Background
Ualett is a B2B financial services company with offices in both the United States and the Dominican Republic that provides cash advances to small businesses. Operating in the fintech industry, they needed their HubSpot system to handle the complexity of their multi-stage cash advance process.
Challenges
Ualett faced several challenges that was slowing down their great team:
- Their Twilio Flex communication system operated separately from HubSpot. This meant their specialists couldn't access customer data during calls, requiring them to switch between systems for every customer interaction.
- Ualett lacked a streamlined reporting framework for tracking conversions across their various deal stages (Stage 1-7, Stage 1-4, and Stage 1-2). Leadership didn't have clear visibility into their business performance but didn't have the tools to measure and adapt goals effectively.
- Their servicing department was manually categorizing clients based on remittance behavior. They needed to track clients across categories like Preventions, Preventions at Risk, Negotiations, and Write-Offs, but this was all being done without automation.
- The team also faced challenges with HubSpot workflow management - they had built numerous automations over time but needed an audit of their workflows to determine which were useful, which could be merged, and which should be deleted.
Solutions
Our HubSpot Expert team developed a multi-phase solution that addressed each of Ualett's operational challenges through custom development and intelligent automation.
Part 1: Advanced Custom Card Development
We built multiple HubSpot custom cards that became the foundation of Ualett's deal management system.
The "Amount Available" custom card automatically displays different cash advance amounts based on deal ranges ($550 - $3,000) and shows the appropriate amounts due for 6, 8, and 10-week payment terms.
We also created Remittance tracking cards, Institution display cards, and Deal History cards that provide complete visibility into every customer interaction and transaction.
Image of the client's Cash Advances Categories that we replicated using HubSpot's Custom Cards.
Part 2: Intelligent Workflow Automation
We designed and built over 15 automated workflows that eliminated manual processes across Ualett's entire customer lifecycle. The ownership assignment workflows automatically route contacts and deals to the correct team members (Sales, Onboarding, Servicing, or Relationship Management) based on customer stage.
We also built smart servicing workflows that automatically categorize clients into Preventions, Negotiations, Write-Offs, and Preventions at Risk based on their payment behavior and deal stages. We also created ticket automation that generates support cases when ACH payments fail, with automatic assignment based on specific error codes.
Screenshot of the client's Lead Routing workflow.
3. Part 3: Marketing Infrastructure and HubSpot Integrations
Finally, we built Ualett a complete custom blog system that matches their website design with full Google Analytics and Tag Manager integration, plus specialized marketing email templates for customer communications.
We established reporting dashboards showing lead generation, email performance, social media engagement, and landing page metrics with proper goal tracking. We also conducted technical investigations for their Twilio Flex integration and built connections to their institution's API and Zinrelo partnership platform.
Custom blog listing page development for Ualet
Optimization Results
The transformation delivered measurable improvements across Ualett's operations:
- Automated deal processing: Custom cards and over 15 workflows eliminated manual data entry and system switching throughout their 10-stage deal process, with automatic ownership assignment ensuring customers are always connected to the right specialist.
- Complete operational visibility: Real-time dashboards and reporting frameworks provide leadership with performance tracking across all conversion stages, plus marketing metrics for lead generation, email campaigns, and digital engagement.
- Enhanced customer experience: Custom blog platform, specialized email templates, and automated client categorization based on payment behavior create a professional, efficient customer journey from first contact to final payment.
What's Next?
Ualett is now positioned for growth with their optimized HubSpot foundation. The next phase includes implementing the full Twilio Flex integration based on our technical investigation, which will provide their specialists with complete customer data during every call.
We're also expanding their automation framework with additional workflow optimizations and enhanced reporting capabilities to support their scaling efforts!