Scaling Smarter in B2C FinTech with HubSpot.

Build segments based on behaviour, not just demographics

When you think about the different behaviours across your business's ICPs, you'll notice how they interact differently with your product, services, and brand. For example, a Gen Z user who downloads your budgeting app might behave very differently from a Gen X user who is using your investing product via your web portal.

That’s why B2C personas need to combine:

• Demographics (age, income, location)
• Technographics (device, browser)
• Behaviour (pages visited, features used, time in-app)

Persona Examples:

• “Digital-First Saver”: 18–24, opens app daily, interested in round-up savings tools
• “Side Hustler Investor”: 25–34, self-employed, browsing your crypto features

HubSpot’s AI tools can help by:

• Grouping users into behaviour-based smart lists
• Suggesting content or email variants based on prior performance
• Scoring users for likely upgrade or churn risk

Create messaging the builds trust and not just clicks

With the FCA Consumer Duty framework now providing strong regulatory guidance, messages must be clear, accurate, and jargon-free. This is crucial in helping your customers make well-considered choices about your products and services.

The most effective B2C messaging is simple, speaking to:

• Ease: “No paperwork. No branch visits. Set up in 3 minutes.”
• Control: “Get instant notifications and freeze your card anytime.”
• Safety: “Your money is protected with 256-bit encryption and FSCS coverage.”

Messaging matrix example:

Pro Tip: Test copy with HubSpot’s A/B testing tool across emails, landing pages, and CTAs—then use AI-generated insights to refine subject lines, personalisation, and timing.

Map the user journey across lifecycle touch points

B2C journeys need to be seamless. Onboarding new customers should be fast-paced, mobile-first, and easy to follow. Remember, you may have thousands of new users a week who never activate. While your live customers need answers to questions quickly and easily, or you may have engaged users who suddenly churn.    

Use HubSpot to map key moments:

HubSpot’s workflows, lead scoring, and lifecycle tools can guide users from sign-up to superfan, without needing a massive operations team.

Use AI to segment by engagement and intent

Segmenting your users by age, region, and signup channel is helpful, but it’s not enough. You want to know who is engaged with your brand and who are your advocates. By implementing HubSpot’s AI and predictive lead scoring tools, you can easily identify which users are most likely to upgrade, refer others, or more likely to churn. You can then target them with appropriate behavioural communications. 

Example Smart Segments:

• High-risk churners: Inactive 14+ days, no saved goals, ignored last 3 emails
• Referral champions: 2+ referrals, 80% open rate, shared app link
• Upgrade-ready users: Visited pricing page 2x, completed 3 savings goals

HubSpot can dynamically assign these users to smart lists, trigger nurturing or re-engagement sequences, and even adjust messaging automatically.

According to Mixpanel (2023), B2C FinTechs using behavioural segmentation drive 32% higher activation and 27% better plan conversion rates.

Track the events and milestones that matter

Not all leads need sales calls, but they do need momentum. Using custom events in HubSpot allows you to track granular customer behaviours like:

• When they link a bank account
• When they set or reach a savings goal
• Completing their required KYC
• Opening a portfolio or making a trade
• Downloading their monthly statement

Tracking these milestones will help increase positive brand engagement. For example, you could:

• Automate notable celebrations: “Congrats! You’ve hit your first £100 saved.”
• Send timely upsell campaigns: “You’re one step away from unlocking Smart Goals.”
• Improve churn prevention: “Need help reaching your target this month?”

With HubSpot’s custom behavioural events, you can use in-app actions as triggers in your workflows, lead scores, and personalisation.

Building lifecycle stage that reflect your B2C marketing funnels

HubSpot uses default lifecycle stages (Lead → MQL → SQL → Customer) that are B2B-focused. In B2C FinTech, we recommend customising stages to better reflect your customer’s buying journey. For example:

• Visitor → Signup → Verified → Activated → Engaged → Lapsed → Re-engaged

You can then use each of these stages to:

• Auto-assigned via workflows (e.g., when “KYC = true” → move to Activated)
• Use in reporting to track stage progression drop-off
• Use in ads and email targeting (e.g., only show referral CTAs to “Engaged” users)

Pro Tips: Using lifecycle segmentation can help identify where users drop off, especially in onboarding.

Link your CRM to Marketing and Support to create full-funnel visibility

All user activity, whether it’s email clicks, in-app events, or support tickets, should feed back into one central customer profile. It’s through this profile that you are able to build a truly personalised experience for your customers. 

With this approach, HubSpot lets you:

• See every user touchpoint in one timeline
• Link support tickets to lifecycle stages (e.g., friction in onboarding)
• Trigger re-engagement workflows after inactivity or low CSAT scores
• Sync marketing attribution (ads, landing pages) directly to product outcomes

Forrester (2024) found that FinTechs with fully integrated marketing–product–support data reduced user churn by 21% and increased reactivation by 33%.

Use HubSpot AI to personalise at scale

A common mistake busy marketers make? That personalisation doesn’t just mean “Hi {First Name}.”. It means tailoring messaging to user intent, behaviour, and context, which is nearly impossible without automation.

With HubSpot AI, you can:

• Auto-generate email copy based on prior opens, product interest, or recent actions
• A/B test subject lines and CTAs with intelligent send time optimisation
• Match content to lifecycle stage with Smart Content blocks

Example:

Two users open the same “You’re halfway to your savings goal” email:

• One gets a CTA to link a bank account
• The other, who’s already linked one, sees a “Set a new goal” CTA

According to Iterable (2023), hyper-personalised messaging increases conversion by 3–5x in consumer finance campaigns.

Activate omni-channel journeys with real-time triggers

Your users will engage across different platforms. From your app, web, mobile browser, through to your help centre and social channels. Most importantly, your customers will expect a consistent experience.

By implementing real-time triggers across HubSpot, you can connect your communication channels. For example:

• Email: Welcome series, nudges, win-back flows
• SMS: Urgent actions, referrals, limited-time offers
• Push notifications (via integration): “Your weekly financial snapshot is ready”
• Paid ads: Retargeting based on lifecycle or activity

Omni-Channel Campaign Example (BNPL App):

1. New user signs up → receives onboarding email
2. Day 3: If inactive, send SMS reminder with reward
3. Day 7: If still inactive, show “Get £10 bonus” Instagram ad
4. Activation = remove from campaign, trigger a new product education sequence

Pro Tip: With HubSpot’s Ads tool, you can sync smart lists to ad platforms like Google, Meta, and LinkedIn, ensuring only the right users are shown the right creative.

Experiment fast with AI-supported A/B testing

We understand that FinTech is fast-paced and a ‘set and forget’ approach to marketing won’t cut it. By utilising AI within HubSpot, you won’t just automate some of your processes, you’ll be able to enhance experimentation. And when you’re tight on resources, this can become an extension of your team. 

• Easily test subject line tone. For example, casual vs. direct
• Suggest new CTA phrasing based on behaviour engagement
• Analyse results and auto-declare winners

Where to start with your A/B testing:

• Emojis vs. clean subject lines (“💰” vs “New savings feature launched”)
• Incentive types (“£5 bonus” vs “1 month free Premium”)
• Button colour and copy: “Get Started” vs “Take Control Now”

Pro Tip:  HubSpot can auto-adjust delivery timing to hit high open-rate windows for different user cohorts (e.g., 7:30am for commuters, 9pm for students).

The metrics that matter and how they help you predicts what's next

Too often, marketing teams chase after metrics that don’t track growth. Focusing only on engagement metrics like opens and clicks. But what matters most is the metrics that align to revenue, such as:

• Activation (% who completed setup)
• CAC per source
• Upgrade rate (% who go from freemium to paid)
• Churn risk based on engagement patterns

You can then use HubSpot’s reporting dashboards and AI insights to track wider marketing metrics, such as:

• Content ROI (e.g., blog posts that led to first-time deposits)
• Channel attribution (e.g., TikTok ad → download → active user)
• User health trends (drop-off points by cohort)

Bain & Co (2023) found that FinTechs using predictive journey analytics improved retention by 27% YoY.

AI-powered self-service and smart support

For any scaling FinTech, it’s often about improving processes whilst managing resource levels.  To deliver your support at scale that doesn’t mean more agents, it simply means better systems.

HubSpot Service Hub Features for B2C:

• AI ticket tagging & routing: Send card issues to Ops, login issues to Tech
• Suggested replies based on ticket content
• Searchable Knowledge Base to reduce ticket volume
• AI chatbots that resolve common issues instantly

Example: A user submits a support request: “My deposit isn’t showing up.”

• → HubSpot auto-tags as “Bank Sync”
• → Suggests a help article: “3 reasons why deposits are delayed”
• → Offers chatbot follow-up
• → If unresolved, routes to a human agent

This keeps wait times low and satisfaction high, even during high-volume spikes.

Monitor customer health to predict and prevent churn

Customer churn is inevitable, but not all churn is obvious. Some users fade quietly. That’s why HubSpot lets you build predictive health scores based on behaviour, feedback and lifecycle data.

What to Include in Your “Customer Health Score”:

Pro Tip: Use automated workflows to intervene:

• Low score → trigger re-engagement sequence
• Mid score → invite to feedback survey
• High score → upsell or referral campaign

Bain (2024): FinTechs with predictive retention models saw 19% lower churn and 2.3x higher LTV.

Embed a smart self-service experience

Your customers want answers, and they want to find them quickly and easily. HubSpot helps you build an intelligent, accessible self-service portal that meets users where they are.

Some of our best practice recommendations:

• Embed chat on key help journeys (e.g., sign-up flow, account issues)
• Publish top help articles as “smart cards” inside the product
• Use chatbot-to-agent escalation logic for complex issues
• Track search queries to improve documentation continuously

Example: A student looking for “How to change my plan” types the query in-app.

• → Auto-suggested KB article appears
• → If still confused, the bot offers “Talk to an agent” with ticket auto-filled

Link customer success to growth outcomes

How you support your customers through their financial journey is critical. The FCAs Consumer Duty highlights the need to provide timely and helpful assistance, and making it easy for customers to access support when they need it. 

Approaching your support in the right way means support doesn’t just reduce churn, it can also drive upsell, loyalty, and referrals.

How to Connect the Dots in HubSpot:

• Trigger campaigns after milestones (e.g., “Your first month is complete!”)
• Use resolved tickets as upsell moments (“Now that you’ve set up auto-savings…”)
• Link positive CSAT/NPS scores to referral campaigns
• Feed CS data into upgrade scoring models

Example: User receives support for a card issue → rates interaction 9/10 → HubSpot triggers referral email + $10 bonus CTA.

FinTechs with integrated support + marketing workflows increased paid plan upgrades by 26% on average (Capgemini, 2023).

Use AI to predict upgrade, churns and product expansion

HubSpot’s AI doesn’t just automate—it anticipates. You can train AI models to help you stay connected to your customers:

• Predict who’s most likely to convert from free to paid
• Identify dormant users at risk of churning
• Suggest next-best actions based on engagement history

Use Cases:

• “Upgrade Predictor” Score: Auto-score users with 70%+ likelihood to purchase
• “Churn Risk” Alert: Trigger re-engagement workflow when usage drops below baseline
• “Referral Likelihood” Signal: Show invite CTA only to users with high NPS + app usage

Example: A budgeting app sees that users who complete 5+ transactions in the first week are 3x more likely to convert. HubSpot AI flags those users for early upgrade emails + targeted ads.

According to Segment (2023), FinTechs using predictive revenue scoring achieve 40% higher conversion rates from freemium to paid.

Automate customer handoffs with CRM-driven workflows

Even if your team doesn’t have SDRs, your users still need to be “handed off” from one growth phase to another.

HubSpot lets you:

• Trigger messages or product nudges based on behaviour
• Assign high-value users to CSMs for concierge support
• Remove users from upgrade or re-engagement campaigns if they complete the desired action

Example: If a user opens the “Upgrade” screen but doesn’t act, HubSpot waits 48 hours → triggers a push notification with a time-limited offer → if still inactive, sends a reminder email.

Forecast customer growth and revenue with AI dashboards

Remember the scale-up rule:  What gets forecasted gets funded. Your sales and marketing team know that guesswork doesn’t scale. Understanding your pipeline health is critical in managing forecasts, improving go-to-market strategies, and ensuring that your sales teams can meet their targets.

Use HubSpot’s AI-enabled forecasting tools to help you forecast with confidence:

• Predict conversion and retention by cohort
• Model expected revenue from paid vs. free users
• Visualise campaign ROI, CAC, and LTV

Here are our recommended dashboards:

• “Activation Funnel”: Track drop-offs from install to feature use
• “Upgrade Forecast”: Project revenue from upsell campaigns
• “Reactivation Success”: Measure win-backs post-churn

Example: Before launching a paid plan update, you model revenue impact for three user segments → HubSpot suggests which group has the highest projected upgrade rate based on past behaviour.

Close the loop between shared data and insights

Across your business, all of your teams will interact with your customers. To deliver a premium experience it’s essential that every person has access to the same information, telling a consistent story to your customers.

With HubSpot, everyone from marketing to support sees:

• What campaigns users engaged with
• Where they dropped off in onboarding
• What tickets they submitted and how they were resolved
• Whether they’ve referred others or left a review

Use this shared view to:

• Personalise emails with real context
• Route high-value users to live agents
• Analyse cross-team impact on user growth

Product-led FinTechs with unified revenue data grew 2.3x faster than peers with siloed ops (Amplitude, 2023).