The Background
The financial institutions that trust Eventus are not just buying software. They are making a commitment to regulators, to markets, and to the people whose money moves through them every day: that they will catch what others miss. That is a commitment that demands precision.
Eventus is a global trade surveillance and financial risk technology company founded in 2015 by compliance practitioners who knew firsthand how much the industry needed something better. Its Validus platform monitors trading behavior across asset classes and jurisdictions, detecting market abuse, manipulation, and regulatory risk before they become problems. When a tier 1 bank or broker-dealer needs to prove its surveillance program is rigorous enough to satisfy a regulator, or when a crypto exchange or event contract marketplace needs to demonstrate it is watching for wash trading in real time, Eventus is where they turn.
In 2025, Eventus launched Frank AI, a plain-English interface built directly into Validus that lets compliance analysts ask complex surveillance questions and receive answers grounded in secure data, all without writing a single line of code. The solution is based on the premise that the people protecting markets should spend their time on judgment, not infrastructure. That conviction would soon reshape how Eventus itself went to market.
But the firm’s growth ambition had outpaced its go-to-market infrastructure, and the team filling the pipeline had no realistic way to keep up.
The Challenge
Getting Right to The Conversation
The compliance officers and surveillance heads at banks, broker-dealers, and exchanges who evaluate Eventus do not have time to listen to sales pitches. They are managing alert queues, satisfying regulators, and keeping up with markets that never stop. When they do respond to outreach, it is because something in the message made them feel understood. Generic emails do not make the cut. Anything that feels like a broadcast gets deleted.
That meant Eventus had to be smarter about who it reached, when it reached them, and what it said.
Katy Pritchard, CMO at Eventus, owned the top of the funnel from lead to SQL. The market Eventus operates in is genuinely nuanced. On paper, the target firms are banks, broker-dealers, exchanges, futures commission merchants (FCMs), and regulators. In reality, a company might not look like a target at first glance, but when you dig into how it actually operates, it could be an excellent fit.
Unfixable With Effort Alone
For most of 2024 and into 2025, Katy sat down every week with Eventus’ Global Head of Sales and reviewed potential prospects one by one. Is this company an ICP match? Is this contact worth pursuing? Which AE should own this? The process was thorough because it had to be: one bad lead sent to a sales rep would reduce confidence in the entire program. But it was completely unscalable.
The team was generating leads it could not process fast enough. Marketing was producing more volume than sales had capacity to follow up on. And because Eventus operates in a nuanced market, routing leads to the wrong AE was not just a missed opportunity. It was a credibility problem with prospects who expected to be understood from the first email.
Tracey Pick, Senior Director of Revenue Operations at Eventus, had seen the SDR route fail before. They had tried external SDR agencies. The data was a mess. More than 10,000 contacts were dormant or carrying inaccurate information, meaning outreach emails were bouncing back before they ever reached anyone. Reps received bad leads and immediately stopped trusting the system.
The team had spent the first half of 2025 building its own AI-driven solution, mapping use cases, defining ICP criteria, and investing months and significant budget in the work. Then Tracey attended HubSpot's annual conference in October 2025 and came back with news that changed everything.
The Solution
Establishing Trust And Understanding Before The First Call
Compliance leaders and surveillance heads spend their days managing complexity. When an email arrives that references exactly what they are dealing with, at the right moment, from a company that clearly knows their world, they reply. That is the standard Eventus needed to meet, at scale, across every segment it pursued.
HubSpot's data agent and prospecting agent, working together, made that possible.
When Tracey returned from HubSpot's annual conference, the team realized that HubSpot had natively built almost everything they had spent six months constructing from scratch. The initial reaction was somewhere between relief and frustration. But what it actually meant was that Eventus already knew its use cases cold. It signed with HubSpot in December 2025 and was live the same month, faster than almost any implementation Katy had heard of.
The Foundation That Makes Everything Else Work
HubSpot’s data agent became the operating layer underneath everything. Its data enrichment and smart properties capabilities were built to mirror the decision-making criteria that Katy and the Global Head of Sales had applied manually every week. When a company entered the CRM, data agent examined its website, activity, roles, firm type, and size, then returned three outputs: an ICP confidence score, a classification, and the reasoning behind it. High-confidence matches moved forward. Anything uncertain was sent to Katy and the Global Head of Sales for review.
That third bucket still mattered. Katy continued to review those firms weekly with the Global Head of Sales. Now, instead of spending the session looking up websites and reading through notes, they pulled up a single view: the company, an ICP confidence score, a yes/no classification, and the reasoning the workflow had already surfaced. The meeting ran faster because the research had already been done before anyone walked in.
From there, data agent handled contact-level qualification. It evaluated job titles, role relevance, and keyword signals to determine whether an individual contact cleared the ICP bar. If both the company and the contact qualified, the system automatically assigned the lead to the right AE based on region and firm type, with the reasoning visible and reviewable. A fully automated flow from qualification to categorization to assignment fed directly into the live pipeline.
HubSpot’s prospecting agent then took over. Eventus built a tailored prospecting agent for each AE reflecting their individual tone, voice, and approach to outreach. The agent drew on the full CRM history of every contact, including closed-lost deals from prior years, and shaped each message around where that company actually was in its relationship with Eventus. Every time a rep edited a message or gave feedback, the agent learned from it.
The Transformation
The Firms That Needed Eventus Were Already There
The surveillance professionals and compliance heads who Eventus needed to reach were already in the CRM. They weren’t responding. Now they were getting outreach that referenced their specific firm type, their historical relationship with Eventus, and the moment they were actually in. For a buyer whose time is genuinely scarce, that specificity is what earns a reply.
In the first quarter prospecting agent was live, it influenced a 27% increase in pipeline, measured against the same period the prior year. Across that window, 22 meetings were booked directly from its outreach. That is what happens when every contact has been qualified, routed, and timed correctly before a single email goes out. Fifty percent of all contacts with sales activity in 2026 involved AI prospecting. data agent properties were visible to the full sales team across 37,000 contacts, surfacing ICP fit, target job titles, and buyer intent signals for faster qualification and outreach.The same database that had more than 10,000 dormant or inaccurate records when they started now had 30,000 marketing contacts segmented with AI for automatic enrollment into prospecting agent and nurture workflows.
The time math told its own story. Katy and the Global Head of Sales estimated they were saving roughly five hours of executive time per week just from no longer reviewing lead lists together. That freed them up to focus on strategy. AEs who had been grinding through research and cold follow-ups were now fielding calls from prospects who had already signaled interest.
From Manual Scoping to First Mover Advantage
There was a moment when the six months Eventus had spent building its own AI solution looked like a costly detour. It turned out to be a competitive advantage. Because the team had mapped its use cases, defined its ICP, and built its qualification criteria before HubSpot's native agents existed, it implemented with a clarity and speed most companies cannot achieve. They were live in December. They were seeing results by March.
The pipeline is still being built. Commerce Hub integration is planned for the fall to support pricing and quoting workflows. Twelve Eventus users have now connected Claude directly to HubSpot, including the company's President.
The same approach is now being turned toward existing clients. Eventus is extending these agentic capabilities to the customer side — using them to better understand client needs, surface what matters from ongoing conversations, and ensure the firms it already serves get the same precision and responsiveness that now define its prospect outreach. The goal is an account relationship that anticipates rather than reacts.
The benefit does not stop at the first conversation. Because data agent surfaces a complete picture of every firm — its profile, its history with Eventus, the signals it is showing — the teams who serve clients after they sign start from a place of real understanding. Eventus knows its clients' context before they have to explain it. For firms whose time is limited and valuable, that means less friction, fewer generic interactions, and a relationship that feels informed from the very first touchpoint through to renewal.
"We went from spending hours reviewing leads that went nowhere to booking meetings and influencing a 27% increase in pipeline in the first quarter it was live," said Katy. "data agent gave us the foundation to reach the right prospects, at the right moment, in a way we were never able to before."
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