YOU UP FOR SUCCESS

Next Steps

Building on this foundation, Acrisure is expanding its CRM strategy with multi-instance governance to better manage future acquisitions, custom CRM architecture tailored for associations and sub-brands, and CPQ and Deal Desk evaluations designed to unify quoting workflows between sales and marketing. With HubSpot re-established as a central, scalable enterprise platform, Acrisure now has the framework to continue its growth with clarity, compliance, and confidence.

Acrisure Transforms a Fragmented MarTech Ecosystem Into a Scalable, Integrated CRM Strategy