A financial services firm works through partner accountancy practices. Referrals ran on email and phone calls, which meant nobody could answer basic questions: how many are live, whose are they, what came of the one from March.
Worse, the accountants had no reason to trust the process. Handing a client to someone else is a reputational risk, and without visibility of what happened next, the rational move is to stop doing it.
So we built the system that holds all of it — and made it look like each firm's own software rather than somebody else's portal they've been given access to.
Then the growth side got automated too: finding candidate firms, enriching contacts, running the outreach sequence, and publishing an article a week. That part runs unattended.
- Four tiers, properly walled off — admin, partnership manager, partner firm and end client, enforced at the database with row-level security rather than hidden in the interface
- White-labelling — each firm's logo carries through the app and into every client-facing page
- Introductions pipeline — six stages from identified to advice implemented, with staleness detection flagging anything drifting
- A full CRM — activities, tasks, two-way messaging, click-to-call logging, and firm records enriched automatically from Companies House and the firm's own website
- An academy — nine written lessons, quizzes, per-person progress, a printable accreditation certificate and a generated video for each module
- Client-facing tools — scorecards that trigger a four-part educational email series, with results landing on the accountant's record
- Adviser CRM push — introductions posted into Plannr and Intelliflo rather than retyped
- An acquisition engine — weekly Companies House prospecting, contact enrichment, email sequencing and an article published every Tuesday
Four tiers enforced at the database, not the interface
Admin, partnership manager, partner firm, and the firm's own clients. Four audiences with genuinely different rights over the same records.
Permissions live in row-level security policies in Postgres, not in what the UI chooses to render. A partner firm requesting another firm's data gets nothing back from the database itself. With client data and a compliance boundary involved, hiding a menu item isn't a permission model.
White-labelled properly
Each firm uploads its logo and it carries through the sidebar, and into every page their clients see.
The psychology matters more than the pixels. Software that looks like theirs gets used like theirs. A portal that visibly belongs to a third party gets treated as somebody else's system and quietly abandoned.
Staleness detection instead of a status field
Every pipeline has stages. Stages alone tell you where something is, not whether it's stuck.
Each stage has a threshold, and anything past it surfaces as 'needs a nudge' with the reason. That's the difference between a system that records what happened and one that tells someone to do something.
Client tools as the reason to engage
Financial scorecards the accountant sends to their client, which produce a report and start a short educational email series.
It gives the accountant a legitimate, useful, compliance-safe reason to open a conversation — and the result lands on the client record, so the referral starts from evidence rather than a hunch.