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Turning Customer Experience Vision into Reality Through Technology
NOW Finance, one of Australia's fastest-growing non-bank lenders, specialises in personal and car loans. Initially, the company built strong foundations through its broker channel, which has grown to over 7,000 accredited brokers nationwide. As digital expectations in financial services evolved, NOW Finance saw an opportunity to expand into the direct-to-consumer market while maintaining strong broker relationships.
To succeed, the team recognised the need to shift from a product-centric to a customer-centric approach. This required challenging industry norms to exceed customer expectations and reimagining the entire customer journey—a process that required a comprehensive overhaul of how customer data was collected, managed, and leveraged to deliver seamless, personalised experiences at scale.
A Customer-First Mindset
This approach aligned with NOW Finance’s commitment to challenging industry norms. As Chief Marketing Officer Chris Maccan explains: “NOW Finance has always pushed boundaries in our category. We decided to remove all fees from our product—a bold move to truly walk our talk. We stand for transparency, simplicity, and ease of understanding, and we backed that up”.
This ambitious move to eliminate fees for their customers required the team to find efficiencies elsewhere in the business. They turned their focus to operational processes, particularly their technology infrastructure, seeing an opportunity to both reduce costs and transform their customer experience.
Building a Unified Data Foundation
NOW Finance was pioneering innovations like fee-free products in their market, but their growth was being held back by fragmented technology and manual processes. Disconnected systems created data silos that prevented the team from seeing the complete customer picture. This made it challenging to understand customer journeys, deliver personalised service, or measure the impact of their marketing and sales efforts.
Partnering with HubSpot solutions partner BAC, NOW Finance developed a comprehensive data strategy. The project began with the implementation of Sales Hub and Service Hub to establish a foundational data architecture. This methodical approach allowed teams to adapt gradually while maintaining business continuity.
Sales Hub consolidated inputs from multiple systems into a single interface for their sales teams, integrated loan origination data for real-time updates, and implemented commission reporting through Google Sheets integration.
Service Hub transformed their broker accreditation process into a systematic ticket-based workflow and established a dedicated knowledge base, enabling them to track broker interactions and provide automated support. This centralized customer communication hub became the foundation for their enhanced service delivery system.
The true power of HubSpot lay in its ability to connect different data points, creating a holistic view of customer relationships. As Maccan describes: “HubSpot helps us understand the entire relationship of our customers—whether it’s a car loan, a broker, or something else. These connections enable deep personalisation.” This capability was further strengthened with the addition of Marketing Hub, which enabled advanced marketing automation, personalised content delivery, and customer journey tracking through integrations with Hotjar and Google Ads.
With this infrastructure in place, NOW Finance enhanced service delivery through deeper personalisation and automation. Their HubSpot-powered broker help centre now tracks engagement and identifies knowledge gaps, offering valuable insights into service effectiveness. “The help centre enables us to track interactions, identify key concerns, and pinpoint areas for improvement,” Maccan explains. The platform’s unified view allows more informed interactions across all channels while supporting NOW Finance’s commitment to operational efficiency and fee-free products.
Transforming Operations and Driving Growth
HubSpot’s unified platform delivered measurable results in operational efficiency, business growth, and customer experience. Within 24 months of implementation, NOW Finance saw significant improvements while expanding their market presence.
The impact on daily operations was immediate. “We went from juggling three different applications for a single customer interaction to handling everything within HubSpot,” Maccan explains. This streamlined approach dramatically reduced manual processing time. For instance, automating commission reporting via Google Sheets saved over 10 hours of administrative work per month.
Scalability was another key benefit. NOW Finance grew from 70-80 employees to over 100 and more than doubled its loan book size—all without major capital investment. “Like many startups, we’ve bootstrapped and grown organically, without taking on massive amounts of capital,” Maccan notes.
Additionally, the company expanded its product offerings, introducing an auto loan product through its broker channel while significantly growing its direct-to-consumer business from a minor to a major revenue contributor.
NOW Finance continues leveraging HubSpot to drive its next growth phase. As Maccan puts it, “HubSpot scales with us. The time savings will continue to grow as our team and business expand,” reinforcing HubSpot’s role as a cornerstone of their long-term growth strategy. By building a foundation of unified data and automation, NOW Finance is well-positioned for sustainable growth while delivering the personalised customer experience that defines its brand.
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