HubSpot Optimization & Zendesk Integration for a Fintech Platform

Company Overview

A UK-based fintech platform offering payment processing solutions across multiple product lines, with separate brands for core payments and a balance/wallet product.

The Challenge

The company operated multiple product lines (core payments and a balance product) through a single HubSpot instance, with no automated lead routing between products. Form submissions included reCAPTCHA that was creating friction for prospects. Leads from different products were not being automatically assigned to the correct sales reps. The HubSpot-Zendesk integration needed to be set up to unify customer support with sales data. Deal, contact, and company forms needed restructuring to capture the right information for each product line. Sales sequences needed to be configured for outbound campaigns.

Scope of Work

• Removed reCAPTCHA from payment product forms to reduce prospect friction
• Configured automated lead routing: payment product leads to one rep, balance product leads to another
• Set up automatic assignment for all leads, companies, contacts, and deals by product line
• Explored and configured HubSpot-Zendesk integration for unified support + sales view
• Restructured deal, contact, and company forms with appropriate fields per product
• Configured HubSpot Sequences for outbound sales campaigns
• Provided ongoing HubSpot administration and optimization across both product lines

Tech Stack & Integrations

Key Deliverables

• Automated product-based lead routing system
• Restructured CRM forms for deals, contacts, and companies
• HubSpot-Zendesk integration
• Sales sequence configuration
• reCAPTCHA removal from prospect-facing forms
• Product-line-specific assignment workflows