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Case Study

Global Financial Services Firm Transforms HubSpot Into a Scalable, Enterprise CRM

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Enterprise HubSpot CRM case study for financial services organization

40
%

Forecasted reduction in active marketing contacts

200
%

Business units unified under one CRM framework

1.2
M+

Contacts deduplicated, segmented, and governed

INTEGRATE & IGNITE:

Building a Future-Ready HubSpot Architecture

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The Client

A leading financial services and insurance organization with over 17,000 employees and 200+ distinct business units was experiencing rapid growth through acquisition. As the company expanded, it faced increasing challenges with marketing operations, data governance, and CRM scalability. Its HubSpot environment contained more than 1.2 million contacts, an invaluable data asset that had become difficult to manage, govern, and personalize at scale.

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, the org risked penalties and brand reputation damage.

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Photo representing Acrisure challenges managing 1.2M+ contacts and 200+ units

The Solution

Phase 1: Discovery & Strategic Alignment
Partnered with the marketing leadership team to map GTM motions, define enterprise-level user stories, and align all requirements into 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
Photo representing Acrisure HubSpot CRM integration and governance solution

The Outcome

The organization’s HubSpot ecosystem was transformed from a costly, fragmented network into a centralized, enterprise-grade CRM framework:

  • 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 the system of record for global marketing and GTM operations. With compliant, deduplicated data and enterprise-level governance, 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.

 

2

Enterprise Integrations

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

 

The Tools

New Tech Stack

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HOW WE SET YOU UP FOR SUCCESS

Next Steps

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





About Aptitude 8

Implement. Integrate. Optimize.

Aptitude 8 is a technical consulting firm that helps companies make their business process, and the tools they use to deliver it, a competitive advantage. In today's business environment, the experience your customers have when buying from you is just as important as what you're selling. We build it better.

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