Skip to content
Contact Us

Case Study

How PetSure Luna launched an end-to-end growth stack on HubSpot

PetSure logo

To reach the majority of Australian pet owners who aren't insured, PetSure needed to test and launch new propositions fast independently of core systems. Lupo built a standalone HubSpot stack spanning acquisition, commerce, portals, service and reporting.

CMS Sales CRM & Integration Pet Insurance Full growth stack Stripe integration

One stack

End-to-end on HubSpot

Lead gen → commerce → service → claims → reporting

3 sites · 2 portals

Multi-brand build

Brochure sites plus self-service customer portals

Custom data model

Pet · Policy · Claim · Vet Clinic

Custom objects powering CX, service and reporting

About the client

About PetSure & Luna

PetSure is one of Australia's largest pet insurance businesses. PetSure Luna is a standalone, rapid-test initiative to design, validate and launch innovative pet-health propositions targeting the large majority of Australian pet owners who aren't currently insured. It needed to move far faster than core processes allow, with the governance to scale successful products back into the business.

Industry
Pet Insurance
Engagement
End-to-end HubSpot MVP stack
HubSpot
CMS · Marketing · Sales · Service · Ops
Integrations
Stripe, GA4, Ads, Calling
Brands
9 Lives, Ruff'n'Tumble

The challenge

Testing new propositions was too slow, and too fragmented, to scale

Core problem

PetSure needed to acquire, convert and service customers for brand-new propositions independently of core systems - fast enough to test and learn, but with the data model, compliance and visibility to scale what works.

Speed to market

Existing processes and tools made it slow to test, learn and scale new propositions.

Fragmentation

Channels and tools weren't unified across the customer lifecycle, from lead to claim.

Data-model gaps

Pet, policy and claim objects and relationships were needed to power service and reporting.

Compliance & visibility

Claims and complaints demand strict governance, and leadership lacked end-to-end attribution across brands.

The solution

One connected HubSpot stack, from first click to claim

Rather than stitch together external tools, Lupo built a single HubSpot-centred stack that runs the whole lifecycle - acquisition, commerce, policy, service, claims and complaints - with a custom data model underneath.

PetSure Luna customer using a HubSpot-powered portal on a laptop
  1. 01

    Scope & data model

    Custom-object model - Pet, Policy, Claim, Vet Clinic, Announcements to power CX, service and reporting.

  2. 02

    Multi-brand websites

    3 brochure-style brand sites on HubSpot CMS with per-brand Business Units, domains and quote-tool forms.

  3. 03

    Customer portals

    self-service portals (confirmed live) - profile, comms history, policies, claims, payments, complaints, documents.

  4. 04

    Marketing & service comms

    branded EDMs and workflows - Spin2Win, abandoned quotes, purchase, renewal, claims, complaints, cancellations, refunds.

  5. 05

    Service Hub, ticketing & reporting

    Knowledge base, chat, AI assist and surveys; ticket pipelines for claims, complaints and service; dashboards.

  6. 06

    Custom Stripe integration

    Stripe for payments, alongside Hotjar, Google/Meta Ads, GA4 and HubSpot Calling.

Solution Stack

Platform

  • CMS Hub Enterprise
  • Marketing Hub Enterprise
  • Sales Hub Enterprise
  • Service Hub
  • Operations Hub

Growth infrastructure

  • Custom objects (Pet/Policy/Claim)
  • Multi-brand sites & portals
  • Quote-tool forms
  • Workflows & EDMs
  • Ticketing & knowledge base
  • Reporting & dashboards

Enablement

  • Stripe payments
  • Hotjar · GA4
  • Google/Meta Ads
  • HubSpot Calling
  • AI customer-service agent
  • Hypercare & consultation
CMS Custom Objects Business Units Membership Portals Ticketing Knowledge Base Stripe Reporting

The results

A standalone growth engine PetSure can test and scale on

PetSure Luna now has an independent, end-to-end HubSpot stack that can acquire, convert and service customers for new propositions built to iterate faster than core processes and to scale successful products back into the business.

One stack

Lead gen → commerce → service → claims → reporting on HubSpot

Self-service

Customer portals for policies, claims, payments & complaints

Real data model

Pet · Policy · Claim objects powering CX & reporting

Test & learn

Experiment across copy, conversion, pricing & service flows

Built to iterate

A standalone environment lets PetSure test new propositions quickly and safely, then scale what works.

Governed & measurable

Compliance-ready service and claims flows, with end-to-end attribution from lead to policy to claim.

Before & after

What changed for launching new propositions

Before

After

Slow, process-bound proposition testing
Rapid, independent test-and-learn environment
Fragmented tools across the lifecycle
One connected HubSpot stack end-to-end
No unified pet / policy / claim data
Custom data model powering CX & service
Limited cross-brand attribution
Lead → quote → policy → claim visibility

The client's voice

In their words

Made to look easyThey brought expertise and professionalism to setting the right-size CRM solution for my business. Flexible in their approach, they quickly understood our requirements and built us a solution to fit. A great company to work with - would highly recommend.

Hawker, A. PetSure - 5-star review

Questions buyers ask

FAQ

Yes. For PetSure Luna, Lupo built a standalone stack spanning acquisition, commerce, customer portals, service, ticketing and reporting with a custom data model and Stripe payments.

Start the conversation

Could HubSpot work harder for your business?

Talk with Lupo about where your CRM, marketing, sales, service, data, integrations or AI capability could go next.

More proof

Related case studies

One connected system

Pet Insurance

Connecting retention across every PetSure brand

Every brand needed to feel unique without a rebuild each time - so Lupo built one reusable architecture.

Marketing CRM & Integration Hard to Scale Manual Data Entry
Read the case study

Follow-up in minutes

Pet Insurance

Turning abandoned quotes into timely follow-up

Warm prospects were going cold. Now abandonment triggers fast, automated, audience-specific follow-up.

Marketing Lead Nurture Leads Going Cold Manual Data Entry
Read the case study

43% growth

Education

How CBD College scaled from 30 sites to an AI-driven RTO

A sprawling 30-site presence became one AI-enabled platform - growing enrolments while cutting manual effort.

Marketing Referral & Rewards AI Hard to Scale Manual Data Entry
Read the case study