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Case Studies

How a finance group connected five lending brands on HubSpot

One HubSpot instance for

5

Lending brands
White-label broker partners supported

90+

in one platform
Migrated

150k+

Customer records
Core systems connected

3

with middleware

Our client is a diversified Australian financial group built around several lending brands: one for retail customers, one for high net worth and specialist lending, two that focus on wholesale and broker distribution, and one for strata finance. 

The group serves both direct customers and a large network of accredited mortgage brokers, and has recently grown its ownership across parts of the business. As our client brought its retail, private, wholesale and broker operations closer together, it needed a CRM that could handle serious multi-brand complexity, connect directly into its loan origination and banking systems, and scale personalised communications across a partner network of more than 90 white-label brands.

The problem
A group of five brands, running on three different systems

Our client had grown into five distinct lending brands, and each had built up its own way of working. Their retail and high net worth brands managed customers in Salesforce. Their wholesale and broker distribution network was already on HubSpot, and feedback from the team pointed to redesigning the portal to better match how the wider group needed to operate. 

Their strata finance brand managed its process more manually, outside a central system. None of these were connected to each other, or to Slate and Simpology, the platforms actually driving loan applications through to settlement. As the group looked to bring its brands closer together, that created a real opportunity to build one connected foundation for all of them.

Problem 1:

With five brands built up over time, our client had several strong systems doing valuable work in isolation from each other. That made it hard to get a single view of a customer, broker or loan across the group, and meant good work in one part of the business wasn't easily shared with another.

Problem 2:

The real source of truth for loan and customer data sat in Slate, Simpology and our client’s Azure-hosted banking platform, not in any CRM. Teams were manually re-keying application details between systems, building loan documents by pulling information together from several places at once, and manually checking for status updates that hadn't yet made it back into a central record.

Problem 3:

Our client’s retail team had content and journeys ready to go, but no system to run them on, so a customer who didn't convert on first contact could easily go quiet. Win-back outreach to past enquirers relied on someone remembering to follow up. Broker accreditation was handled one application at a time, with every case reviewed manually regardless of how straightforward it was.

Problem 4:

Every white-label partner, plus our client’s own brands, needed communications that were correctly branded, correctly attributed, and sent from the right address. An event like a banking platform migration meant coordinating a wave of brand-specific comms across dozens of templates by hand. Sensitive communications, like rate and policy updates to Mortgage Managers, needed encryption and access control that the group didn't yet have a reliable way to deliver at volume.

The solution
One platform, purpose-built to connect five brands and three systems
Engaging.io designed and delivered an Enterprise HubSpot Marketing and Sales Hub implementation that brings our client’s retail, private, wholesale and broker businesses onto one platform, migrating two brands off Salesforce and rebuilding the original HubSpot portal to support the wider group. 

At the centre of the build is a custom middleware layer that connects Slate and Simpology directly to HubSpot: a one-way webhook flow from Slate creates and updates Contact and Deal records automatically, correlated against existing contacts by email address, and a two-way connection with Simpology means loan status updates flow back into HubSpot without anyone touching a spreadsheet.

We chose to build custom middleware rather than rely on off-the-shelf connectors because no native integration existed for either Slate or Simpology, and because our client needed a single, EIO-hosted control point that could scale cleanly as more brands, and eventually the UK business, came onto the platform.
The Strategic Plan
The Implementation
The process
  1. Before anything else could work, our client’s customer and broker data needed to live in one place.
  2. We migrated two brands records out of Salesforce and rebuilt the portal structure inside a new HubSpot instance, setting up business unit partitioning so each brand keeps its own view while sitting on shared infrastructure.
Unify the data foundation
The process
  1. Before anything else could work, our client’s customer and broker data needed to live in one place.
  2. We migrated two brands records out of Salesforce and rebuilt the portal structure inside a new HubSpot instance, setting up business unit partitioning so each brand keeps its own view while sitting on shared infrastructure.
Connect the loan engine.
The process
  1. With the data foundation in place, we mapped and built the integration between Slate, Simpology and HubSpot, so that an application created in Slate flows straight through to a HubSpot Deal, and a Deal in HubSpot triggers the matching record in Simpology.
  2. This had to come early, because every downstream workflow depends on loan and application data being accurate and current inside HubSpot.
Automate the lead and broker lifecycle
The process
  1. Once loan data was flowing reliably, we built the workflows around it: broker accreditation paths that route straightforward applications through automatically and flag the rest for manual review, retail lead nurture and win-back sequences, and deal pipelines with task automation so nothing depends on someone remembering to follow up.
Standardise multi-brand communications
The process
  1. With the underlying systems and automations in place, we built a templating and sequencing structure that lets our client manage transactional and marketing comms across its own brands and 90+ white-label partners from one platform, including encrypted document delivery for sensitive rate and policy communications to Mortgage Managers.
The Implementation

Data migration and portal rebuild.
We migrated two brands' customer and activity data from Salesforce into HubSpot, and rebuilt the existing HubSpot portal to sit within the new multi-brand structure, using business unit partitioning so each brand's users see only what's relevant to them.

Slate and Simpology middleware.
EIO-hosted middleware manages the webhook and API traffic between Slate, Simpology and HubSpot. Slate webhooks upsert Contact and Deal records, matched to existing contacts by preferred email address. A Deal created in HubSpot triggers a corresponding Simpology Deal via API, and Simpology sends status updates back to HubSpot by webhook, keeping both systems in sync without manual rekeying.

Lead nurture and broker accreditation workflows.
We built automated workflows for the retail lead nurture and win-back journeys, and for another brands broker accreditation process, including conditional logic that auto-approves straightforward applications and routes the rest for internal vetting, followed by automated welcome, sales introduction and training registration emails.

Multi-brand template and communications system.
We built a scalable template structure to support transactional and marketing sends across our client’s owned brands and white-label partner network, along with encrypted document delivery in HubSpot's Document Library for sensitive rate and policy communications to Mortgage Managers. 

The Impact and Results
One connected group, built to grow

 

With Slate, Simpology and HubSpot connected, our client’s teams no longer need to manually re-key loan application data between systems or chase status updates across spreadsheets, application and deal information now flows through automatically, giving every team a current, shared view of where a loan actually stands.

Homestar's retail team can now put its lead nurture and win-back content to work instead of leaving it on the shelf, with automated follow-up replacing the manual calendar reminders that previously let warm leads go cold. Our client’s broker accreditation process no longer needs a person to manually review every application: straightforward cases move through automatically, freeing the team to focus on the ones that need a human decision.

Across the group, our client can now manage on-brand, correctly attributed communications for its own brands and its network of 90+ white-label partners from a single platform, with sensitive rate and policy communications to Mortgage Managers delivered securely by default rather than managed ad hoc.

As more of the group's systems come online inside HubSpot, this foundation is what makes it possible to extend the same automation and integration approach to the UK business next. 


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