Case Study: Getting rebel Financial 60% More Sales

It genuinely felt like everything clicked into place. Our workflows stopped slowing us down, we doubled our productivity, and the Bearworks integration made the biggest difference.

Team rebel Financial

The Backstory

rebel Financial is a fast-growing registered investment advisor (RIA) based in the U.S., known for delivering personalized, values-driven financial services. With lead flow coming in consistently from trusted partners like Dave Ramsey and Paladin, their team was already doing the hard work of bringing in leads, but their system wasn’t keeping up.

They had gone through an onboarding with another agency, but critical issues persisted. Lead intake still lived in inboxes. Workflows had become too complex to manage. Reporting lacked visibility. None of this was due to a lack of effort or capability. It’s just that the foundation wasn’t built to scale.

That’s when rebel Financial turned to OneMetric. Our role was to smooth out what they were doing, to refine it, bring clarity to the chaos, and help their team operate with the efficiency they were already ready for.

What Made rebel’s Setup Difficult?

rebel Financial had HubSpot in place, a capable team using it, and a strong lead flow from partners. On the surface, everything seemed to be working.

But under the hood, the system couldn’t keep up with how fast the business was growing. As more logic and lead types were added, workflows became harder to manage, slower to execute, and less predictable.

We found four main blockers during our early discovery sessions:

Bloated Workflows

rebel Financial had already tried to set up automation through eight separate workflows that segmented leads by categories like warm, hot, urgent,  and blazing.

But the logic inside them wasn’t clean. There were:

• Steps being duplicated across workflows
• Suppression rules added at multiple levels to avoid overlap
• Entire branches that repeated themselves or cancelled each other out

One of the workflows alone had 723 branches. It segmented leads based on recent appointments, phone number presence, urgency level, and more. But with that many conditional paths, no one on the team could confidently track what a lead would experience.

If a change needed to be made, it often meant untangling dozens of conditions and testing every path. That created delays. It also led to missed follow-ups, because visibility was low and lead prioritization wasn’t clear.

Delay in lead intake

rebel was receiving high-quality leads from trusted third-party sources. But those leads were being sent the old-fashioned way, as emails, directly to a single inbox.

Each new contact had to be manually entered into HubSpot, categorized, and assigned by hand.

This created several issues:

• Some leads didn’t make it into the system on time
• Urgent opportunities weren’t flagged or routed quickly
• The data coming in had no consistent structure

The team was responsive and doing their best, but the process itself was holding them back.

The dialer couldn’t trigger anything

rebel Financial’s former calling platform had major limitations that disrupted how follow-ups were supposed to work:

• Missed or unconnected calls weren’t logged
• Workflows couldn’t be triggered when a call ended
• Reps had to upload call tasks manually using spreadsheets

Because of this, the entire post-call process broke down.

Workflows couldn’t adapt to call outcomes. Reporting missed large chunks of activity. And follow-ups became inconsistent, not due to lack of effort, but because the system didn’t capture what happened on each call.

Without reliable automation, reps spent more time fixing tasks than moving deals forward. Even high-quality outreach didn’t translate into clean, trackable activity inside HubSpot.

Salesforce was syncing but only halfway

rebel Financial used Salesforce for parts of their business, and while it was connected to HubSpot, there were persistent conflicts:

• Fields like “Next Contact Date” weren’t syncing properly
• Some workflows failed entirely because the data didn’t match
• And because Salesforce allows multiple contacts with the same email, HubSpot’s one-contact-per-email rule led to lost records or blocked syncs

rebel Financials’s team was left managing sync errors and duplicate task assignments manually.

This wasn’t a simple onboarding fix. It was a complex, layered system that had been built with good intentions but had become too tangled to scale.

We had to sort through what was already there, rebuild the foundation, and keep momentum going while doing it.

Turning a Working System Into a Scalable One

Simplified and Rebuilt the Core Workflows

We broke down a tangled web of automations and rebuilt them into lean, purpose-driven flows.

• Consolidated and split complex branches into simpler, conditionally distinct paths
• Reduced one major workflow from 723 steps to under 300, cutting down 450+ unnecessary actions
  Introduced logic to automatically assign tasks based on lead type, phone presence, and urgency
• Added visibility rules and cleaner task naming so reps instantly knew what to do and why

Now, the team can make changes without hesitation and trust what’s running in the background.

Automated Third-Party Lead Intake with Zapier and Email Parsing

Previously, leads from partners like Dave Ramsey and Paladin had to be manually entered. We changed that completely.

• Built a Zapier flow to parse incoming lead emails
• Tokenized each field (name, email, phone, lead type) and synced directly to HubSpot
• Triggered automated Slack notifications for time-sensitive leads
• Standardized field values so these leads flowed through lifecycle stages like any others

This dropped intake time from hours to seconds. It also helped reps respond faster and ensured no lead sat unseen in a shared inbox.

Replaced the dialer

rebel's team was making the calls, but none of it synced with HubSpot. We implemented Bearworks, a dialer built to work inside their CRM.

This allowed us to:

• Log every call attempt, even the ones that didn’t connect
• Trigger follow-up tasks automatically based on call outcomes
• Remove the need for spreadsheets or manual task uploads
• Enable power dialing and unlock coaching tools to help reps improve over time

Calls became part of the system, not a separate activity. Reps could move faster, and managers had visibility into what was working.

Weekly call volume rose from 400 to over 1,000.

Fixed the Salesforce sync

rebel used Salesforce alongside HubSpot, but the two systems weren’t syncing smoothly. Fields like "Next Contact Date" and "Appointment Details" weren’t transferring correctly, and duplicate emails were causing records to break.

Here’s how we solved it:

• Added a secondary email field to handle duplicates without blocking sync
• Built Zapier logic to move those contacts into HubSpot without errors
• Audited and corrected all key field mappings
• Removed the task duplication that was cluttering rep views

The sync now works quietly in the background. rebel’s team didn’t even have to change how they use Salesforce but they now get clean, usable data inside HubSpot.

Rebuilt lead scoring

The original scoring model treated every action as equally important. Multiple email opens or page visits could push a lead into "hot" status, even when there was no real interest.

We redesigned the model to reflect actual intent:

• Scores now decrease over time if a lead goes inactive
• Repeated low-impact actions don’t inflate the score
• High-value actions like booked meetings or form submissions carry more weight

This made lead prioritization more accurate. Reps now focus their time on contacts who are actually ready and not just active.

The Impact

Here’s what changed after we realigned rebel’s system and processes:

• 1,000+ weekly calls, up from 400
• 4 hours saved per rep every week by reducing workflow complexity
• 20+ hours saved across the team by automating lead intake and follow-up
• 60% increase in outreach volume after switching to Bearworks
• 50% faster ramp-up for new reps, thanks to clearer automation and task logic
• More accurate revenue forecasting, driven by clean data and synced systems

All of this happened without asking the team to change how they worked.

We’re still working with rebel Financial today.

The focus now is on building long-term nurture campaigns, refining lifecycle automation, and expanding how the team uses CMS and content inside HubSpot.

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