IIGCC: a full platform migration to HubSpot.
400 institutional investors. €60 trillion in assets. Two systems that didn't talk to each other holding all of it together. We moved the lot onto HubSpot.
The Institutional Investors Group on Climate Change is a European network of more than 400 institutional investors, representing over €60 trillion in assets.
They work with their members to shape public policy, engage with companies, and line investment strategy up with the goals of the Paris Agreement. Their work includes the Net Zero Investment Framework.
Which means the organisation carries a lot of member-facing content, and a lot of member data.
IIGCC ran on Insightly CRM and a separate WordPress site. The two didn't talk.
Membership renewals were handled by hand inside Insightly. Every new member had to be keyed into Insightly and into WordPress, so the same data existed in two places and drifted apart from the day it was entered.
Member-only content sat behind a WordPress login wall. Communications, Finance and Membership each held their own partial view of a member, and a single shared view existed nowhere. Checking someone's status meant asking a person in another team.
So: slow member communications, duplicated admin, and a login experience that irritated the people paying to use it.
One platform. CRM, CMS, membership and communications, all inside HubSpot.
The brief was to migrate end-user data out of WordPress and organisational data out of Insightly, and land both in a single system that would still make sense in five years.
The Organisation object
An IIGCC member is rarely one company. It's a group of them, often with domain names that don't obviously match: abrdn.com and aberdeen-asset.com are the same member.
So we built a custom object called Organisation, which groups several HubSpot company records under one member record. That's what makes a 360 view of a membership possible at all.
Members attach to their Organisation by email domain, and a private app we built runs in the background checking contact addresses and making the association during registration. Nobody does it by hand.
Moving the data
The Insightly export needed planning, cleaning and grouping before any of it went near HubSpot. We pulled it into CSV, restructured it into a shape HubSpot would accept, and tested it repeatedly.
The transfer went in without errors. Company memberships stayed correctly grouped and the historical records survived, which is the part that usually doesn't.
Working groups
Investment companies collaborate through IIGCC working groups. HubSpot assigns users to their groups, each group opens up its own part of the site, and the preferences live on the contact record. Members reach shared documents straight from their dashboard.
Custom workflows handle organisation sign-ups, member registrations and content access, with Marketing Hub Pro doing the email side.
The website
Luminous designed the new site and handed over production-ready Figma files. We built it on CMS Hub Enterprise with Sprocket Rocket Pro, which took WordPress maintenance off the table for good.
The member dashboard lets people manage preferences, bookmark articles, and keep up with announcements and events. First-time visitors get an interactive guided tour, which did more for adoption than documentation ever would have.
We timed the migration around the members rather than around ourselves. Pre-launch notices went out through HubSpot explaining what was changing and what registration would ask of them. At launch every migrated member got a personal invitation to register.
New applicants now trigger workflows that create the organisation, contact and deal records automatically, and notify the IIGCC team at the points where a human is actually needed.
“This project has been truly transformative for IIGCC, bringing together diverse data sources into the HubSpot platform while significantly improving our membership experience. Our new digital experience sets a new benchmark for digital transformation for membership-driven organisations.”
Membership data now sits in one place, and Communications, Finance and Membership all read from the same record. The silos went with it.
Renewals and registrations run on workflows instead of on people. That time went back to the team, who spend it on member engagement and advocacy instead of data entry.
Members get content matched to their organisation and their stated interests, and a registration process that doesn't fight them.
And reporting got easier, mostly because the data stopped disagreeing with itself.
We asked IIGCC what actually changed.
What was the impact on your business processes?
“The move to HubSpot has delivered transformative impact on IIGCC's operational workflows and member experience, reshaping the organisation's ability to serve its community and drive efficiency.
The successful migration to a centralised HubSpot CRM has effectively dismantled data silos across the organisation. By offering a single, unified platform, the CRM now provides the Communications, Finance and Membership teams with comprehensive, real-time access to key membership data.
This integration has not only improved cross-departmental transparency but also significantly enhanced operational agility. As a result, teams can collaborate more effectively, leveraging shared insights to make more informed decisions and deliver better outcomes for the organisation and its members.”
How has it changed the way you work day to day?
“We're saving time so that we can refocus on strategic priorities.
Through the automation of manual data processes and the seamless integration of the CRM with the website, we have unlocked significant time savings. Manual data entry, once a time-consuming task, is now reduced to a minimum, allowing teams to redirect their focus toward high-value, strategic priorities.
Whether it's member engagement, advocacy, or strategic initiatives, the reduction in administrative overhead has empowered our whole team to be more proactive and impactful in delivering its mission.”
What benefits has the migration brought to your members?
“Members are getting a better user experience. The streamlined registration process and delivery of personalised content have led to marked improvements in member satisfaction. We send out customer satisfaction surveys using the survey tool within Service Hub Pro.
Members are now enjoying a seamless, tailored experience within the platform, from a simplified onboarding to access to curated content that aligns with their preferences.
This personalised approach has not only added tangible value to the membership experience but has also reinforced IIGCC's reputation as a member-focused organisation that prioritises engagement and ease of use.”
