ALMIS International, a UK-based provider of asset liability management, treasury management, regulatory reporting and hedge accounting solutions for financial institutions, partnered with Struto to refine its HubSpot Sales Hub implementation as its commercial operations continued to evolve. As new processes and requirements were introduced over time, the business recognised an opportunity to simplify the sales experience within HubSpot. Working closely with the ALMIS® International team, Struto streamlined the platform to better support day-to-day sales activities, creating a clearer user experience and a strong foundation for future growth.
ALMIS International develops software that helps banks, building societies and other financial institutions manage financial risk, treasury operations and regulatory reporting. Operating in a highly specialised and regulated industry, the business relies on robust internal systems to support customer engagement and commercial growth.
Having previously implemented HubSpot Sales Hub, ALMIS® International had established the platform as part of its sales operations. As the business evolved, additional processes and functionality were introduced to support changing business requirements and different stakeholders across the organisation.
While this provided greater flexibility, it also created an opportunity to review how the platform supported the sales team's day-to-day work. Rather than continuing to expand the existing configuration, ALMIS partnered with Struto to refine the platform, ensuring it remained intuitive, practical and aligned with the way the team worked.
Over time, the HubSpot environment had grown to include multiple pipelines and additional functionality designed to support different aspects of the sales process. While these enhancements addressed evolving business requirements, the overall configuration had become broader than the sales team's everyday needs.
For the small sales team, navigating multiple pipelines and managing an increasingly sophisticated CRM introduced unnecessary complexity into routine tasks such as lead management, prospecting and opportunity progression.
The objective of the project was not to redesign the platform from scratch, but to simplify the sales experience within HubSpot. By creating a clearer structure and removing unnecessary complexity, the platform could better support user adoption while providing a scalable foundation for future development.
Struto worked with ALMIS to simplify the existing HubSpot Sales Hub configuration, focusing on creating a CRM experience that was easier for the sales team to understand and use every day.
The project involved reviewing the existing configuration and refining the sales process into a streamlined lead pipeline supported by two dedicated deal pipelines, one for new business and another for account management. This created a clearer and more intuitive journey from lead generation through to opportunity management.
Custom views were also configured to improve visibility, making it easier for sales users to identify priorities, manage outreach and progress opportunities through the sales process.
Throughout the project, the emphasis remained on creating a strong operational foundation before introducing additional functionality. As part of this approach, additional enhancements, including a potential Zendesk integration, were considered. However, it was agreed that establishing a simple, well-adopted CRM experience should take priority, leaving further integrations to be introduced as the platform continued to mature.
The primary challenge was finding the right balance between flexibility and usability.
As businesses evolve, CRM platforms naturally grow alongside them. New processes, stakeholders and operational requirements often result in additional functionality being introduced over time. The opportunity for Struto was to determine which elements genuinely supported the sales team's day-to-day work and which could be simplified without compromising future scalability.
This required a thoughtful approach that prioritised the user experience while preserving the platform's ability to support future enhancements. By focusing on building a clear and intuitive foundation first, the project created an environment that could continue to evolve alongside the business.
Jared Wiltshire, Product Owner: HubSpot, Struto
ALMIS now has a streamlined HubSpot Sales Hub environment that better reflects the way its sales team works.
Leads progress through a clearly defined sales process, supported by dedicated pipelines for new business and account management. Custom views provide greater visibility into daily activities, helping users quickly identify priorities and manage opportunities more efficiently.
By refining the platform around the needs of its users, ALMIS now has a simpler, more intuitive sales environment that provides a strong foundation for continued growth.
The project demonstrates that product excellence is not always about introducing more functionality, it is about ensuring that technology supports the people using it.
By simplifying the HubSpot Sales Hub environment and aligning it more closely with the sales team's day-to-day processes, ALMIS now has a CRM that is easier to navigate, easier to maintain and better positioned to support long-term adoption.
With a clear operational foundation now in place, the business is well equipped to continue developing its HubSpot environment as future requirements emerge.
Following the successful optimisation of its HubSpot Sales Hub environment, ALMIS is continuing its partnership with Struto through the implementation of HubSpot Marketing Hub.
As the business continues to evolve, there will be opportunities to build on the simplified CRM foundation through additional automation, reporting, integrations and marketing capabilities, ensuring the platform continues to support both operational efficiency and long-term growth.