From Spreadsheet Chaos to Fintech Clarity: How Amplify Unified Its Global Investment Strategy

CHALLENGE

Amplify struggled with fragmented data across five sources and disconnected spreadsheets, causing a visibility "nightmare" that required three hours to generate executive reports weekly.

ENGINEERING

Growth architected custom objects for investment strategies, integrated Marketo via an Apollo bridge, and built automated pipelines using SEC and Morningstar data for technical precision.

RESULTS

Amplify achieved total operational clarity by automating reporting, consolidating five data silos into one HubSpot source, and implementing a scalable, user-friendly sales engine.

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Active investment strategies

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Money managers

Data sources into one

We knew what we wanted to achieve, but in terms of the technical architecture required for a complex fintech migration, we needed a partner who could provide more than just execution. Having a team that could say, 'I understand what you’re asking for, but here is how we’ve built this more successfully in the past,' was invaluable. Their ability to guide our decision-making ensured that we didn't just move our data, but actually optimized our entire process.

Kelsey Shumway | Senior Manager, Growth Enablement & Operations

The Challenge: A Fragmented Source of Truth

For three years, Amplify utilized Zendesk Sell primarily because it was their ticketing platform. As the company grew, this legacy setup became a significant bottleneck. Visibility was non-existent: sales managers created isolated lists that leadership could not access, making comprehensive reporting impossible.

The most critical technical hurdle involved the Product Marketplace. Mark Gallivan, Director of Product Marketplace, managed over 1,000 active investment strategies across 120+ money managers. Because their CRM couldn't handle this complexity, the entire onboarding process was manual. Mark spent hours daily sifting through folders and copy-pasting data from Morningstar feeds into Excel, with no central way to track which clients had access to which strategies.

Success meant more than just a migration; it required a technical architecture that could:

Consolidate five distinct data sources into one.
Automate the complex, multi-stage strategy onboarding workflow.
Provide executive-level reporting that provided leadership with the clarity they needed.

The Solution: A Custom-Built Fintech Engine

Growth implemented a HubSpot Sales Hub Enterprise solution tailored to handle the high-stakes compliance and data needs of the financial sector. This was not a standard implementation; it was a complex synchronization of legacy systems and modern AI-driven tools.

1. The Apollo Bridge Architecture

One of the most unique technical aspects of the build was the integration of Marketo and HubSpot using Apollo as a specialized bridge. While the marketing team remained in Marketo for "one-to-many" communications, the sales team needed the agility of HubSpot for targeted, "one-to-one" post-conference follow-ups. Growth configured a data flow that allowed these systems to coexist without creating duplicates or compliance risks.

2. Strategy-as-an-Object

To solve Amplify’s "spreadsheet nightmare," Growth moved beyond standard Deal objects. Strategies were implemented as structured records within HubSpot pipelines with standardized identifiers (SEC numbers and CRD numbers), enabling Amplify to track relationships between advisors, money managers, and investment strategies in a single system. By mapping unique identifiers like SEC numbers and CRD numbers from third-party databases, Growth ensured that the data was not just present, but queryable and actionable.

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3. Intelligent Automation and Data Integrity

The "manual typing" culture was dismantled by replacing text fields with strict dropdowns and multi-select checkboxes for Portfolio Management Systems (PMS) and custodians. This prevented data fragmentation (e.g., "JP Morgan" vs "JPM") and ensured that marketing campaigns reached the correct targets.

Furthermore, Growth trained Amplify on how to utilize HubSpot's Breeze AI summary tools to automatically synthesize complex deal histories, allowing sales representatives to review large account records in seconds rather than manually reading through notes.

The Results: Scalability and Speed

The technical overhaul yielded immediate, measurable impact on Amplify’s operational efficiency:

Elimination of Manual Reporting: Previously, it took three hours to create a single pipeline report for the C-suite. Today, executive reporting is fully automated through HubSpot dashboards, giving leadership real-time pipeline visibility and eliminating the need for manually compiled weekly reports.
Unified Data: Data was successfully migrated and synchronized from Zendesk Sell, Mailchimp, Excel, and Microsoft Dynamics. This moved Amplify from five separate "sources of truth" to one.
Operational Agility: By automating the handoff between Sales and Client Success, the team ensured that "tribal knowledge" was replaced by a documented, repeatable system.

The Impact: A Foundation for the Future

The transformation changed the way Amplify does business. Kelsey Shumway, Growth Operations Manager, noted that having a partner to provide guidance rather than just "order taking" was the key. The platform is now user-friendly and concise, enabling full internal adoption across the sales and operations teams, replacing spreadsheet-based workflows with HubSpot as the daily system of record.

For Mark Gallivan, the impact was profound. He transitioned from sifting through "disastrous" folders to managing a clean, automated Product Marketplace pipeline. Amplify no longer just manages data; they leverage it to grow AUM and revenue. With a robust, technically sound foundation, they are now positioned to scale their fintech platform without being held back by their own tools.