Financial Services
IIGCC, managing €60 trillion in European investments, migrated from a disconnected Insightly CRM and WordPress system to HubSpot's integrated platform. This transformation streamlined operations, automated key processes, and enhanced member engagement through their new Enterprise level website.
Sector
Financial Services
Our Engagement
Website Development, HubSpot Onboarding, Technical Consultancy, Data Migration, Ongoing Support.
Tools
CMS Hub Enterprise, Marketing Hub Pro, Service Hub Pro, Sprocket Rocket Pro.
The Institutional Investors Group on Climate Change (IIGCC) is a leading European network of over 400 institutional investors committed to addressing climate change and driving sustainable investment practices. IIGCC represents over €60 trillion in assets, working collaboratively with its members to influence public policy, engage with companies, and align investment strategies with the goals of the Paris Agreement.
Through advocacy, research, and initiatives like the Net Zero Investment Framework, IIGCC aims to support the transition to a low-carbon economy, mitigate climate risks, and promote long-term financial stability for both investors and society.
IIGCC faced significant operational challenges impacting multiple areas of the organisation due to the use of a disconnected digital ecosystem, relying on Insightly CRM and a separate WordPress website. IIGCC’s membership team manually handled renewals within Insightly CRM, resulting in time-consuming, labor-intensive processes. Additionally, new members’ data had to be entered into both Insightly CRM and WordPress, resulting in data duplication and associated inefficiencies.
Member-only content was housed in WordPress behind a login wall, leading to friction between teams and creating silos across Communications, Finance, and Membership departments. This fragmented system hindered collaboration, as no shared view of data existed. Managing user information in two systems created inefficiencies, delayed member communications, and negatively impacted both internal processes and external user experiences.
The goal of this ambitious project was to migrate and unify all end-user data from WordPress, along with organisational data from Insightly CRM, into HubSpot delivering a fully integrated platform.
This project was built to not only address immediate operational needs but to future-proof the organisation’s digital ecosystem.
We worked with IIGCC over a number of months to migrate its entire digital ecosystem to HubSpot, consolidating CRM, CMS, membership management, and communications into a single, scalable platform.
At the heart of this integration was the development of a HubSpot custom object, representing an “Organisation” – a central unit for IIGCC. Organisations consist of one or more company objects within HubSpot.
This object allowed for the accurate association of multiple companies under a unified record, even where domain name variations existed (e.g., abrdn.com, aberdeen-asset.com). This feature was critical in providing a 360-degree view of each organisation’s membership.
Members are associated to their respective Organisation by email domain.
To keep this automated we developed a private app (hosted middleware) which runs in the background and checks all contact email addresses. The app automatically associates email domains with organisations during the registration workflow. This reduces manual intervention of CRM data.
The migration of data from Insightly CRM involved some meticulous planning, cleaning, and grouping.
We exported data from Insightly into CSV files and organised it in a format that let us into HubSpot.
After several rounds of testing, the end result was an error-free transfer of complex membership data, ensuring that each company’s memberships were properly grouped, and historical records were preserved.
By linking email domains to organisations, IIGCC could now automate membership preferences meaning that members received personalised content based on their organisation and interests.
In a move that strengthened industry collaboration, HubSpot was configured to assign specific users to Working Groups—a key initiative among investment companies. Each group had access to relevant parts of the website, and all preferences were stored in HubSpot contact records. Members of working groups now access shared documents directly from their member dashboard.
We built out Custom workflows that are designed to help with critical processes such as organisation sign-ups, member registrations, and content access. These workflows use Marketing Hub Pro to handle email marketing to reduce admin overhead for the IIGCC team and allows them to focus on strategic priorities.
A new HubSpot CMS Enterprise website website was designed and deployed, with a modern UI and a move away from complex WordPress maintenance.
The member dashboard allows users to manage preferences, save articles, and stay informed about key announcements and events. First-time users get an interactive guided tour, which helps them to understand how to use the website.
A carefully executed website migration strategy minimised disruption.
Pre-launch notifications were sent via HubSpot, informing users of the upcoming transition and the steps required to re-register for the new platform.
Upon launch, HubSpot automations ensured that all migrated members were invited to register for the new members’ area.
Following the site launch, new applicants were onboarded through automated HubSpot workflows.
HubSpot processes user input from Investor and Associate Member applications, instantly creating the necessary organisational, contact, and deal records. The CRM does all of the heavy lifting automatically notifying the IIGCC team at key stages across the workflow.
"This project has been truly transformative for IIGCC, bringing together diverse data sources into the HubSpot platform while significantly improving our membership experience. Our new digital experience sets a new benchmark for digital transformation for membership-driven organisations."
Kat Sutton, Director – Communications & Investor Relations, IIGCC
The migration to HubSpot has driven significant technology improvements across IIGCC’s operations, member engagement, and data management. This strategic digital transformation has delivered measurable outcomes, reinforcing IIGCC's leadership in membership management.
IIGCC now benefits from a unified CRM platform where all membership data is housed centrally within HubSpot. This consolidation has fostered greater cross-departmental collaboration, streamlining workflows and ensuring that teams can access accurate, real-time data. By eliminating silos and providing a single source of truth, the system has empowered internal stakeholders to work more efficiently and cohesively.
The migration has revolutionised the user experience for IIGCC’s members. With seamless access to personalised content tailored to individual preferences, members now enjoy a frictionless experience when engaging with the platform. The frustrations that once stemmed from navigating a disjointed system have been resolved, resulting in a more intuitive and rewarding user journey. This enhancement has not only improved satisfaction but also boosted long-term member loyalty.
One of the most significant outcomes of this transformation is the automation of critical membership processes. Tasks that were once manual, such as membership renewal and registration, are now streamlined through HubSpot’s automated workflows. This has freed up valuable resources, allowing the IIGCC team to shift their focus from time-consuming administrative duties to more strategic activities, such as community engagement and advocacy.
By consolidating disparate data sources from WordPress and Insightly into HubSpot, IIGCC has significantly reduced the risk of errors and data duplication. The improved accuracy of membership data has streamlined reporting and decision-making, enabling the team to act with confidence. This efficiency has also translated into reduced operational overhead, maximising productivity across the organisation.
The launch of the new website, complete with a dynamic member dashboard and personalised content, has had a profound impact on member engagement. Members now enjoy a tailored, interactive experience that offers greater relevance and value, driving deeper connections with IIGCC’s mission and initiatives.
The platform’s ability to deliver curated content, manage preferences, and provide real-time updates has not only enriched the member experience but also positioned IIGCC as a digitally-forward organisation that prioritises its community.
“The move to HubSpot has delivered transformative impact on IIGCC’s operational workflows and member experience, reshaping the organisation’s ability to serve its community and drive efficiency.
The successful migration to a centralised HubSpot CRM has effectively dismantled data silos across the organisation. By offering a single, unified platform, the CRM now provides the Communications, Finance, and Membership teams with comprehensive, real-time access to key membership data.
This integration has not only improved cross-departmental transparency but also significantly enhanced operational agility. As a result, teams can collaborate more effectively, leveraging shared insights to make more informed decisions and deliver better outcomes for the organisation and its members.”
“We’re saving time so that we can refocus on strategic priorities.
Through the automation of manual data processes and the seamless integration of the CRM with the website, we have unlocked significant time savings.
Manual data entry—once a time-consuming task—is now reduced to a minimum, allowing teams to redirect their focus toward high-value, strategic priorities.
Whether it’s member engagement, advocacy, or strategic initiatives, the reduction in administrative overhead has empowered the our whole team to be more proactive and impactful in delivering its mission.”
“Members are getting a better the user experience. The streamlined registration process and delivery of personalised content have led to marked improvements in member satisfaction. We send out customer satisfaction surveys using the survey tool within Service Hub Pro.
Members are now enjoying a seamless, tailored experience within the platform, from a simplified onboarding to access to curated content that aligns with their preferences.
This personalised approach has not only added tangible value to the membership experience but has also reinforced IIGCC’s reputation as a member-focused organisation that prioritises engagement and ease of use.”
If you have a RevOps or Integration project on HubSpot planned, connect with me using the links below.
Phill Burrows, Lead Consultant.
