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Case Study

How Collins St brought investor history into HubSpot and saved months of admin work

Collins St Asset Management logo

A fund manager needed its CRM to reflect the relationships between investors, investing entities and fund holdings. Lupo Digital helped reshape the data model using custom objects, giving the team a clearer view of each investor’s journey.

Marketing CRM & Integration Finance Hard to Scale Disconnected Systems

Months of admin saved

Client-reported time saving

Investor history in one place

Investment activity and historical context accessible in HubSpot

Custom objects

A structure built around funds and investor relationships

About the client

About Collins St

Collins St Asset Management manages investor relationships involving individuals, investing entities and multiple funds. Its team needs to understand who is connected to an investment, what has changed over time and which information is relevant when responding to an enquiry.

Industry
Financial services and asset management
HubSpot
CRM data model, fund holdings and investor relationships
Platform
HubSpot CRM and custom objects

The challenge

HubSpot couldn’t show the full investor journey

Core problem

Collins St’s existing HubSpot setup stored fund holdings as fields on Company records, making it difficult to track individual investments and understand how they changed over time. Investors, investing entities, accountants and fund holdings needed to be connected in a structure that supported historical enquiries, reporting and targeted communications.

“We weren’t able to see a client’s journey.” — Alex Holzer, Collins St

The solution

A HubSpot data model built around investors, entities and funds

Lupo Digital helped Collins St reshape its CRM using custom objects to represent fund data alongside Contacts and Companies. By connecting the relevant records, the team could bring investment information together and follow each investor’s journey over time, while preserving Deals for future sales pipeline management.

Collins St team member reviewing a connected HubSpot investor data model on a laptop
  1. 01

    A data model built around investor relationships

    Lupo’s approach started with the relationships Collins St needed to manage. The engagement covered data model design, HubSpot configuration and a practical approach to importing and maintaining registry data.

  2. 02

    Review the registry data and relationship requirements

    Discovery covered four to five CSV or Excel spreadsheets, each with up to around 2,000 rows. The model needed to distinguish individual people from investing entities and their fund holdings, while considering accountants, spouses, advisers and other authorised contacts.

  3. 03

    Use custom objects to represent fund data

    Lupo identified custom objects as the way to extend the existing CRM structure. In the interview, Alex describes adding funds alongside Contacts and Companies, so fund information could be connected to the relevant investors and their investment history.

    This addressed the central limitation of treating holdings as a collection of fields on a Company record. Collins St also wanted to retain Deals for future sales pipeline tracking, keeping that use case separate from investment administration.

  4. 04

    Make the investor journey easier to retrieve

    The model needed to support questions about what happened, when it happened and the unit price at that time. Alex confirms the team can now retrieve an investor’s history in HubSpot with the relevant information attached to the right point in time.

  5. 05

    Plan for ongoing data maintenance

    The scope included sample import testing, field mappings, import templates and recommendations for monthly registry updates. With only around 10 additions or removals expected each month, the initial recommendation favoured manual imports and exception handling, with automation considered as a future option.

Solution Stack

Platform

  • HubSpot CRM
  • Contacts – individual investors and advisers
  • Companies – investing entities

Data Structure

  • Custom objects for fund data
  • Properties for investment details
  • Associations for related records and history

Data Management

  • CSV and Excel registry files
  • Data import planning
  • Ongoing updates and maintenance
Marketing HubSpot CRM Contacts Companies Custom Objects Associations CSV & Excel

The results

Investor history at the team’s fingertips, with months of admin saved

Collins St can now retrieve an investor’s history in HubSpot, bringing together information that the previous framework could not show as a coherent journey. Alex reports that this has saved months of administrative work.

A clearer view of each investor’s journey

The team can follow investment activity over time, including additions, withdrawals and historical unit-price context, to better understand what happened and when.

Historical information that is easier to retrieve

When an enquiry requires investment history, the team can access the relevant details in HubSpot with information attached to the appropriate point in time.

“He’s able to pull up a lifetime of investment history with every part of it attached at the right time.” — Alex Holzer, Collins St

Months of administrative work saved

Having investment history accessible in HubSpot has reduced the effort required to piece information together. Alex describes the benefit directly:

“It’s saved us months, literally months of admin work.” — Alex Holzer, Collins St

The time saving is client-reported; no independently measured hours or percentage reduction were supplied.

Before & after

What changed for Collins St

Before

After

Holdings stored as fields on Company records
Fund data represented through custom objects alongside Contacts and Companies
The existing framework could not show a coherent client journey
Investment history can be retrieved in HubSpot
Historical enquiries required piecing together investment context
Relevant details are attached to the right point in the investor’s history
Administration consumed substantial team effort
Alex reports months of administrative work saved

The client's voice

In their words

He’s able to pull up a lifetime of investment history with every part of it attached at the right time.

Alex Holzer Collins St

Questions buyers ask

FAQ

The approach separated people, investing entities and fund data. Contacts represent people, Companies represent investing entities and custom objects provide a structure for fund information. Associations connect the related records.

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