Most businesses that verify customer identities run into the same problem: the tools they use for verification and those for sales don't share data. For example, the compliance team might check IDs in Sumsub while the sales team manages contacts in HubSpot, with no link between the two.
This creates silos between sales, compliance, and operations. Sales reps move deals forward without knowing whether anyone has verified the customer. Compliance can't see where a deal stands in the pipeline. Operations doesn't know when to start onboarding. And the customer waits with no idea why.
For businesses in fintech, crypto, or financial services that are required to conduct identity checks, this disconnect can slow revenue and push customers toward competitors with a faster sign-up process.
Automating the integration between Sumsub and HubSpot removes this bottleneck. With the right HubSpot integration, verification results flow into your CRM the moment they're ready, so every team works with the same up-to-date information.
Why CRM + Identity Verification Data Should Be Connected
To see why this integration matters, let’s consider what happens when verification data stays locked in a separate compliance tool.
- Teams work in silos: Sales lives in HubSpot, compliance lives in Sumsub, and operations uses yet another set of tools. None of these teams can see the full picture of where a customer stands, which leads to miscommunication and repeated work.
- Manual updates cause delays and errors: Someone has to copy verification results into HubSpot by hand. This takes time and leaves room for mistakes. For instance, a team member might mark a deal as complete before anyone confirms the customer's identity.
- Customers have a poor experience: When onboarding stalls because one team is waiting for a status update from another system, the customer doesn't know why it's taking so long. This kind of delay can cost you the deal.
- CRM workflows need real-time data to work: HubSpot features, like lifecycle stage changes and automated emails, depend on current contact data. If verification results are available only in Sumsub, these features have nothing to work with.
Connecting the two systems puts compliance data where your revenue teams already work, turning verification from a separate process into an active part of your sales pipeline.
What Sumsub Does in the Identity Verification Process
To understand how this integration works, it helps to know what Sumsub does. Sumsub is a platform businesses use to verify customer identities, assess money laundering risk, and detect fraud.
It accepts over 14,000 document types from multiple countries, making it a common choice for companies in fintech, crypto, banking, and online marketplaces.
Here is what a typical verification flow looks like inside Sumsub:
- Sumsub creates an applicant profile: When a new customer starts the verification process, Sumsub creates a profile for them and assigns a unique applicant ID.
- The customer uploads their ID document: This could be a passport, driver's licence, or national ID card. They upload it through a widget on your website or app, or through Sumsub's API.
- Sumsub moves the application to "Pending": Once the customer submits their documents, the application is placed in a queue for review.
- Sumsub processes the submission: During this step, the platform runs automated checks. It uses liveness detection and face-matching to confirm the person is real and matches their ID photo. It also screens the person against sanctions lists and politically exposed persons (PEPs) through AML screening.
- A compliance officer reviews flagged cases: If the automated checks flag something unusual, Sumsub places the application "on hold" and routes it to a compliance officer for a manual decision.
- Sumsub delivers one of three outcomes: The review ends with one of these results, sent through an applicantReviewed webhook:
1. Approved: The customer passed all checks. Sumsub sends a "GREEN" result.
2. Rejected (Final): Sumsub permanently rejected the customer, for example, due to fraud or forged documents. Sumsub sends a "RED" result with a "FINAL" label.
3. Resubmission (Retry): The customer needs to fix something and try again, for example, a blurry photo. Sumsub sends a "RED" result with a "RETRY" label, and the application loops back to "Pending" once the customer resubmits.
HubSpot needs these results to trigger the right next steps, which brings us to the practical use cases.
Common HubSpot Use Cases Powered by Identity Verification Data
Once you store Sumsub's results as fields on a contact record in HubSpot, they can trigger automations that your team would otherwise handle manually. Here are the most common use cases:
Updating Lifecycle Stages Automatically
A lifecycle stage in HubSpot is a label that shows where a contact sits in your sales process. Common stages include "Lead," "Opportunity," and "Customer." When a contact's verification comes back as "approved," HubSpot can move them from "Lead" to "Customer" automatically.
For instance, a fintech company could use this to make sure no one enters the onboarding pipeline until Sumsub confirms their identity.
Blocking Deals Until Verification Is Complete
You can set up your deal pipeline so that a deal cannot move past a certain stage until the contact has a "GREEN" result from Sumsub. For example, a crypto exchange might hold all new account applications at a "Pending KYC" stage until verification is complete.
Triggering Onboarding Emails Only After Approval
Welcome emails and setup instructions only go out after the customer passes verification. This avoids confusing people who are still in the review process and cuts down on support tickets.
Tagging Verified vs. Unverified Leads for Sales Prioritisation
Your sales team can tag contacts as "verified" or "unverified" and use these tags to prioritise their outreach. A sales rep can create a filtered view in HubSpot that shows only verified contacts, so they can spend their time on leads who are ready to move forward.
Each of these workflows depends on the current verification data inside HubSpot. The more applications your team processes, the more important automatic syncing becomes.
How the HubSpot Integration with Sumsub Works
The connection between Sumsub and HubSpot follows five steps. You don't need to write any code if you use a pre-built automation tool.
Step 1: Sumsub Completes a Verification and Sends a Notification
When Sumsub finishes reviewing someone's identity, it sends a notification called a webhook to a web address you choose. Think of it like an automatic text message from Sumsub saying, "This person's review is done, here are the results."
Step 2: An Automation Tool Receives the Notification
This tool sits between Sumsub and HubSpot. It receives the notification and reads its contents, such as the person's name, email address, and whether they passed or failed. It could be a platform like Make, Zapier, or n8n, or a ready-made automation blueprint.
Step 3: The Tool Maps Sumsub Data to HubSpot Fields
The tool matches each piece of information from Sumsub to a field on the contact record in HubSpot. For example, the verification result goes into a custom field called "Verification Status," and the review date goes into "KYC Review Date." You set up these fields in HubSpot beforehand.
Step 4: The Tool Creates or Updates the Contact Record
If the person already exists as a contact in HubSpot, the tool updates their record with the new information. If they don't exist yet, the tool creates a new contact.
Step 5: HubSpot Workflows Take Over
Once the tool populates the contact fields, HubSpot workflows handle the rest. For example, a workflow could send a welcome email when "Verification Status" changes to "approved," or notify a Slack channel when Sumsub rejects a contact.
Sumsub can send more than one notification for the same person over time. For instance, Sumsub might approve someone today but flag them next week after they appear on a sanctions list, triggering a new "RED" notification. Your automation needs to handle these updates.
Using ABMLib to Automate HubSpot & Sumsub Workflows
ABMLib is an online marketplace for automation blueprints. A blueprint is a ready-made workflow template that connects two or more business apps, such as Sumsub and HubSpot.
Instead of building the HubSpot integration with Sumsub yourself, you pick a blueprint, test it, and deploy it to your preferred automation platform, such as Zapier, Make, or n8n.
Available Blueprints for This Use Case
ABMLib offers some blueprints that fit this workflow:
- Sync SumSub Applicant to HubSpot Contact: Listens for verified applicant events from Sumsub, fetches the applicant's profile, and either creates a new HubSpot contact or updates an existing one based on email match.
- CRM Customer Verification & KYC Compliance: Triggers when a new contact with the "Customer" type is created in HubSpot. The blueprint automatically initiates identity verification via Sumsub, updates the contact record with the compliance status, and notifies the compliance team in Slack for review.
Built-in Tools for Testing and Deployment
ABMLib also provides platform-level tools that help your team move from blueprint to live workflow with confidence:
Schema validation catches configuration errors before your workflow goes live, so you don't discover problems after it's already running on real customer data.
Sandbox testing lets you run the full workflow with sample data first, so your team can confirm everything works correctly without risking your live Sumsub or HubSpot accounts.
Multi-platform export lets you deploy to Zapier, Make, or n8n in one click, so you don't have to rebuild the workflow manually on whichever automation platform your team already uses.
Zero-config deploy removes the need for infrastructure setup, so your team can launch the automation right away instead of spending time on server configuration or hosting.
For businesses that want a HubSpot integration for identity verification without custom work, automation blueprints are a practical starting point.
You can browse all available blueprints on the marketplace, join the community to learn from other teams, or publish your own blueprint.