American Electric Rates

Building a Scalable Enrollment Engine Through HubSpot CRM and Custom API Integration

Website

HubSpot CRM

Digital Strategy

Overview

American Electric Rates (AER) is a digital platform helping consumers in deregulated energy markets compare and enroll in electricity plans. However, their original enrollment process was fragmented, spread across outdated forms, disconnected quoting tools, and external applications. Without a unified CRM or lead tracking system, AER struggled to deliver a smooth customer experience or measure performance effectively. Nexa Cognition was brought in to unify the platform’s workflows, streamline enrollment, and unlock operational visibility at scale.

Enhancing Enrollment and Boosts Conversions with Scalable HubSpot CRM Integration

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Objectives

The engagement focused on replacing AER’s legacy systems with a conversion-optimised, API-integrated workflow powered by HubSpot. Core goals included dynamically displaying electricity plans by ZIP code and provider, ensuring all lead data was securely captured and processed through HubSpot CRM, and enabling granular segmentation by geography, provider, and source.

Challenges

AER’s enrollment workflow required dynamic adaptation based on a user’s ZIP code, utility provider, and service area, adding significant complexity. Out-of-the-box HubSpot forms lacked the ability to handle asynchronous API requests or conditional logic at this scale, necessitating a customised solution. The challenge was not only technical but also strategic, balancing UX, speed, and backend precision within a compliant and scalable framework.

Solution

We developed a custom front-end framework using HTML, JavaScript, and CSS, independent of the main domain to ensure full control over responsiveness and security. This allowed dynamic fetching and rendering of electricity plans via a robust third-party API.

On submission, user data was routed into HubSpot CRM where lifecycle stages, lead statuses, and segmentation rules were automatically applied. We implemented hidden UTM fields to capture attribution, and built custom lists and reports to track submissions in real-time. The result was a flexible, modular funnel backed by an intelligent, insight-rich CRM strategy.

Unified CRM Infrastructure & Enhanced Enrollment Experience

AER’s rebuilt enrollment engine delivered measurable performance gains almost immediately. The form conversion rate jumped to 13.7%, more than doubling the legacy funnel’s average. Abandonment rates dropped by 31%, while 98.4% CRM property completion ensured rich, structured lead data on every submission. This rollout fundamentally redefined how AER enrolls customers, combining API-powered logic with CRM automation to create a scalable, future-ready acquisition platform for regulated energy markets.