While the main stage at INBOUND 2025 was packed with innovation and big ideas, some of the most powerful moments happened offstage, like the conversations we had during our exclusive FinServ Meetup. The three main topics covered at the event were integrations, personalization, and AI.
In this post, we’re diving into the top takeaways from the event, what your peers in financial services are focusing on right now, and how GreenHouse is turning those insights into actionable resources for our clients.
FinServ Has Entered Its Bold Era
Insight example note: Financial marketers are no longer playing it safe. From evolving brand voices to adopting AI with confidence, leaders are pushing for bold, strategic creativity and finally getting buy-in to do it.
Meetup takeaway: Personalization was a standout theme. Financial institutions are moving beyond name fields in emails. They’re leveraging segmentation, behavior-based automation, and custom workflows to create experiences that feel human. The most forward-thinking teams are even re-evaluating their entire client journey to reflect emotional and financial milestones.
One early conversation we overheard during the meetup perfectly summed up the room’s energy. Scott Heit, Director of Marketing and Digital Strategy at Leaders Credit Union asked another credit union team, “How do your members like it? Are they engaging with it?” referring to a Glia implementation. The direction of the energy was clear: attendees were hungry to learn what’s working (and what’s not) so they could bring those ideas back to their teams. The desire to connect and trade real-life insights was palpable.
Want to see what bold personalization looks like in action? Download our Financial Services Personalization Playbook. It’s a tactical guide to building trust through segmentation, automation, and behavior-based workflows.
Everyone’s Talking About Alignment, But Few Are There Yet
Insight example note: Marketing, compliance, product, and CX teams are still operating in silos at many institutions. The brands that break through? They’re finding ways to connect the dots, and we’re helping them do it.
Meetup takeaway: Personalization isn’t just a marketing function; it's a cross-functional play. From dynamic landing pages in marketing to smarter prep for sales calls to service automation that feels personal (like birthday check-ins or proactive outreach based on behavior), trust is built through alignment.
From native HubSpot features to advanced integrations, attendees came ready to compare notes on what their tech stack looked like today, and what they hoped to unlock next. Conversations spanned from how many departments were now in HubSpot (and which were next) to which teams were exploring new features like Multi-Account Management or AI-powered workflows. No HubSpot stone was left unturned.
Ready to connect the dots across your teams and systems? Get the CRM & Data Integration Blueprint. It’s packed with integration matrices, vendor checklists, and automation templates to help your FinServ org scale smarter, together.
Trust is the New Battleground
Trust isn’t just a buzzword; it’s a competitive edge. Whether you’re marketing to Gen Z or retirees, transparency and personalization (done right) are make-or-break.
Here are some highlights that stand out:
- Smart content and behavioral segmentation are working when used thoughtfully.
- Teams are learning to respect boundaries by asking: Is this message helpful or creepy?
- Birthday automations and check-in emails are great, but only when they add value.
Trust is built through meaningful, timely interactions, not guesswork. See how Wellby Financial used CRM + LOS integration to power smarter, more respectful outreach and recover $17M in revenue without sacrificing the member experience. Read the case study.
“Win by Learning” – Now It’s Your Move
Insight example note: The quote of the week, “Win by learning,” echoed across the main stage and our meetup. Whether it’s testing new messaging, A/B testing onboarding flows, or tracking brand sentiment, financial marketers are embracing iteration.
Meetup takeaway: Even small tweaks in how they personalize onboarding emails or segment new clients can lead to measurable retention boosts. Iteration isn’t just a buzzword; it’s a culture shift.
Testing leads to traction if you know where to start. Download our 50+ AI Use Cases for Financial Services Teams to spark ideas, run smarter experiments, and uncover quick wins across marketing, sales, and service. It’s your shortcut to faster iteration and real results.
What Happens Now?
We left INBOUND energized, inspired, and full of ideas for how to help financial marketers go further, faster. Whether you were at our meetup or couldn’t make it this time, we’d love to continue the conversation.
Our first-ever Financial Services Meetup at INBOUND was more than just a side event; it was a proof point. With more than 175 professionals from credit unions, banks, insurance, and others across the FinServ space showing up, the response was clear: this industry is hungry for connection, collaboration, and candid conversations.
The GreenHouse team was on the ground, facilitating intros, surfacing shared challenges, and sparking real solutions from HubSpot implementations to creative campaign strategies. The energy? Electric. The feedback? Overwhelmingly positive. It’s clear this community is ready for more, and we’re already dreaming up what next year’s meetup could look like… bigger, bolder, and with even deeper partnership opportunities. Until then, we’ll keep building momentum, together.
This was just the beginning. We’re already planning the next FinServ Meetup, and we want your voice in the room, so let's connect. Provide your feedback and stay in the loop to participate in future GreenHouse Agency-led events by contacting us.
October 15, 2025
