Exelement.co

Overview

For B2B teams selling into the Nordic market, accurate company data is the foundation of effective outreach, lead scoring, and territory management. Enento Group — the Nordic data company listed on Nasdaq Helsinki — operates the authoritative business registries across all four Nordic markets under three distinct brands: Proff in Norway (proff.no) and Denmark (proff.dk), Allabolag in Sweden (allabolag.se), and Asiakastieto in Finland (asiakastieto.fi). Together they hold verified information on millions of registered businesses — from annual revenue and employee headcount to credit ratings, board members, signing authority, and ultimate beneficial ownership.

Without a direct connection between HubSpot and these registries, your CRM fills with incomplete records. Sales reps manually research organisation numbers, estimate company sizes, and make judgment calls on which accounts to prioritise — without knowing whether a prospect is financially healthy or whether a change in ownership signals a buying opportunity. Marketing segments become unreliable when industry classifications and company size fields are blank or inconsistent.

The Proff app, delivered through SyncCloud, creates a managed enrichment pipeline between HubSpot and the Enento Group registries. When a new company enters HubSpot, enrichment triggers automatically — SyncCloud routes the lookup to the correct national registry based on the company's country, matches the record, and writes verified data back to your HubSpot company properties. Existing records can be enriched in bulk on a schedule. Your team stops researching and starts selling.

What you can do

Use cases

Automatic firmographic enrichment on new company records

The moment a new company is created in HubSpot, the Proff app queries the correct Enento Group registry based on the company's country and writes organisation number, industry, employee count, revenue, and registered address back to HubSpot properties automatically.

ICP qualification and lead scoring accuracy

Registry-verified company data makes HubSpot lead scoring far more reliable than self-reported form fields. The Proff app keeps scoring fields current on a defined enrichment schedule, so scoring reflects real-world company changes.

Sales prioritisation using ownership and financial signals

Credit scores, payment default flags, ownership structure, and corporate hierarchy data are written into custom HubSpot properties — helping sales teams spot buying windows from ownership changes and filter high-risk accounts before investing time in the sales cycle.

Segmentation by industry, geography, and company size

With reliable employee count, industry code, registered address, and revenue in HubSpot, marketing can build accurate firmographic segments and sales can assign territory by company type and size — without manual data cleaning.

The managed service

How SyncCloud works

The Proff app is delivered as a managed integration through SyncCloud. Exelement configures the full pipeline: Enento Group API credentials, country-based routing logic (Proff for Norway and Denmark, Allabolag for Sweden, Asiakastieto for Finland), company matching logic (by organisation number, domain, or name), field mapping between registry data points and your HubSpot company properties, and trigger rules (on record creation, on schedule, or on demand).

Enrichment operates in a configurable mode: by default, the Proff app only populates empty fields, preserving any values your team has entered manually. Full-overwrite mode is available for fields where registry accuracy should take precedence — such as revenue figures, employee count, and credit scores. A hybrid approach is common: overwrite structured financial and firmographic fields, never overwrite manually curated relationship fields.

Once live, the pipeline runs without maintenance burden on your team. Exelement monitors the connection, handles Enento Group API changes, and adjusts field mapping as your HubSpot property structure evolves.

Setup and requirements

Technical notes

API access to Proff, Allabolag, and Asiakastieto is provided through Enento Group's unified developer portal (developerportal.enento.com). A paid commercial data subscription with Enento Group is required — the API agreement is between your organisation and Enento, not Exelement. Exelement advises on the appropriate subscription tier and data products during the scoping call based on your enrichment volume and the Nordic markets you operate in.

A HubSpot sandbox environment is required for testing before production deployment. Country-based registry routing is configured by Exelement: Norwegian companies are matched against Proff (proff.no), Danish companies against Proff (proff.dk), Swedish companies against Allabolag, and Finnish companies against Asiakastieto. Full pan-Nordic coverage is handled within a single integration configuration.

Proof of concept (one-way enrichment for a single market) is typically live within 1–2 weeks of confirmed API access. Full production deployment covering all required markets, field mapping, trigger logic, and error-handling takes 3–4 weeks.

FAQs

What is the Proff app and why does it matter for HubSpot?

The Proff app connects HubSpot to the business information registries operated by Enento Group across the Nordic markets: Proff in Norway (proff.no) and Denmark (proff.dk), Allabolag in Sweden (allabolag.se), and Asiakastieto in Finland (asiakastieto.fi). These registries hold verified data on millions of registered companies — including organisation numbers, board members, corporate structure, signing authority, financials, credit ratings, and ownership structures. For HubSpot users, connecting via the Proff app means every company record can be automatically enriched with verified firmographic data directly from official Nordic sources. This removes the manual research burden from sales and marketing teams and ensures your HubSpot data reflects the ground truth of the Nordic business landscape.

What data from Proff/Allabolag syncs into HubSpot?

SyncCloud maps the following data points from Proff/Allabolag into HubSpot company properties: registered company name, organisation number, legal form, registered address, industry (SNI/NACE code), number of employees, annual revenue, credit rating score, board members and roles, ultimate beneficial owner, and date of incorporation. Which fields are populated depends on the data available in the registry for each company. Fields can be mapped to existing HubSpot standard properties or written to custom properties you define.

How does SyncCloud trigger enrichment — is it manual or automatic?

Both modes are available. Automatic enrichment triggers when a new company record is created in HubSpot — SyncCloud looks up the organisation number or company name against Proff/Allabolag and writes the enriched data back within seconds. You can also run a bulk enrichment pass across existing records on a schedule, or trigger enrichment manually for specific records via a HubSpot workflow action. Exelement configures the trigger logic as part of the implementation — no custom code required on your end.

Which Nordic markets does the Proff app cover?

The Proff app covers all four Nordic markets through the Enento Group brand family. Proff covers Norway (proff.no) and Denmark (proff.dk). Allabolag covers Sweden (allabolag.se). Asiakastieto covers Finland (asiakastieto.fi). SyncCloud configures country-based routing automatically — each HubSpot company record is matched against the correct national registry based on the country field. If you operate across multiple Nordic markets, all four are handled within a single integration configuration. No separate setup is required per country.

What happens if a company can't be found in the registry?

If SyncCloud cannot match a company record against Proff or Allabolag — due to an unusual company name, a newly registered entity, or a foreign company outside registry coverage — the HubSpot record is left unchanged and a status field (configurable) is updated to 'Not found'. No data is overwritten with blank values. You can build a HubSpot workflow on this status field to flag records for manual review or assign them to a data clean-up queue.

Will enrichment data overwrite existing HubSpot field values?

This is configurable. By default, SyncCloud operates in 'enrich empty fields only' mode — it will only write data to HubSpot properties that are currently blank, preserving any values your team has already entered manually. If you prefer registry data to take precedence over manually entered data (useful for keeping revenue and headcount figures current), we can configure a full-overwrite mode. A hybrid approach is also possible: overwrite specific fields like revenue and credit score, but never overwrite manually curated fields like 'Primary contact name'.

How long does a HubSpot and Proff/Allabolag integration take to set up?

A proof-of-concept with one-way enrichment (Proff/Allabolag → HubSpot) typically takes 1–2 weeks from kickoff, assuming API access to Proff/Allabolag is confirmed and a HubSpot sandbox is available for testing. Full production deployment with field mapping review, trigger logic, and error-handling configuration is typically 3–4 weeks. Exelement manages the SyncCloud configuration end-to-end — you provide field mapping preferences and we handle the rest.

Do we need a paid data subscription to use the Proff app?

Yes. API access to Proff, Allabolag, and Asiakastieto is provided through Enento Group's unified developer portal (developerportal.enento.com) — a single commercial relationship that covers all three brands and their respective Nordic markets. A paid data subscription with Enento Group is required; the agreement is between your organisation and Enento, not Exelement. The subscription tier you need depends on your enrichment volume and the number of markets you operate in. Exelement advises on the appropriate tier during the scoping call, but the API agreement is yours to manage directly with Enento Group.

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Featured case study

Completely reliable CRM data with Proff, Allabolag and Asiakastieto