Spinnerkal Financial
Investment & Wealth Management · Braze | ActiveCampaign | ActionIQ ·
CRM Architecture · Lifecycle Design · Seasonal Journey Automation
A financial firm with three separate problems that had merged into one large one.
Spinnerkal Financial, an investment and wealth management business came in describing the same thing most financial services businesses describe first: they were losing money, and leads were dropping off. What sat beneath that description was messier than a single problem.
Braze was set up but no lifecycle journeys had been built inside it. A CRM existed but was not being used correctly, data was inconsistent, properties were unmapped, and the system had no governing logic. Campaigns were running, but without lifecycle structure: the right message was going to the wrong person at the wrong moment, or not going at all. And the calendar booking system, critical for a wealth management business where the meeting is the conversion event- was not integrated with the CRM, meaning leads were booking calls that the system had no record of.
Integration between channels. Logic between stages. Timing around the financial calendar.
The deepest gap was the absence of a lifecycle architecture that reflected how wealth management clients actually move: from first contact to consultation to onboarding to ongoing engagement. Without that architecture, leads were falling out of the pipeline at the point they should have been converting, the booked consultation, because there was no automated journey to hold them through the gap between booking and meeting.
A second gap was seasonal: a wealth management firm has two high-value moments in the calendar pre-tax season and tax season- when clients are most motivated to review and act on their investments. Neither moment had any automated communication built around it.
A rebuilt CRM, a connected booking system, and seasonal journeys that didn't exist.
The engagement began with a complete CRM rebuild: data cleaned, properties correctly mapped, lifecycle stages designed to reflect the actual client journey from lead to managed investor. The calendar booking system was reintegrated with the CRM so that every booked consultation was captured, tracked, and triggered an appropriate pre-meeting journey.
Braze journeys were built from scratch: a lead nurture sequence that moved prospects from first contact to consultation booking, an onboarding journey for new clients, a retention and engagement flow for active investors, and a re-engagement sequence for lapsed leads. Automation filters and triggers were reconfigured throughout, the previous setup had been suppressing communications that should have been sending.
Pre-tax season and tax season journeys were designed and built specifically around the financial calendar, helping the target audience understand their investment position at the moment they were most likely to act on it. These journeys became a permanent feature of the annual communication architecture.
- CRM rebuilt from a disorganised data store into a functioning client lifecycle system — every lead now enters a structured journey.
- Calendar booking system integrated for the first time, no booked consultation is now lost or untracked.
- Pre-tax and tax season journeys live for the first time, the firm now has automated communication at its two highest-value calendar moments.
- Lead drop-off — the original presenting problem- addressed through a structured nurture sequence from first contact to booked meeting.
- Significant improvement in lead-to-consultation conversion. Specific numbers remain client-confidential.
The complete client lifecycle, lead nurture, pre-meeting journey, onboarding, retention, re-engagement, and both seasonal flows- runs automatically from a single connected CRM. Every booked consultation triggers its own journey without manual intervention.
Braze · ActiveCampaign · ActionIQ · Calendar Integration
Independent consultant- full CRM rebuild and lifecycle architecture |
STILL THINKING ABOUT YOUR CRM PROJECT?
I WORK WITH A SMALL NUMBER OF BUSINESS LEADERS AT A TIME
If you’re looking for a strategic partner to design, build,
or optimize your CRM and lifecycle system, that conversation starts here.
For advisory, speaking, or collaboration enquiries: aboddickson@gmail.com
