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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) - ### Small Business Bundle The Starter edition of each product, built for startups and small businesses [Learn more](https://www.hubspot.com/products/crm/starter) - ### Breeze AI agents and features that power the entire platform [Learn more](https://www.hubspot.com/products/artificial-intelligence) - ### 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 - [INBOUND Event](https://www.inbound.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) - [ \ __Small Business Bundle__ \ The Starter edition of each product, built for startups and small businesses](https://www.hubspot.com/products/crm/starter) - [ \ __Breeze__ \ AI agents and features that power the entire platform](https://www.hubspot.com/products/artificial-intelligence) - [ \ __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 - [INBOUND Event](https://www.inbound.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) - Better.co.uk  # Better.co.uk achieves a 50% increase in meaningful customer conversations through HubSpot Banking & Financial Services 200-1,000 employees  - +50% growth in meaningful customer interactions - New acquisition channel through Hubspot’s form builder - 15+ different nurture journeys created Use Cases - Inbound Marketing - Sales and Marketing Alignment Products - [The Full CRM Platform](https://www.hubspot.com/products/crm/enterprise) - [Sales Hub](https://www.hubspot.com/products/sales) - [Marketing Hub](https://www.hubspot.com/products/marketing) - [Service Hub](https://www.hubspot.com/products/service) - [Content Hub](https://www.hubspot.com/products/content) - [Data Hub](https://www.hubspot.com/products/operations) ### Story Overview With different teams using different tools, Better.co.uk needed to centralise communications to create a unified customer journey. With HubSpot, they were able to create 15 personalised user journeys for leads at all stages of the funnel and double their lead to sale conversion rate. ### About Company Better.co.uk is the UK’s first online mortgage broker on a mission to make mortgages faster, simpler, and more affordable.  ### A complicated sales funnel As the UK’s first online mortgage broker, [Better.co.uk](https://Better.co.uk) is dedicated to making it easier and more convenient for Britons to find the best mortgage deal possible.  Mortgages are such a big decision for prospective buyers so Better.co.uk nurtures their leads at every stage of the customer journey, from ‘Researchers’, who are just beginning to browse, to ‘Transactors’, who are ready to start their mortgage journey, which itself can take weeks.  “Getting a mortgage is usually the biggest financial decision in a customer’s life,” Director of Revenue Operations Tom Hodgson says. “Customers often go through a very long research phase. What’s important is creating a journey that allows customers to flow through.” ### Improve cross-team collaboration Each team used its own tools, which created an inconsistent journey for customers. Marketing worked with Mailchimp, Sales team had their own internally-built tools. Customer communications were created manually, with macro templates sent out through Gmail. Finally, Operations worked primarily in Excel spreadsheets.  Better.co.uk needed to improve cross-functional communication and standardise communications to create a smoother customer journey:  “Our processes were more manual, which meant they were more inconsistent. From a customer perspective, it might have felt like they were falling between gaps, getting shifted from team to team,” Tom says.  ### Improving customer data collection In order to better serve their customers, Better.co.uk also needed better data, especially at an individual customer level. Without cross-functional data collection, they could not build a complete view of customer interactions through the sales funnel.   “You can’t drive a business without having a really good view of data,” Tom says. “It's important to know from a business management perspective, but also really important for employees and competitive sales individuals to understand how they are all performing and interacting.” ### Creating a consistent customer journey with HubSpot With HubSpot, Better.co.uk was able to bring Marketing, Sales, and Operations onto a single platform to create a unified customer journey. Their branding and tone are standardised across communications. Customer data is centralised so that any team member can easily pick up communications without creating continuity issues for their customers.  “Bringing in HubSpot has allowed us to solve a number of business and organisational challenges,” Tom says. “It makes it much easier for sales, ops and marketing to work together, both before and after the sale.” ### 15+ automated journeys Better.co.uk created more than 15 personalised journeys based on different customer pathways. They’ve been able to create more content and shorter journeys to nurture ‘Researchers’ who aren’t ready to transact yet, while still creating a frictionless purchase experience for ‘Transactors’ who are ready to move forward.  HubSpot’s [form builder](https://www.hubspot.com/products/marketing/forms) also allows Better.co.uk to speak to customers in earlier stages of the funnel, opening up more opportunities to nurture leads at the start of the customer journey. “We’ve used HubSpot forms to capture details and speak to customers who want an initial consultation without having to do a 10-minute online customer journey,” Tom says. “It's allowed us to open a new channel.”  ### Valuable integrations Better.co.uk uses HubSpot’s integrations to deliver the right message to the right customer at the right time. They’ve integrated HubSpot with their internal customer data management system, [Aircall](https://ecosystem.hubspot.com/marketplace/apps/sales/calling/aircall), [Zapier](https://ecosystem.hubspot.com/marketplace/apps/productivity/connector/zapier), and their SMS provider, allowing them to build a complete multi-touchpoint experience for their customers.  They use HubSpot for less obvious purposes too, like capturing and storing customer consent for compliance and auditing.  “By using a mix of capturing consents and recorded phone lines, we can be very confident that we’re compliant for a number of activities that need to happen in a regulated environment,” Tom says. “ using HubSpot for compliance wouldn’t be immediately obvious.” ### An integrated system for a multi-touchpoint strategy Using HubSpot allowed Better.co.uk to design a multi-touchpoint customer contact strategy, increasing customer contact rates and the number of customer touch points. “We couldn’t have done that when we had unintegrated systems,” Tom says. “It really felt transformational for the business.” Using callback forms, abandoned basket and automated renewal emails has also helped them nurture customers earlier in the funnel, leading to a 50% incremental growth in meaningful interactions with customers  HubSpot has become vital for Better.co.uk's business operations, Tom concludes.  “It's one of the core business functions and sits cross-functionally,” he says. “We've been able to apply it to lots of use cases that we hadn't initially considered and are continuing to build more workflows in HubSpot that allow us to keep scaling.”  Table of Contents Table of Contents - [A complicated sales funnel](https://www.hubspot.com#a-complicated-sales-funnel) - [Improve cross-team collaboration](https://www.hubspot.com#improve-cross-team-collaboration) - [Improving customer data collection](https://www.hubspot.com#improving-customer-data-collection) - [Creating a consistent customer journey with HubSpot](https://www.hubspot.com#creating-a-consistent-customer-journey-with-hubspot) - [15+ automated journeys](https://www.hubspot.com#15-automated-journeys) - [Valuable integrations](https://www.hubspot.com#valuable-integrations) - [An integrated system for a multi-touchpoint strategy](https://www.hubspot.com#an-integrated-system-for-a-multi-touchpoint-strategy) > “As we scale the business, we are confident that we'll be able to work with HubSpot to solve customer needs and deliver enhanced value through better-aligned customer journeys, increased visibility, and better data.” Tom Hodgson Director of Revenue Operations Better.co.uk  ### 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 -  ### Pleo consolidates 4+ tools with HubSpot, saving $350,000 per year - Banking & Financial Services - 200-1,000 employees - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/pleo) -  ### The Royal Mint increases NPS by 10 points with HubSpot - 200-1,000 employees - United Kingdom - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/the-royal-mint) -  ### Allica Bank scales from start-up to £1bn+ in lending with HubSpot CRM - Banking & Financial Services - 200-1,000 employees - United Kingdom * * * [Read more](https://www.hubspot.com/case-studies/allica-bank) -  ### SeedLegals Helps Its Customers Raise £1.3 Billion With the Help of the HubSpot CRM Platform - Banking & Financial Services - United Kingdom - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/seedlegals) -  ### How Stax Payments Earned a 65% Action Rate by Using HubSpot's Prospecting Agent to Address Prospect Challenges - 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200-1,000 employees - United Kingdom - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/yulife) -  ### Pleo consolidates 4+ tools with HubSpot, saving $350,000 per year - Banking & Financial Services - 200-1,000 employees - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/pleo) -  ### The Royal Mint increases NPS by 10 points with HubSpot - 200-1,000 employees - United Kingdom - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/the-royal-mint) -  ### Allica Bank scales from start-up to £1bn+ in lending with HubSpot CRM - Banking & Financial Services - 200-1,000 employees - United Kingdom * * * [Read more](https://www.hubspot.com/case-studies/allica-bank) -  ### SeedLegals Helps Its Customers Raise £1.3 Billion With the Help of the HubSpot CRM Platform - Banking & Financial Services - United Kingdom - The Full CRM Platform * * * [Read more](https://www.hubspot.com/case-studies/seedlegals) -  ### How Stax Payments Earned a 65% Action Rate by Using HubSpot's Prospecting Agent to Address Prospect Challenges - 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Banking & Financial Services - 200-1,000 employees - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/stax-payments-prospecting-agent) -  ### Lendio Closes 58% More Deals with Marketing Hub Automation - Banking & Financial Services - 200-1,000 employees - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/lendio) -  ### Colt Nets 25% More Marketing Leads in 2 Years with HubSpot - 200-1,000 employees - United Kingdom - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/colt) -  ### Liquidity Services Cuts Costs 50% by Consolidating on HubSpot - 200-1,000 employees - The Full CRM Platform - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/liquidity-services) -  ### NQM Funding scales from regional player to $4B national lender with HubSpot - Banking & Financial Services - 200-1,000 employees - Sales Hub * * * [Read more](https://www.hubspot.com/case-studies/nqm-funding) -  ### YuLife reinvents insurance, rapidly scaling from startup to global Insurtech with HubSpot - 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