Liquid Strategies, LLC

Liquid Strategies: Engineering a Compliant, Data-Driven ETF Distribution Platform on HubSpot

Client: Liquid Strategies, LLC — Atlanta, GA Engagement Type: Ongoing Retainer Goodwood Client Since: 2020 Stack: HubSpot CMS Enterprise · Marketing Pro · Sales Pro · Ops Pro · Service Pro · Python · Firebase Cloud Functions · VoiceDrop API · AdvizorPro · HubDB · HubSpot Analytics API v2 · Google Secret Manager · Zapier

The Client

Founded in 2013 by options-strategy veterans, Liquid Strategies manages the Overlay Shares family of seven options-overlay ETFs alongside two proprietary interval funds — the Niagara Income Opportunities Fund and the Denali Structured Return Strategy — and several subadvised strategies for third-party asset managers. As of early 2026, the firm manages approximately $1.5 billion in AUM from its Atlanta headquarters, distributing primarily through the registered investment advisor and broker-dealer channels.

Liquid Strategies operates with a lean team relative to its AUM, which means every technology investment has to punch above its weight. When Goodwood began the engagement in 2020, the firm's commercial technology footprint was underpowered for the scale of distribution it was pursuing. By 2026, Goodwood had built a deeply integrated HubSpot ecosystem spanning the firm's public website, its advisor-facing portal, its CRM data model, and its outbound sales automation — all under a single HubSpot portal.

The Problem Set

Distributing ETFs and interval funds to advisors involves a distinct set of compliance and operational challenges that generic marketing automation platforms don't anticipate. Liquid Strategies came to Goodwood with three compounding problems.

First, fund-level website analytics were blind. Liquid Strategies' ETF product pages are built on HubSpot's HubDB dynamic page system, which renders all seven ETF detail pages from a single template. HubSpot's native analytics engine treated every ETF page visit as traffic to that one template URL — making it impossible to know whether an advisor was researching OVL (Large Cap Equity) or OVM (Municipal Bond). For a distribution team trying to prioritize outreach around inflows and advisor interest, this was a significant intelligence gap.

Second, the advisor portal lacked compliance-grade access controls. Liquid Strategies maintains an advisor-only section of lsfunds.com gating proprietary research, fund documents, and distribution tools. But the access workflow had no automated mechanism for financial professional verification, no timestamped audit trail for terms-of-use acknowledgment, and no time-boxed renewal process — all items that the firm's Chief Compliance Officer flagged as requirements before the portal could be treated as a compliant distribution channel. Red Oak compliance documentation approval was also needed before go-live.

Third, outbound advisor outreach didn't scale. The sales team manages a book of approximately 1,300 advisor contacts. Personalized voicemail outreach — a proven tactic for ETF wholesalers — required manual dialing. There was no mechanism to systematically leave voicemails at scale, capture delivery status, or trigger conditional email follow-up sequences based on whether a voicemail was actually delivered.

What Goodwood Built

1. HubSpot CMS Theme and Ticker-Keyed ETF Detail Pages

Goodwood owns the development and maintenance of the lsfunds.com HubSpot CMS theme. The most recent major initiative — completed in early April 2026 — was a full rebuild of the ETF detail page architecture. Each ETF now has a dedicated detail template composed of purpose-built, ticker-keyed modules:

• etf-page-config — a per-fund configuration module that accepts a ticker symbol and toggles visibility of each page section independently
• etf-fund-overview — fund description, strategy summary, and key characteristics
• etf-fund-pricing — live NAV and market price feeds
• etf-fund-performance — standardized performance tables
• etf-fund-distributions — distribution history by ticker
• etf-fund-documents — prospectus, SAI, and fact sheet downloads, resolved by ticker

This modular, ticker-driven architecture makes it straightforward to add new funds without rebuilding page infrastructure, and it established the data contract that the traffic sync pipeline depends on.

2. ETF Traffic Sync Pipeline (liquid-etf-traffic-sync)

To solve the analytics blindspot, Goodwood engineered a Python pipeline that bridges HubSpot's Analytics API and its CRM custom object layer. The pipeline:

1. Fetches page-level analytics from HubSpot Analytics API v2, pulling sessions and page views across the site 2. Identifies dynamic HubDB page entries using their content ID pattern (hubdb-{templateId}-{tableId}-{rowId}) 3. Resolves HubDB row IDs to ETF tickers via the HubDB API, mapping each page view record to a specific fund 4. Creates or updates records in a custom HubSpot object — ETF Page Traffic — with properties for ticker, date, page views, sessions, and source URL

The result is a time-series dataset of per-fund traffic, queryable inside HubSpot and available for inclusion in custom dashboards and distribution reporting. The pipeline supports daily incremental sync as well as backfill for historical date ranges, and runs with a lightweight dependency footprint (Python 3.8+, requests only).

3. Compliance-Grade Advisor Portal Access Workflow

The advisor portal build required designing an access control system that satisfied both the firm's compliance team and the UX requirement that legitimate financial professionals experience minimal friction. Goodwood's solution, built entirely within HubSpot's workflow engine and CMS:

• Self-attestation with auto-approval: Users confirm financial professional status during registration; rather than routing every request through a manual approval queue, the workflow auto-approves registrants, with email-domain matching as a secondary verification signal
• Timestamped terms-of-use acknowledgment: On initial registration and at each annual re-confirmation, the user's acceptance is stored in HubSpot with a precise timestamp — creating an audit-ready record without requiring an external consent management platform
• Six-month re-confirmation prompts: Users receive a re-confirmation prompt at the six-month mark, implemented as an in-portal pop-up tied to each user's individual enrollment date rather than a calendar cycle
• Annual access revocation and re-registration: After twelve months, access is automatically revoked and users must re-complete the registration flow — ensuring the advisor list stays current and compliant
• Red Oak documentation package: Goodwood prepared the workflow specification sheet submitted to Red Oak for compliance documentation approval prior to go-live

The entire workflow is wired into HubSpot's contact and deal model, meaning the distribution team has a live view of which advisors are active portal users, when they last acknowledged terms, and when their access is scheduled to expire.

4. VoiceDrop Voicemail Automation (ls-funds-core-apps)

Goodwood built a production-grade voicemail drop system as a Firebase Cloud Functions application, integrated with HubSpot via webhooks and Zapier. The architecture:

• A HubSpot workflow enrolls contacts from a filtered list and triggers a custom code block (OpsHub) that validates the contact's phone number type before initiating a drop
• The VoiceDrop API receives the request and attempts voicemail delivery to the contact's number
• VoiceDrop posts delivery status back to a Firebase Cloud Function endpoint via webhook
• The function updates a custom HubSpot contact property with delivery status and logs a call activity record with outcome left voicemail — feeding the sales team's unified activity reporting in HubSpot
• Conditional branches then enroll delivered vs. undelivered contacts into separate email follow-up sequences

Secrets (HubSpot private app token, VoiceDrop API key) are managed through Google Secret Manager, and the application is deployed to Firebase with a Node 20 runtime. During the January 2026 go-live session, Goodwood worked live with the Liquid Strategies team to enroll the full ~1,300 contact list, identify and fix a hardcoded phone number misconfiguration mid-session, and implement split-day pacing to avoid weekend delivery. By February 2026, Eric McArdle confirmed the system had "already proven valuable for scaling their operations."

5. AdvizorPro-HubSpot Contact Deduplication

Liquid Strategies uses AdvizorPro as its advisor data source. Because AdvizorPro contacts can arrive with multiple email variants, Goodwood built a custom deduplication script — executed via OpsHub — that compares multiple email fields across contact records and uses the CRD number as the canonical merge key. This ensures the HubSpot contact database stays clean as AdvizorPro data syncs, and that sales activity history isn't fragmented across duplicate records.

6. HubSpot Business Units for Multi-Entity Operations

Liquid Strategies shares a HubSpot portal with Bison Wealth, an affiliated entity. Rather than migrating Bison into a separate portal — which would have meant duplicating integrations, losing shared contact history, and incurring significant setup cost — Goodwood implemented HubSpot Business Units to provide brand-level segregation within the shared instance. Each entity now manages its own domain, email sending identity, and billing subscription independently, while the underlying CRM data model remains unified.

The Platform Today

The Liquid Strategies HubSpot portal reflects the depth of a multi-year, multi-workstream engagement: 191 custom contact properties, 82 custom company properties, a custom object layer for ETF analytics, two deal pipelines, and the full HubSpot product suite active across CRM, marketing, sales, service, and operations. The lsfunds.com website — entirely Goodwood-built and maintained on HubSpot CMS Enterprise — serves as the public face of a $1.5B asset manager and the primary distribution surface for seven actively traded ETFs.

For a lean firm distributing complex options-based products in a compliance-intensive environment, the platform Goodwood built doesn't just automate tasks — it enforces the firm's compliance posture at scale and gives the distribution team the fund-level intelligence it needs to deploy outreach where it will have the most impact.