Bridgewell Financial, from digital strategy to making work flow.

Author’s note:

Brad Edgerly

Founder and Lead Architect, Creative Sparq

Always seeking to understand and improve, Brad is a systems workflow architect that likes to get his hands dirty. Want to know more?

“Bridgewell was growing and had implemented best-of-breed tooling but were still dealing with manual activities and disparate data. They had vision, goals, objectives—but the rubber wasn’t hitting the road with their Salesforce instance. They thought they needed the expertise usually found at major consulting firms, but found relief with a Canadian boutique with huge success in their segment.”

— Brad Edgerly, The Architect

Pulling the veil on the current state

Bridgewell Financial had initially assumed that a streamlined Salesforce CRM solution would be ready to deploy out-of-the-box, only to quickly realize it required expert customization.

“We had purchased a skinned-down version of Salesforce that we thought would be ready to use out-of-the-box,” Michael Wortsman (Partner) begins, “We very quickly learned that we needed support and what we bought wasn’t ready to work with.”

“We weren’t able to see the multiple lines of revenue coming in,” added Graeme Martin (Partner), “and we needed to centralize everything so that we could better track revenue and accurately pay out the advisors as they bring in commissionable income.” Michael continued, “Nobody on our team was trained in how to program Salesforce and nobody had previous experience working with Salesforce. It felt like we were kind of helpless, and we were doubting our decision to buy Salesforce.” 

With no in-house Salesforce CRM experience, the team felt overwhelmed—until they partnered with a skilled implementation team to transform their platform into a streamlined, high-performing solution tailored to their needs. 

Strategy before tactics

Bridgewell recognized the need to optimize their systems by partnering with a responsive digital strategy and CRM expert who could deliver tailored solutions. 

“We were really lucky to find Creative Sparq early on our journey,” remarked Michael. Graeme added, “The decision was very easy – some key factors were the warm introduction, their Canadian roots, their responsiveness, and their strategic acumen.” 

Bridgewell Financial embarked on a digital strategy journey to uncover areas of competitiveness and to ultimately drive growth. The digital journey took Bridgewell Financial from understanding the current state of their systems, process, and people, to gaining insight into a solid future.  

Next stop: Optimize systems

With a focus on efficiency and scalability, Bridgewell Financial partnered with Creative Sparq to develop a streamlined sales processes along with a custom commission tracking and reporting tool – enabling modern day operations along with data-driven insights, rooted here in Canada.  

Consistent, expanded, and more effective customer solution

The integrated team set the stage to align business and digital strategy to streamline Bridgewell’s offerings – enhancing decision-making through analytics, integrating and consolidating tools, optimizing CRM, and improving customer support with centralized feedback tools. Making work flow is about understanding the journey and optimizing as the client evolves. 

The Journey Continues…

“We’ve made significant strides in building our tools, enabling real progress across the business—particularly in automating and streamlining our sales process, operations, and service. The advancements have been instrumental in bringing clarity and efficiency to our workflows. While six months ago we were just laying the groundwork, today we’re leaps ahead, continuously improving and scaling new heights with momentum,” said Graeme. 

Bridgewell Financial is proof that embracing the journey and its evolution is key to sustained success and fundamentally making work flow.