GDPR and SOC 2 Compliance in HubSpot: A Complete Guide for Regulated Industries

Choosing between HubSpot and Salesforce represents one of the most consequential technology decisions financial services firms make. Both platforms are industry leaders—Salesforce dominates with 20.7% market share and serves 90% of Fortune 500 companies, while HubSpot has built a reputation for user-friendliness and integrated marketing capabilities that drive 346% more inbound leads for financial services users.

For organizations in financial services, healthcare, insurance, and professional services, regulatory compliance isn't optional—it's existential. A single data breach or compliance failure can result in millions in fines, reputational damage, and lost customer trust.

Yet when evaluating CRM platforms, compliance considerations often take a back seat to features, integrations, and cost. This is a dangerous oversight.

The good news: HubSpot has invested heavily in compliance capabilities, earning SOC 2 Type II certification and implementing robust GDPR tools. But having compliant technology isn't enough—you need compliant processes and properly configured systems.

This guide provides everything you need to know about achieving and maintaining compliance in HubSpot, with specific guidance for regulated industries.

💡 Key Insight: At Vantage Point, we've implemented HubSpot for over 150 clients, many in regulated industries including financial services and healthcare. We've learned that compliance isn't just about checking boxes—it requires thoughtful configuration, ongoing vigilance, and a culture of data responsibility.

Understanding the Regulatory Landscape

Before diving into HubSpot-specific features, let's establish the key regulations that affect most organizations handling customer data.

GDPR (General Data Protection Regulation)

The General Data Protection Regulation (GDPR) is a European Union regulation that governs how organizations collect, store, process, and protect personal data of EU residents. It applies to any organization that processes EU citizen data, regardless of where the organization is located.

Key Requirements:

• Lawful basis for processing – You must have a valid reason to process personal data
• Consent management – Where consent is the basis, it must be freely given, specific, informed, and unambiguous
• Right to access – Individuals can request copies of their personal data
• Right to erasure – Individuals can request deletion of their data ("right to be forgotten")
• Data portability – Individuals can request data in a portable format
• Breach notification – Authorities must be notified of breaches within 72 hours
• Privacy by design – Data protection must be built into systems from the start

Penalties: Up to €20 million or 4% of global annual revenue, whichever is higher.

SOC 2 (System and Organization Controls 2)

SOC 2 is a voluntary compliance standard developed by the American Institute of CPAs (AICPA) that specifies how organizations should manage customer data. It's based on five "trust service criteria": security, availability, processing integrity, confidentiality, and privacy.

Key Requirements:

• Security – Protection against unauthorized access
• Availability – Systems accessible as committed or agreed
• Processing integrity – System processing is complete, valid, accurate, timely, and authorized
• Confidentiality – Information designated as confidential is protected as committed
• Privacy – Personal information is collected, used, retained, disclosed, and disposed of appropriately

Why It Matters: While not legally mandated, SOC 2 compliance is increasingly required by enterprise customers, partners, and in regulated industry contracts.

Other Relevant Regulations

• CCPA/CPRA (California, USA) – Consumer privacy rights affecting all with CA customers
• HIPAA (USA) – Protected health information for healthcare and insurance
• SEC/FINRA (USA) – Financial record-keeping for financial services
• PCI DSS (Global) – Payment card data for any handling card payments
• GLBA (USA) – Financial privacy for financial institutions

HubSpot's Compliance Foundation

HubSpot has built a strong compliance foundation that supports organizations in regulated industries. Understanding these built-in capabilities is the first step toward compliant CRM operations.

HubSpot Security Certifications

SOC 2 Type II Certified

HubSpot maintains SOC 2 Type II certification, meaning an independent auditor has verified that HubSpot's security controls are designed appropriately and operating effectively over time. This certification covers information security policies, access controls, encryption standards, incident response procedures, vendor management, and change management processes.

ISO 27001 Certified

HubSpot also holds ISO 27001 certification, the international standard for information security management systems (ISMS).

GDPR Compliant

HubSpot has implemented comprehensive GDPR compliance measures and signs Data Processing Agreements (DPAs) with customers, clarifying data protection responsibilities.

Data Protection Infrastructure

HubSpot implements multiple layers of security:

• Encryption at Rest – AES-256 encryption for stored data
• Encryption in Transit – TLS 1.2+ for all data transmission
• Data Centers – SOC 2 certified facilities with physical security
• Network Security – Firewalls, intrusion detection, DDoS protection
• Access Controls – Role-based permissions, SSO support, 2FA
• Backup & Recovery – Regular backups with disaster recovery capabilities

HubSpot Data Processing Agreement (DPA)

HubSpot's DPA is a legally binding document that establishes HubSpot's role as a data processor, your role as data controller, specific data protection obligations, sub-processor disclosure and approval rights, breach notification procedures, and data deletion upon contract termination.

💡 Important: Simply using HubSpot doesn't make you compliant. HubSpot provides the tools for compliance, but you must configure those tools correctly and operate within compliant processes.

GDPR Compliance Features in HubSpot

HubSpot provides specific tools designed to help you meet GDPR obligations. Here's how to leverage them effectively.

Consent Management

Lawful Basis Tracking

HubSpot allows you to track the lawful basis for processing each contact's data. You can configure consent-based processing (track explicit consent with timestamp and source), legitimate interest (document your legitimate interest assessment), contract fulfillment (link processing to contractual obligations), and legal obligation (note regulatory requirements that mandate processing).

Setting Up Consent Tracking:

1. Navigate to Settings → Privacy & Consent
2. Enable "Data Privacy Settings"
3. Configure your legal basis options
4. Set default communication preferences
5. Create compliant forms with consent checkboxes

Cookie Consent Banner

HubSpot's native cookie consent banner allows you to display consent requests before setting tracking cookies, offer granular control over cookie categories, respect user preferences across sessions, and integrate with your website's cookie policy.

Data Subject Rights Management

Right to Access (Data Export)

When individuals request access to their data, HubSpot enables one-click export of all contact data, export in portable formats (CSV, JSON), complete record of communications and engagement, and association data (companies, deals, tickets).

Right to Erasure (Data Deletion)

HubSpot provides GDPR-compliant deletion with permanent deletion of contact records, removal from all lists and workflows, deletion of associated activities and communications, and an audit trail of deletion request.

Configuration Tip: Create a documented process for handling data subject requests, including SLAs, verification procedures, and responsibility assignments.

Communication Preferences

Subscription Types

Configure multiple subscription types so contacts can opt in or out of specific communication categories like marketing emails, product updates, newsletters, event invitations, and service communications.

Preference Center

HubSpot's preference center lets contacts view their current subscriptions, update preferences without unsubscribing entirely, manage communication frequency, and update contact information.

Global Unsubscribe

For contacts who want to opt out entirely, HubSpot maintains a global unsubscribe list that prevents accidental re-enrollment.

Audit Trails and Record-Keeping

For regulated industries, the ability to demonstrate compliance is as important as achieving it. HubSpot provides comprehensive audit capabilities.

Activity Tracking

Contact-Level Audit Trail

Every contact record maintains a complete history of record creation and source, all property changes with timestamps, user who made each change, communications sent and received, list memberships and workflow enrollments, and deal and ticket associations.

User Activity Logging

For internal compliance, HubSpot tracks login history and session details, records created, modified, and deleted, bulk actions performed, settings changes, and export activities.

Compliance Reporting

Consent Audit Reports

Generate reports showing contacts by legal basis, consent acquisition over time, opt-out trends, and communication preference distribution.

Data Export for Audits

When facing regulatory audits, you can export complete contact databases with consent records, activity logs for specific date ranges, user access and permission records, and integration and third-party data sharing logs.

Retention Policies

Automated Data Lifecycle Management

Configure retention policies to automatically flag records exceeding retention periods, trigger review workflows for stale data, archive or delete per policy requirements, and document retention decisions.

Configuring HubSpot for Regulated Industries

Generic compliance features need specific configuration for regulated industries. Here's sector-specific guidance.

Financial Services

Key Concerns: SEC/FINRA record-keeping requirements, customer financial data protection, marketing to investors, and anti-money laundering considerations.

Configuration Recommendations:

1. Extended Retention Policies

Financial regulations often require 6+ year record retention. Configure automatic archival workflows (not deletion), clear retention period tracking per record type, and export procedures for long-term storage outside HubSpot.

2. Communication Compliance

Use HubSpot's email logging to maintain complete communication records, configure mandatory BCC to compliance archives, implement approval workflows for marketing communications, and track call recordings and meeting notes.

3. Access Controls

Limit access to financial data fields, implement team-based permissions, require two-factor authentication, and conduct regular access reviews and certification.

4. Marketing Compliance

Create approval workflows for investor communications, implement required disclosures in email templates, and track and document marketing consent separately from product communications.

Healthcare

Key Concerns: HIPAA compliance for PHI, patient consent management, access controls and minimum necessary standard, and Business Associate Agreements.

Important Note: HubSpot is NOT a HIPAA-covered entity and does not sign Business Associate Agreements (BAAs) for its standard product. This means Protected Health Information (PHI) should NOT be stored in HubSpot. HubSpot is suitable for marketing and general CRM functions, but patient-specific health data requires a HIPAA-compliant system.

Safe Use Cases for Healthcare Organizations:

Marketing to prospective patients (non-PHI), general inquiry management, provider relationship management, vendor and partner communications, and employee recruitment.

Configuration Recommendations:

1. Data Segregation

Create clear policies on what data enters HubSpot, train staff on PHI vs. non-PHI distinctions, implement property-level restrictions, and conduct regular audits for accidental PHI exposure.

2. Consent Management

Implement robust opt-in tracking for marketing communications, clear distinction between marketing and treatment communications, and patient preference documentation.

3. Access Restrictions

Use role-based access with minimum necessary principle, audit logs for all access, and regular access certification.

Professional Services

Key Concerns: Client confidentiality, conflict of interest management, engagement record-keeping, and professional standards compliance.

Configuration Recommendations:

1. Client Confidentiality Walls

Implement team-based record access, configure visibility rules by client or engagement, and use deal-level permissions for sensitive matters.

2. Conflict Checking

Create custom properties for conflict tracking, implement workflows to flag potential conflicts, and maintain searchable relationship records.

3. Engagement Documentation

Link all communications to engagement records, implement matter-specific tagging, and configure archival policies per engagement type.

Building a Compliance-First CRM Practice

Technical configuration is only part of the compliance equation. Sustainable compliance requires organizational commitment.

The People Element

Compliance Training Program

Provide initial training for all CRM users, role-specific deep dives (marketing, sales, service), annual refresher training, and updates when regulations change.

Clear Responsibilities

Designate a compliance lead for CRM operations, define data stewardship roles, establish escalation procedures, and create incident response contacts.

Culture of Compliance

Foster leadership modeling of compliant behavior, regular compliance communications, recognition for compliance excellence, and no tolerance for shortcuts.

The Process Element

Standard Operating Procedures

Document procedures for data subject access requests (30-day SLA under GDPR), data deletion requests, consent collection and documentation, breach detection and notification, periodic compliance reviews, and new regulation assessment.

Regular Compliance Audits

Conduct quarterly reviews of consent records completeness, data accuracy and currency, access control appropriateness, and policy adherence.

Incident Response Plan

Prepare for potential breaches with detection and classification procedures, notification workflows and templates, regulatory reporting procedures, customer communication plans, and post-incident review process.

The Technology Element

Ongoing Configuration Management

Document all compliance-related configurations, test configurations after HubSpot updates, review third-party integration compliance, and monitor for configuration drift.

Integration Governance

Evaluate every integration for data protection capabilities, compliance certifications, data handling terms, and sub-processor status under GDPR.

Why Partner with Vantage Point for Compliance

Compliance in HubSpot requires expertise that goes beyond standard CRM implementation. Here's why regulated organizations choose Vantage Point:

Our Compliance Expertise

Regulated Industry Focus

We've implemented HubSpot for organizations where compliance isn't optional: financial services firms, healthcare organizations, insurance companies, and professional services firms.

Deep Understanding of Requirements

Our consultants understand not just HubSpot capabilities, but the underlying regulatory requirements: GDPR article-level knowledge, SOC 2 trust criteria familiarity, and industry-specific regulation awareness.

Practical Implementation Experience

We've solved real compliance challenges including configuring consent tracking for complex marketing programs, designing audit-ready record-keeping systems, building compliant workflows for regulated communications, and creating training programs that drive adoption without compliance shortcuts.

Our Process

1. Compliance Assessment – We begin by understanding your regulatory obligations and current compliance posture
2. Gap Analysis – We identify where your current HubSpot configuration falls short of requirements
3. Configuration Roadmap – We design a prioritized plan to achieve and maintain compliance
4. Implementation – We configure HubSpot to meet identified requirements, with full documentation
5. Training – We ensure your team understands both the technology and the compliance principles
6. Ongoing Support – We provide continued guidance as regulations evolve and your needs change

Frequently Asked Questions

Is HubSpot GDPR compliant?

HubSpot has implemented comprehensive GDPR compliance measures and provides tools to help customers achieve compliance, including consent tracking, data subject rights management, and audit trails. HubSpot signs Data Processing Agreements (DPAs) with customers. However, compliance ultimately depends on how you configure and use the platform—HubSpot provides the tools, but proper implementation is your responsibility.

Is HubSpot SOC 2 certified?

Yes, HubSpot maintains SOC 2 Type II certification, which means an independent auditor has verified that HubSpot's security controls are appropriately designed and operating effectively. You can request HubSpot's SOC 2 report through your account representative or HubSpot's trust center.

Can HubSpot be used for HIPAA-covered healthcare data?

HubSpot is not HIPAA compliant and does not sign Business Associate Agreements (BAAs) for its standard product. Protected Health Information (PHI) should not be stored in HubSpot. Healthcare organizations can use HubSpot for marketing, general inquiries, and non-PHI communications, but patient-specific health data requires a HIPAA-compliant system.

How does HubSpot handle data subject access requests?

HubSpot provides one-click data export capabilities that allow you to fulfill data subject access requests. You can export a complete record of any contact's data, including all properties, communications, activities, and associations, in portable formats like CSV or JSON.

What happens to data when you delete a contact in HubSpot?

When you delete a contact in HubSpot, the record is permanently removed from the system, including associated activities and communications. HubSpot's deletion process is designed to meet GDPR's right to erasure requirements. An audit trail of the deletion request is maintained for compliance documentation.

How long does HubSpot retain data?

HubSpot retains customer data for the duration of the subscription agreement and a reasonable period thereafter (typically 90 days) unless you request earlier deletion. You can configure your own retention policies using HubSpot's workflow and automation tools to flag, archive, or delete records per your compliance requirements.

Can HubSpot support multi-jurisdiction compliance?

Yes, HubSpot's flexible consent management allows you to configure different legal bases and consent tracking for different jurisdictions. You can create region-specific forms, consent preferences, and communication rules to address varying requirements like GDPR (EU), CCPA (California), and other regional regulations.

Conclusion: Compliance as Competitive Advantage

For organizations in regulated industries, compliance can feel like a burden—an endless series of requirements that slow operations and create overhead. But forward-thinking organizations recognize that robust compliance is actually a competitive advantage.

Customer trust: Prospects and customers increasingly evaluate vendors on data protection practices. Demonstrable compliance builds confidence.

Operational efficiency: Well-designed compliance processes reduce risk and eliminate the chaos of ad-hoc responses to regulatory requirements.

Sustainable growth: Compliance violations can halt growth overnight. Proactive compliance creates a stable foundation for expansion.

Market access: Enterprise customers and regulated industries require vendor compliance. SOC 2 and GDPR compliance open doors.

HubSpot provides the technical foundation for compliance. The Vantage Point People-Process-Technology methodology ensures that foundation is built on properly. And ongoing vigilance ensures compliance is maintained as regulations evolve and your organization grows.

Don't treat compliance as an afterthought. Make it a competitive advantage.