How to Integrate HubSpot and Wealthbox - ProperExpression

Most financial advisors could see immediate benefits from a simple adjustment to their software stack – and gain a competitive advantage in the process. 

Nearly 97% of financial advisors use a customer relationship management (CRM) system₁, with 56.5% saying it is their most important piece of software₂. But, recent survey data show₃ that firms’ satisfaction with their CRM is dropping – in large part due to platforms not delivering the full range of tools advisors need.  

We have worked with numerous advisory firms – helping one add more than $2 billion AUM – and our experience suggests switching from Wealthbox CRM to HubSpot would be among the most impactful decisions the average firm can make.  

CRM for Financial Advisors: Understanding the Basics 

Customer relationship management (CRM) systems are vital for advisors, especially as they scale their client book and attempt to increase their AUM. The CRM offers a centralized source of client data to inform marketing, prepare for meetings, deliver relevant updates and build relationships. 

What is Wealthbox? 

Wealthbox is a CRM platform designed specifically for financial advisors. It helps advisors manage client relationships, streamline workflows, and improve team collaboration through an intuitive, cloud-based interface. With features like task management, activity tracking, and seamless integrations, Wealthbox simplifies daily operations so advisors can focus more on serving their clients. 

What is HubSpot? 

HubSpot is a complete CRM platform that offers innovative tools for marketing, sales, customer service, and operations in one place. It enables wealth managers to attract leads, nurture customer relationships, and automate workflows. With powerful analytics and integrations, HubSpot supports scalable growth across the entire customer journey. 

Which Platform is Better? 

Many wealth managers often assume Wealthbox is a better choice because it is geared directly to their market, but this overlooks several ways that HubSpot is an objectively better choice: 

• Comprehensive Tools: HubSpot goes far beyond a simple CRM and delivers innovative tools to improve marketing, sales, and client service. This helps advisors simplify their tech stack, save hours of effort and deliver more consistent messaging across marketing, sales and client management. 

• Full- Funnel Reporting: HubSpot’s reporting features unlock full-funnel visibility that wealth managers can use to understand their marketing, sales and client service performance in far more granular detail.  

• Stronger CRM: Even HubSpot’s CRM features more tools than Wealthbox. This includes some features wealth managers will see clear value in, such as forecasting, task scheduling, team assignments and territory management. 

• Greater Support: Unlike Wealthbox, HubSpot provides phone support, has reps available 24/7 and offers in-person training to get the most out of the platform. This means you will never get stuck in customer service purgatory and be left unsure of how to complete a particular action or fix a bug. 

But given these clear benefits, why not simply switch to HubSpot wholesale? 

Why Advisors Should Integrate Wealthbox with HubSpot 

Our recommendation is always to completely migrate your CRM to HubSpot; the benefits of an all-in-one platform are simply too numerous to overlook. But many advisors are not yet ready to fully transition to HubSpot – and we want them to still gain the platform’s benefits. 

Advisors in this position can integrate Wealthbox with HubSpot and use HubSpot as their marketing platform. This will allow you to leverage information generated within Wealthbox to deliver more effective nurture campaigns: 

• Segment audiences to deliver more targeted messaging 
• Deliver regular email campaigns to drive engagement 
• Automate marketing processes to save time and scale your efforts 

The problem is that Wealthbox does not feature a pre-built HubSpot integration. Instead, we have had to develop a workaround that allows advisors to feed information between the platforms. 

How to Integrate Wealthbox into HubSpot 

Our workaround requires advisors to have three separate accounts: 

1. Zapier (Free or paid, depending on volume) 
2. Wealthbox (with API access) 
3. HubSpot (any tier that supports Zapier integration) 

This allows us to custom sync new Wealthbox contacts to HubSpot – and leverage the platform’s formidable marketing tools. The process involves two steps: 

Step 1: Set Up the Trigger in Wealthbox 

We start by creating a trigger for Wealthbox within Zapier: 

1. Log into Zapier and click “Create Zap.” 
2. Search for and select “Wealthbox CRM.” 
3. Choose Trigger Event: New Contact. 
4. Click “Continue” and connect your Wealthbox account (you’ll need your API key from Wealthbox). 
5. Test the trigger to make sure it pulls in a sample contact. 

Step 2: Set Up the Action in HubSpot 

The next step is to set up the Action your trigger will prompt: 

1. For the Action, search for and select “HubSpot”. 
2. Choose Action Event: Create or Update Contact. 
3. Connect your HubSpot account. 
4. Map Wealthbox fields to HubSpot fields, such as: 
5. First Name → First Name 
6. Last Name → Last Name 
7. Email → Email 
8. Phone → Phone 
9. Company → Company Name (if available) 
10. Tags → Custom properties or contact notes 
11. Use HubSpot custom properties to store Wealthbox-specific data like risk profile, advisor name, etc. 
12. Click Continue and test the Action to make sure the contact is created or updated in HubSpot. 

Grow Your AUM Faster with ProperExpression 

Just 3% of advisors say their tech stack is “innovative and integrated” - and that holds back their service and growth. 

ProperExpression helps firms leverage better technology and stronger marketing strategies to achieve the results they deserve. Our recent clients have increased lead generation by 1,700% while reducing cost-per-lead by 248%. 

Want to achieve similar results? 

1. https://t3technologyhub.com/wp-content/uploads/2023/03/2023-T3-and-Inside-Information-Software-Survey.pdf

2. https://t3technologyhub.com/wp-content/uploads/2021/03/2021-T3_Inside-Information-Software-Survey-Report-03-22-21.pdf 

3. https://www.f2strategy.com/insight/wealth-managements-satisfaction-crms-in-apparent-free-fall