Case Study: GigSuper Connection to HubSpot
Short form
A HubSpot integration that wired GigSuper’s entire customer journey — from first marketing touch to ongoing app use — into a single scoring model that could predict who would become a long-term member.
The visibility problem
GigSuper sold superannuation for the gig economy, and that market doesn’t think about superannuation. The work of building a member base wasn’t just acquisition — it was education, community building, and slowly shifting a person’s understanding of why their future self needed them to act now. That’s a long journey, with many touchpoints, and most of it happens before a member ever opens the app.
Without a way to see that journey end to end, GigSuper was flying blind. They could see who was in the app and what they did there. They couldn’t see the path that got them there, or why some people made it while others didn’t. Communications went out in bulk, untargeted, unable to respond to where a specific person actually was in the process.
What we built
We integrated HubSpot across GigSuper’s entire ecosystem: the marketing website and content, the onboarding flow, and the ongoing in-app experience. Every meaningful action — reading an article, completing a step, opening a particular section of the app, setting up a bank account — fired an event to HubSpot with context attached.
That data fed a scoring model. Each interaction carried a point value, calibrated to how strongly it predicted a member’s long-term engagement. The score accumulated across every touchpoint, over weeks or months, building a composite picture of that person’s relationship with GigSuper and with the idea of their own financial future.
The number the team landed on was 125. A prospective member who had accumulated 125 points — through some combination of content, community participation, and app engagement — was reliably converting to an active, committed member. Below that, engagement was shallow and churn was high. Above it, retention held.
That threshold became a navigation tool. Instead of asking “how do we get more people into the app,” GigSuper could ask “how do we get more people to 125?” They could look at where people typically stalled — setting up the linked ANZ CashActive account was a common drop-off point — and write targeted communications addressed to exactly that moment. They could identify features that nobody was using and ask whether it was a discoverability problem or a relevance problem, then go to users with specific, informed questions rather than generic check-ins.
What it made possible
The full-journey view turned GigSuper’s growth from a guessing game into something closer to a system. They understood their customer at a level that’s rare: not just who they were when they signed up, but who they’d been in the months before, and what it had taken to get them ready.
Every communication they sent could be matched to where a person actually was. Every product decision had a behavioural signal behind it. And the 125-point model gave the whole team a shared, concrete target — not a vague goal to improve engagement, but a specific number to drive toward, for every person in the funnel.