Integrating a strong CRM like HubSpot with a credit union's financial systems can boost marketing efforts. However, how can data security be ensured, especially in a highly regulated environment?

Below, we explore how credit unions can confidently integrate HubSpot while maintaining stringent data protection standards.

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1. Aligning teams on data sensitivity

Why it matters: Before integrating any CRM, credit unions must first establish which data fields are appropriate to store. Marketing, IT, compliance, and other relevant teams should work together to define:

• Sensitive Data Categories: What is highly sensitive data? Examples include full bank account and Social Security numbers.
• Permissible Fields: Which data points (e.g., names, emails, account IDs) can we store in HubSpot without breaching security policies?

Key takeaway: Knowing how sensitive data is prevents accidental sharing of private member information. When all departments align, everyone understands and follows the same security standards.

2. Leveraging HubSpot’s security infrastructure

HubSpot provides an extensive set of security measures and documentation, including:

• Encryption in Transit & At Rest: Data transferred to and from HubSpot is encrypted. Once stored, it remains encrypted on HubSpot’s servers.
• Compliance Reports: HubSpot has SOC 2 and SOC 3 reports. They provide transparency about their security controls.
• Advanced Authentication & Logging: Admins can enable features like multifactor authentication, timeouts, and audit logs.

Key takeaway: Credit union stakeholders gain peace of mind knowing that HubSpot’s security meets industry standards and is regularly audited. Requesting and reviewing HubSpot’s compliance reports can help your IT team confirm the platform’s suitability.

3. Working around highly sensitive data

Until recently, HubSpot advised against storing full bank account details or Social Security numbers directly within its core platform.

New beta features will make it possible to store these fields more securely. Yet, many credit unions still prefer to be extra cautious. Common strategies include:

• Using Unique Identifiers: Instead of storing a member’s full account number (e.g., 12345678), create an internal ID and append only the last four digits (e.g., “ID1234”).
• Limiting Access: Restrict who can view sensitive fields, even if only partial data is stored.
• Considering Beta Opt-Ins: HubSpot’s beta for storing sensitive data changes how the data is encrypted and stored. It uses a distinct API schema and different servers designed to handle stricter security requirements.

Key takeaway: Credit unions can benefit from HubSpot’s marketing and CRM functionalities without fully exposing protected information. By incorporating placeholders or masked data, you strike a balance between usability and compliance.

4. Building a secure integration process

Integrating HubSpot with your core financial systems means establishing a safe data flow. Best practices include:

1. Identify Essential Fields: Determine the minimal data needed in HubSpot for marketing or member engagement.
2. Leverage Secure APIs: Use HubSpot’s secure API endpoints and authentication protocols.
3. Adhere to Compliance Requirements: If you opt into HubSpot’s betas for highly sensitive data, ensure you understand the updated API schema and server architecture.
4. Conduct Regular Audits: Periodically review who has access to data within HubSpot, monitor audit logs, and confirm compliance with internal policies.

Key takeaway: A structured integration plan—supported by both Marketing and IT—mitigates the risk of data mismanagement and ensures long-term security.

5. Continuous monitoring and governance

Finally, data security is never a one-and-done exercise. Credit unions should establish ongoing governance processes:

• Routine Security Assessments: Regularly evaluate HubSpot user access levels and ensure only necessary employees can view sensitive fields.
• Frequent Policy Updates: As HubSpot and your credit union evolve, so too should your data governance strategies.

Key takeaway: Ongoing oversight and education are critical. New features and staff turnover can open gaps that only a proactive governance program can close.

Conclusion

Integrating HubSpot into a credit union's tech stack boosts member engagement and streamlines marketing. However, data security must be a top priority.

By deciding what data to include in HubSpot, using its strong security features, and collaborating across departments, credit unions can adopt HubSpot safely. 

• • Download our HubSpot onboarding ebook which includes a chapter dedicated to Data Integration.
  • Read our recent blog on how we integrate HubSpot with a credit union's existing core banking system