Case / ORX

ORX unifies member hub with HubSpot Enterprise

Industry:

Finance

Region:

EMEA

Business Size:

Enterprise

Service:

Website Design & Development, HubSpot Integration, HubSpot CRM, HubSpot Consultancy

Hubs Used:

Marketing Hub

Enterprise

Sales Hub

Enterprise

Service Hub

Enterprise

Key outcomes

Complete unification of dual separate domains into a single, high-performance HubSpot Enterprise environment.
Automated secure delivery of confidential reports, eliminating highly manual, high-risk administrative distribution routines.
Frictionless Single Sign-On (SSO) and OAuth integration engineered in tandem with third-party software providers.
Drastic elevation in membership resource visibility, actively driving asset engagement across major financial institutions.

Avidly partnered with ORX to execute a comprehensive technical overhaul, turning a fragmented and complex digital footprint into a highly secure, integrated commercial platform. Operating as the largest non-profit operational risk management association in financial services—serving elite institutions like HSBC and Barclays—the organisation was restricted by split domains, poor user experiences, and time-consuming manual document distribution.

Rather than approaching this as a basic content update, we delivered a multi-phased enterprise-grade solution spanning a 9–12 month duration. By mapping intricate operational requirements directly to HubSpot CMS Enterprise and the underlying Smart CRM, we successfully substituted legacy processes with automated Private Content infrastructure, securely locking down sensitive materials while keeping navigation completely fluid.

The result is a unified digital ecosystem that provides a seamless 360-degree view of both member and non-member interactions. Backed by custom API connections, GraphQL queries, and structured training programmes, ORX has removed internal administrative bottlenecks, enhanced its standing within the risk management community, and built a scalable foundation prepared for continuous international growth.

Business overview

ORX is the largest non-profit operational risk management association in financial services, providing comprehensive support, resources, and insights to global institutions like HSBC and Barclays. Managing an extensive repository of highly sensitive intelligence and research data, the association serves both dedicated member communities and non-member financial professionals worldwide.

Despite maintaining an industry-leading position, the organisation reached a critical turning point when its fragmented web assets and disconnected systems hindered user engagement. To transition from a passive resource shop to an active, modern risk-management partner, ORX required a sophisticated strategic partner capable of bringing structural discipline and absolute security to its complex HubSpot architecture.

Executive summary

Avidly partnered with ORX to architect a secure, centralised membership hub focused on eliminating manual administrative strain and driving digital user adoption. By conducting deep scoping workshops and mapping out user journeys, Avidly replaced a disjointed web setup with an optimised CMS Enterprise foundation.

The project was executed across two distinct milestones, integrating Sales, Service, and Marketing Hubs with a bespoke single sign-on mechanism. The final delivery successfully automated confidential data sharing through HubSpot's Private Content tools, creating an environment where corporate leaders and risk managers can instantly locate, view, and implement vital sector insights.

The challenge

As member expectations evolved, ORX's split-domain structure resulted in severe user frustration, obscured content visibility, and wasted internal processing time. Marketing and operational activities lacked a unified public space, leaving members entirely unaware of the vast array of premium materials and analytical tools available to them.

Furthermore, distributing confidential, highly regulated data required the internal team to email out individual reports entirely by hand to prevent security breaches. The primary obstacle was migrating this sprawling database safely onto a single system while integrating an intricate, evolving third-party SSO authentication process without disrupting continuous business operations.

The solution

Avidly's technical team resolved these infrastructure and security roadblocks by deploying a long-term, phased development strategy backed by specialized custom engineering.

The tailored system configuration included:

Enterprise platform consolidation: Merging disparate web properties onto HubSpot CMS Enterprise to provide a single, polished home for all digital assets.
Private and Smart Content activation: Constructing automated access-controlled networks to partition member-only documents securely based on user profile logic.
SSO and custom API bridging: Developing complex GraphQL, OAuth, and Single Sign-On integrations to sync user access permissions across external systems.
Phased strategic optimisation: Delivering ongoing technical support, thorough SEO audits, and content quality control frameworks across Phase 1 (MVP) and Phase 2 (post-live expansion).

The results

The strategic collaboration transformed ORX from a slow, manual publishing model into a dynamic digital authority. Financial professionals now browse combined industry resources through frictionless navigational paths, while internal teams monitor site activity using real-time data dashboards.

Internally, the rollout lifted administrative friction, empowering the data operations team to take a proactive role in strategic company decisions. By establishing a unified community experience without compromising on security, the platform has successfully lowered operational costs and strengthened ORX's position as a premier risk management leader.

"The UK Avidly team have been fantastic to work with - particularly Tom and Chris who have been endlessly calm and patient with us. Other colleagues brought in for various specialisms such as design, SEO and CRM were all equally good to work with. Nothing seemed like too much trouble, even as our requirements evolved throughout the project, which was more complex than anticipated due to the interaction with our new single sign on solution."

Amy Lauder

ORX Global

Why Avidly? And what's next?

ORX selected Avidly for our extensive experience navigating highly complex, data-heavy portal architectures and our ability to remain endlessly patient through evolving project requirements. We do not provide generic, off-the-shelf templates; we deliver the high-level strategic sparring, technical discipline, and full-service expertise needed to execute challenging corporate turnarounds.

With the core CMS Enterprise site and automated membership tracks operating smoothly, the ongoing relationship focuses on further HubSpot platform optimisation and data refinement. This robust, fully adopted system configuration ensures that as ORX scales its risk management programmes internationally, its digital ecosystem remains a powerful tool for enterprise velocity and total community alignment.