Your CRM should chase the leads so you don't have to.
FloForge sets up, cleans and automates HubSpot—or a simple CRM we provide—for businesses busy serving customers, patients and clients. Keep inquiries organized and follow-ups moving, whether someone is ready to book today or needs months to decide. Scope in writing before work starts. Every job done personally by Jason, remotely.
- Estimate around $2,500 · scope in writing before work starts
- No long-term contract · monthly plans stop any time
- Based in Prescott Valley · serving Arizona remotely
- Intake form receivedClient onboarding · 14 fields
- Create client recordWrites to Clients table
- Assign account ownerRound-robin · Accounts team
- Send kickoff checklistEmail · waits for reply
A run of the Client onboarding workflow. Step 3 is active; step 4 is queued behind a client reply.
Early access. FloForge is in active development — the pages below describe what is built today.
CSV, HubSpot and Make.com all resolve to the same six records. Nothing gets a parallel copy of your data.
Define the record
Choose the fields the work depends on — text, number, date, select, reference, owner. This is the data every run reads and writes.
Lay out the steps
Order the actions: create, update, assign, notify, wait for reply. Each step names who owns it and what has to be true before the next one starts.
Watch the runs
Every run keeps its own history. Open one to see the current step, the owner, and what it is waiting on.
Bring your customer list across without asking anyone technical.
Bring what you already have
Upload a CSV exported from your spreadsheet or your current CRM. FloForge reads it in the browser — the file itself is never uploaded or stored.
Match the columns
Headings that clearly match a field are mapped for you and marked as suggestions. Anything ambiguous is left for you to decide, and columns you do not need stay out.
See the problems first
Missing names, unusable email addresses, dates FloForge cannot read, and rows that match something you already have — counted and explained before anything is written.
Import, then check the record
Added, updated, skipped and failed are counted from what the database actually did. Every row that did not make it is kept with the reason why.
Structure first, automation second.
A workflow is only as reliable as the data under it. You define the fields a record needs, then a workflow reads them, writes to them, and branches on them. When the process changes you edit the workflow — the records stay intact.
- Company
- Northline Freight
- Stage
- Onboarding
- Owner
- A. Reyes
- Start date
- 2026-08-24
- Contract
- AGR-1183
For work that repeats but still gets dropped.
- Client onboarding
- Intake, record creation, owner assignment, and the checklist that has to come back signed.
- Requests and approvals
- A request record, a reviewer, and a step that waits instead of relying on a reminder.
- Handoffs between teams
- Ownership changes are part of the workflow, so the trail stays with the record.
- Recurring internal ops
- Monthly closes, audits, renewals — the same steps, each run with its own history.
Most small businesses do not lose leads. They lose track of them.
None of this is a discipline problem. It is what happens when the work lives in four places and the CRM is the fifth.
The follow-up stops before they’re ready
Some people need months to decide. Keeping in touch and answering the same questions takes time, so promising inquiries go quiet before they’re ready to take the next step.
The real CRM is a spreadsheet
Leads arrive by email, get pasted into a sheet, and the CRM becomes the place nobody opens.
Follow-ups depend on memory
A lead goes quiet for three weeks because the person who spoke to them was busy that Thursday.
The same record exists three times
One from the web form, one from a conference list, one typed in by hand. None of them agree.
Tools do not talk to each other
The form, the inbox, the calendar and the CRM each hold part of the story and none holds all of it.
Five steps, in the order you would actually do them
Connect what you already use
HubSpot, Make.com, Apollo, Apify or Firecrawl, with your own account and your own key. Nothing is shared between customers.
Bring your leads in
A CSV, a discovery search, or an inbound Make.com scenario. All three land in the same place and are checked against what you already hold.
Keep the records straight
Contacts, companies, leads, deals and tasks that link to each other, so opening one shows you the rest.
Automate the repetitive part
A trigger, some conditions, and actions the engine really performs — a task opened, an owner assigned, a webhook sent.
See what happened
Every run is recorded with its outcome, so an automation that failed says so instead of going quiet.
Records that know about each other
A contact belongs to a company. A deal belongs to both. Tasks and activity hang off all three, so opening any one record shows you the situation rather than a form.
Contacts
People, with their company, role and history.
Companies
The business, its contacts and its open deals.
Leads
Scored on arrival, with the reasons shown.
Deals
A pipeline you can read as a table or a board.
Tasks
Linked to the record they are about.
Activity
An append-only record of what happened.
| Name | Stage | Score |
|---|---|---|
| Dana WhitfieldNorthline HVAC | Qualified | 85 |
| Marcus ReedReed Real Estate | Working | 70 |
| Priya RamanCoastal Dental | New | 45 |
A trigger, some conditions, and things that actually happen
FloForge records every run with its outcome. An automation that failed says which action failed and why, rather than appearing to have worked.
- A lead is created
- Lead score is at least 70
- Assign the owner
- Create a follow-up task, due tomorrow
An automation stays a draft until you switch it on, and a paused one never runs. The engine refuses to act twice on the same event.
Find prospects, then let them through one door
Whatever the source, a prospect goes through the same pipeline before it becomes a lead — so a CSV and an Apollo search are held to the same standard.
- Apollo
- Apify
- Firecrawl
- CSV file
- HubSpot
- Make.com
Discover
Enrich
Check for duplicates
Score
Import
A weak match — the same name, or the same phone number — is shown for you to decide on. FloForge never merges two records on a guess.
What connects, and what does not
An icon on a marketing page is not an integration. These are separated by whether you can actually connect them right now.
Connect today
Your own account, your own key. Nothing is shared between customers.
- HubSpot
- Make.com
- Apollo
- Apify
- Firecrawl
Built in
No connection needed.
- CSV import
- Stripe
Catalogued, not built yet
Listed because they belong in the plan. None of them is connected, and FloForge will not pretend otherwise.
- Gmail
- Google Calendar
- Slack
- Notion
- Google Drive
- Resend
- Paddle
- Shopify
The CRM already knows this. It should tell you.
Every record change writes an activity entry and every automation run is stored with its outcome, so the reporting is a reading of what happened rather than a separate thing to maintain.
A direct line to a person
Not a chatbot, and not a ticket queue. Messages go to Jason, who reads them and replies. The conversation stays on your account.
I need help creating a lead follow-up workflow.
Tell me what should trigger the follow-up and who should receive the task, and I’ll build it with you.
Replies come from a person, not an assistant.
Get your follow-up working for you
CRM setup, cleanup and automation around how your business works. Scope in writing before work starts.
Estimate: around $2,500
Free one-month trial available.
Call to discuss your needs and confirm the scope, final estimate and trial details.
The ones worth asking first
Do I need HubSpot to use FloForge?
No. FloForge has its own CRM and works on its own. If you already use HubSpot you can connect your own portal, and the Automation Build-Out may need a paid HubSpot tier for some features — we check before starting.
Where does my data live?
In your own FloForge account, in a Postgres database with row level security. One customer's records are not visible to another, and stored integration keys are not readable by any customer, including you, once saved.
Is the Personal Butler an AI?
No. It is a message to Jason, who reads it and replies. If that ever changes, the product will say so on the screen where you type.
What happens if an automation fails?
The run is recorded as failed with the action that failed and the reason. Transient problems, like a webhook timing out, are retried a few times; a refusal is not retried, because it would give the same answer.
Can I get my data out?
Yes. Contacts, companies, leads and deals export to CSV from the Data page, and imports can be undone.
What is not built yet?
Gmail, Google Calendar, Slack, Notion, Drive, Resend, Paddle and Shopify are catalogued but not connectable. Writing back to HubSpot is limited to an explicit automation action rather than a continuous two-way sync.
Start with the records you already keep in a spreadsheet.
Import them, see exactly what came in and what did not, and keep working from there.