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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) - ### Agent Hub Your central home for building and managing AI agents across the platform [Learn more](https://www.hubspot.com/products/artificial-intelligence) - ### Small Business Bundle The Starter edition of each product, built for startups and small businesses [Learn more](https://www.hubspot.com/products/crm/starter) - ### 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. 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## 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) - [ \ __Agent Hub__ \ Your central home for building and managing AI agents across the platform](https://www.hubspot.com/products/artificial-intelligence) - [ \ __Small Business Bundle__ \ The Starter edition of each product, built for startups and small businesses](https://www.hubspot.com/products/crm/starter) - [ \ __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 - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/?hubs_content=www.hubspot.com%2Fcase-studies%2Faccord-mortgages&hubs_content-cta=nav-resources-community) - [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) - Accord Mortgages  # Accord Mortgages Creates Value With Content and Personalization Banking & Financial Services 25-200 employees  - 25,000 leads generated - 83% landing page conversion rate - 25% time saved on sales reporting Use Cases - Increase Conversion Rates - Increase Leads Products - [Marketing Hub](https://www.hubspot.com/products/marketing) - [Content Hub](https://www.hubspot.com/products/content) - [Sales Hub](https://www.hubspot.com/products/sales) ### Story Overview Accord Mortgages works with mortgage brokers across the UK to help them find their clients the best mortgage product. Before using HubSpot, they struggled to deliver a relevant and personalised customer experience. Accord soon realised that a solution was needed. After choosing HubSpot in 2018, Accord Mortgages built high-converting content and streamlined their marketing and sales processes. ### About Company Accord Mortgages is part of the Yorkshire Building Society. The Accord brand works exclusively with mortgage brokers and offers a range of products for both residential and buy-to-let borrowers. ### Searching For a Single Source of Truth to Improve Reach and Drive Sales Before HubSpot, [Accord Mortgages](https://www.hubspot.com/case-studies/accord-mortgages) didn’t have a single dedicated CRM system making it hard to connect directly with brokers that weren’t already their customers. They didn’t have the tools to build a fluid database of prospects or practical means to contact them in a relevant, useful manner. The same was true for their existing customers. Accord Mortgages’ Strategic Business Performance and Operations Manager, Nick Piper, explains, “We didn’t have a way to treat our customers, our brokers in this case, in a way that focuses on their needs as individuals. It’s effortless to treat every broker in the UK the same way, but this is such a diverse group of people with bespoke needs and requirements. We needed a system that will help us serve them better.” To accelerate their growth and the number of brokers they’re working with, they had to reach a wider audience of brokers. Marie O’Reilly, Marketing Planning Manager at Accord Mortgages, says, “We wanted to do something that no other lender in the intermediary marketplace was doing. The goal was to offer content and tools that will help brokers grow their business. As a result, they would trust us and consider doing business with us or, if they were already our customer, do even more business with us.” Accord Mortgages searched for a platform that would become their single source of truth, providing a cross-functional overview of all intermediary data. Not just that—it had to be a secure platform suited for a highly regulated industry like financial services. With this, marketing and sales could spend less time finding the right data and more time doing work that moves their company forward. HubSpot stood out from a range of options Accord Mortgages considered. “It’s easy to use and intuitive, and the value we could get from having everything logged into HubSpot was instantly clear,” adds Nick. They’ve signed up for [Marketing Hub Professional](https://www.hubspot.com/products/marketing/professional) in early 2018 and added [Sales Hub](https://www.hubspot.com/products/sales) to the mix a year later. ### Creating Value With Content and Personalizing Broker Relationships The initial implementation of Marketing Hub was fast and smooth. Accord Mortgages joined forces with [ClientsFirst](https://www.clients-first.co.uk/), a top-tier HubSpot Solutions Partner. ClientsFirst was the ideal agency choice thanks to their previous experience with brokers. Marie explains, “Implementation was impressively quick. We launched [Growth Series](https://info.accordmortgages.com/growth-series), our inbound marketing campaign, in about two months. Tutorials and videos from HubSpot helped our team learn what they needed, too.” In the months that followed, Growth Series went from being a pilot program to always-on and turned into a growth library for mortgage brokers. Content that Accord Mortgages creates with HubSpot includes blog posts, professional guides, podcasts, videos, and checklists. They maximise their impact with a range of HubSpot tools, including lead workflows, forms, lead scoring, email marketing, and other pages. Automating manual marketing tasks saves the marketing team many hours every week. Adding [HubSpot CRM](https://www.hubspot.com/products/crm) to the stack aligned efforts between marketing and sales. Until then, sales reps had become accustomed to keeping details from sales conversations in their head—particularly outside sales reps. “Thanks to [HubSpot’s mobile CRM app](https://www.hubspot.com/products/mobile), reps who spend their days on the road transformed the way they work. The app gives them quick access to all the conversations with a person, including phone and webchat. They use voice recognition to log their notes after visiting a prospect, which saves time later on. This also means that marketing gets updates about a lead quicker, so they can send more relevant messages,” explains Nick. The focus on creating a personal touch is another advantage Accord Mortgages’ sales team gained from HubSpot. “The idea is that the prospect or the customer doesn’t deal with just anyone from Accord Mortgages. They deal with the Business Development Manager that provides a one-on-one service and helps the broker do their job well. It’s crucial for the BDM to instantly react to an opportunity instead of picking it up days later,” adds Nick. Real-time data in HubSpot helps the marketing and sales team demonstrate they care about the client with clear, definable actions. Traditionally, Sales people relied on notepads and various spreadsheets to review their last meeting or engagement with a prospect. They also couldn’t track their success, follow up with critical brokers at the right time, or continue the conversation exactly where another colleague left off. With HubSpot, the sales team uses the [Dashboard & Reporting Add-On](https://www.hubspot.com/products/marketing/reporting-add-on) to report on performance, “tasks” to improve productivity and [Meeting Scheduling Software](https://www.hubspot.com/products/sales/schedule-meeting) calendars to avoid the back and forth when organising a meeting. In less than six months from starting with HubSpot, Accord Mortgages reached more of their target market than ever before and transformed their sales process so they can focus on their best prospects. ### Rising to the Top of the Industry Results that Accord Mortgages have seen with HubSpot so far speak volumes. Growth Series, their content series, generated more than 6,000 broker signups, capturing more than 10% of the UK broker market. Their top landing page has an 83% conversion rate. HubSpot has helped Accord Mortgages maintain their Net Promoter Score at over 80 for over a year, which places them at the top of their industry. The genuine personal connection sales teams establish with their brokers is a huge component of that. They’ve managed to do that at scale, logging close to 7,000 meetings in just over a year. The team has also reduced the time spent on sales reporting by 25%. Going forward, Accord Mortgages plans to get even more specific and sophisticated about the way they segment their broker database and personalise their communication. They’re always on the lookout for the most intelligent way of fulfilling commercial ambitions through their ability to tailor and refine individual relationships. Marie finishes by saying, “The best thing about HubSpot is that it gives me a choice. We don’t need to rely on paid advertising or other expensive strategies if we don’t want to—our reputation and organic reach has become effective enough, all thanks to HubSpot.” Table of Contents Table of Contents - [Searching For a Single Source of Truth to Improve Reach and Drive Sales](https://www.hubspot.com#searching-for-a-single-source-of-truth-to-improve-reach-and-drive-sales) - [Creating Value With Content and Personalizing Broker Relationships](https://www.hubspot.com#creating-value-with-content-and-personalizing-broker-relationships) - [Rising to the Top of the Industry](https://www.hubspot.com#rising-to-the-top-of-the-industry) Previous Next - > It’s easy to use and intuitive, and the value we could get from having everything logged into HubSpot was instantly clear. Nick Piper Accord Mortgages' Strategic Business Performance and Operations Manager - > Implementation was impressively quick. We launched Growth Series, our inbound marketing campaign, in about two months. Tutorials and videos from HubSpot helped our team learn what they needed, too. Marie O'Reilly Marketing Planning Manager - > Thanks to HubSpot’s mobile CRM app, reps who spend their days on the road transformed the way they work. The app gives them quick access to all the conversations with a person, including phone and webchat. They use voice recognition to log their notes after visiting a prospect, which saves time later on. This also means that marketing gets updates about a lead quicker, so they can send more relevant messages. Nick Piper Accord Mortgages’ Strategic Business Performance and Operations Manager - > The best thing about HubSpot is that it gives me a choice. We don’t need to rely on paid advertising or other expensive strategies if we don’t want to—our reputation and organic reach has become effective enough, all thanks to HubSpot. Marie O’Reilly Marketing Planning Manager  ### 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 -  ### Caxton increases web traffic by 65% with HubSpot - Banking & Financial Services - 25-200 employees - United Kingdom * * * [Read more](https://www.hubspot.com/case-studies/caxton-payments) -  ### HR Connect halves time spent on building lists and sending emails, converting customers 25% faster - 25-200 employees - United Kingdom - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/hr-connect) -  ### How booming fintech CardUp boosted efficiency 4X with HubSpot - Banking & Financial Services - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/cardup) -  ### SeedLegals Helps Its Customers Raise £1.3 Billion With the Help of the HubSpot CRM Platform - Banking & Financial Services - 25-200 employees - United Kingdom * * * [Read more](https://www.hubspot.com/case-studies/seedlegals) -  ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - 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 ### How NOW Finance Scaled 2X with HubSpot - Banking & Financial Services - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/now-finance) -  ### Night Zookeeper Boosts Revenue by 40% with HubSpot’s Google Ads Integration - 25-200 employees - United Kingdom - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/night-zookeeper) -  ### Caxton increases web traffic by 65% with HubSpot - Banking & Financial Services - 25-200 employees - United Kingdom * * * [Read more](https://www.hubspot.com/case-studies/caxton-payments) -  ### HR Connect halves time spent on building lists and sending emails, converting customers 25% faster - 25-200 employees - United Kingdom - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/hr-connect) -  ### How booming fintech CardUp boosted efficiency 4X with HubSpot - Banking & Financial Services - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/cardup) -  ### SeedLegals Helps Its Customers Raise £1.3 Billion With the Help of the HubSpot CRM Platform - Banking & Financial Services - 25-200 employees - United Kingdom * * * [Read more](https://www.hubspot.com/case-studies/seedlegals) -  ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - Banking & Financial Services - 25-200 employees - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/first-alliance-credit-union) -  ### How FBA Boosted Lead Generation 216% by Powering Sales and Marketing with HubSpot's AI - Banking & Financial Services - 25-200 employees - Content Hub * * * [Read more](https://www.hubspot.com/case-studies/franchise-brokers-association) -  ### How Connectd Improved Their Post-Call Visibility & Increased Conversion Rates by 33% with the Trumpet App for HubSpot - 25-200 employees - United Kingdom - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/connectd-trumpet) - 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