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Fintech, real estate crowdfunding
Connecting HubSpot CRM and Asana for Internal Approvals
Investown is a platform that facilitates investments in real estate loans through crowdfunding. It connects investors with real estate projects and manages the process from project selection to its financing.
- Client
- Investown
- Industry
- Fintech, real estate crowdfunding
- Service
- Custom integration
- Teams
- Sales, marketing, legal, risk
- Status
- In production, still expanding
- Technology
- HubSpot CRMAsanaMake
Summary
Investown connected HubSpot CRM with Asana without an off-the-shelf app: when a deal reaches the review stage, a Make integration creates the Asana task, returns the review result to HubSpot and moves the deal to the right stage.
- Ready-made integration apps did not cover the approval scenario.
- We started with a one-way MVP, then added two-way sync.
- The integration now also writes to case files and registers.
How it worked before and how it works now
- HubSpot Sales rep moves the deal Deal reaches the review stage
- Handover Create the Asana task by hand Make picks up the stage change
- Asana Copy the deal details Task is created with HubSpot data
- Review Legal and risk review Legal and risk review
- HubSpot Pass the result back by hand Result returns, deal moves on
BeforeEvery review handover meant creating a task by hand, copying data and passing the result back between teams.
NowHandover, sync and the review result run automatically, with data synced both ways between the deal and the task.
The Challenge
Sales and marketing at Investown worked in HubSpot CRM, while the legal and risk assessment teams handled internal evaluations in Asana. At a certain stage of the sales process, a deal needed to be handed over for risk evaluation, which meant manually creating a task in Asana, adding information to it from HubSpot, and then manually passing the evaluation result between the teams. Pre-built integration apps did not cover this scenario.
Project goals:
- Automate the handover of a deal from HubSpot to Asana.
- Transfer all key information to Asana without manual copying.
- Return the risk evaluation result back to HubSpot.
- Ensure two-way synchronization of updates between the deal and the task.
Step by step
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Process Audit and Bottleneck Identification
With the client, we mapped the entire process of handing over a deal for internal assessment. We highlighted critical points where rapid data synchronization is needed, as well as parts of the process that relied on manual work.
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Target Process Design and Automation Definition
We designed how the process should work in a fully automated form and established rules for handing the deal over for risk assessment, including what data should be transferred and when it should be updated.
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Delivery of the MVP Integration (HubSpot → Asana)
We prepared a basic version of the solution on the Make platform: when a deal moved to a stage requiring assessment, a task was automatically created in Asana, and the necessary information from HubSpot was copied into it.
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Two-Way Synchronization and Returning the Result to HubSpot
We added logic so that after the risk evaluation, the information was sent back to HubSpot, and the deal automatically moved to the corresponding stage.
At the same time, we set up two-way updates of key fields between the deal and the task whenever a change occurred.
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Production Testing and Gradual Integration Expansion
After deploying to production, we continuously tested and fine-tuned the solution to exactly match the client's expectations. Subsequently, we expanded the integration according to further needs, including connecting to file documents and tracking spreadsheets for automatic entry of key data.
The Result
Investown now has fully automated deal handovers and data synchronization between HubSpot and Asana.
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Dozens of hours saved per week
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Elimination of manual steps
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Fewer inquiries about deal status
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Lower error rate thanks to automation
We recently engaged with FORECOM for a comprehensive project involving the implementation of HubSpot Marketing Hub, including in-depth consulting around CDP Segment and several complex integrations and workflows. They took the time to understand our specific needs and tailored their solutions to ensure seamless integration with our existing systems.
Conclusion
At FORECOM, our experience shows that companies often combine multiple tools for different parts of a process—for example, a CRM for sales and a separate system for internal approvals.
For Investown, based on this premise, we designed and delivered a custom integration that connected HubSpot and Asana and added connections to other internal resources. Thanks to this, handing over deals for assessment can now take place consistently and automatically, with clear continuity between individual steps.
Frequently asked questions
Can HubSpot be connected to Asana when the ready-made integration is not enough?
Yes. For Investown, the ready-made integration apps did not cover the approval scenario, so we built a custom integration in Make. When a deal moves to the review stage, an Asana task is created with the HubSpot data and the result flows back to the deal.
How does the risk review result get back into HubSpot?
Once the review is done in Asana, the integration sends the result to HubSpot and moves the deal to the matching stage. Key fields sync both ways between the deal and the task on every change.
Why start the integration as an MVP?
We first delivered a one-way MVP (HubSpot → Asana). After it went to production, we fine-tuned it for Investown and, as new needs came up, added two-way sync and the connection to case files and registers.
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