Nook Seeks Expanded Credit Union Ownership, Reinforcing Its Role as the Industry’s HubSpot CUSO

Austin Wentzlaff

​Nook, a credit union service organization (CUSO) and Platinum HubSpot Solutions Partner, is expanding credit union ownership opportunities as part of its next phase of growth—further solidifying Nook’s position as the HubSpot CUSO purpose-built for the credit union industry. 
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This expansion reflects growing demand from credit unions seeking a more collaborative, secure, and credit-union-aligned approach to modernizing revenue operations across marketing, sales, CRM, and member engagement. By inviting additional credit unions to participate as owners, Nook is doubling down on its founding principle: infrastructure for credit unions should be built with credit unions, not simply sold to them. 

“Nook was created to bridge the gap between the unique needs of credit unions and the power of HubSpot,” said Austin Wentzlaff, Founder and CEO of Nook. “As more credit unions standardize on HubSpot as their engagement and CRM platform, it became clear the industry needed a dedicated CUSO—one focused on secure data architecture, shared frameworks, and long-term operational value. Expanding credit union ownership is a natural next step in that mission.” 

Establishing the HubSpot CUSO for Credit Unions 
Nook has emerged as the recognized HubSpot CUSO by delivering credit-union-specific implementations, secure data architecture, and scalable lifecycle automation designed for the realities of cooperative financial institutions. Central to this approach is Nook’s proprietary Data Connector, which enables enterprise-grade integration between core and ancillary systems and HubSpot—without member data ever leaving the credit union’s controlled environment. 

A Collaborative Ownership Model Built for the Industry 
The planned ownership expansion is designed to bring more credit unions into Nook’s collaborative ecosystem—allowing participating institutions to help shape product direction, influence roadmap priorities, and benefit from shared innovation across the network. 

Credit union owners gain: 

• Strategic influence over a purpose-built HubSpot ecosystem 
• Early access to new integrations, automation frameworks, and industry IP 
• Preferential pricing and service benefits 
• A shared stake in the digital infrastructure powering the next generation of credit union engagement 

While the initiative includes a capital raise to support hiring, product development, and continued platform investment, Nook emphasizes that the primary objective is alignment—not fundraising. 

“This is about rallying the industry around a shared challenge and opportunity,” said Wentzlaff. “If HubSpot is going to serve as the operating system for modern credit unions, the industry needs a clear, credit-union-owned CUSO behind it. That’s the role CUSOs were designed to play—and that’s exactly what we’re building.” 

Looking Ahead 
Nook plans to use the investment to accelerate development of core and ancillary integrations, expand its customer success and RevOps teams, and continue investing in credit-union-specific IP across data, automation, and lifecycle engagement. 

Additional details regarding ownership participation and timing will be shared directly with interested credit unions by reaching out to Austin Wentzlaff at [email protected] 

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