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 — and what to do next.

01
Convert
the Lead
02
Activate
the new Member
03
Deepen
the engagement
04 · The goal
Protect
the relationship
The framework

Four Pipelines, One Member Journey

Behind the Member Journey are four HubSpot pipelines. Although they are like four distinct wires, 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.

Applications

The Application Pipelines

Catch stalled applications before they're lost, and attribute every funded loan and opened account back to the campaign that earned it — for both lending and deposits.

From intent to funded
Intent
In review
Funded
Leads

The Lead Pipeline

Track and target prospects as they make their journey toward joining the credit union. This is your new member pipeline.

From first touch to joined
Lead
Opportunity
Member
Accounts

The Account Pipelines

Account health is where engagement and risk surface first. MemberGrid rolls those signals up — so that account health is in the driver's seat and growth is prioritized. 

ACCOUNT ACTIVITY TO ACTIVATE ACTION
Healthy
Watch
At-Risk
Members

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
↯
 FOUR PIPELINES • ONE JOURNEY
Custom reports & dashboards

See your membership — always current

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.

13,606
Total membership
2.02
Products / member
+126
New members / mo
−12
Closed / mo
HubSpot · Membership Stats
HubSpot Membership Stats dashboard
The integration

A Seamless Integration with HubSpot

With a custom-built API integration, I can connect your core, lending, and origination systems, or whatever — straight into HubSpot. You own the entire data journey on your own systems.

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

A 30-minute discovery call to look at your data, your stack, and the path that fits — no obligation.

Book a discovery call