Building an AI Growth Engine: How Eventus Used HubSpot AI to Scale Pipeline Without Scaling Headcount

A small marketing team. A niche, technically demanding market. Explosive growth ambitions. Eventus, the award-winning trade surveillance company trusted by tier-1 banks and global regulators, needed a way to turn a flood of marketing-qualified leads into qualified pipeline without adding headcount. Working with Periti Digital, they built something remarkable: a fully automated, AI-driven revenue engine inside HubSpot.

By Luke Curry · April 2026

THE COMPANY

Keeping Markets Honest, at Scale

In the complex, high-stakes world of financial markets, the difference between a compliance failure and a clean bill of health can hinge on a single data point caught in a millisecond. Eventus — headquartered in Austin, Texas, and recognised as a five-time winner at the RegTech Insight Awards — exists to make that catch, every time.

The company’s Validus platform monitors trading behaviour across equities, options, futures, foreign exchange, fixed income, and digital asset markets for tier-1 banks, broker-dealers, futures commission merchants, proprietary trading firms, and regulators worldwide. In late 2025, Eventus extended that intelligence further with the launch of Frank AI, a conversational interface that allows compliance teams to query their own surveillance data in plain English — without a line of code.

It is, in short, a company that has staked its reputation on the idea that technology should reduce noise and surface what matters. The irony was not lost on Katie Pritchard, Head of Marketing at Eventus, that their go-to-market operation faced a version of the same problem their product was built to solve: too much data, too many signals, and not enough capacity to act on all of them.

THE CHALLENGE

More Leads Than the Team Could Handle

Eventus operates in a market where the buyer is inherently sophisticated and the sales cycle is long. Its target customers — banks, broker-dealers, exchanges, futures commission merchants, and regulators — are not always obvious from a company’s name or website alone. A firm that looks, at first glance, like a consultancy or a software vendor may, on closer inspection, run a trading desk that puts them squarely in the crosshairs of regulatory scrutiny.

This nuance had consequences. Demand generation was working; leads were coming in. But manually reviewing each one to determine whether it genuinely fit Eventus’s ideal customer profile was exhausting. Every week, Pritchard would sit down with the company’s Global Head of Sales to go through companies one by one, making judgment calls that required industry expertise, context, and time that neither of them had in abundance.

Leads were sitting idle for too long. Momentum was bleeding away in the handoff from marketing to sales. The pipeline that Eventus’s campaigns were generating wasn’t converting at the rate it should — not because the leads weren’t good, but because the team simply couldn’t move fast enough to act on them.

To their credit, the Eventus marketing team didn’t wait for a vendor to solve this for them. In the first half of 2025, they set about building their own AI-driven qualification and routing solutions from scratch. It was a significant investment of time and energy. And it was about to pay off in a way they hadn’t anticipated.

THE SOLUTION

Building an Intelligent Engine Inside HubSpot

When Eventus attended HubSpot’s Inbound conference in late 2025, the platform announced its native AI tooling — including Breeze Data Agent, Breeze Prospecting Agent, and a suite of complementary intelligence tools. For Pritchard and her team, it was a moment of recognition rather than disruption.

“All that work we had done beforehand wasn’t wasted at all,” she recalls. “If anything, it put us in a really strong position. We already knew our use cases, we knew our pain points, and we knew what success looked like for us. When Data Agent came along, we were able to move really quickly.”

Working with Brian Cronin, Manager of HubSpot Consulting at Periti Digital, Eventus designed and implemented a multi-layered AI architecture inside HubSpot that mirrored, and ultimately replaced, the manual processes that had been consuming their team’s bandwidth.

Data Agent: The Foundation

The cornerstone of the solution was HubSpot’s Breeze Data Agent — a tool that, Cronin is quick to emphasise, tends to be underestimated by companies new to the Breeze ecosystem. “A lot of companies that want to use the Breeze agents start with Prospecting Agent,” he explains. “It’s the most obvious end point. But Data Agent is where we often have to begin.”

The reason is foundational. Prospecting Agent can only be as good as the data it operates on. If the contacts feeding into it haven’t been properly classified, scored, and routed, the outreach it generates will be misdirected at best, counterproductive at worst. Cronin and his team spent considerable time getting Eventus’s data right first — a process that included a thorough cleanse using Apollo, clearing out dead data, filling in missing job titles, and resolving broken email addresses.

With clean data as the substrate, Cronin built a sophisticated ICP-matching workflow inside HubSpot using the Breeze Data Agent action within a workflow engine. Rather than producing a simple yes/no verdict, the system outputs three values: a confidence score, an ICP match determination, and a plain-English reasoning summary. Companies are sorted into three buckets: confirmed ICP, confirmed non-target, and “needs review.”

This third category — the “needs review” bucket — was a deliberate design decision. High-value financial institutions warrant human judgment. The system was engineered to bring Pritchard and her Global Head of Sales into the loop only where genuine ambiguity existed, surfacing the AI’s reasoning so the decision could be made in seconds rather than minutes.

Data Agent then descends to the contact level, assessing job titles, keywords, and role relevance to determine whether an individual, not just their employer, is a genuine target. Qualified contacts are then automatically assigned to the most appropriate account executive based on region, company size, and firm type — a routing logic that had previously required a series of complex manual workflows to approximate.

Prospecting Agent: The Execution Layer

Once a lead has been qualified and assigned by Data Agent, Breeze Prospecting Agent takes over. Cronin built tailored agents for each of Eventus’s account executives — one per rep, calibrated to their individual tone, communication style, and outreach approach. The agents learn from rep behaviour over time: every edit, every piece of feedback, every sent email trains the model to align more closely with how that particular person actually sells.

The result is outreach that, in Pritchard’s words, should not look like an agent wrote it. “It should just look like your reps are on fire with their outreach,” she says. The agent also evaluates timing, factoring in company activity, recent news, and a contact’s history with Eventus before deciding whether to recommend outreach at all. Sometimes, the right answer is to wait.

All of this connects to Data Agent’s output. Historical deal data, previous engagement, closed-lost context — all of it informs the personalisation of every email the agent drafts.

Beyond Qualification: Insights and Intent

Eventus extended the architecture further with two additional intelligence layers. A deal loss agent analyses patterns across closed-lost opportunities, surfacing insights that previously required hours of manual review and now appear almost immediately. And buyer intent signals — website visits, engagement triggers — automatically enrol prospects into prospecting workflows, capturing pipeline that would previously have leaked away because the prospect never completed a form.

THE RESULTS

A Measurable Shift, in Under One Quarter

The impact became visible quickly. Within one quarter of going live, the numbers told a story that the team found difficult to understate.

Ten meetings booked in a single month, driven entirely by Prospecting Agent — and that was in addition to, not instead of, the team’s own outreach. Fifty percent of all contacts that received sales attention in the quarter had AI-generated outreach in the loop. And approximately five hours per rep per week reclaimed from the grind of researching companies, drafting messages, and manually routing leads — a figure that Pritchard herself describes as conservative.

The credits budget, always a point of uncertainty for teams deploying AI tools for the first time, was calibrated precisely by Cronin and the Periti team before the project began. Eventus used almost exactly what was allocated. Not a token wasted.

The qualitative shift has been equally significant. The weekly ICP review session that Pritchard used to dread — a manual, time-consuming trawl through company profiles — now takes a fraction of the time. The “needs review” bucket surfaces only the genuinely ambiguous cases, pre-loaded with the AI’s reasoning and a concise company summary. Decisions that used to require a deep-dive into a company’s website now take seconds.

For account executives, the shift is no less profound. Early in the deployment, reps were making regular edits to the agent-drafted emails as the system learned their voice. Now, several are reading and clicking send.

LESSONS LEARNED

What Eventus Would Tell Every Company Considering This Path

For Pritchard, the experience distils into a handful of principles she is now happy to share with any marketing leader facing a similar challenge.

The first is to start with the problem, not the technology. The explosion of AI tools available inside HubSpot — and across the industry more broadly — can make it tempting to reach for capabilities before understanding the specific bottleneck they are meant to address. Eventus had the advantage of having already done that thinking before the tools arrived. They knew exactly where their pain was, which meant they could deploy each agent with precision.

The second is that data quality is not a precondition for starting — it is the work itself. No amount of sophisticated AI tooling will compensate for a CRM filled with stale records, missing fields, and inconsistent categorisation. The data cleanse that Cronin and the Eventus team undertook at the outset of the project was not a preliminary step to be rushed through. It was foundational.

The third is iteration. Eventus began this work nine months before this case study was written and describes themselves as still refining prompts, adjusting criteria, and improving agent performance today. That is not a sign of an incomplete project. It is the nature of the work.

And the fourth, Pritchard is emphatic, is partnership. Eventus had strategic clarity and deep domain knowledge. What Periti Digital brought was the architectural expertise to translate that clarity into a working system — connecting Data Agent to Prospecting Agent, wiring in the workflows, calibrating the credits, building the per-rep agents — with the speed and precision that comes from having done it before.

THE BROADER PICTURE

A Pattern Emerging Across the Market

Eventus is not alone in navigating these challenges. Periti Digital has worked with a growing roster of software and financial services companies — including Wilmington plc, a UK-listed provider of data and training services for the Risk, Compliance, and Finance sectors, and Rubicon-Bridge, a specialist in automated regulatory compliance technology — that are grappling with the same fundamental tension: sophisticated buyers, complex segmentation requirements, and lean go-to-market teams that cannot scale headcount indefinitely.

The RegTech market itself is expanding rapidly. According to industry analysts, the global RegTech sector was valued at approximately $19 billion in 2025 and is projected to reach $85 billion by 2035, driven in large part by the increasing demand for AI-powered compliance and surveillance solutions. Within that market, the AI component alone is expected to grow at a compound annual rate exceeding 36 percent.

In this environment, the ability to qualify, route, and engage the right prospects at scale — without proportional increases in headcount — is not a competitive advantage. It is a survival requirement. What Eventus has built with Periti Digital is one model of what that looks like in practice.

Ready to Build Your Own AI-Powered Pipeline? Periti Digital is a HubSpot Elite Partner specialising in AI-driven CRM strategy, implementation, and growth architecture. Whether you’re exploring Breeze Agents for the first time or looking to unlock more from an existing HubSpot investment, our team can help you build a system that works.

ABOUT EVENTUS

Eventus is a leading provider of multi-asset class trade surveillance and market risk solutions. Its award-winning Validus platform is deployed by tier-1 banks, broker-dealers, FCMs, proprietary trading groups, exchanges, buy-side institutions, and regulators worldwide. Founded in Austin, Texas, Eventus has earned nearly 50 global and regional awards for platform excellence and client service, most recently including Best Trade Surveillance Solution at the RegTech Insight Awards USA 2025. In 2026, Terminus Capital Partners made a majority investment in Eventus to accelerate global expansion and product innovation. eventus.com

ABOUT PERITI DIGITAL

Periti Digital is a HubSpot Elite Partner with offices in Dublin, Lisbon, and Boston. The firm specialises in CRM strategy, HubSpot implementation, and AI-powered go-to-market architecture for B2B technology and financial services companies. peritidigital.com