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[Free HubSpot CRM](https://www.hubspot.com/products/crm) [Overview of all products](https://www.hubspot.com/products/get-started) - ### Marketing Hub Marketing automation software [Free and premium plans](https://www.hubspot.com/products/marketing) - ### Sales Hub Sales software [Free and premium plans](https://www.hubspot.com/products/sales) - ### Service Hub Customer service software [Free and premium plans](https://www.hubspot.com/products/service) - ### Content Hub Content marketing software [Free and premium plans](https://www.hubspot.com/products/content) - ### Data Hub Data management software [Free and premium plans](https://www.hubspot.com/products/data) - ### Revenue Hub CPQ, billing, and payments software [Free and premium plans](https://www.hubspot.com/products/revenue) - ### Smart CRM AI-powered, flexible CRM software [Learn more](https://www.hubspot.com/products/crm/ai-crm) - ### Agent Hub Your central home for building and managing AI agents across the platform [Learn more](https://www.hubspot.com/products/artificial-intelligence) - ### Small Business Bundle The Starter edition of each product, built for startups and small businesses [Learn more](https://www.hubspot.com/products/crm/starter) - ### AEO (Beta) Answer engine optimization tools that track and improve your brand's visibility in AI results [Learn more](https://www.hubspot.com/products/aeo) - ### HubSpot Marketplace Connect your favorite apps to HubSpot [See all integrations](https://ecosystem.hubspot.com/marketplace/apps) - Solutions Solutions - By Use Case - By Team Size - Why HubSpot? - ## Marketing - ### [Generate leads](https://www.hubspot.com/use-case/generate-leads) Convert visitors into contacts for your database. - ### [Automate marketing](https://www.hubspot.com/use-case/automate-marketing) Create campaigns with automation and AI. - ## Sales - ### [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline) Generate a pipeline of high-quality prospects. - ### [Close deals](https://www.hubspot.com/use-case/close-more-deals) Streamline your process and close more deals faster. - ## Customer Service - ### [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support) Support customers at scale with AI and a help desk. - ### [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction) Identify opportunities to improve customer health. - ## Content - ### [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey) Easily craft content for your audience, with help from AI. - ### [Manage content](https://www.hubspot.com/use-case/manage-content) Organize, update, and distribute content in one place. - ## Startups & Small Businesses - ### [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers) Generate leads through content, AI, and automation. - ### [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster) Prospect smarter and automate payments. - ### [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data) Unify your team and data on one platform. - ## Artificial Intelligence - ### [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent) Scale customer service with an AI customer agent. - ### [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent) Identify and engage high-value leads with an AI prospecting agent. - ### [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent) Get instant answers about your customers with an AI data agent. ## By Team Size - ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter) - ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise) ## Why HubSpot? - ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot) - ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies) - ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight) - [Pricing](https://www.hubspot.com/pricing/marketing) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight) - [What's New in HubSpot](https://www.hubspot.com/new) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot) - [Sustainability](https://www.hubspot.com/sustainability) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions) - [Technology Partner Program](https://www.hubspot.com/partners/app) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates) - [Education Partner Program](https://academy.hubspot.com/education-partner-program) - [Startup Partner Program](https://www.hubspot.com/startups/partners) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding) - [Migration](https://www.hubspot.com/services/professional/migrations) - [Premium Support](https://www.hubspot.com/services/premium-support) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions) - Products Products - ## The HubSpot Customer Platform All of HubSpot's marketing, sales, and customer service software on one agentic platform. - [__Free HubSpot CRM__](https://www.hubspot.com/products/crm) - [__Overview of all products__](https://www.hubspot.com/products/get-started) - [ \ __Marketing Hub__ \ Marketing automation software](https://www.hubspot.com/products/marketing) - [ \ __Sales Hub__ \ Sales software](https://www.hubspot.com/products/sales) - [ \ __Service Hub__ \ Customer service software](https://www.hubspot.com/products/service) - [ \ __Content Hub__ \ Content marketing software](https://www.hubspot.com/products/content) - [ \ __Data Hub__ \ Data management software](https://www.hubspot.com/products/data) - [ \ __Revenue Hub__ \ CPQ, billing, and payments software](https://www.hubspot.com/products/revenue) - [ \ __Smart CRM__ \ AI-powered, flexible CRM software](https://www.hubspot.com/products/crm/ai-crm) - [ \ __Agent Hub__ \ Your central home for building and managing AI agents across the platform](https://www.hubspot.com/products/artificial-intelligence) - [ \ __Small Business Bundle__ \ The Starter edition of each product, built for startups and small businesses](https://www.hubspot.com/products/crm/starter) - [ \ __AEO (Beta)__ \ Answer engine optimization tools that track and improve your brand's visibility in AI results](https://www.hubspot.com/products/aeo) - [ \ __HubSpot Marketplace__ \ Connect your favorite apps to HubSpot](https://ecosystem.hubspot.com/marketplace/apps) - Solutions Solutions - By Use Case - ## Marketing - [Generate leads](https://www.hubspot.com/use-case/generate-leads) - [Automate marketing](https://www.hubspot.com/use-case/automate-marketing) - ## Sales - [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline) - [Close deals](https://www.hubspot.com/use-case/close-more-deals) - ## Customer Service - [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support) - [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction) - ## Content - [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey) - [Manage content](https://www.hubspot.com/use-case/manage-content) - ## Startups & Small Businesses - [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers) - [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster) - [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data) - ## Artificial Intelligence - [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent) - [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent) - [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent) - By Team Size - ## By Team Size -  ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter) -  ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise) - Why HubSpot? - ## Why HubSpot? -  ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot) -  ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies) -  ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight) - [Pricing](https://www.hubspot.com/pricing/marketing) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight) - [What's New in HubSpot](https://www.hubspot.com/new) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot) - [Sustainability](https://www.hubspot.com/sustainability) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions) - [Technology Partner Program](https://www.hubspot.com/partners/app) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates) - [Education Partner Program](https://academy.hubspot.com/education-partner-program) - [Startup Partner Program](https://www.hubspot.com/startups/partners) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding) - [Migration](https://www.hubspot.com/services/professional/migrations) - [Premium Support](https://www.hubspot.com/services/premium-support) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions) - About About - [About Us](https://www.hubspot.com/our-story) - [Careers](https://www.hubspot.com/careers) - [Contact Us](https://www.hubspot.com/company/contact) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management) [Start free or get a demo](https://www.hubspot.com/products/get-started) [Log in](https://app.hubspot.com/login) - English Select a language - [日本語](#) - [Deutsch](#) - [English](#) - [Español](#) - [Português](#) - [Français](#) - High Contrast - [Customer Support](https://help.hubspot.com/) - [Contact Sales](https://offers.hubspot.com/contact-sales) - [Case Studies Overview](https://www.hubspot.com/case-studies) - [Directory](https://www.hubspot.com/case-studies/directory) - Azora Finance Group  # Building a Growth Engine: How Azora Scaled 300% Through Operational Transformation Banking & Financial Services 25-200 employees  - 300% loan book growth - 75% reduction in average loan approval time - 15% increase in conversion rates Use Cases - Integrate Company Data - Increase Conversion Rates Products - [Sales Hub](https://www.hubspot.com/products/sales) - [Marketing Hub](https://www.hubspot.com/products/marketing) - [Service Hub](https://www.hubspot.com/products/service) ### Story Overview The Australian lender used HubSpot to slash approval times by 75% while growing their loan book 300% and increasing conversion rates by 15%. ### About Company Azora is one of Australia’s fastest-growing non-bank lenders, delivering fast, flexible finance solutions across commercial asset finance, consumer car loans, and home loans. Azora takes a tech-driven, people-powered approach—combining smart automation with real human support to deliver a faster, more seamless lending experience across both broker and direct channels—making the finance process simple and predictable. Since launch, Azora has scaled rapidly by embracing technology, transparency, and a relentless focus on speed, service, and customer outcomes. # __Addressing Fragmented Operations and Limited Visibility__ When [Azora](https://www.azora.com.au/) began scaling rapidly in 2019, they knew what worked in early stages wouldn’t cut it as they set their sights on $600 million in annual originations and a $1 billion loan book. The company faced operational challenges that threatened to slow their momentum. The company had no single source of truth for managing broker relationships, and manual, siloed sales processes made tracking difficult. Limited visibility into deal flow, conversion rates, and broker performance made it harder for leadership to make informed decisions at speed. "We had strong broker demand, but behind the scenes, our systems were holding us back,” says Brandon Tuttle, General Manager – Growth at Azora. “We needed a platform that could scale with us—bringing everything into one place, giving us real-time visibility, and helping us stay agile as the business grew." Azora needed the infrastructure to support high-velocity growth, automation to replace manual tasks, instant reporting to drive smarter decisions, and a unified platform so sales, credit, marketing, and broker support could operate from the same playbook. The company couldn't stay reactive—they had to become proactive to lay the foundation for their next stage of expansion. # __One Platform, Total Transformation__ To address these challenges, Azora selected HubSpot as their comprehensive solution. They needed everything in one place—no more juggling multiple systems, no more lost information, no more guessing games about broker performance and deal progress. Azora began with HubSpot's free version and progressively invested in more features as their needs evolved. The implementation focused on creating a centralised platform whilst maintaining integration with their proprietary origination system for credit decisioning. [Sales Hub](https://www.hubspot.com/products/sales) became their command centre, with custom pipelines tailored specifically to Azora's credit underwriting process. Every deal, every stage, every conversation became visible in real time through structured workflows that tracked submissions from initial application through to settlement. "The difference was night and day," says Tuttle. "Suddenly we could see everything: where deals were stuck, which brokers needed attention, and what was actually driving our growth." [Marketing Hub](https://www.hubspot.com/products/marketing) transformed their broker engagement strategy. Instead of blanket communications, the team could segment brokers by activity level, product engagement, and submission history. This enabled targeted campaigns—automated onboarding sequences for new partners, reactivation campaigns for dormant brokers, and product launches for their most active network members. [Service Hub](https://www.hubspot.com/products/service) turned their support operation into a competitive advantage. Live chat functionality integrated with their broker portal, whilst a comprehensive knowledge base provided immediate resources and support. Automated workflows kept everyone informed without the constant back-and-forth that had previously bogged down operations. The seamless integration with their origination system meant data flowed automatically between platforms. HubSpot became the single source of truth for sales and relationship management, whilst their specialised credit system handled underwriting decisions. Custom dashboards provided visibility into key metrics including settlement amounts, application volume, and turnaround times—enabling data-driven decision making across all levels of the organisation. "HubSpot didn't just organise our chaos," reflects Tuttle. "It gave us the visibility and automation we needed to scale efficiently whilst maintaining the personal touch that differentiates us in the market." # __The Transformation in Numbers: 300% Growth, 75% Reduction in Approval Times__ The transformation delivered exactly what Azora needed. Azora achieved remarkable outcomes across multiple dimensions of their business, growing their loan book by 300% as they accelerated toward their target of $600 million in annual originations—firmly positioning them as a serious player in Australian non-bank lending. Operational efficiency improvements were dramatic. The average time to loan approval decreased 75%, providing a significant competitive advantage in the lending market. This improvement was supported by automated task creation tied to specific stages, triggering reminders for credit actions and broker follow-ups whilst eliminating previous bottlenecks. Sales performance saw substantial improvement, with conversion rates increasing 15%. "When you can give brokers answers in minutes instead of days, when you can track every touchpoint and optimise every interaction, the results follow," explains Tuttle. The unified platform provided complete account visibility, enabling every stakeholder to access relevant context at a glance. Broker relationships were transformed through the centralised support system. The network grew by 60% whilst being managed with the same team size. The Broker Support team now operates entirely within HubSpot, using shared inboxes and task queues for proactive follow-ups, whilst automation handles routine tasks so the team can focus on relationships and growth. "With HubSpot, every team now works from the same playbook," says Tuttle. "Sales can track deal progress in real time, Support has full visibility into broker interactions, Marketing can see what’s driving engagement, and I can spot trends before they become problems." The platform has fostered a unified, data-driven culture built for growth. With every team working from live data, there's full alignment across Sales, Broker Support, Marketing, and Leadership. The cultural shift has been equally important—teams are more aligned, decisions happen faster, and everyone's working toward the same goals with complete visibility into what's actually working. Table of Contents Table of Contents - [Addressing Fragmented Operations and Limited Visibility](https://www.hubspot.com#addressing-fragmented-operations-and-limited-visibility) - [One Platform, Total Transformation](https://www.hubspot.com#one-platform-total-transformation) - [The Transformation in Numbers: 300% Growth, 75% Reduction in Approval Times](https://www.hubspot.com#the-transformation-in-numbers-300-growth-75-reduction-in-approval-times) > With HubSpot, every team now works from the same playbook. Sales can track deal progress in real time, Support has full visibility into broker interactions, Marketing can see what’s driving engagement, and I can spot trends before they become problems. Brandon Tuttle General Manager – Growth Azora Finance Group   ### Start Growing With HubSpot Today With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier. [Get a demo](https://offers.hubspot.com/crm-platform-demo) ##### Related Case Studies -  ### How NOW Finance Scaled 2X with HubSpot - Banking & Financial Services - 25-200 employees - Australia * * * [Read more](https://www.hubspot.com/case-studies/now-finance) -  ### How a Two-Person Wealth Firm Saves $70K+ a Year and Makes Every Client Feel Seen with HubSpot Agent Builder - Banking & Financial Services - 25-200 employees - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/concierge-wealth-management-agent-builder) -  ### How KeepCup unified operations, boosted collaboration and achieved transparency with HubSpot - 25-200 employees - Australia - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/keepcup) -  ### How BruntWork Streamlined Operations and Achieved More Than $5M MRR with HubSpot - 25-200 employees - Australia - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/bruntwork) -  ### Banca Aidexa: A Revolution in SME Lending. 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Obtain Financing in Just 48 Hours Thanks to AI and Processes Integrated with HubSpot - Banking & Financial Services - 25-200 employees - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/aidexa) -  ### Jeeves streamlines its lead generation and conversion efforts with HubSpot’s tools - Banking & Financial Services - 25-200 employees - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/jeeves) -  ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - Banking & Financial Services - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/first-alliance-credit-union) -  ### How Eventus Turned Its CRM Into a Pipeline Engine for Financial Firms with HubSpot’s Data Agent and Prospecting Agent - 25-200 employees - Sales Hub - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/eventus) -  ### How Stax Payments Earned a 65% Action Rate by Using HubSpot's Prospecting Agent to Address Prospect Challenges - 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