HubSpot CRM for Insurance Agencies

The HubSpot Unified CRM

Solution 1 - Unify the tech stack
The Insight Studio eliminated most of the tools the client were using and replaced them with HubSpot. This move drastically improved productivity, efficiency and accuracy across all teams.

We Implemented: 

• Marketing Hub for personalized outreach, email marketing, chatflows, blogging and better lead generation and lead conversion metrics.
  
• Marketing Metric to improve session traffic 100% YoY from 733 sessions 2024 March to 1718 2025 March

 

• Sales Hub for deal / policy /association tracking between households and policyholders as well as nurturing net-new opportunities and bolstering the recurring policyholder process. The Insight Studio also improved revenue generation,  revenue attribution tracking, and conversion down the pipeline.
  
• Service Hub for customer support, ticket creation and management, inbound chat support, inbound and outbound communications to customers and leads. Service Hub helped the team align the customer database and issue resolutions to increase speed for leads, and improve team adoption and tool usage. Oh and we eliminated the “copy and paste” from one tool to another with relevant information.
  
• Hubspot CMS and SprocketRocket website templates by implementing a Growth Driven Design modality with the team. We took a phased approach and rebuilt the website with conversion and user-friendliness as the forefront.
  
  

Chart showing 90 days compared to the previous 90 days

Hubspot Operations Hub - By leveraging the open API of Hubspot, we were able to create a custom solution in partnership with Workload to push data from EZLynx, which sources data from IVANS to get the most up-to-date policy information and  help the agent shop for the best fit insurance for their customer.  We also utilized Ops Hub for data hygiene, from name to phone number formatting.

The strategic implementation process proved to be successful with overall traffic increasing by approximately 1k, conversions dramatically increasing by almost 110%, and organic searches increasing by 1.25% with a successful social campaign launch showing a 67% conversion rate.

Solution 2 - Refine the Process/Increase Compliance
Now with all these great tools, The Insight Studio needed to implement a robust process to have the team train and adopt the tool set and the new mentality of put “good data in to get good data out." This was accomplished with a phased implementation plan which focused on user training and change management.

User Training: Provide comprehensive training and onboarding sessions for insurance professionals to familiarize them with HubSpot CRM functionalities, compliance requirements, and specific use cases.

Change Management: Implement change management strategies to facilitate user adoption and drive organizational buy-in for HubSpot CRM, emphasizing the benefits of improved data visibility, enhanced customer engagement, and streamlined processes. This was accomplished over 12 weeks by first meeting with the entire team to make certain everyone understood the timeline, goals and desired outcomes. Then, weekly working sessions took place with each department focusing on their daily tasks in relation to the new toolset. We wanted to ensure the team understand the new tool, and how to use it each day to help their customers.

Throughout the process, the teams also utilized Hubspot Academy to help build their foundations with certifications in marketing, sales, service and operations. Because of their ongoing dedication, we were able to get the most out of the trainings and the time we spent together.

Solution 3 - Decoding and De-duping the Data
With decades of data inconsistencies, we knew we had to first clean the database from the past toolset before a new import could take place.

The insurance is a niche industry, so we developed new “custom objects” to represent policies, households and then created associations between the contacts, policies, households, deals, and tickets that could be utilized during the typical customer journey.

The Insight Studio formatted different CSV’s from the disparate techstacks to import to HubSpot. We had to align all records, so when imported, there were minimal “duplicates” entering the system. To optimize this, we used a “common” data point, across all objects, to ensure the correct contact information aligned with the policy information, deal, household information and tickets. Thankfully, we had help from HubSpot’s Operations Hub, de-duplication tool and our years of experience managing data-sets and complex imports into the Hubspot CRM.

We also utilized Neverbounce to clean the email database and ensure the contacts the agency was reaching out to were still active at those addresses. 

Finally, we had help from the team. Everyone was onboard with a few additional tasks added to their plates. They were happy to clean data “shoulder to shoulder” to make the process as smooth as possible.

Solution 4 - Compliance Creates Actionable Transparency
By developing robust reports across all the teams and product usages, the insurance company was able forecast revenue, identify high-performing team members based on meetings, calls, and emails aligned with conversion metrics and deal velocity rates. 

In the "sales pit", the company has a screen that continually updates the latest Sales Metrics from the team’s performance. They have contests on who is doing the most calling, emailing, and engaging with clients weekly. 

Live Screen in "Sales Pit"

With this reporting, the company was also able to identify VIP customers, high-performing customers and segments for re-engagement and additional cross/up-sell opportunities.

Solution 5- Strengthen Security with 2FA and Team Adoption

With 2-Factor Authentication, you are required to add a second, time-sensitive confirmation from a separate device to access the database.

Instead of having 3 logins across 3 different platforms, now the team now has a single, secure login with a 2FA system that is customizable across mobile and other devices.

Additionally, time was saved by having a single tool for new team onboarding and reduced overhead to manage multiple systems of record. 

The Outcome

This case study demonstrates that with thoughtful strategy and disciplined execution, a powerful CRM platform like HubSpot can be a transformational force for insurance agencies. By uniting a fragmented tech stack into one centralized system, The Insight Studio helped the client achieve greater data consistency, improved transparency, and streamlined workflows across marketing, sales, and service teams. More than that, by investing in user training, change management, and data cleanup, the agency avoided many of the common pitfalls of CRM adoption.

The results speak for themselves: an 83 % increase in revenue when comparing Q1 2024 to Q1 2025, stronger conversion metrics, and enhanced forecasting and reporting capabilities. These gains didn’t come from technology alone—they came from aligning people, processes, and tools toward a shared goal.

For insurance organizations wrestling with silos, disconnected systems, and opaque data, this case underscores a clear message: adopting a unified CRM is not just about software—it’s about driving cultural change, enabling accountability, and building a foundation for scalable growth. When done right, the payoff is measurable in both top-line growth and operational efficiency. It wasn’t just about technology—it was about making things simpler and more connected for real people doing real work every day. And that’s where real growth happens!