Relevance, compliance, and live data: How FSR supports its members

About FSR Danish Auditors

FSR – Danish Auditors is the professional association for the auditing profession in Denmark. The organization brings together, develops, and represents the industry, supporting auditors in their role as trusted advisors to Danish businesses and society. FSR works to strengthen the profession’s framework conditions, promote high professional standards, and ensure continued trust and transparency in the business community.

In January 2025, FSR launched a project to rethink the organization’s communication and branding. The result was a new logo, a new visual identity, a new website, and even more personalized newsletters for members. The ambition was to create something more modern and forward-thinking without losing the professional foundation that defines both the organization and the accounting profession. After several years of work, the new brand identity has now been launched.

IMG: The 'Akademia' area of FSR, where members can source knowledge,articles and more.

The Challenge:
Create a new, effective solution that both communicates FSR’s new look and brand and delivers the specialized service members expect. 

Continuing professional education must be documented. State-authorized public accountants are subject to strict statutory requirements for mandatory continuing professional education and must be able to document 120 hours over a three-year period to retain their authorization. Courses are also a core service for FSR. Members need one place to purchase courses, track their hours, and obtain the required documentation. This requires the website to communicate directly with FSR’s business systems.

Knowledge is the value of membership and must always be relevant to the user. FSR’s role is to make professional knowledge available to its members. Some content must therefore be restricted to members, with access controlled by customer type, permissions, and memberships. The content must also match each accountant’s area of expertise, so members can quickly find what they need.

IMG: Example of member profile overview with course documentation and hours registration (bottom)     

The Solution:
Solution built on standard DynamicWeb 10 functionality

FSR does not sell physical goods. It sells courses, memberships, and professional knowledge. Even so, the solution is built on standard DynamicWeb 10 functionality. Skabertrang has used it creatively: the Commerce module manages courses, the Customer Center displays members’ completed continuing professional development hours instead of orders, and membership functions as a subscription. The result is a solution tailored to FSR’s business while remaining based on standard components in both DynamicWeb and CRM.

Courses as products. FSR’s courses are sold through the Commerce module in DynamicWeb 10, just like products in an online store. Logged-in members automatically receive member pricing and prefilled information, making registration quick.

IMG: Overview of available courses with signup functionality

Customer Center with member login and self-service. Members log in to the Customer Center and handle what they need themselves. The Customer Center is standard, but it displays courses instead of orders. With live lookups, members can view their continuing education hours by year and category, see purchased and completed courses, and download a course certificate generated on the fly as documentation. Members can also update their details, change workplace, and change membership, for example from student to state-authorized public accountant.

Gated content and membership as a subscription. Some content is locked for non-members. Joining works like taking out a subscription, including payment. At login, customer type, permissions, and subscriptions are verified, determining what the member can access.

Relevance, relevance, relevance. This has been the key principle behind the solution. All content is tagged by subject area and managed centrally in DynamicWeb 10. When a user views a tax course, they are shown related courses, articles, and other knowledge from the same subject area. Selected shortcuts make navigation easier than before.

Permission-based backend for editors. Ten to twelve editors work in the solution, sometimes more, with different access levels based on their responsibilities. Visual Editor in DynamicWeb 10 provides freedom on standard pages, while article templates are more controlled. A reminder system regularly asks each article owner to confirm that the article is still relevant, mark it as updated or historical, or delete it from the system.

An upgrade with DynamicWeb 10. By moving from DynamicWeb 9, FSR has migrated to the latest .NET platform, with a strong focus on security and stability. Scheduled tasks run in the background to keep everything updated. Performance has been a top priority, especially in the integration, because the website depends on live data at all times.

The Integration:
Deeply integrated with FSR’s Microsoft CRM and Business Central

The website is deeply integrated with FSR’s Microsoft systems. Microsoft CRM is the source of member data and delivers live data to the site, while Business Central manages accounting. 

On top of this, the solution uses HubSpot for personalized communication and Karla AI as its search engine, both supplied with feeds from DynamicWeb 10. Each system is used for its intended purpose, ensuring that the right data is stored in the right place and supporting FSR’s GDPR compliance.

Real-time waiting list. When the last place on a course is taken, the integration activates the waiting list in CRM immediately. The website does not need to keep checking how many places remain.

Professional hotline managed in CRM. When a member submits a question to the professional hotline on the site, it is created as an activity on the case in CRM so FSR can follow up. The member can attach images and PDFs, and an API integration sends everything directly to CRM.

Clean member data. When someone purchases without logging in, the solution validates the user against CRM to prevent duplicate records, for example when a member has changed workplace without updating their email address.

Engagement through CRM. Microsoft’s CRM engine controls when members are notified about meeting attendance, courses, and examination pathways.

Security and GDPR. The website stores as little personal data as possible. Files submitted to the hotline may contain sensitive personal data and are transferred in encrypted form directly to a closed CRM environment. If FSR Danske Revisorer requests that a person be anonymised in CRM, that person’s record is deleted entirely from DynamicWeb. High API speed and performance have been top priorities.

The Result:
Fast, flexible and secure self-service platform 

FSR’s new website may look like a classic CMS project, but beneath the surface a deep integration continuously gives members live data from FSR’s systems. It is fast, too: the site is optimized for speed, and Swift in DynamicWeb 10 gave FSR a head start out of the box.

Self-service continuing professional education. Members can track their continuing education hours and download course certificates as documentation.

Relevance and efficiency. Content, courses, and shortcuts are tailored to each member’s area of expertise, making the site easier to navigate than before.

Live, up-to-date member data. CRM is the source, and the solution prevents duplicates and keeps member data current.

Responsible handling of personal data. The website stores as little data as possible, and sensitive files are sent in encrypted form directly to CRM.

Stronger personalization. HubSpot makes communication more targeted based on members’ areas of interest.

Flexibility and control. With Swift and Visual Editor, editors can quickly build new pages, experiment with content, and create relevant user experiences without depending on developers. At the same time, built-in design frameworks ensure a consistent and professional look across the site.

Content under control. Reminders help editors keep their content up to date, ensuring the knowledge hub remains relevant to members.

IMG: FSR.dk performance chart post launch