Insights

How to Connect Zeffy and HubSpot for Nonprofit Event Registration

enrique@paulainc.ca (Enrique Flores) — Tue, 14 Apr 2026 12:30:04 GMT

Integration Guide

What people type on Google when looking for money managers

enrique@paulainc.ca (Enrique Flores) — Mon, 13 Apr 2026 04:06:15 GMT

Recently, I've been doing some work around how Wealth Management firms can position themselves for success on LLMs and noticing, among other takeaways, that people are definitely going online to find help.

In Canada, nearly 10,000 people are searching for "financial advisor" every single month. Another 390 are specifically asking Google "how to choose a financial advisor."

If you lead strategy for an investment firm (or even if you are a curious PM, IA, or FA), here is a quick look at the data and what it means—especially as search behavior evolves with AI.

The story of our name

enrique@paulainc.ca (Enrique Flores) — Fri, 10 Apr 2026 23:03:11 GMT

In January of 2022, I quit my job as CMO and CTO to do some traveling and start my own business.

The first stop in my travels was Chile—an opportunity to be with loved ones for an extended period, spending time with Mom and Grandma as the chief priority.

As expected, Granny (abuelita) stole the show.

At 95, Granny’s memory fails her more often than it serves her, a struggle she—mostly unsuccessfully—tries to conceal. But also something I found fascinating and endearing.

When I first saw her, she pretended she remembered me. Asking questions about the children and wife I don’t have and making references that were mostly guesses—a fantasy I was happy to indulge in, for that seemed like the gentler thing to do. Soon, however, we’d find our way back to our rightful place in each other’s heart.

During my stay, we shared the same bedroom. Before long, she’d refuse to go to bed unless I joined her:

“I’m scared to sleep on my own; don’t you want to come to bed? Aren’t you sleepy?” A not-so-subtle request that filled me with pride and joy.

The minutes (sometimes hours) before falling asleep were the best.

We’d reminisce about close and distant family members, she’d ask about everyone (real and imaginative), with frequent interruptions to check that I had my blanket and my pillow.

“Yes, abuelita, I’ve got a blanket”, I’d repeat five or ten times each night, being careful of not sounding irritated by the recurring question.

After two or three days, pretending didn’t feel as necessary. She’d admit her memory’s failings and ask blunt questions about the past.

As I answered them, I sensed that her emotions were light but mixed: the satisfaction of having created a large and loving family; the frustrations of not being able to relive the sweet memories of its creation.

Overall, however, it seemed to me that she enjoyed our little time together as much as I did, and that she knew that even though she did not remember every meal she made me, every time she held my hand across the street or tucked me into bed, or even whose child I was, she was someone special in my life and I in hers, and we were blessed to be spending this time together.

I’d been searching for a name for my new business since I left for my trip, Granny was the answer: Paula

Marketing Attribution Reporting — What the hell is it?

enrique@paulainc.ca (Enrique Flores) — Fri, 10 Apr 2026 22:58:59 GMT

Marketing Attribution is an exercise in setting up the parameters to identify — with actionable precision — your sources of business and transactions.

It helps you see which channels, events, and assets are driving results. The chart below illustrates a simple version of the structure of a marketing attribution report.

On the left, you have the common channels through which contacts first engage with your business.

On the right, you have what are normally the last touchpoints before the visitor decides to buy.

Next to each of these are the ways you can categorize them to make your reports more digestible.

This is the kind of setup that we implement for our clients, particularly for E-commerce, RevOps, and Marketing Operations leaders

And this is only half the picture.

The other important aspect of this equation is bringing in financial and transaction data and tying it to each client so we can see not just how they were acquired and what caused them to purchase, but also how much revenue we've generated from them.

Just picture how you can manage the allocation of your marketing — and sales — resources when you have this kind of power.

If marketing attribution is a challenge you wish to solve, contact us!

3 Basic Yet High-Impact HubSpot Features Too Many Portals Miss

enrique@paulainc.ca (Enrique Flores) — Thu, 09 Apr 2026 18:28:12 GMT

There are settings in HubSpot that often get skipped during onboarding and never get revisited. Not because they're hard, but because users don't even realize they are there.

These three are quick to set up and don't require a developer. But they unlock features that have a big impact.

1. Install the HubSpot Tracking Code
Right now, someone might be on your website—looking at your pricing page, reading your about page, comparing you to a competitor. Without the tracking code, you’ll never know.

The tracking code is a small piece of JavaScript that goes on your website — similar to how Google Analytics works. If your site is hosted on HubSpot, it's already there. If your site is on WordPress, Squarespace, or any other platform, it needs to be added.

With it installed, HubSpot starts watching your website and connecting the dots. When that visitor eventually fills out a form, HubSpot ties their entire browsing history to their contact record. Your sales team can see exactly what they looked at before reaching out.

2 HubSpot Settings Every Financial Services Firm Should Check Before Sending Another Email

enrique@paulainc.ca (Enrique Flores) — Tue, 07 Apr 2026 20:50:22 GMT

In the first quarter of 2025, nearly a third of all phishing attacks globally targeted payment and financial services companies — the highest concentration of any sector (APWG Q1 2025 Phishing Activity Trends Report). By Q2 2025, financial institutions were the single most-attacked sector (APWG Q2 2025).

What does this have to do with your HubSpot settings? Everything.

Because inbox providers know financial services is a prime target for impersonation, they treat emails from financial firms with extra scrutiny. And because recipients are primed to be suspicious of anything that looks even slightly off, every detail matters — the domain in your URL, the sender line in your email, the verification records behind your sending infrastructure.

If your landing pages carry an unfamiliar domain or your emails arrive with "via HubSpot" in the sender line, you're not just missing a best practice. You're triggering the exact signals that get legitimate emails filtered, ignored, or deleted.

These two HubSpot settings control whether your marketing looks like it's coming from your company — or from a stranger. Both involve DNS changes, so they're worth doing carefully. Neither requires custom code.

What people type on Google when looking for money managers

enrique@paulainc.ca (Enrique Flores) — Tue, 07 Apr 2026 02:47:12 GMT

The Real Reasons Heirs Leave Their Parents' Advisors

enrique@paulainc.ca (Enrique Flores) — Tue, 07 Apr 2026 02:10:44 GMT

Ever since I was on the client side of the wealth management industry, the Great Wealth Transfer has been a core narrative from tech vendors: billions of dollars are changing hands, 70% to 90% of heirs will fire their parents’ advisor, and the only way to stop it is to buy a sleeker digital portal.