Learn more about our experience in financial services
HUB Retirement and Private Wealth Unifies Its CRM to Support Rapid Growth and a One-Firm Vision
How a rapidly growing retirement and wealth management organization unified its CRM to support acquisition-driven growth, improving collaboration, visibility, and consistency across more than 70 offices.
HUB Retirement and Private Wealth, part of HUB International, is one of the fastest-growing retirement and wealth management organizations in North America. As the firm expanded aggressively through acquisition, leadership faced a familiar challenge: how to bring dozens of independent offices together under a shared operating model without slowing growth or disrupting advisors.
To support that vision, HUB partnered with HSO to implement a unified CRM platform built on Microsoft Dynamics 365 — laying the foundation for scale, collaboration, and long-term value.
Creating a Scalable CRM Foundation for Growth
With rapid expansion across retirement and private wealth services, HUB needed a CRM platform that could keep pace without sacrificing visibility or control. Partnering with HSO, the organization implemented Microsoft Dynamics 365 to unify systems, enable shared services, and support long-term growth across a growing national footprint.
The challenge: Growth at scale without losing control
HUB Retirement and Private Wealth had grown from just a handful of offices to more than 70 locations nationwide. Each acquired firm arrived with its own CRM, processes, and ways of working, making it increasingly difficult to operate as one team.
“We’ve grown through acquisition, and each firm we’ve acquired has had their own systems and processes,” said Adam Sokolic, Chief Operations Officer, HUB Retirement and Private Wealth. “That made it a real challenge to have one centralized service model and get everyone on the same page.”
Leadership needed a CRM that could support both sides of the business — retirement plan services and wealth management — while also enabling collaboration across offices and locations.
“How do you partner two offices in different locations and have them work on the same client together?” Adam explained. “That was a big question for us.”
At the same time, HUB wanted a solution that aligned with its broader technology strategy.
“We’re a Microsoft shop,” said Adam. “We wanted a CRM that could integrate with the tools our advisors and teams were already using. A true CRM built on the Microsoft platform made logical sense.”
The solution: A purpose-built CRM platform on Microsoft Dynamics 365
After evaluating options, HUB selected Microsoft Dynamics 365 Sales and chose HSO as its implementation partner based on deep experience in wealth management, retirement services, and financial services more broadly.
“When we started down the road to build a CRM, HSO’s experience in the wealth and retirement space gave us a lot of comfort,” said Joe DeNoyior, President, HUB Retirement and Private Wealth. “They understood our business and had done this before.”
A key differentiator was HSO’s Wealth Management Accelerator, which provided a strong starting point rather than a blank slate.
“If we were going to do something custom, we wanted a head start,” Joe explained. “HSO having that accelerator gave us exactly that.”
The solution brought retirement and wealth onto a single CRM platform, while respecting the distinct processes, regulatory requirements, and data boundaries of each line of business. It also enabled HUB to onboard newly acquired firms efficiently through repeatable data migration and integration patterns.
The results: One platform, one team, and a scalable future
By unifying CRM across retirement and private wealth, HUB created a single, shared view of clients, relationships, and activity — regardless of location.
“As we bring our offices together under a single CRM, teams can pull up a client record and see the full history they need to support that client,” said Joe. “That’s the real power of the CRM.”
The impact has extended beyond technology.
“We feel more in control of the work we need to do,” Adam said. “When you reduce stress in the environment, the team starts to blossom.”
The rollout has been both efficient and well-received across the organization.
“This project has been an overwhelming success,” Joe added. “There’s no way we’d be on time, on budget, or nearly as far along as we are without our partnership with HSO.”
Built for today and tomorrow
HUB continues to enhance the CRM platform based on advisor feedback, adding integrations, expanding reporting, and strengthening data visibility across the business.
“Microsoft Dynamics 365 is the engine behind everything we’re building,” said Joe. “Power BI is transforming how we think about the future.”
The result is not just a CRM implementation, but a long-term foundation that supports HUB’s continued growth strategy.
“We’re not building for today,” Joe said. “We’re building for tomorrow. HSO understands that and helps us create a vision, a strategy, and a roadmap to get there.”
How can HSO help your firm grow?
Contact us to talk to an HSO financial services expert today.