RiseB2B implemented a tailored CRM and Marketing Automation solution in HubSpot — designed to navigate the complexity of NORTH's structure while giving the organisation a real-time overview of customers, pipeline and performance across all companies.

A central part of the solution was building a clear data structure that separates the broker and agency businesses, and gives leadership live data without having to pull information from multiple Excel sheets. On top of this, RiseB2B delivered a complete training programme in HubSpot best practices and managed the change management process, ensuring a smooth transition for all 250 employees.

Today, NORTH's entire organisation works in one shared system. Cross-sales opportunities are identified automatically, and leadership can track performance in real time — without administrative bottlenecks.

In December 2023 — just months after RiseB2B's HubSpot implementation went live — the insurance group Howden announced the acquisition of NORTH. The deal marked Howden's entry into the Danish market and was the group's largest single acquisition in Continental Europe since Assiteca in Italy.

NORTH had at that point grown to 260 employees and Denmark's fourth largest insurance broker — built in just two years through organic growth and 24 acquisitions. The commercial foundation that RiseB2B helped build in HubSpot was a central part of the growth story that made NORTH attractive to Howden.

In October 2024, NORTH officially changed its name to Howden Denmark and is today an integrated part of Howden Group's activities in the Nordics — with HubSpot as the continued foundation for the commercial organisation.

About Howden: Howden is a leading insurance group with operations in over 50 countries and 15,000 employees. The group handles annual premium payments of USD 35 billion and has since its founding in 1994 been characterised by co-ownership, with employees making up the largest shareholder group.