How I Used HubSpot to Turn Chaos into Clarity for an SMSF Accounting Firm

Ever tried juggling flaming swords while riding a unicycle?

That’s what managing an SMSF accounting firm can feel like.

Clients. Fund details. Compliance. Sales. Service delivery.

It’s a lot.

So, when I was asked to design a system to bring order to the madness, I rolled up my sleeves.

The result? A HubSpot CRM setup so smooth, it practically runs itself.

Here’s how I did it—and why it matters.

The Problem

Let’s start with the basics.

This firm sets up Self-Managed Superannuation Funds (SMSFs).

If you’ve ever set one up, you know it’s no picnic.

• There’s a mountain of paperwork.
• The compliance rules could make a lawyer cry.
• And don’t get me started on keeping track of fund members, sales conversations, and the actual setup process.

It’s messy.

The firm had outgrown their spreadsheets.

They needed something better.

That’s where I came in.

The Solution

Enter HubSpot.

But not just any HubSpot setup.

This was HubSpot, turbocharged.

Here’s how I designed it:

• Companies = SMSF Funds.
  Each fund is a Company in HubSpot.
  Think of it as the central hub where all the fund details live.

• Contacts = Members.
  The people behind the fund are stored as Contacts.
  Every member is linked to their fund, so there’s no confusion about who’s who.

• Deals = Sales Conversations.
  Every potential SMSF starts as a Deal.
  This tracks the sales journey—from first inquiry to signed agreement.

• Tickets = The Setup Service.
  Once the deal is done, a Ticket takes over.
  This tracks the actual setup process: documents, compliance checks, and all the nitty-gritty.

It’s like a well-oiled machine.

Everything connected.
Everything tracked.
Nothing falls through the cracks.

But Wait, There’s More!

HubSpot is great, but I didn’t stop there.

This is where the real magic happens:

• BigQuery:
  I synced all the HubSpot data to BigQuery.
  What’s BigQuery?
  Think of it as a giant digital filing cabinet.
  It stores all the data securely and lets you dig deep into the numbers.

• Google Data Studio:
  Then I built custom dashboards in Data Studio.
  These dashboards make the data come alive.

Want to know how long it takes to set up an SMSF?
Boom—there’s a chart for that.

Curious about how many deals turn into paying clients?
Done.

Need to see which SMSF funds are the most profitable?
Easy.

Data Studio takes the complexity of BigQuery and turns it into something everyone can understand.

The Real Game-Changer

Now, let’s talk about property companies.

Why? Because SMSFs and property are like peanut butter and jelly.

Many people set up SMSFs to invest in property.

So, I designed the system to collaborate with property companies.

Here’s how it works:

• Property companies often have clients who want to buy property through an SMSF.
• By using BigQuery as a data warehouse, the accounting firm and the property companies can share data (securely, of course).
• This creates a win-win:
  • The property company gets expert SMSF support for their clients.
  • The accounting firm gets more business.

It’s partnerships, powered by data.

Why This Matters

This isn’t just about technology.

It’s about solving real problems.

For the firm, this system:

• Cuts down manual work.
• Keeps everyone on the same page.
• Makes decisions faster.

For their clients, it:

• Speeds up the SMSF setup process.
• Reduces the hassle.
• Delivers a smoother experience.

And for their property partners, it:

• Strengthens relationships.
• Creates new revenue opportunities.

It’s a win all around.

What I Learned

Here’s the thing.

Good tech isn’t about bells and whistles.

It’s about understanding the business.

What are the pain points?
What’s slowing things down?
Where’s the opportunity to make things better?

When you answer those questions, the solution almost designs itself.

For this firm, it was about creating a system that didn’t just manage data—it brought clarity, efficiency, and growth.

What About You?

If you’re running an accounting firm, a property business, or anything else that feels like juggling flaming swords, I’ve got one question:

Is your tech helping you—or holding you back?

Let’s chat. You might be closer to a solution than you think.