At first glance, HubSpot’s product catalog can be overwhelming. With various “Hubs” or suites of digital marketing tools, all with unique use cases, it can be challenging to determine if HubSpot is right for your business. 

After all, the financial services industry is complex, and not all digital marketing software is compatible with businesses in this unique industry. 

In this post, we clear the air about how you can leverage HubSpot in financial services. 

Discover five key use cases of HubSpot for financial services: lead generation, lead nurturing, sales outreach, deal management, and customer management. 

1. Lead generation

Generating quality leads for your sales team to reach out to is critical for growth. Fortunately, HubSpot gives you all the necessary tools to generate leads at scale. 

Here’s how HubSpot helps you attract qualified leads:

• Ad Management for Facebook, LinkedIn, and Google: HubSpot allows you to integrate with Google Ads, LinkedIn Ads, and Facebook Ads. Once you start running campaigns, new leads get added directly into your HubSpot CRM. Additionally, you can easily build reports to gauge how effectively your campaigns are performing.
• Forms and landing pages: Advertising with Google Ads and other platforms is a great first step to generating leads, but you need a page to convert on. That's where HubSpot forms and landing pages come into play. With HubSpot’s intuitive drag-and-drop builder, you can create beautiful and highly effective landing pages without a lick of web development experience.
• Blogs: Create and optimize blog content that speaks to your ideal client’s pain points and supports your inbound strategy—all with built-in SEO recommendations. Your business’s blog content can attract visitors from search engines like Google, giving you a chance to convert those visitors into leads for your sales team to reach out to.
  
• Organic Social Media Management: Schedule and publish social posts across LinkedIn, Twitter, and Facebook through HubSpot. With this tool, HubSpot gives you yet another channel to attract and convert leads on your website. 

2. Lead nurturing and marketing automation 

Not every lead is ready to have a sales conversation right away—that's where email nurture campaigns come into play. With the right strategy, you can craft email marketing campaigns that educate your prospects on solutions to their problems, establish trust in your business, and position your business as a thought leader. 

Fortunately, HubSpot has powerful tools for crafting high-performing emails and automating their sending:

• Email Builder: Peruse dozens of pre-built email templates, design professional emails using an intuitive drag-and-drop builder, and personalize content using contact data. HubSpot’s email marketing feature also makes it easy to send targeted messages based on customer behavior. Whether you're segmenting by lifecycle stage or past engagement, you can be confident your emails are reaching the right audience at the right time. Track performance in real time, measure engagement, and refine your messaging based on what works. With built-in analytics, you can continuously improve your campaigns and drive better results with every send.
• Marketing Automation: With HubSpot’s marketing automation, you can automatically send out emails in succession, saving your team tons of time manually sending emails out. 

HubSpot’s marketing automation is arguably HubSpot’s most powerful feature, and it can be used for much more than just marketing emails. It can be leveraged in the following ways: 

Whether you’re educating prospects about investment strategies, onboarding a new client, or re-engaging dormant leads, HubSpot’s email tools help you do it with precision and scale.

3. Sales Outreach Tools: Snippets, Templates, and Sequences

HubSpot gives your sales team the tools they need to send highly personalized, effective sales emails at scale 

Key features that support financial sales teams:

• Snippets: When interacting with prospects, sales reps often find themselves answering the same recurring questions—whether it's about pricing, features, or service details. Rather than typing out the same responses over and over, Snippets offer a faster, more efficient way to reply.

Snippets are short, pre-written text blocks that can be instantly inserted into emails or chats using simple shortcuts. They help reps respond faster, ensure messaging stays consistent, and reduce the risk of errors by relying on pre-approved content.

• Email Templates: Sales reps frequently find themselves sending the same types of emails—introductory messages, follow-ups, meeting reminders—often by copying and pasting old emails or rewriting them each time. This repetitive process eats up valuable time that could be spent on higher-impact tasks. Email templates streamline this by providing ready-to-use, customizable messages that can be added with just a click. Instead of writing the same content repeatedly, reps can quickly deliver polished, professional communication at scale. Using templates helps sales teams:
   
  • Save time: Eliminate the need to rewrite or manually reuse similar messages.
    
    
  • Maintain consistency: Keep your tone, branding, and messaging aligned across all outreach.
    
    
  • Improve Performance: Analyze engagement data to refine and enhance top-performing templates.
    
    
• Sequences: Most sales reps give up too soon—85% of conversions happen after the eighth touchpoint, yet many stop following up after just two. Without consistent outreach, valuable leads are lost.

Manual follow-ups are tough to manage at scale. Between emails, calls, and other touchpoints, it’s easy for follow-ups to become inconsistent or forgotten.

Sales sequences fix this. They’re automated workflows of pre-written emails and tasks that ensure every lead receives timely, personalized outreach until they engage. Beyond email, sequences can also include call prompts, LinkedIn steps, and other reminders—keeping reps on track and prospects moving forward.

With sequences, sales teams stay organized, follow up consistently, and dramatically improve their chances of converting leads.

4. Deal Management and Pipeline Tracking

From prospect to client, managing the sales process in an efficient and organized way is critical. 

HubSpot’s “deals” represent potential business agreements between your business and a prospective client for your firm’s services. “Closed-won” represents official agreements with paying clients.  

HubSpot’s deal and pipeline features help financial firms maintain visibility into current and closed business. 

What you can do with HubSpot’s deal tools:

• Customizable Pipelines: Create separate pipelines to track deals for different client types, services, or sales processes (e.g., onboarding RIA clients vs. broker-dealers).
  
  
• Deal Stages and Automation: Move deals through stages based on client actions while triggering internal tasks, notifications, or emails.
  
  
• Reporting and Forecasting: See where deals are stuck, which reps are performing best, and what’s in the pipeline for the next 30, 60, or 90 days.

With this level of oversight, your team can prioritize the right opportunities and prevent leads from slipping through the cracks.

5. Customer Management: Tickets, and Membership Portal

Winning new clients is only half the battle—retaining them requires excellent service. HubSpot’s Service Hub gives you tools to manage client requests and deliver ongoing value.

Here’s how it supports customer success in financial services:

• Tickets and Service Desk: Centralize client requests, assign them to the right team members, and track resolution times. Whether it’s a billing issue or a request for a statement, you can design your service desk to take in inquiries of all kinds.
  
  
• Membership Portal: Create a secure client portal where users can access exclusive content, view past interactions, or submit requests, enhancing the digital client experience.

Although Service Hub features like these are excellent for managing existing clients, note that you can also take advantage of many of the other features discussed in this post to manage existing customer relationships. For instance, you can leverage HubSpot’s email marketing and marketing automation features for contacts no matter what stage of their lifecycle they reside. 

Conclusion: Unlocking HubSpot’s Full Value in Financial Services

If you’re in financial services, you’re juggling a lot: compliance, competition, client expectations, and changing market conditions. The last thing you need is to be balancing a slew of disparate tech solutions for every stage of your clients’ lifecycle. 

As a marketing solution designed to centralize efforts from lead generation to deal management within one platform, HubSpot delivers tremendous value for businesses in financial services.

What’s more, the features discussed in this post only highlight a few of HubSpot’s features. HubSpot has dozens of other capabilities not discussed here. 

At GK3 Capital, we’ve helped dozens of financial services firms get the most out of HubSpot. If you’re interested in learning how to implement inbound marketing for your business using HubSpot, check out GK3 Capital’s Inbound Checklist.