Sumsub today announced a native integration with HubSpot. The newly launched capability enables organizations to conduct identity and business verifications directly within the HubSpot CRM. By embedding verification results and workflows directly into contact, company, or deal records, the integration eliminates manual data transfers, prevents system switching, and allows enterprise teams to streamline compliance operations while maintaining rigorous security standards.
Replacing Manual System-Switching with Native CRM Verification
As businesses expand their digital operations, managing compliance across every stage of the customer journey presents significant operational bottlenecks. According to Sumsub’s Identity Fraud Report, 67% of companies globally report an increase in fraud attempts, while platform benchmarks published within the study show that 76% of all identity fraud occurs post-onboarding.
For revenue and operational teams using HubSpot as their central system of record, switching to external portals to launch verification checks and manually copying data back creates unnecessary delays and human error risks. Sumsub’s integration addresses this friction by embedding compliance capabilities directly into the HubSpot ecosystem. Checks are initiated directly from client records, and verified data synchronizes automatically—updating existing CRM workflows, customer segmentation, and reporting frameworks in real time.
“Verification and compliance should serve as an enabler of growth, not a barrier to daily operations," said Andrew Sever, Co-founder and CEO of Sumsub. "By bringing our trust infrastructure directly into HubSpot, we are embedding essential security operations into the environment where client-facing teams spend their workday. This integration bridges the operational gap between sales, onboarding, and compliance, allowing companies to automate workflows, reduce manual overhead, and manage risk seamlessly across the entire customer lifecycle."
Core Technical Capabilities
The integration delivers three key operational capabilities for HubSpot users:
- Native Verification & Flexible Link Delivery: Teams can initiate identity or business checks directly from any contact, company, or deal record. Verification links can be delivered across multiple communication channels—including email, messaging apps, or direct outreach—with verified data automatically written back to the primary record without manual intervention.
- Zero-Code Marketplace Deployment: Installed directly via the HubSpot Marketplace and configured through a standard settings page, the integration requires no developer support or custom code. It operates using an organization's existing Sumsub setup, preserving existing verification rules and account structures without requiring new contractual agreements.
- One-Click Re-Verification: To support ongoing risk management, CRM operators can trigger fresh compliance checks with a single click to handle profile rejections, update expired documentation, or perform periodic customer re-verifications.
