When Kompasbank launched in 2021, it was already breaking the mold of traditional banking. Built as a fully digital bank for SMEs, the ambition was clear: Make financing faster, simpler, and more flexible for small and medium-sized businesses. But behind the scenes, Kompasbank faced the same challenge as many companies in growth:
A sales funnel rich in leads, but poor in conversions.
The collaboration between Kompasbank and Helion B2B began in the summer of 2023 with a clear ambition: leverage Hubspot to fuel growth. What started with a single Hub has since been scaled systematically into the full HubSpot suite of Sales, Marketing, Service and Data Hub, enabling a fully data-driven customer journey from first interaction to conversion.
The Challenge: Fragmented sales setup
Kompasbank was built for speed, but growth comes with complexity. With ambitious expansion plans across Denmark, Germany, and Spain, the bank recognized that its setup needed to evolve to support scalable growth.
- Sales teams worked manually and in silos.
- Data discipline was missing, making it difficult to understand funnel performance.
- A leaky funnel meant opportunities slipped through the cracks, with 99 out of 100 potential customers lost or not worked.
As Espen Molin from Kompasbank explains:
“Growth creates complexity — and complexity is the silent killer of growth. We needed to fix the leaks in our funnel before pouring in more leads.”
The challenge was clear: build a structured, scalable system that connected marketing, sales, and service into one unified growth engine.
The solution: Starting in the small but thinking big
Kompasbank’s journey with HelionB2B and HubSpot didn’t start with a big bang. Instead, they worked step by step, rolling out one Hub at a time and scaling as they were ready.
Laying the foundation with Sales Hub
The foundation: CRM, structured pipelines, playbooks, automation, and dashboards. This gave sales teams discipline and clarity, turning intuition into data-driven action.
Bridging the gap with Marketing Hub
Next, marketing came into play. Email campaigns, landing pages, newsletters, and social media efforts were brought into HubSpot, creating a stronger link between lead generation and sales follow-up.
Expanding the journey with Service Hub
Customer support was added to the journey with ticketing, helpdesk, knowledge base, and surveys. Now, Kompasbank had a 360° view of their customers — and the ability to respond consistently. Additionally, automation was extended to onboarding and customer activation, ensuring new SME customers had a frictionless experience from day one.
Ensuring a consistent and robust data setup with Data Hub
To ensure consistent end to end data, Data Hub was enrolled for integration management and data hygiene quality control
This wasn’t just a tech project. It required cultural change. Helion helped Kompasbank enforce data discipline, train employees, and build ownership across teams. As Molin reflects:
“HubSpot didn’t just help us fix our funnel — it changed the way we work. From a leaky process that lost almost every lead, we now have a structured, data-driven engine that connects sales, marketing, and service.” - Espen Molin, Kompasbank
The Results: HubSpot as the common language for scale and success
The transformation has been remarkable.
- 6–8x increase in conversion rates
- End-to-end funnel management in HubSpot, from first click to closed deal
- Structured follow-up on lost leads, with clear insights into when and how to re-engage
- Alignment across teams, breaking down silos and driving efficiency
Today, HubSpot is more than a CRM at Kompasbank — it’s the operating system for growth, guiding decisions, enabling scalability, and ensuring no opportunity slips away.
And the journey isn’t over. With AI, data, and additional use of Content Hub on the roadmap, Kompasbank is already preparing for the next leap: scaling smarter, expanding internationally, and delivering even deeper digital engagement to SMEs.
Who is Kompasbank?
Kompasbank is a fully digital business bank designed for SMEs that want more than just a traditional bank account. With a full EU banking license and operations in Denmark, Germany, and Spain, Kompasbank provides fast, flexible financing, expert advisory, and digital banking solutions that cut through bureaucracy and put customers first.
