About Plus Your Business
Plus Your Business is a HubSpot partner specialising in helping organisations maximise value from their HubSpot investment. Their services span CRM implementation, training and ongoing optimisation. As HubSpot expanded its AI capabilities through Breeze AI and Customer Agent functionality, the organisation began configuring AI systems that directly interact with end-customers, a significant shift that required stronger, formal governance.
The certification project was led by Managing Director Martin Shervington, with ISO Compliance Manager Brian Taylor overseeing the implementation of the AI Management System (AIMS).
The Challenge
HubSpot’s introduction of AI-driven Customer Agents marked a step-change for Plus Your Business. Instead of configuring software behind the scenes, the team were now deploying AI that would influence real customer interactions on behalf of clients.
To maintain trust, demonstrate accountability and meet rising client expectations, Plus Your Business wanted a structured, auditable approach to responsible AI. Rather than relying on informal best practice, they sought formal certification to ISO/IEC 42001:2023, demonstrating documented controls, risk discipline and governance.
Key drivers included:
- AI systems interacting directly with clients’ customers
- Growing client demand for provable AI governance
- The need for structured risk and impact assessment
- A desire for independent, external validation
Why ISO/IEC 42001 Matters to Their Strategy
Plus Your Business positions itself as a trusted partner, not just a service provider. Achieving ISO/IEC 42001 strengthens this position by embedding responsible AI into the way they operate and deliver services.
As clients adopt more AI-enabled HubSpot tools, Plus Your Business can now guide them not only on implementation, but on governance expectations and best practice.
“ISO 42001 certification makes responsible AI tangible. It shows clients we’ve embedded it into how we operate, not as an afterthought but as a core part of delivery.”
— Martin Shervington, Managing Director
Why They Chose ISOQAR
With ISO/IEC 42001 still a new standard, Plus Your Business needed a certification body offering both rigour and pragmatic understanding. ISOQAR’s strong reputation and local presence in South Wales made them a natural partner.
Crucially, the audit team recognised Plus Your Business’s specific context: they are AI Users configuring third-party tools, not AI developers. ISOQAR’s ability to assess compliance realistically within this environment was a key factor.
“We needed auditors who understood our context as an AI User configuring third-party systems, not applying a rigid checklist. The ISOQAR team brought exactly that balance.”
— Martin Shervington
The Certification Journey
1) Gap Analysis
The journey began with an ISOQAR Gap Analysis, helping the business understand existing strengths and areas requiring development.
2) Building Capability
Martin completed the AIMS ISO 42001:2023 Foundation Course via Alcumus Academy, grounding the team in control objectives and real-world application.
3) Defining a Focused Scope
The AIMS was deliberately scoped around their role as an AI User of HubSpot Customer Agent, ensuring a manageable, meaningful and evidencable system.
4) Creating AI-Specific Governance
Led by Brian Taylor, the organisation developed:
- an AI policy aligned to service delivery
- risk and impact assessment frameworks
- operational and configuration procedures
- monitoring and review cycles
5) Leveraging Existing ISO Foundations
Their ISO 9001 and ISO/IEC 27001 systems accelerated readiness by extending existing disciplines documentation, audits, management reviews, security and continual improvement into AI governance.
6) Testing Before Audit
Internal audits validated controls and closed gaps early, ensuring confidence ahead of assessment.
7) Demonstrating Governance of Third-Party AI
A key element was mapping HubSpot’s technical controls to internal procedures, evidencing how Plus Your Business exercises governance over an external AI platform.
Outcomes and Benefits
Stronger, Clearer Service Delivery
Documented procedures now define exactly:
- how Customer Agents are configured
- which controls apply
- how controls are verified
- how incidents are handled
This replaced informal practice with consistent, repeatable processes.
Increased Trust and Transparency
Certification provides objective proof of responsible AI management.
“It changes the conversation from ‘trust us’ to ‘here’s the evidence.’”
– Martin Shervington
Competitive Advantage & Innovation
As the first HubSpot partner to achieve ISO/IEC 42001, Plus Your Business has a significant differentiator as AI adoption grows.
They have also launched GuardHub, an AI governance framework based on ISO/IEC 42001 principles for HubSpot Customer Agent – covering the full AI lifecycle.
Challenges Overcome
The biggest challenge was interpreting a broadly written AI standard for an organisation configuring third-party AI rather than developing it.
Brian Taylor played a pivotal role by:
- determining which controls applied
- defining evidence routes
- translating HubSpot technical controls into organisational governance
Looking Ahead
AI is central to both HubSpot’s roadmap and Plus Your Business’s future. Over the next three to five years, they expect:
- broader AI configuration across HubSpot tools
- deeper advisory support on responsible AI
- possible expansion of internal AI use
The immediate priority is embedding ISO/IEC 42001 into daily operations and expanding scope organically as AI capabilities grow.
In One Sentence
“ISO 42001 gave us the framework to turn good intentions around responsible AI into demonstrable, auditable practice.”
— Martin Shervington
