Managing a two-sided marketplace is one of the most complex operational challenges in business. You have Supply (in this case, expert consultants) and Demand (fintechs needing advice).

Our client, Fintech Fringe, operates the UK’s only nationwide marketplace connecting scaling fintechs with verified experts. They faced a classic scaling bottleneck:

• They needed to onboard experts efficiently.

• They needed a way for specific experts to receive specific leads.

• They needed a centralized view of which experts were generating traction.

Doing this manually via spreadsheets or disconnected tools was impossible. They needed an automated architecture that could handle the complexity of "Expert" entities distinct from standard "Contacts" or "Deals."

The Solution: A HubSpot Custom Object Architecture

To establish authority and operational efficiency, we moved beyond standard HubSpot implementation. We built a bespoke backend engine that syncs expert data, manages lead routing, and provides crystal-clear reporting.

Here is the technical breakdown of the architecture we deployed.

1. The Data Model: Implementing "Experts" as Custom Objects

Standard CRMs struggle with marketplaces because an "Expert" is not just a contact; they are a product. Using HubSpot's Custom Objects, we defined a new entity called "Expert."

This allowed us to:

• Store specific properties (Bio, Services, Rate, Location) unique to the expert.

• Create a one-to-many association: One "Expert" object can be associated with multiple "Lead" contacts.

• Keep the CRM clean, separating operational partners from potential sales leads.

2. The Onboarding Workflow: From Form to Architecture

We designed an automated ingestion engine. When an advisor applies to join the marketplace via a HubSpot form, a workflow triggers immediately:

1. Ingestion: The system captures the applicant's data.

2. Object Creation: A workflow automatically generates a new record in the "Expert" Custom Object.

3. Association: The system associates the new Expert record with the original contact record of the applicant, ensuring data integrity.

   
   

   
   

   Note: While automation handles the data structure, manual verification remains as a step to ensure quality control before the expert goes live on the front-end community.

3. The "Magic" Link: Dynamic Lead Routing

The most critical piece of this puzzle was lead attribution. How do you use one single form to route leads to hundreds of different experts?

We utilized a dynamic parameter strategy.

• Every expert profile on the front-end (hosted on Circle.so) contains a "Make an Enquiry" button.

• This button links to a centralized HubSpot form but appends a unique Expert ID as a URL parameter (e.g., ?expert_id=12345).

• The Automation: When a prospective client fills out this form, HubSpot reads the hidden expert_id field, searches the Custom Object registry, and automatically associates the incoming lead with the correct Expert.

  
  

  
  

4. The Notification Loop

Speed is currency in a marketplace. We built a closed-loop notification system using HubSpot workflows:

• The Expert receives an immediate email with the lead's details.

• The Lead receives a confirmation that their specific expert has been notified.

• The Admin Team gets an internal alert to monitor the connection health.

  
  

  
  

The Outcome: Full Visibility

By moving this logic into HubSpot, Fintech Fringe achieved what few marketplaces have: Total Data Visibility.

They can now view a single "Expert" record and see:

• When the expert joined.

• How many leads have they received?

• The status of every lead associated with them.

This setup transformed HubSpot from a simple database into the operating system of their marketplace, allowing them to scale their expert network without scaling their administrative headcount.

Key Technical Takeaways for Operations Leaders

• Don't force fit: If a "Contact" or "Deal" doesn't fit your business model, use Custom Objects.

• URL Parameters are powerful: Use them to pass data between your CMS (like Circle, WordPress, or Webflow) and your CRM forms to automate associations.

• Quality Control: Automation doesn't mean removing humans. Use automation for data entry and routing, but keep human "approval" steps for quality assurance.