A reference guide for Legacy Bank team members using the HubSpot platform.
Activity — Any interaction logged in HubSpot against a record, including notes, emails, calls, meetings, LinkedIn messages, or postal mail. Activities build a complete communication history for every contact and company.
Activity Feed — A chronological timeline on a record showing all interactions: emails opened, links clicked, meetings booked, calls logged, and notes added. Gives lenders a full picture of a relationship at a glance.
Association — A link between two HubSpot records that shows how they relate to each other. For example, a contact (individual borrower) can be associated to a company (business entity), a deal (loan opportunity), and a loan record — all at once.
Association Label — A named role applied to an association that describes the nature of the relationship. Examples include Primary Borrower, Guarantor, Co-Borrower, Beneficial Owner, and Authorized Signer. Labels add context beyond a simple link.
Company — A record representing a business entity in HubSpot. Used for commercial borrowers, guarantor organizations, related entities, and business prospects. Companies roll up loan balances, deposit balances, and relationship data from all associated contacts.
Contact — A record representing an individual person in HubSpot. Used for retail borrowers, business signers, guarantors, beneficial owners, and prospects. Contacts are the foundation of the relationship intelligence model.
CRM (Customer Relationship Management) — The core platform that organizes and manages all relationships, interactions, and data across contacts, companies, deals, loans, accounts, and activities. HubSpot's CRM is the single source of relationship truth for the bank.
Custom Object — A non-standard data object created specifically for banking needs. Legacy Bank's custom objects include Loans, Accounts, Exceptions, and Collateral — each synced from or connected to the core banking system.
Deal — A record tracking an active or potential sales opportunity. In banking, deals represent loan applications, deposit opportunities, merchant services proposals, and renewals. Each deal moves through a pipeline of stages.
Object — A category of data in HubSpot. Standard objects include Contacts, Companies, Deals, and Tickets. Custom objects (Loans, Accounts, Exceptions, Collateral) extend the platform for banking-specific use cases.
Pipeline — A structured sequence of stages that a deal moves through from start to finish. Legacy Bank has separate pipelines for Commercial Loans, Consumer Loans, Deposits, Merchant Services, and Renewals.
Property — A field that stores a specific piece of information about a record. Examples include Interest Rate on a Loan, Current Balance on an Account, or Relationship Tier on a Contact. Properties are the building blocks of all data in HubSpot.
Property Group — A named collection of related properties that appear together on a record. Groups keep deal records organized — for example, all rate calculator fields appear under the Rate Calculator group.
Record — A single entry for any object. "John Smith" is a Contact record. "ABC Manufacturing" is a Company record. "Commercial Loan — ABC Manufacturing" is a Deal record.
Relationship Tier — A calculated classification that segments contacts and companies by their total relationship balance (combined loans + deposits). Tiers range from Emerging to Private and are used to prioritize outreach and assign service levels.
Task — A to-do item assigned to a HubSpot user and linked to a record. Tasks are used to follow up on applications, request documents, conduct relationship reviews, and track time-sensitive actions.
View — A saved filter configuration that shows a specific subset of records based on rules you define. Examples include "All Open Commercial Deals," "Contacts with Maturing CDs in 30 Days," or "My Contacts with No Activity in 90 Days."
Document — A file (PDF, presentation, or other) uploaded to HubSpot that can be shared with contacts via a tracked link. HubSpot notifies you when the recipient opens it, so you know exactly when they've reviewed a proposal or loan summary.
Loan Record — A custom object record representing an active loan from the banking core (Fiserv DNA). Each loan is synced via middleware and includes the agreement number, balance, interest rate, maturity date, loan officer, and risk rating. Read-only in HubSpot; the core system is the source of truth.
Account Record — A custom object record representing a deposit account (checking, savings, CD, or money market) from the banking core. Includes major account code, current balance, account status, region, and open date.
Exception Record — A custom object record tracking a post-close documentation exception, compliance deficiency, or operational follow-up item. Includes exception type, severity, due date, assigned officer, and current status.
Collateral Record — A custom object record representing a pledged collateral item. Includes collateral type, appraised value, loan-to-value ratio, insurance expiration, and UCC filing expiration. Supports cross-collateral associations.
Agreement Number — The unique identifier from the banking core used as the primary key for Loan and Account records. This is the field used to match incoming data from Fiserv DNA to the correct HubSpot record.
Major Account Code — A classification field that identifies the broad type of a loan or account. Loan codes include CNS (consumer), LN (commercial), and MTG (mortgage). Account codes include SAV (savings), CK (checking), CD (certificate of deposit), and MM (money market).
Risk Rating — A field on loan records synced from the banking core that reflects the institution's internal credit risk classification for a given loan relationship.
Sales Workspace — A dedicated home base in HubSpot for individual lenders. The Sales Workspace surfaces the lender's tasks, upcoming meetings, sequence enrollments, and prospecting activity in one view, so they can manage their day without navigating across multiple areas of the CRM. Available in Sales Hub Enterprise.
Lead — A record type in HubSpot that represents an early-stage prospect before they are fully qualified and converted into a contact or deal. Leads can be captured from forms, imports, or manual entry and are worked through the Lead Pipeline before advancing.
Lead Pipeline — A structured pipeline specifically for managing early-stage prospects before they become active loan or deposit opportunities. Stages in the Lead Pipeline might include New Lead, Attempting Contact, Connected, and Qualified — helping lenders track which prospects they are actively working versus those that have gone cold.
Deal Pipeline — A structured sequence of stages that an active loan or deposit opportunity moves through from initial qualification to close. Legacy Bank maintains separate deal pipelines for Commercial Loans, Consumer Loans, Deposits, Merchant Services, and Renewals — each with stages that reflect the actual banking process.
Pipeline Stage — A defined phase within a pipeline that reflects where an opportunity currently stands. Each stage can have entrance conditions, required properties, automation triggers, and probability weights. Commercial loan stages include Prospect, Application Received, Credit Analysis, Appraisal/Collateral Review, Committee/Approval, Approved, Ready for LaserPro, Docs Out/Closing, Funded/Booked, and Declined/Withdrawn.
Deal Score — A calculated score assigned to a deal based on weighted criteria such as deal amount, stage, days in stage, and contact engagement. Helps managers quickly identify which deals need attention and which are progressing well.
Approval (Deal) — A Sales Hub Enterprise workflow that routes a deal to a designated approver before it can advance to the next stage. Used in conjunction with the Loan Approval Card private app for committee routing and authority threshold enforcement.
Forecast — A Sales Hub Enterprise feature that gives managers a real-time view of expected close amounts across the team's active pipelines, broken out by stage, lender, and time period. Managers can adjust individual deal forecasts without changing the deal itself.
Forecast Category — A label applied to a deal that signals how confident the lender is in closing it. Categories such as Pipeline, Best Case, Commit, and Closed help leadership build more accurate projections beyond raw stage probability.
Sequence — An automated series of emails and task reminders that enrolls a contact and executes on a pre-set schedule. Used for new prospect follow-up, stalled deal re-engagement, post-funding thank-you outreach, and referral requests. Sequences pause automatically when a contact replies. Available in Sales Hub Enterprise.
Enrollment Trigger — A condition that automatically enrolls a contact or deal into a sequence or workflow when specific criteria are met — for example, enrolling a contact in a CD maturity outreach sequence when their maturity date is 60 days out.
Playbook — A structured guide embedded on a deal or contact record that walks lenders through discovery questions, checklists, and recommended next steps. Answers are captured directly in HubSpot. Legacy Bank playbooks include Commercial Loan Discovery, Consumer Loan Discovery, Deposit Relationship Discovery, Merchant Services Discovery, and Annual Relationship Review.
Meeting Link — A personalized scheduling link that lets contacts book time directly on a lender's calendar based on real-time availability. Eliminates back-and-forth scheduling. Meeting bookings are automatically logged as activities.
Email Template — A pre-written email saved in HubSpot that lenders can send individually from a contact or deal record with one click. Templates can include personalization tokens and are tracked for opens and clicks.
Snippet — A short, reusable block of text that lenders can insert into emails or notes with a keyboard shortcut. Useful for frequently typed phrases like loan status updates or document request language.
Task Queue — An organized list of tasks a lender works through sequentially in HubSpot. Task queues keep lenders focused by surfacing one task at a time with the associated record, so they move through their to-do list efficiently without losing context.
Goal — A defined performance target set for a team or individual user — for example, a monthly outreach call volume, number of funded loans, or total new deposit balance opened. Goal progress displays in dashboards and personal views.
Engagement Score — A measure of how actively a contact is interacting with the bank's outreach — emails opened, links clicked, meetings attended, calls answered. Higher engagement scores indicate stronger relationship momentum and readiness to advance.
Contact Owner — The HubSpot user (lender) assigned as the primary relationship manager for a contact. The contact owner is used for reporting attribution, task assignment, sequence enrollment, and record-level filtering.
Ads — A Marketing Hub feature for creating, managing, and tracking paid advertising campaigns on Google, Facebook, and LinkedIn. Ad spend and resulting leads are attributed back to contacts in HubSpot.
Campaign — A grouping of related marketing assets — emails, landing pages, social posts, ads — organized around a single initiative. Campaign reporting shows how each asset contributed to leads and funded loans.
Email (Marketing Email) — A bulk email sent from HubSpot to a defined list of contacts. Includes open rate, click rate, unsubscribe rate, and attribution data. Used for CD maturity outreach, cross-sell campaigns, and new-to-bank onboarding journeys.
Form — An embeddable digital form used to capture information from website visitors. Form submissions automatically create or update contact records in HubSpot. Used for loan inquiry forms, newsletter sign-ups, and event registrations.
Landing Page — A standalone web page designed for a specific campaign action, such as requesting a loan consultation or downloading a rate sheet. Built and hosted within HubSpot.
Segment(List) — A group of contacts or companies organized by shared criteria. Active Lists update automatically as records meet or no longer meet the criteria. Static Lists are fixed at creation. Used for CD maturity outreach, cross-sell targeting, and ECOA monitoring.
Personalization Token — A dynamic variable in an email or page that automatically populates with a contact's specific data — for example, Hi or Your CD matures on .
Workflow (Marketing) — An automated sequence of actions triggered by a contact's behavior or properties. Marketing workflows handle things like sending a welcome email when a new contact is created, enrolling maturing CD holders in a renewal campaign, or alerting a lender when a prospect clicks a loan inquiry link.
Contact Lifecycle Stage — A property that tracks where a contact is in their journey with the bank — from Subscriber and Lead through Marketing Qualified Lead, Sales Qualified Lead, Opportunity, Customer, and Evangelist.
Smart Content — Website or email content that changes dynamically based on a viewer's properties, lifecycle stage, or behavior. Allows personalized experiences without building separate assets.
Social Media Publishing — A feature for drafting, scheduling, and publishing posts to LinkedIn, Facebook, and Instagram directly from HubSpot, with engagement tracking tied back to contacts.
UTM Parameters — Tracking codes appended to URLs in ads and emails that tell HubSpot where a contact came from, which campaign they engaged with, and which content drove them to take action.
Dashboard — A customizable page in HubSpot that displays multiple reports in a single view. Examples include the Executive Snapshot, Sales Activity Dashboard, Loan Pipeline Dashboard, ECOA Compliance Dashboard, and Data Health Dashboard.
Report — A visualization of CRM data — bar charts, line charts, funnels, tables, and scorecards — built from one or more HubSpot objects. Reports answer specific business questions and populate dashboards.
Single Object Report — A report built from one object (e.g., all Contact records) with filters and breakdowns applied. The simplest report type — for example, "Contacts by Relationship Tier."
Cross-Object Report — A report that pulls data from two associated objects simultaneously — for example, "Total Loan Balance by Lender" pulls from both the Loans object and the Contacts object via association.
Funnel Report — A report that shows how many records move through a defined sequence of stages. Used to measure deal conversion rates — for example, how many deals move from Application Received to Funded across a period.
Attribution Report — A report that identifies which marketing touchpoints (emails, ads, forms) contributed to a contact becoming a customer or a deal being created. Helps measure marketing ROI and cost per funded loan.
Custom Report Builder — A tool that allows reports to be built from scratch using any combination of objects, properties, filters, and chart types. Available in Marketing Hub Pro and Sales Hub Enterprise.
Calculated Property — A property whose value is automatically computed from a formula using other properties. Examples include Combined Relationship Balance (total deposits + total loans) and ECOA Days Elapsed.
Rollup Report — A report that aggregates data from associated records up to a parent record — for example, total loan balances rolled up to the Company level by region.
Forecast Report — A Sales Hub Enterprise report that shows projected revenue based on deal amounts, close dates, and pipeline stage probability weights.
Dataset — A reusable, saved data configuration in the custom report builder that pre-defines the objects, properties, and filters for a category of reports. Keeps reporting consistent across the team.
Scorecard — A single-number report tile that displays one key metric — for example, "Total Active Commercial Deals" or "Total Loan Balances by Region" — typically used in the top row of a dashboard for at-a-glance performance visibility.
Ticket — A record that tracks a customer service request, operational task, or post-close follow-up item. Tickets move through a pipeline of stages and can be associated to contacts, companies, and deals.
Exception — A banking-specific custom object record that tracks a post-close documentation deficiency, compliance gap, or outstanding condition on a funded loan. Replaces a manual spreadsheet process with automated tracking, SLA timers, and escalation workflows.
SLA (Service Level Agreement) — A defined time threshold within which a task or exception must be resolved. HubSpot workflows monitor SLAs and send automated alerts when deadlines are approaching or have been missed.
Knowledge Base — A library of help articles, guides, and FAQs published on the bank's website through HubSpot. Allows customers to self-serve answers to common questions about products, rates, and account management.
Feedback Survey — A tool for collecting structured customer input through Net Promoter Score (NPS), Customer Satisfaction (CSAT), or Customer Effort Score (CES) surveys. Responses are tied back to contact records for relationship-level insight.
Help Desk — A centralized view in HubSpot where operations and compliance teams can manage all open tickets and exceptions, assign workloads, track SLAs, and prioritize follow-up.
Private App — A custom application built by Seaworthy Strategy and installed directly in Legacy Bank's HubSpot portal. Private apps extend HubSpot's native functionality with banking-specific tools including the Loan Rate Engine, Loan Approval Card, Collateral Checklist, and SSN/TIN Hasher.
CRM Card — A custom UI panel that appears on a HubSpot record (deal, contact, or company) and displays data or actions from a private app. For example, the Loan Rate Engine card appears on deal records and calculates loan pricing in real time.
Serverless Function — A backend script that runs within HubSpot's infrastructure without requiring an external server. Used by private apps to securely read and write data to HubSpot records, call external APIs, and process sensitive information like SSNs.
Middleware — The Seaworthy-built integration layer that sits between the banking core (Fiserv DNA) and HubSpot. Middleware extracts loan and account data from the core, transforms it into HubSpot's format, and syncs it on a scheduled basis.
Webhook — An automated notification sent from one system to another when a specific event occurs. Used in integrations with Abrigo — for example, when a deal reaches the underwriting stage in HubSpot, a webhook pushes borrower data to Abrigo to eliminate duplicate entry.
SSN/TIN Hasher — A private app that allows staff to securely record Social Security Numbers and Tax Identification Numbers. The app stores only the last 4 digits (for display) and a SHA-256 hash (for matching/deduplication). The full number is never saved to HubSpot.
SHA-256 Hash — A one-way cryptographic representation of a number (like an SSN or TIN). Two identical SSNs will produce the same hash, allowing deduplication without ever storing or displaying the sensitive number itself.
Data Sync — The automated process by which loan, account, and other records from the banking core are imported into HubSpot on a scheduled basis. Syncs maintain balance accuracy, status currency, and officer assignment.
Staff/User Mapping — A configuration file that matches officer names from the banking core (as they appear in the raw data) to named HubSpot user accounts. This mapping ensures that loans and activities are correctly attributed to the right lender in HubSpot reports.
Import — The process of bulk-loading records into HubSpot via a CSV file. Used for initial data migration, one-time contact uploads, and ongoing middleware-driven data syncs.
Integration — A connection between HubSpot and an external system. Legacy Bank's integrations include Fiserv DNA (core banking), Abrigo (underwriting/compliance), OnBase (document management), and LaserPro (loan document generation).
This glossary is maintained by Seaworthy Strategy. Last updated: March 2026.