INTEGRATIONSAFAS PROFIT + HUBSPOTConnect AFAS to HubSpot
Sales works in HubSpot, finance in AFAS, the Dutch ERP and HR suite. Connect them and a won deal becomes a customer account and order in AFAS without retyping, while sales sees in HubSpot whether a customer still has open invoices.
ISO 9001 & 27001
- New customer account comes from HubSpot
- Sales order comes from HubSpot
- Customer account number goes to HubSpot
- Outstanding invoices goes to HubSpot
- Revenue per customer goes to HubSpot
Built for clients including Tata Steel, M&G Investments, Digistore24, Toppers in Concert, Bar-le-Duc and Loogman
Without an integration, it goes like this: a deal closes and someone emails the customer details to finance. They create an organisation and customer account in AFAS, retype the billing address and enter the order. A Chamber of Commerce (KvK) number is missing, the VAT code is wrong, or the customer already existed under a slightly different name.
The other way round, sales misses the financial side. An account manager calls a customer about an upsell while three invoices are overdue, or doesn't know what the customer bought last year. That information sits in AFAS, which sales usually has no access to and doesn't need access to.
For each item: which direction it goes, when, and why. This is the starting point; in the first conversation we fit it to your situation.
- 01New customer accountHubSpot → AFAS Profitwhen a deal is marked as won
The company and contact from HubSpot become an organisation, person and sales relation in AFAS, through the UpdateConnectors KnOrganisation and KnSalesRelationOrg. If the organisation already exists, you link to it instead of creating a new one.
- 02Sales orderHubSpot → AFAS Profitwhen a won deal has products
The deal's line items become a sales order through the UpdateConnector FbSales. This only works if every product in HubSpot has an item code that exists in AFAS.
- 03Customer account numberAFAS Profit → HubSpotright after AFAS creates the customer account
The number from AFAS goes into a custom property on the company in HubSpot. Every later synchronisation matches on it, not on the company name.
- 04Outstanding invoicesAFAS Profit → HubSpotdaily
The outstanding and overdue amount per customer account, through a GetConnector on the outstanding items. In HubSpot these are two properties on the company, so sales sees them before a conversation.
- 05Revenue per customerAFAS Profit → HubSpotmonthly
Invoiced revenue over the past twelve months. Marketing can segment on it, and sales sees which customers are growing or shrinking.
Not always. If an existing integration for AFAS Profit and HubSpot does exactly what you need, we'll tell you.
Start in the AFAS Partnerportal: it lists integrations that AFAS has certified for functionality and security. Also search the HubSpot Marketplace. For each integration, ask which data it exchanges and in which direction: only companies and contacts, or also orders, items and payment status.
A standard integration is enough if you have one AFAS administration, your products in HubSpot match items in AFAS one to one, and you mainly want a won deal to become a customer account. If you also want invoices back in HubSpot, or orders with custom pricing agreements, you quickly end up with an integration built on the AFAS connectors and the HubSpot API.
- You have several administrations or operating companies in AFAS, and a deal has to land in the right one.
- Prices and discounts in HubSpot differ from the price lists in AFAS, and the order still has to be right.
- After a won deal, a project also needs to start in AFAS, not just a customer account.
- You use custom objects or several pipelines in HubSpot that a standard integration doesn't know about.
AI reads, sorts and prepares a suggestion. Where it matters, a person decides.
Checking a deal before it goes into AFAS
When a deal is won, an AI step can check whether the KvK number, billing address and VAT number are complete, and whether a similar organisation already exists in AFAS, with or without B.V. in the name. Doubtful cases go to finance instead of automatically becoming a new customer account.
Payment behaviour in one sentence
From the outstanding items, AI can write a short summary for sales, such as 'two invoices overdue, the oldest since March'. It appears as a note on the company in HubSpot. The AI step only reads that one customer account's data and writes nothing to AFAS.
Which system leads
Until the deal closes, HubSpot leads for company and contact. After that, AFAS leads for everything related to invoicing: billing address, payment terms and VAT number. Don't let HubSpot overwrite those fields in AFAS any more, or a salesperson may accidentally put an old address back on the invoice.
Duplicate organisations
Matching on company name fails with 'Jansen B.V.' and 'Jansen BV'. Match first on the AFAS number in HubSpot, then on KvK number, and let a person decide when in doubt.
Items and VAT
A line item in HubSpot is a description with a price. An order line in AFAS refers to an item with its own VAT code. Keep the HubSpot product library aligned with the items in AFAS, with AFAS as the source.
The right moment
Only create a customer account once the deal is won. HubSpot can send a webhook when the deal stage changes; the integration hooks into that. Pushing every lead to AFAS clutters your accounts receivable.
What goes where
Which data moves, in which direction, and which system wins when two values differ. That is written down before anything gets built. For this integration, that means: New customer account, Sales order, Customer account number, Outstanding invoices, Revenue per customer.
Fields and rules
For every field, how it translates between the systems: statuses, VAT codes, general ledger accounts, item numbers. And what happens with a duplicate or a missing value. For this integration, that means: Which system leads, Duplicate organisations, Items and VAT, The right moment.
Testing with real cases
In a sandbox or test administration, with the exceptions you actually run into: credit notes, partial deliveries, changed customer details.
Live, with logging and monitoring
Every sync is logged, and when something fails, someone gets an alert. If a vendor changes its API, we update the integration.
No account manager. You talk to someone who builds integrations themselves, and who will tell you when a standard integration is enough.
- Office on the Duivendrechtsekade in Amsterdam
- ISO 9001 and ISO 27001, certified by Kiwa
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Is there a standard integration between AFAS and HubSpot?
Look in the AFAS Partnerportal, where AFAS certifies integrations for functionality and security, and in the HubSpot Marketplace. For each integration, check whether it also exchanges orders and payment status, or only companies and contacts. If none fits, we can connect AFAS and HubSpot ourselves.
Which system leads for customer data?
Until a deal is won, HubSpot leads. Once the customer has an account in AFAS, AFAS leads for billing data such as address, payment terms and VAT number. Contacts and marketing data stay in HubSpot.
Can a won deal automatically become an order in AFAS?
Yes, through the UpdateConnector FbSales. The condition is that every product in the deal matches an item in AFAS, including the right VAT code. Without that mapping from product to item, someone still has to adjust the order lines by hand.
Can sales see in HubSpot whether a customer has paid?
Yes. An integration fetches the outstanding items per customer account from AFAS and sets the outstanding and overdue amount as properties on the company in HubSpot. Sales then sees the balance without access to the administration in AFAS.
How do I prevent duplicate customers in AFAS?
Store the AFAS number in HubSpot as soon as the customer account exists, and match on it. For new customers, search on KvK number first. Have someone in finance review cases where only the name looks similar.
Related services
- Connect AFAS to SalesforceConnect AFAS to Salesforce: accounts, opportunities and invoices flow both ways, within the API limits and with AFAS as the financial source of truth.
- Connect AFAS to TOPdeskConnect AFAS to TOPdesk: employees, departments and branches flow from AFAS into the service desk, and a new starter or leaver triggers a request.
- Connect AFAS to Microsoft 365Connect AFAS to Microsoft 365: a new employee in AFAS gets an account and groups in Entra ID, and the account is blocked when they leave the organisation.
- Connect AFAS to ChatGPTConnect AFAS to ChatGPT: give an AI assistant safe access to AFAS through an MCP server with limited permissions, and keep salary and BSN data out of it.
- Connect Exact Online to HubSpotConnect Exact Online to HubSpot: which data to exchange, what HubSpot's own app does, and what to watch out for with deals, invoices and payment status.
- Connect Twinfield to HubSpotConnect Twinfield to HubSpot: which data moves between CRM and accounting, which system leads, and where VAT, codes and API limits go wrong in practice.
Sources
The technical facts on this page come from the vendors' official documentation, checked on 19 September 2026. Vendors change their APIs and limits; when we build an integration, we always check the current state.
- AFAS Help Center: Adding and changing sales relations (KnSalesRelationOrg, in Dutch)
- AFAS Help Center: Adding and changing organisations (KnOrganisation, in Dutch)
- AFAS Help Center: Adding, changing or deleting orders (FbSales, in Dutch)
- AFAS Help Center: REST API for developers (in Dutch)
- AFAS Partnerportal: Integrations (in Dutch)
- HubSpot Developers: Webhooks API