How Blooloop Replaced Insightly with a HubSpot CRM Built Around Renewals and Reporting

Built Around How Blooloop Sells

Pineo’s HubSpot implementation was built around how Blooloop’s business actually operates, rather than forcing two revenue streams into a single generic pipeline.

Two Dedicated Pipelines

The foundation was two separate pipelines in HubSpot: one for new business, one for repeat and renewal business. When a deal is closed-won in the new business pipeline, it automatically transfers into the renewal pipeline to start the account management cycle. That single automation closed the gap between winning a client and managing them through to renewal. In practice, that meant no client could quietly fall through the cracks between a signed deal and the start of active account management.

The new business pipeline covers the full sales process from first contact through to close. The renewal pipeline tracks the account relationship from there, with deals moving automatically as a contract nears expiry so the team knows when to get in touch. Because clients buy annual packages, each renewal needs the previous year’s details, so Pineo set the process up to carry them forward automatically when a deal is won, rather than the team re-entering them.

Automated Onboarding and Offboarding

Client onboarding tasks that were previously managed manually now trigger automatically on close-won, setting new clients up across the right internal systems without anyone needing to work through a checklist by hand. The same logic applies in reverse: when a renewal is lost, an automated offboarding sequence handles the wind-down instead of relying on someone to remember every step. For reps, that removed a manual checklist from every deal close and every lost renewal. Onboarding no longer depends on one person remembering every step, it happens the same way, every time.

Check-in frequency adjusts automatically based on what the client has purchased, rather than being tracked manually.

Fixing the Reporting Foundations

Before building any dashboards, the underlying data needed to be reliable. The core fix was making sure the date a new deal was won could never be overwritten once it was set, so historic wins stayed accurate no matter what happened to the deal afterwards. Repeat revenue reporting was moved onto invoice dates, replacing an editable date field that had been skewing historic reports.

With clean date fields in place, Pineo built out reporting across both pipelines: deals by rep, win and loss rates, forecast renewal revenue by month, repeat and renewal rate per rep, and client spend over time. The renewal forecast was extended from a 90-day to a 12-month forward view, giving Blooloop significantly more runway to plan for repeat income.

Data Migration and Integration

An off-the-shelf sync handled the bulk move of records from Insightly. Pineo then wrote custom scripts against both the Insightly and HubSpot APIs to fill the gaps it left, rebuilding the links between deals, contacts and companies, and bringing across the full note history on long-running accounts where the standard import had cut it short. The sync also created duplicate company records. Rather than bulk-merging them, Pineo scored every possible match, had Blooloop’s team review the decisions, and held back any record with more than one plausible match for manual review. Every change ran as a dry run first and was logged, so nothing was merged into the wrong account.

Email was connected so client conversations are logged against the right records automatically, with internal emails excluded. Existing email marketing contacts were brought into HubSpot and matched against the records already in the CRM, so the team isn’t managing two separate databases.

Onboarding and Training

Structured onboarding ran alongside the build, including a recorded training video, a sign-off step before go-live, and dedicated sessions with the team covering visual customisation and day-to-day use of the platform. In the months following go-live, Pineo kept refining the setup as Blooloop’s team put it to use and raised change requests based on how it actually worked.