Insights From Our Experts

If you’re leading marketing, sales, or revenue ops at a FinTech company, chances are you’ve had a moment where HubSpot made you question your life choices.

Your data’s inconsistent. Reporting takes too long. Compliance gets shoehorned in or ignored entirely. Your sales and marketing teams aren’t really connecting, and your workflows feel more like patchwork than process.

Here’s the truth: HubSpot isn’t the problem. It’s powerful, flexible, and surprisingly well-suited to FinTech. But it has to be set up with the complexity, regulation, and nuance of your industry in mind. Otherwise, you’re stuck with a generic setup trying to serve a specialized business.

Let’s dig into why FinTech teams so often struggle with HubSpot, plus how to fix it without jumping ship.

Your CRM Data Is a Mess (and Nobody Trusts It)

In FinTech, bad data isn’t just annoying, it’s dangerous. It breaks trust, derails decision-making, and slows compliance processes that depend on accuracy.

But poor data hygiene is often a symptom of a deeper issue: your HubSpot instance wasn’t built to reflect how your business actually works. 

Does any of this sound familiar?:

• Too many fields (or not enough)
• Duplicate records from multiple intake sources
• Inconsistent lifecycle stages or lead statuses
• Sales and marketing using different properties or none at all

Liger’s Fix: We audit and restructure your CRM to reflect your pipeline, enforce consistency, and eliminate the chaos. Clean, compliant, and actually useful.

Sales and Marketing Are Out of Sync (and It’s Costing You Deals)

FinTech sales cycles tend to be long, multi-touch, and involve multiple stakeholders, so when sales and marketing aren’t in lockstep, you feel it fast.

You might see:

• Leads passed too early (or too late)
• Unclear definitions of MQLs, SQLs, or lead scoring
• Disjointed handoff processes
• Marketing automation that doesn’t reflect sales feedback

This is typically a CRM alignment problem.

Liger’s Fix: We map your sales process, refine lead scoring, and build smart workflows to ensure your CRM reflects how your buyers actually buy.

Compliance Is an Afterthought (When It Should Be Built-In)

Audit trails. Consent management. Communication logs. In FinTech, compliance is the foundation for success.

But HubSpot isn’t a compliance platform out of the box, and most default setups don’t account for regulatory nuance. You’re stuck duct-taping workflows or asking your team to document things manually. Pro tip: this never ends well. 

Liger’s Fix: We help FinTech companies configure HubSpot to meet their compliance needs: tracking communications, managing permissions, and setting up auditable processes that support your legal and security obligations.

Reporting Takes Too Long (And Still Doesn’t Tell You What You Need to Know)

FinTech leaders are under pressure to prove ROI, track attribution, and forecast revenue. But if your HubSpot dashboards are slow, incomplete, or built for someone else’s business model, it’s hard to make data-driven decisions.

You may find yourself:

• Exporting data weekly to rebuild reports manually
• Lacking visibility into specific personas or segments
• Struggling to track attribution across long sales cycles
• Wasting hours each month translating HubSpot metrics into boardroom insights

Liger’s Fix: We create custom dashboards that give you fast, reliable visibility into what matters most without the monthly spreadsheet slog.

Your Workflows Don’t Reflect Reality (and It’s Breaking Your Process)

If your team is bypassing HubSpot to move deals forward or if automations break whenever your sales process evolves, your workflows aren’t working hard enough.

FinTech sales journeys aren’t linear. They often involve:

• Custom contract terms
• Security reviews
• Multiple decision-makers
• Layered nurture tracks based on firmographics or behavior

When workflows are too rigid (or too generic), your team goes rogue. And that’s when process falls apart.

Liger’s Fix: We design smart, scalable workflows that account for real-world complexity so your CRM becomes an asset rather than an obstacle.

Good News: The Platform Isn’t Broken 

Bad news: you still have some work to do if you want HubSpot to be configured correctly for your business. Thankfully, we’ve worked with FinTech companies across the U.S. 

Time and time again, we hear the same thing:

“We’re not even sure what HubSpot can really do for us.”

That’s where Liger comes in! We bring deep HubSpot expertise and FinTech know-how to turn your CRM into a true competitive advantage. From RevOps alignment to audit-ready FinTech marketing automation, we’ll optimize your system to drive results.

Let’s Make HubSpot Work the Way Fintech Works

We hear your FinTech CRM struggles, and we’re here to help. Request a HubSpot Fix It Session with the Liger team today and we’ll make your CRM your sharpest growth tool. Curious how we think about strategy? Check out the latest insights from our team.