Claude Agent to implement HubSpot

An investment firm that backs entrepreneurs acquiring and running small businesses. Its deal flow runs on referrals.

Within investing, relationships behind a deal are the real assets, and HubSpot was not architected to naturally capture the complexity nor was it easy to get all information into the portal. The portal was running HubSpot’s defaults, and those defaults are built for a company selling a product or service.

•    No structure for how the firm actually invests. Deal stages and a single deal amount could not hold a raise, an allocation, and a commitment as three separate numbers.

•    Relationship data with no home. Founder, investor, HoldCo, OpCo, PortCo, LP, referrer: none of these roles had labels, so none could be reported on.

•    A spreadsheet as the system of record. Roughly 490 contacts, companies, leads, and deals carried inaccurate domains, missing companies, and duplicate entities under variant spellings.

The goal: stand up a CRM that reflects that actual investment process, moves the data in cleanly, and allows for future AI automation.

Everpeak connected Claude Code to the HubSpot portal through HubSpot’s MCP server and wrote every change as a script against the API rather than clicking through admin screens. This reduced build-times, increased accuracy, and reduced cost.  For example, all referral links provided by the client were backwards,  designated the referred entity as the referrer. Rebuilding through the batch API took minutes. Clicking them apart, revering, and putting them back within the HubSpot interface would have taken 3-4 hours.

•    Schema built to the investment model. Everpeak built four objects and layered deal value across seven currency fields. The offer-to-commitment gap calculates live, so nobody does the arithmetic in a review.

•    A pipeline shaped like the real process. The pipeline runs from first meeting to Backed, with explicit exits for Passed, Hold, and Out-Referral, and a lead funnel feeding it.

•    Every relationship labeled. Everpeak defined rroles, holding-company structure, and person-to-person referral links. Roles were highly customized to the firms relationships with a single entity being able to embody multiple roles (i.e. CEO candidate, investor, vendor)

In one week, the firm went from a spreadsheet to a CRM that can run almost invisibly to track activity, surface opportunities, and reflect the full investment cycle..  Key Performance Indicators (KPIs) were real-time, accurate and discussed in weekly meetings with no time required to pull data. The referral network the firm runs on could also now be queried and made it significantly easier to manage relationships at scale.