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As the financial services landscape continues to evolve, staying ahead requires leveraging the latest tools and innovations. HubSpot’s December updates bring exciting new features designed to enhance efficiency, improve customer engagement, and drive growth for organisations in the financial sector.
In this month’s edition, we’re diving into the most impactful updates tailored for financial services professionals—from private equity firms to challenger banks and payments companies. Whether you’re optimising customer journeys or streamlining compliance processes, these updates provide the edge you need to thrive in 2025.
Read on to discover how HubSpot’s newest tools can help you navigate challenges, embrace opportunities, and transform your business for success.
1. Campaign ROI Reporting
Hub: Marketing Hub
Feature: Evaluate campaign performance with ROI metrics, showing the percentage return based on campaign spend and closed-won revenue.
Use Case: Payments Companies
Assess the effectiveness of campaigns targeting merchants in different industries and optimise for higher returns by refining your messaging and channels.
2. Dynamic Date Ranges in Journey Analytics
Hub: Marketing Hub
Feature: Automatically update reports based on timeframes like "this month" or "last week."
Use Case: Mortgage Companies
Track loan application trends and journeys over specific timeframes to identify bottlenecks and improve the overall customer journey.
3. Skill-Based Ticket Routing
Hub: Service Hub
Feature: Routes support tickets based on agent expertise across messaging channels.
Use Case: Insurance Providers
Direct your complex claims to specialised agents, ensuring faster resolution, expert engagement and higher customer satisfaction.
4. Enhanced ‘New Contact’ Reporting
Hub: Marketing Hub
Feature: Offers deeper insights into first-touch and last-touch contact generation.
Use Case: Wealth Management
Identify which marketing assets attract high-net-worth leads, enabling better-targeted campaigns and collateral development.
5. Workflow Enrolment Anomalies (AI Detection)
Hub: CRM Platform
Feature: Detects unusual changes in workflow enrolment rates and sends alerts for quick action.
Use Case: Financial and investing advice company
Identify and address issues in customer onboarding workflows to maintain a smooth user experience.
6. Domain Connect for Email Sending Domains
Hub: Marketing Hub
Feature: Simplifies email authentication setup (SPF, DKIM, DMARC) via DNS integration.
Use Case: Challenger Banks
Ensure secure and compliant email communication for new account openings and customer interactions without the need for complex internal IT requests and tickets.
7. Help Desk Message Analytics
Hub: Service Hub
Feature: Provides insights into team reply times, customer wait patterns, and efficiency metrics.
Use Case: Payment Gateways
Analyse response times to merchant queries and optimise service quality.
8. Campaign UTM Improvements
Hub: Marketing Hub
Feature: Enhances UTM tracking with automatically generated unique values for error-free campaign reporting.
Use Case: Money Transfer Companies
Track global campaign performance with precise data to adjust regional strategies effectively.
9. Marketing Events Data in Custom Report Builder
Hub: Marketing Hub
Feature: Integrates event performance data into custom reports for detailed analysis.
Use Case: Challenger Banks
Measure the success of your virtual events promoting financial literacy.
10. AI-Generated Document Descriptions
Hub: CRM Platform
Feature: Generates descriptions for uploaded documents, simplifying content discovery.
Use Case: Private Equity Firms
Quickly locate and share your investment memos or reports saved in HubSpot.
11. Top Events Filter in Journey Analytics
Hub: CRM Platform
Feature: Highlights common next steps in customer journeys for better analysis.
Use Case: Insurance Providers
Identify key actions customers take after receiving a quote, refining the policy-purchase funnel.
12. Countdown Timer in CTAs
Hub: Marketing Hub
Feature: Adds a countdown timer to CTAs to create urgency for time-sensitive campaigns.
Use Case: Financial Services Conferences
Drive registrations for an exclusive financial event by promoting early bird deadlines.
13. Remix Case Studies
Hub: Marketing Hub
Feature: Repurpose case studies into multiple content formats, like blogs or social posts.
Use Case: Payments Companies
Transform a success story about your merchant onboarding process into ads and social content in under 2 minutes.
14. Combined Lead Scores
Hub: CRM Platform
Feature: Combines fit and engagement metrics into a unified lead score for better prioritisation.
Use Case: Corporate Lending Firms/Business Finance
Streamline sales efforts by prioritising leads based on business fit and engagement levels.
15. Help Desk Summary Tab
Hub: Service Hub
Feature: Provides a snapshot of support team performance and ticket activity for better management.
Use Case: Challenger Banks
Monitor customer support trends and allocate resources to ensure consistent service quality and visibility.
These latest HubSpot updates offer new opportunities to optimise workflows, deepen customer relationships, and streamline operations across the financial services landscape.
I would love to hear how you would see these features used in your business.
If you have any questions or want to explore how HubSpot can support your goals, feel free to reach out to us!
Stay tuned for next month’s edition as we continue to share the latest insights tailored for financial services leaders.
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