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.
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:
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:
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.
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:
The team was responsive and doing their best, but the process itself was holding them back.
rebel Financial’s former calling platform had major limitations that disrupted how follow-ups were supposed to work:
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.
rebel Financial used Salesforce for parts of their business, and while it was connected to HubSpot, there were persistent conflicts:
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.
We broke down a tangled web of automations and rebuilt them into lean, purpose-driven flows.
Now, the team can make changes without hesitation and trust what’s running in the background.
Previously, leads from partners like Dave Ramsey and Paladin had to be manually entered. We changed that completely.
This dropped intake time from hours to seconds. It also helped reps respond faster and ensured no lead sat unseen in a shared inbox.
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:
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.
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:
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.
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:
This made lead prioritization more accurate. Reps now focus their time on contacts who are actually ready and not just active.
Here’s what changed after we realigned rebel’s system and processes:
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.
We help RevOps teams turn good systems into scalable ones without starting from scratch.
If you're generating leads, doing the work, and still seeing bottlenecks.