MemberGrid: A HubSpot framework for credit unions

Every member is on a journey. Lead it.

MemberGrid divides the credit union member relationship into four pipelines — lead, application, account, and member — that connect into one complete Member Journey inside HubSpot. Combine your core, LOS, application software, website analytics, whatever tells your members' story. 

Lead
Opportunity
Account Open
Engage
Retain
Protect
Searches “best auto loan near me”
Abandons the application — recaptured with a timely nudge
Funds loan · opens account
Adds a credit card during onboarding
Gets the next auto loan with you
The goal ↯
Member
Unengaged
At-Risk
Re-Engage
Retain
Protect
Active accounts · steady engagement
Account activity stalls · deposits slow
Still inactive months later — flagged as at-risk
A targeted offer incentivizes activity
Adds products · activity climbs
Saved ↯
A comprehensive approach

One organized model behind every member

MemberGrid keeps your data clean inside HubSpot so you can take proactive, targeted action — and move every member to the next stage of their financial journey.

Connected

Your core banking, lending, and marketing data flow into one organized model — kept current automatically, with no manual stitching.

Visible

Every member, account, and application sorted into clear stages you can count, segment, and target on demand.

Actionable

Each stage carries a strategy — who to deepen, reactivate, rescue, or win back — so the next move is always defined.

The guiding principle

Move every member toward the deepest relationship

Every stage and every play points at one outcome: deep, lasting, multi-product relationships. MemberGrid shows you exactly where each member sits — giving us valuable insight into what to do next.

01
Convert
the Lead
02
Activate
the new Member
03
Deepen
the engagement
04 · The goal
Protect
the relationship
THE CREDIT UNION TO HUBSPOT FRAMEWORK

One Member Journey Across Four Pipelines

Behind the complete Member Journey are four HubSpot pipelines. Although they serve four distinct purposes, they are braided together as one holistic model we call the Member Journey, tracking a person from stranger to a principal member. MemberGrid holds every lead, application, account, and member accountable in its path forward, toward credit union loyalty.

DEAL OBJECT

The Application Pipelines

Track the entire application process from start to funded, automating help where needed along the way. Attribute every funded loan and opened account back to the campaign that earned it.

FROM START TO FUNDED
App Started
App Abandoned
App Completed
Funded
FORWARD
CONTACT OBJECT

The Lead Pipeline

Track and target prospects as they make their journey toward credit union membership. Status changes from application and account data. New member acquisition is the goal here.

FROM PROSPECT TO MEMBER
Lead
Opportunity
Member
FORWARD
CUSTOM ACCOUNT OBJECT

The Account Pipelines

The Accounts pipelines (loan and deposit) help to determine the status of the Lead and Member pipelines. When the accounts change, the other two pipeline stages adjust accordingly.

ACCOUNT ACTIVITY TO ACTIVATE ACTION
Active
Inactive
At-Risk
Closed
EITHER WAY
custom Member object

The Member Pipeline

See who's thriving, who's at-risk, and who's quietly slipping away — then trigger strategies to move each member toward a deeper relationship. This becomes your retention strategy. 

The member pipeline, stage by stage
Principal
Engaged
Unengaged
At-Risk
Closed
EITHER WAY
Custom reports & dashboards

Segment & Report On Your Membership

With core data integrated, we can use the power of HubSpot to easily build custom metrics and dashboards. Filter, segment, calculate, and surface the gaps and opportunities you need to make the best decisions.

24,318
Total membership
2.31
Products / member
+142
New members / mo
−10
Lost / mo
HubSpot · Membership Stats
HubSpot Membership Stats dashboard
The integration

A Seamless Integration with HubSpot

Establishing the MemberGrid framework does require a reliable integration with your core and LOS. I can build data integration system from scratch or fix your existing import, that's kind of what I do best. I can approach your data sync to HubSpot a number of ways from a custom-built API connection to daily extracts. With Substation, you work directly with someone who can speak the credit union language and all the nerd stuff too.

API integration

Your core, lending, and origination systems connect to HubSpot through a custom-built API integration — clean, current, and automated.

You own the data journey

The integration runs on your systems and into your HubSpot. Your data never lives with a vendor — the whole journey stays yours, end to end.

Secure and compliant

Member data moves over a permissioned, encrypted connection — built to fit the security and governance standards your credit union already answers to.

Already have data integration, and just want the MemberGrid framework?

Let's chat

Let's Map Your Member Journey

Book a free 30-minute discovery call to look at your data, your stack, and discover the path that makes sense.

Book a discovery call