Overview

A fintech and investment management group operating across the Middle East and Africa engaged us to transform its client acquisition, onboarding, and relationship management processes. The company provides secure, technology-driven platforms for trading and investing in precious metals and operates multiple entities serving both individual and corporate clients.

The organisation needed a unified CRM and automation framework capable of supporting complex operational workflows, regulatory requirements, and multi-entity servicing. We were selected to architect and implement a full HubSpot Marketing Hub Professional setup tailored to their business model.

Objectives

• Digitise and automate client onboarding for both personal and corporate accounts.

• Centralise fragmented operations into a single, compliant HubSpot environment.

• Streamline due-diligence, approval, and account servicing processes.

• Enable scalable marketing automation, nurturing, and client communications.

• Equip marketing, service, and compliance teams with a well-structured CRM and sales and marketing tech stack.

What We Delivered

1. CRM Architecture & Data Modelling

• Designed a complete data model with over 150 custom properties across multiple HubSpot objects.

• Structured data for business units, personal and corporate accounts, main and joint account holders, compliance information, funding details, and operational workflows.

• Created custom objects and relationships to reflect real business processes and multi-entity operations.

2. Multi-Step Onboarding & Due Diligence Workflows

• Mapped and optimised all processes for account creation, verification, due diligence, funding, and ongoing servicing.

• Built over 50 complex automation workflows covering:

  • Record creation and assignment

  • Additional information and document requests

  • Abandoned signup recapture

  • Account approval routing with conditional logic

  • Risk management, rejections, and escalations

  • Notifications, nurturing, and lifecycle stage management

  • Data maintenance and cleanup

  • Manual actions for compliance and operations teams

• Implemented a multi-stage signup and account opening journey with automated follow-ups to reduce drop-off rates and guide users back into the funnel, exactly where they dropped off.

3. Sales Pipeline With Risk & Approval Controls

• Developed a custom sales and onboarding pipeline aligned with regulatory obligations.

• Integrated risk scoring, approval controls, and conditional progression logic.

• Enabled cross-team collaboration between relationship managers, compliance officers, and operations.

4. Marketing Automation & Communication Framework

• Implemented all marketing automation journeys, nurturing sequences, and transactional messaging across email and WhatsApp.

• Built around 70 marketing and transactional email templates using dynamic content for both individual and corporate onboarding scenarios.

• Developed around 30 integrated forms and a unified library of landing pages supporting acquisition, onboarding, and compliance steps.

• Ensured full alignment with regulatory communication requirements across all entities.

5. Training, Enablement & Ongoing Support

• Delivered onboarding and hands-on training for marketing and service teams.

• Provided complete documentation and reference materials.

• Continued optimisation support to improve workflows, enhance data quality, and expand automation.

• Provided ongoing support to marketing, service and compliance teams.

Impact

• A fully digitised onboarding and operation system that significantly reduced manual work and processing time, and enhanced customer satisfaction.

• A unified HubSpot architecture supporting complex multi-entity operations.

• Automated client lifecycle management from signup through verification, funding, and ongoing engagement.

• Improved data consistency, transparency, and collaboration across marketing, compliance, and service teams.

• A scalable CRM and automation foundation supporting future product expansion and regulatory requirements.

As a seasoned HubSpot Gold Solutions Partner, Cactix brings deep technical expertise in complex implementations, advanced data modelling, and multi-system integrations. With nearly a decade of hands-on experience delivering HubSpot across a diverse set of industries, our team is equipped to architect solutions that are both scalable and grounded in real business processes.