Real Outcomes from
Real Engagements.
We measure success in operational efficiency, data integrity, and systems that scale — not vanity metrics. Here's what that looks like in practice.
Lyrical Partners
Custom HubSpot CRM for a multi-strategy firm managing wirehouse advisor relationships at scale
Goodwood built and operates a deeply customized HubSpot CRM for Lyrical Partners, an $8.5B multi-strategy investment manager. The engagement spans a full Salesforce migration, eight custom objects, a Firebase-backed integration layer, and an ongoing AdvisorPro data pipeline targeting tens of thousands of wirehouse financial advisor contacts.
The Challenge
Lyrical Partners tracks thousands of wirehouse financial advisors across firms like Morgan Stanley and Wells Fargo — each with complex team structures, branch office associations, CRD numbers, AUM balances, and meeting activity histories. Their legacy Salesforce CRM could not support the relationship model or reporting depth they needed, and its data quality problems — duplicate records, mis-associated activities, inconsistent team identifiers — carried over into migration. At the same time, Lyrical needed a live integration with AdvisorPro to keep advisor records current, but the native AdvisorPro sync risked overwriting carefully curated CRM data. Layered on top of this was a need to track multiple investment strategies, private deal flow, wirehouse transactions, and branch office coverage — all in a single coordinated data model.
What We Built
Liquid Strategies, LLC
Full-stack HubSpot platform for ETF distribution, advisor access, and automated outreach
Goodwood built and maintains Liquid Strategies' entire HubSpot ecosystem — a CMS-hosted ETF fund website with live data feeds, a compliance-gated advisor portal, a custom ETF traffic analytics pipeline, and a VoiceDrop voicemail automation wired into a deeply customized HubSpot CRM.
The Challenge
Liquid Strategies manages seven Overlay Shares ETFs, two proprietary interval funds, and multiple subadvised strategies from a lean team in Atlanta. As AUM crossed $1.5B, the firm needed a technology platform that could scale distribution outreach, enforce SEC-compliant advisor access controls, and surface per-fund website engagement data. HubDB-powered dynamic ETF pages collapsed all fund traffic into a single template URL. The advisor portal lacked automated compliance workflows for professional verification, timestamped terms-of-use acknowledgment, and time-boxed access renewal. The sales team had no scalable mechanism for voicemail outreach across their ~1,300-contact advisor book. Each gap represented either a compliance risk or a lost distribution opportunity.
What We Built
Blueprint Investment Partners
Redtail-to-HubSpot sync powering advisor-personalized email at scale
Goodwood built a Firebase Cloud Functions integration linking Blueprint's Redtail CRM to HubSpot, enabling automated contact sync, subscription segmentation, and advisor-personalized investment update emails. The engagement spans CRM architecture, AdvizorPro data pipelines, and a custom servicing advisor object model.
The Challenge
Blueprint Investment Partners operates a multi-advisor distribution model in which each servicing advisor manages a distinct book of client households. Their source-of-truth CRM, Redtail, stores household relationships, tag groups, subscription preferences, and advisor assignments — none of which mapped natively to HubSpot. Without a reliable sync layer, Blueprint could not send advisor-branded investment update emails at scale, could not maintain clean contact lists free of spouse-alias duplicates, and had no structured way to segment contacts by subscription type (Investment Updates, Blog & News, Market Updates). Independently, Blueprint was building out an RIA prospecting workflow using AdvizorPro's FMAX saved-search platform but lacked tooling to bring those filtered advisor lists into HubSpot with deduplication and field mapping. Compliance workflows were managed ad hoc via Slack and email with no audit trail.
What We Built
Crawford Investment Counsel
Website Redesign & HubSpot Marketing Integration
Redesigned the digital presence for an $8B RIA with 40+ years of history, integrating HubSpot Marketing Hub with their Salesforce CRM and building automated content distribution workflows.
The Challenge
Crawford's legacy website didn't reflect the sophistication of their investment management capabilities. They needed a modern digital presence with three distinct user journeys for institutional, individual, and advisor audiences — while maintaining complex integrations with their existing Salesforce CRM.
What We Built
Amplify ETFs
Full-Platform Migration, ETF Data Infrastructure & Ongoing Operations
Migrated a rapidly growing ETF sponsor from Pardot and Salesforce to HubSpot, built custom data pipelines from multiple fund administrators, and now operate as their embedded technology team managing 40+ ETF fund pages, marketing operations, and platform evolution.
The Challenge
After an acquisition doubled the firm's size, Amplify was operating across multiple disconnected systems — Pardot for marketing, Salesforce for CRM, and a legacy website that couldn't scale to support their growing ETF product line. They needed live fund data from multiple administrators displayed on dynamic web pages, unified marketing and sales operations, and an ongoing partner to run it all.
What We Built
Janes Capital Partners
Custom Content Distribution & Blog Subscription System
Built a custom blog subscription management system using HubSpot custom objects and Zapier automation for a boutique aerospace & defense investment bank, replacing legacy Salesforce and Pardot infrastructure.
The Challenge
Janes Capital needed a way to manage custom blog subscription preferences at the contact level — beyond what HubSpot's native subscription types support. Their content distribution to defense industry contacts required granular topic-level control with automated delivery tied to new blog content.
What We Built
Cobalt-Magenta Funding
HubSpot Institutionalization & Lending Workflow Automation
Transformed an alternative capital provider's CRM from a basic contact database into a full lending operations platform — automating lead intake, deal scoring, document collection, and post-funding management.
The Challenge
Cobalt-Magenta had outgrown their initial HubSpot configuration. Their lending workflows required complex deal stage logic, multi-product pipelines, and automated document collection. The CRM needed to support their business model of origination, underwriting, and portfolio management — not a standard sales funnel.
What We Built
Additional Engagements
We've completed 75+ HubSpot implementations across financial services. Here are select categories of work we do regularly.
CRM Migrations
Salesforce, Backstop, Dynamo, and spreadsheet migrations into HubSpot with full data integrity and zero downtime.
M&A / Investment Banking
Deal pipeline architecture, buyer outreach automation, and sell-side execution workflows for transaction-driven firms.
MCA & Business Lending
End-to-end funding lifecycle automation from lead intake to document collection, underwriting, and post-funding management.
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