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HubSpot for financial services

Making CRMs work for advisers, not the other way around

Financial advisers have long struggled with CRMs that don’t reflect how they actually build relationships. We’re changing that.

Too often, growth means changing everything. With our HubSpot solutions, you don’t have to. We help you scale, gain insights, and simplify operations without the need to reinvent your workflow.

Who we work with

Leveraging HubSpot in Financial Services

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Data driven insight

Leverage data to uncover valuable customer insights, creating opportunity and informing decision making.

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Marketing performance

Leverage HubSpot’s powerful marketing tools to enhance campaign effectiveness, track performance metrics in real-time and optimise strategies.

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Customer acquisition

Streamline sales processes, track leads and deals and automate repetitive tasks, allowing your team to focus on closing deals and building stronger client relationships.

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Utilise AI tools

Harness AI-driven tools to automate routine tasks, analyse large datasets for valuable insights, and personalise client interactions at scale, driving efficiency and enhancing the overall client experience.

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Consumer Duty

Use advanced customer segmentation and communication tools. Segment clients based on specific criteria to deliver tailored communications, ensuring transparency and clarity.

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Customer support

Utilise AI Chatbots, ticket desk, customer self serve and portals. Whatever your requirements, we'll set you up for customer success on the HubSpot platform.

From siloed data to streamlined growth

Disconnected platforms like IO and Xplan dominate financial services back offices. But they weren’t designed for marketing, sales or client engagement, which leaves gaps that cost firms time, referrals and growth. We help firms bridge those gaps with HubSpot, integrating their tech stack and turning the CRM into a tool advisers actually use to move the business forward.

Allica Bank, a UK-based challenger bank focused on serving established small and medium-sized businesses (SMEs), sought to enhance its customer relationship management to support rapid growth. After adopting HubSpot as their primary CRM, they partnered with us to optimise its usage and align it with their business objectives.

We provided consultancy services to refine Allica Bank's HubSpot implementation, ensuring it supported better decision-making and more effective delivery of business activities. This collaboration enabled Allica Bank to visualise their evolution and plan for the expansion of HubSpot across the business.

Enhanced CRM utilisation

Allica Bank used HubSpot to streamline marketing automation and customer service functionalities, addressing initial limitations in their CRM setup.

Improved decision-making

The consultancy work facilitated better business activity delivery, aligning CRM usage with strategic goals.

The Outcome

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Optimised HubSpot deployment

The partnership with Karman Digital allowed Allica Bank to fully leverage HubSpot's capabilities, supporting their mission to provide tailored banking solutions to SMEs.

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Strategic growth planning

With a refined CRM system, Allica Bank could effectively plan for future expansions and continue scaling their operations.

Pareto Financial Planning, an award-winning IFA based in Manchester, had a strong track record of growth and client service—but lacked a scalable way to manage introducer relationships, outbound referrals, and new business pipelines. Advisers operated independently in siloed tools, and valuable referral activity often went untracked.

We implemented HubSpot with Hatch integration into their IO back office. This enabled the team to track and report on both inbound introducer referrals and outbound professional referrals to accountants, solicitors, and other partners—closing the loop on two-way referral value. Dedicated dashboards allowed them to understand which introducers drove the most revenue, and whether reciprocal value was being returned.

Adviser workflows were also brought into HubSpot, consolidating multiple tools into one CRM with custom pipelines, templates, and meeting links. Junior advisers could now handle their own leads efficiently, while senior staff had complete visibility across the firm.

Tracked revenue by introducer

Pareto gained visibility on which individual introducers (e.g. accountants, solicitors) generated the most enquiries and value—informing their partnership strategy.

Mapped outbound referrals

Dashboards logged outbound referrals to third parties, allowing Pareto to evaluate reciprocal relationships and keep compliance records accurate.

Unified adviser workflows

All activity—from enquiry logging to appointment scheduling and deal progression—was managed in one system.

The Outcome

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Strengthened introducer strategy

Pareto built better relationships with high-value introducers by tracking real ROI and ensuring follow-up was timely and complete.

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Closed the loop on referrals

With both inbound and outbound referral tracking in place, the firm could demonstrate mutual value and guide strategic partnerships.

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Improved team efficiency

Advisers embraced HubSpot thanks to time-saving tools and training tailored to their day-to-day work.

Missed referral opportunities and inconsistent reporting.

A mid-sized independent financial adviser (IFA) firm with £3M in annual turnover came to us struggling with missed referral opportunities and inconsistent adviser reporting.

Each adviser managed their own pipeline in Outlook and spreadsheets, leaving leadership blind to performance and marketing ROI.

We implemented HubSpot with seamless integration to their IO back office. We also built custom dashboards that tracked referral sources, adviser activity and lead outcomes, finally giving the leadership team full oversight.

Junior advisers were empowered with redistributed leads, while senior staff now had the bandwidth to deepen existing relationships and generate new ones.

+175%

Increase in tracked referrals

Introducer and client-generated referrals were captured and followed up through HubSpot workflows, reducing leakage and improving the quality of leads coming in.

95%

CRM adoption by advisers

Tools like meeting links, sequences, and snippets gave advisers practical value from the CRM, which transformed it from top-down reporting system into a daily-use platform.

The Outcome

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Connected the tech stack

We integrated HubSpot with IO, enabling real-time visibility into referrals, activity and client comms.

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Empowered the team

Junior advisers received redistributed leads and tracked their pipelines with ease, while managers coached them based on actual data.

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Boosted strategic insight

Dashboards revealed which introducers and advisers drove growth, letting the firm optimise resources and replicate success.

Improve performance, streamline workflows and justify marketing spend.

A national wealth planning firm backed by private equity - managing over £10M in annual revenue - was under pressure to improve performance, streamline adviser workflows and justify marketing spend.

Despite using Xplan for compliance, they had no central CRM for marketing or new business. Manual data pulls and disconnected processes were keeping them in the dark.

We deployed HubSpot with a direct integration into Xplan, which allowed both sales and marketing teams to operate from the same source of truth. Marketing could now build segmented audiences and run targeted nurture campaigns, while advisers used sequences and pipeline tracking to reduce admin and move faster on deals.

The leadership team gained dashboards that tied adviser activity to revenue, unlocking more strategic conversations across departments.

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Faster sales cycle

By automating onboarding, follow-ups and comms through HubSpot, the firm cut average lead-to-client conversion time by two-thirds.

+150%

Lift in marketing engagement

Real-time CRM data enabled personalised campaigns, dramatically improving open rates and downstream conversions.

The Outcome

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Built a single view of the client

Xplan was synced with HubSpot, giving sales, compliance and marketing access to the same up-to-date client records.

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Accelerated the pipeline

Advisers used task queues, sequences and meeting tools to convert leads faster and reduce time spent on admin.

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Proved marketing ROI

Custom dashboards linked marketing activity directly to revenue and asset growth, finally showing what was working - and what wasn’t.

Our HubSpot reviews

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We highly recommend Karman Digital to any business seeking a reliable, knowledgeable HubSpot partner.
Linsey Boyle
Accord Mortgages Limited
As a growing bank and fin-tech, we have used Karman to help customise our CRM and help us develop our website as our audiences and needs become more complicated.
Katie Newell-Tucker
Birmingham Bank
A massive shoutout to the brilliant team at Karman Digital, the absolute HubSpot pros. From the first engagement with them it was clear that they understood our vision and priorities and they provided us with their expertise every step of the way.
Aisleen Bird
Silver Cloud HR
They helped translate my complex requirements into a series of automations and campaigns that helped me deliver on my marketing strategy.
Barnaby Crawshaw
PAL Hire
Karman Digital totally exceeded our expectations with our website refresh. What a team! From start to finish, they were professional, creative, and highly responsive.
Ed Turner
Allica Bank
Karman Digital Agency work closely with us to optimise the website, plan, work on strat, design elements - and a bunch of other tasks. The team is always available for a chat and have had a real impact in helping us revamp the website and optimise HubSpot lead gen channels. Thank you team!
Gerard Brady
activpayroll
Karman are a great agency to work with. They're incredibly knowledgeable, friendly and always willing to help.
Tara Covell
The Alternative Board UK
Karman Digital are a fantastic example of what an outsourced technical delivery partner should be. I wish more companies were like them.
Rob Fernandes
Deko
The team at Karman Digital delivered a fantastic website that exceeded our expectations. They were quick to action changes and really listened to our needs. We're thrilled with the final result and wouldn’t hesitate to recommend them. 5 stars!
Leanne Merrill
TradeKart
We highly recommend Karman Digital to any financial adviser firms looking for expert HubSpot implementation.
Jennifer Macfarlane
Pareto Financial Planning
Karman has been an incredible partner to work with for our CRM implementation, migration, and custom-built APIs.
Kristen Lee - Mottershead
Settio
Integration was seamless, and since then we have managed to utilise more and more of the systems configurations.
John Fisher
Entire FS
Powered by HubSpot, the Growth Series resource hub is an invaluable tool for mortgage brokers looking to grow their business and stay updated with industry trends. Jon and the team at Karman have been pivotal to our success, and we look forward to taking the Growth Series to new heights.
Iain Cunningham
Accord Mortgages Limited
Ryan lead our project to a successful place with Jen and Jaime's expert knowledge of HubSpot. Thank you all.
Samuel Fitz-Hugh
Settio
I am so pleased with the work that Joe and his team have done so far. They know their stuff and I would be happy to recommend them to others. Their expertise and professionalism are impressive. They are friendly, helpful and always a pleasure to speak with.
Jessica Figueras
Pionen
The team is professional, supportive, and quick to respond to any updates or queries. Our latest project was completed to a very high standard and within the specified timeframe. Can't fault and would highly recommend.
Alex Connelly
Givepanel
Their support and professionalism on this project was unmatched and they made the whole process as smooth and easy to manage as possible for a very small in-house marketing team.
Cat Cetnik
Givepanel
I’m really pleased with the way we all worked together and that the project was managed so well, launched on-time and the final website has exceeded expectations.
Estelle Marasigan
Mailtastic
We had the pleasure of one of Karman Digital's Trainers coming out to our offices last week to give us training on HubSpot Sales and an overview of HubSpot Marketing. The whole team enjoyed the training sessions and came away very motivated at the potential HubSpot can bring to us.
Manoj Patel
Keiser
The work Karman Digital has done has given us a new found confidence to recruit more franchisees for our business in the online space. They are HubSpot experts and are always happy to help. We'd highly recommend their services!
Lydia Jenkins
The Alternative Board
Exceeded our expectations. Their approach and attention to detail is exceptional, and we have therefore decided to extend our partnership with Karman Digital through further digital marketing support across our business.
Lisa Havdahl
Corndel College London
Karman Digital have done a great job. Our old website was on its knees and simply could not keep up. Karman Digital have made what could have been the tortuous process of design and content creation seem slick, quick and easy.
Adam Wilson
Geo2
HubSpot is incredibly easy to use and the custom modules we had developed have made our lives as a marketing team much easier. Thank you and here's to phase 2!
Tamsin MacCormack
Synectics Solutions
Really strong direction on how we can integrate HubSpot into the heart of our sales and marketing experience. The team are passionate about how we can drive all our activity efficiently from a single platform. I wouldn't hesitate in recommending them.
T McGowan
Active Business Comms
Having worked with them on a number of projects I have been very impressed with the high standard of work produced every time. Excellent account management, attention to detail and responsiveness make them a pleasure to work with.
Alice De Courcy
Juro
5 | 48 HubSpot reviews

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