Turning HubSpot 2025 Updates into wins for Credit Unions & Banks

HubSpot announced nearly 100 new product updates at INBOUND 2025. That’s exciting, but it can also feel overwhelming, especially if you’re leading marketing, sales, or member engagement at a credit union or customer engagement at your community bank.

Curious how these HubSpot updates could impact your credit union or bank? Book a call with our team to explore how to put them into practice for your institution.

At Geear (formerly WebStrategies), we sifted through it all and focused on the updates that matter most for financial institutions. These are the ones that can immediately help you serve members better, streamline operations, and compete with much larger players.

Here’s a recap of the five key updates we demoed, plus honorable mentions worth watching.

Update 1: Data Studio – Unlocking Smarter Insights

The challenge: Credit unions and banks often have critical data scattered across systems, core banking platforms, spreadsheets, and third-party tools. That makes it hard to activate that data in marketing or member engagement.

The update: Data Studio lets you bring in outside data (from Google Sheets, Excel, Snowflake, and more) and merge it with HubSpot data, without cluttering up CRM records. You can create calculated fields, build workflows, and even enrich records with AI.

Real use cases for FIs:

• Upload branch-visit data from a spreadsheet, merge it with member data in HubSpot, and trigger personalized follow-ups.
  
  
• Bring in credit card transaction data, calculate spend by category (like travel), and create targeted offers for high-spending members.
  
  
• Use web enrichment to pull company insights from the internet, giving business development teams better context on prospects.

This makes it easier to identify at-risk members, personalize offers, and activate data that was previously unused.

Update 2: AI-Optimized Email Send Times

The challenge: Email is still one of the highest ROI channels for financial institutions, but choosing the “right” send time has always been a guessing game.

The update: HubSpot now analyzes each contact’s past engagement (opens, clicks, and time of activity) and sends emails at the moment they’re most likely to interact. Instead of sending every message at once, delivery is staggered per individual.

Real use cases for FIs:

• Boost open and click-through rates for loan offers or time-sensitive promotions by delivering when each member is actually checking their email.
  
  
• Reduce unsubscribes and “graymail” by reaching people when they’re most receptive.
  
  
• Free up lean marketing teams from endless trial-and-error testing of send times.

This shift enables credit unions and banks to reach members with the right message at the right moment, without the need for extra manual work.

Update 3: Personalization at Scale

The challenge: Members don’t want one-size-fits-all experiences. They expect communications, offers, and digital experiences that reflect who they are and what they need.

The update: HubSpot’s new personalization tools make it easier to create audience-specific experiences. You can manage personalized variants of landing pages, CTAs, and emails from a central place, and use AI agents to suggest content tailored to each segment.

Real use cases for FIs:

• Show one version of an auto loan landing page to members (with a loyalty discount) and a different version to prospects.
  
  
• Tailor local promotions, such as featuring a Columbus Crew debit card in Columbus vs. Cavaliers content in Cleveland.
  
  
• Create dynamic CTAs that adjust based on CRM data, past behavior, or region.
  
  

This helps financial institutions deliver relevant, timely guidance, without adding burden to already-stretched marketing or web teams.

Update 4: Custom Board Views with Any Property

The challenge: HubSpot’s board views were previously tied to pipeline stages, limiting how teams could visualize and manage data.

The update: Now you can create board views based on any property, standard or custom. That flexibility makes it easier to organize and act on data across teams.

Real use cases for FIs:

• Loan officers can view applications by loan type (auto, mortgage, business) to balance workloads and spot trends.
  
  
• Member service teams can create retention boards showing “high retention,” “moderate,” and “at risk” tiers, based on product usage or digital engagement.
  
  
• Marketing and sales can filter and prioritize records by last activity date, assigned rep, or custom categories.
  
  

Instead of reactive problem-solving, teams can proactively manage portfolios and relationships, leading to healthier growth and stronger retention.

Update 5: Smarter Sales Meetings + AI Note-Taker

The challenge: Sales and lending teams juggle meetings, follow-ups, and details across multiple systems. Important information often slips through the cracks.

The update: HubSpot’s Smarter Sales Meetings tool creates a central hub for each meeting. Conversations are recorded, transcribed, and summarized with AI. Action items are automatically turned into tasks, which can sync to calendars and board views.

Real use cases for FIs:

• Lending officers get a clear record of what was promised, reducing risk of missed follow-ups.
  
  
• Managers can review summaries instead of chasing down reps, improving coaching and visibility.
  
  
• Teams across branches and departments have a single source of truth about each relationship.
  
  

This reduces onboarding time, shortens lending cycles, and strengthens member trust by ensuring every interaction is accurate and timely.

Honorable Mentions to Watch

We couldn’t go deep on every update, but here are a few more that stood out:

• Assistants and Agents – AI helpers to surface insights and save time.
  
  
• Marketing Studio – A campaign builder to organize, create, and schedule content in one place.
  
  
• Visitor Segments – Personalize content even for anonymous site visitors.
  
  
• Customer Health Agent – AI-powered analysis of member satisfaction and risk.
  
  
• Data Enrichment – Keep records automatically updated and accurate.
  
  
• Multi-Team Service Workspaces – Better collaboration for larger service organizations.
  
  
• Project Object with Gantt View – Visualize and manage complex projects.
  
  
• AI Email Creator – Generate draft emails to speed up campaign creation.

HubSpot’s updates aren’t just shiny new features; they’re tools that make it easier for credit unions and banks to:

• Use data more effectively.
  
  
• Personalize member experiences at scale.
  
  
• Help sales and service teams build stronger, trust-driven relationships.
  
  
• Save time while increasing impact.
  
  

If you’d like to see the full webinar replay, click here. 

Want to see how these HubSpot updates could drive growth at your credit union or bank?
Let’s book a call to discuss how to make them work for your team.

Interested in reading more? Here are some other helpful resources: