Overview
McAdams Group is an independent wealth management firm focused on helping clients prepare for and thrive in retirement. The team advises households across investment management, income planning, insurance, and estate planning, often coordinating multiple accounts and products for each family. As demand grew and the firm expanded its marketing and seminar activity, leadership saw an opportunity to bring more structure, consistency, and insight to how prospects and clients were managed by moving to a more scalable wealth management CRM on HubSpot.
Before Learners.ai
Before partnering with Learners.ai, McAdams managed client and prospect activity across Redtail, email, and spreadsheets. The approach supported day to day operations, but made it harder to scale consistently or see the full household relationship in one place.
Legacy CRM and spreadsheet sprawl
Lead qualification and assignment steps relied on ad hoc workflows and spreadsheets. Opportunities and client updates were split between Redtail, email inboxes, and shared spreadsheets, with no single reliable view of a household’s full relationship or revenue potential.
Manual advisor workflows
Advisors relied on individual habits, spreadsheets, and inboxes to track calls, meetings, and next steps. Leadership had limited visibility into which activities were driving results.
Inconsistent pipeline tracking
Opportunities moved through different stages and processes depending on the advisor, which made forecasting and performance comparisons difficult.
Event follow up not fully standardized
Educational events and seminars generated interest, but the workflows that turned attendees into meetings and clients were not yet automated or measured end to end.
The Challenge
McAdams wanted a CRM foundation that could support growth without adding complexity for advisors – essentially a scalable RIA CRM on HubSpot that everyone would actually use.
The firm’s leadership set goals to centralize lead and client data in HubSpot, standardize advisor workflows and sales stages, automate follow up for workshops, webinars, and referrals, improve visibility into key conversion points, and shorten the time between first contact and becoming a client.
The Solution
Learners.ai redesigned McAdams Group’s HubSpot environment so that marketing, sales, and service could operate on the same platform with clear workflows and reporting.
CRM and Data Model Foundation
- Rebuilt contact and company records to capture source, event, and campaign attribution
- Standardized lifecycle and deal stages to create a common language across the firm
- Implemented segmentation and qualification fields aligned to McAdams Group’s advisory model
Sales Hub Architecture
- Designed a single, structured sales pipeline for all advisors
- Automated task creation, reminders, and follow up sequences for new leads and no shows
- Introduced templates and playbooks to support consistent outreach and discovery
Marketing and Event Optimization
- Configured landing pages and forms for workshops, webinars, and campaigns with clean attribution
- Built nurturing sequences that guide prospects from event registration to booked appointments
- Set up engagement reporting to help the team understand which channels and messages perform best
Operational Workflows and Leadership Dashboards
- Centralized client service requests and handoffs inside HubSpot
- Created dashboards for leadership to track advisor activity, conversion ratios, and pipeline health
- Enabled a firm wide view of where prospects sit in the journey, from first touch to ongoing client
This project is part of our broader Wealth & Asset Management solution for RIAs, wealth managers, and retirement-focused advisory firms.
Results
Within the first year on the new HubSpot platform, McAdams Group saw clear, sustained improvement across the revenue funnel. Trends in conversion, opportunity volume, and sales cycle duration all moved in the right direction and stayed there.
- Stronger top of funnel performance
Website and campaign conversion rates improved significantly once forms, landing pages, and follow up were standardized and measured inside HubSpot. Marketing efforts that previously felt hard to quantify started producing a more predictable flow of engaged prospects.
- Higher volume of qualified opportunities
Advisors were able to work a noticeably larger volume of qualified opportunities, supported by automated reminders, task queues, and consistent pipeline rules instead of ad hoc tracking.
- Growth in opportunity value
As segmentation and qualification matured, the pipeline shifted toward higher value prospects. Advisors spent more of their time on complex planning conversations and multi need households rather than smaller, transactional opportunities.
- Faster movement through the pipeline
Automated workflows reduced delays between initial interest, first appointment, and decision. Sales cycles became meaningfully shorter, with fewer stalled opportunities and clearer next steps at each stage.
McAdams Group’s experience reflects a common challenge among growing advisory firms. As client relationships span multiple accounts, products, and family members, visibility and consistency become harder to maintain without a unified CRM foundation.
By treating HubSpot as the system that connects marketing activity, advisor workflows, and client service, McAdams built a platform that supports growth while preserving the high-touch experience their clients expect