EcoClaim: Cutting Insurance Climate Impact with HubSpot LMS Integration

Executive Summary

EcoClaim pioneered the first end-to-end solution for training employees to measure and reduce greenhouse gas (GhG) emissions across the insurance claims supply chain. However, their innovative mission was hindered by disconnected systems and manual processes. Through a strategic HubSpot LMS integration, Niswey helped them transform their operations by integrating Moodle with HubSpot, centralizing their certification management, automating workflows, and creating a seamless customer experience.

The Challenge

EcoClaim's operations were across multiple systems, each handling a critical part of their business. The objective was to make them all work in a connected manner.

• WooCommerce: Manages all course and certification sales
• Arlo CRM for LMS: Chosen to manage customer relationships but couldn't integrate with other systems, creating data silos and limiting visibility
• Moodle: Delivered and tracked all training courses and certifications, but operated independently from their CRM and sales systems
• QuickBooks: Handles all accounting and financial tracking
• EcoClaim TRAX: Their proprietary software for GhG emissions tracking

This fragmentation created several critical challenges:

• Disconnected User Experience: The buyer journey had significant friction points as users navigated between multiple systems
• Limited Visibility: The executive team lacked a consolidated view of business data
• Manual Process Overhead: Staff spent significant time on data entry and coordination between systems
• Complex Certification Management: Tracking both individual and firm-level certifications across systems was cumbersome.
• Integration Limitations: None of these systems could integrate effectively with Arlo CRM

The EcoClaim team decided to move to HubSpot and make HubSpot their strategic core in order to have a more unified view of the business at all times. They purchased HubSpot Marketing and Sales Hub Professional plans. Since Moodle was a key part of their tech stack, the team explored HubSpot Solutions Partners with the expertise of integrating Moodle and WooCommerce with HubSpot and chose Niswey for the project.

Strategic Pivot 

When initially evaluating solutions, Niswey recommended using Custom Objects to handle course progress tracking. This necessitated an upgrade from their existing HubSpot subscription plan. Though EcoClaim was initially hesitant due to cost concerns, several emerging needs validated this recommendation:

• The need to track customer employees through the stages of training including completion of various courses culminating in certification.
• Dynamic meeting scheduling: Different customer segments (contractors, recyclers, insurance companies) needed automated routing to appropriate sales team members
• Complex reporting requirements: The alternative would have required a $1,000+ investment in separate reporting tools
• Scalability requirements: The growing complexity of certification tracking demanded a more robust solution

Through careful cost analysis exploring various options, Niswey demonstrated that upgrading to an Enterprise plan would:

• Add only a minimal addition to expenses
• Eliminate the need for additional reporting tools
• Provide essential features for scaling operations
• Enable future growth without system constraints
• Add great functionality around tracking the certification process and requirements completion

The Solution

The implementation involved a comprehensive transformation of EcoClaim's operations through strategic HubSpot customization and integration. 

• At its core, we performed extensive HubSpot CRM customization, creating specialized properties and fields to track unique data points like certification status, firm registration, and deal stages. 
• A crucial component was the implementation of Custom Objects for certification management, enabling structured tracking of course progress and certification status.
• The solution included a complicated data migration from Arlo CRM to HubSpot, ensuring historical customer data, sales records, and certification information were preserved and properly organized. 
• We developed a real-time integration between Moodle and HubSpot, automating the synchronization of course progress, completion status, and certification data. The solution also encompassed automation workflows for student engagement, certification management, and customer success tracking. 
• To support different customer segments, we created customized forms to onboard various new customer types (contractors, recyclers, insurance companies) and implemented automated routing to appropriate sales team members. 
• A comprehensive reporting system was established with custom dashboards for tracking certification expiry, revenue analysis, and customer engagement metrics. 
• Creating a support manual for the EcoClaim support team to explain how to use the customizations
• Training EcoClaim staff on how to best use HubSpot for their daily tasks and reporting. 

The entire solution was designed to scale with EcoClaim's growth while maintaining data accuracy and operational efficiency.

Core Implementation

1. Custom Object Development

• Created structured certification tracking system
• Developed real-time Moodle integration
• Implemented automated progress monitoring
• Established expiration tracking and renewal workflows

• Student engagement tracking with three distinct workflows:
• No login detection and follow-up
• Login without progress prompts

3. Certification management workflows

•  Course registration and enrollment
•  Progress tracking and completion
•  Certificate issuance and renewal

•   Real-time data synchronization between:
•   Moodle and HubSpot for course progress
•   WooCommerce for transaction management
•   Custom dashboards for executive visibility

What has been achieved with HubSpot

1. Unified Certification Management

• Contact-level certification tracking in central dashboard
• Company-level certification oversight
• Automated expiry management and renewal processes

•  Real-time progress tracking
•  Automated intervention triggers
•  Performance analytics and reporting

• Custom dashboards for:
• Certification expiry tracking
• Course completion metrics
• Revenue analytics
• Setting up a workflow to automatically send a notification to their employee when 15% of the employees of a customer company get certified. This simplifies the certification process, enabling EcoClaim to issue company certifications without having to manually track each firm's certification criteria or maintain progress records.

Results

Operational Improvements

1. Streamlined Processes

• Automated data synchronization eliminated manual entry
• Reduced certification management overhead
• Improved customer engagement through automated workflows
• This has allowed one employee to do what had previously been done by two employees and as EcoClaim grows, this one person can likely do what would previously have taken 4 or 5 people to do.

2. Enhanced Visibility

•    Consolidated business intelligence dashboards
•    Real-time certification status tracking
•    Comprehensive customer journey visibility
•   Reduced the reporting workload of the operations teams by more than half.

3. Cost Efficiency

• Eliminated need for separate reporting tools ($1,000+ savings)
• Reduced manual work

Team Success Metrics

The implementation improved efficiency across all departments:

1. Sales & Marketing

•    Centralized lead management
•    Automated customer segmentation
•    Enhanced reporting capabilities

2. Operations

•    Streamlined customer onboarding
•    Automated progress tracking
•    Reduced manual data entry

3. Customer Success

•   Proactive certification management
•   Automated renewal notifications
•   Enhanced customer support capabilities

Future Development Roadmap

Building on the successful HubSpot implementation, EcoClaim is positioned to further optimize it's operations.  A key priority is integrating the EcoClaim SaaS Software, TRAX, into HubSpot. By pushing more client usage data into HubSpot the customer success team will be able to automate messaging to low engagement customers.  Additionally, Hubspot will be used to recruit recycling partners to EcoClaim and when they are validated by the partnerships team, they can automatically be added to the TRAX Recycling directory for use by EcoClaim paying customers.

Additional activities will include support ticket creation, management of Trax account activation based on certification status, and advanced customer success tools. This will leverage  HubSpot to monitor customer health scores, predict churn risks, and create more personalized engagement strategies. These enhancements will be supported by advanced analytics capabilities, leveraging HubSpot's AI-driven tools to provide predictive insights on customer behavior and improve lead qualification processes.