---
title: FinWellU Salesforce Integration
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-01-19-nextlevel-website-call-115353206.md
tags:
- salesforce
- crm
- finwellu
- nextlevel
- nlpwm
- reporting
- integration
layer: 2
client_source: null
industry_context: null
transferable: true
---

# FinWellU Salesforce Integration

## Overview

The [[wiki/clients/nlpwm/_index|NLP Wealth Management]] FWDR/FinWellU website requires a CRM integration to automate lead creation and event history tracking from workshop signups. The integration targets **GVA's Salesforce instance** (not NLP's own), with internal technical expertise at GVA expected to finalize the connection once Asymmetric gets it close enough to hand off.

The primary business purpose is **re-engagement marketing**: harvesting attendee data so that when a presenter returns to a company, they can notify prior attendees. This is explicitly not for cold solicitation — NLP makes a commitment to HR partners that registrant data will only be used for workshop-related communications.

---

## Current State (Pre-Integration)

- Signup data lives in WordPress; reps must manually request counts from John Jonas
- No automated roster delivery; John manually checks a counter and relays numbers to advisors
- Process does not scale as the advisor network grows beyond the current NLP team

---

## Target Integration Architecture

### Salesforce Data Model (GVA Instance)

GVA's Salesforce organizes records as:

| Object | Description |
|---|---|
| **Company** | Top-level account (e.g., Marquette University) |
| **Clients** | Existing clients tied to a company |
| **Leads** | New registrants with no prior record |
| **Contacts** | HR professionals and company-side contacts |

### Desired Sync Behavior

When a user registers for a workshop on finwellu.com:

1. **Match check** — Query Salesforce by email address
2. **If match found** — Log event attendance/signup against the existing record (client, lead, or contact)
3. **If no match** — Create a new **Lead** record under the associated Company

This enables advisors to target prior attendees for future sessions at the same company without manual data extraction.

---

## Phased Approach

### Phase 1 — Launch Reporting (Short-Term)

Deliver a lightweight reporting mechanism ready for the Feb 2 soft launch. Minimum viable data per signup:

- **Name**
- **Email address**
- **Attendance type** (in-person or virtual)

Candidate solutions under evaluation:
- Automated email report on a scheduled cadence (e.g., weekly + 7 days before event + 40 hours before event)
- Zapier/Make zap pushing signups to a shared Google Sheet
- Company-level admin login in WordPress so the relevant advisor or HR contact can self-serve roster data

> **Note:** The launch priority is the public-facing user experience. Backend reporting is explicitly deprioritized for Feb 2 but must be resolved shortly after.

### Phase 2 — Full Salesforce Integration (Long-Term)

- Asymmetric builds the WordPress → Salesforce connector to a handoff-ready state
- GVA's CEO (James), who has deep Salesforce/coding expertise, finalizes the integration on the GVA side
- Reps across the GVA network gain Salesforce access to view event history and attendee records per company

---

## Notification & Access Design

### What reps need
- Visibility into signup counts and rosters **per event**, without requiring WordPress admin access
- No desire for per-signup email notifications (volume too high — some events reach 130+ signups)
- Preference: a report delivered on a schedule, or a self-serve view tied to their company relationships

### Reply-to / Email Routing
- Confirmation emails sent from the finwellu.com domain (not "Next Level" branding)
- Reply-to address strategy (centralized FWDR inbox vs. rep-specific) is **TBD** — Peter Tourville to consult Paul and confirm

### Notification Triggers (Confirmed)
- **Event created** → notify relevant admin/rep
- **Per-signup notifications** → not needed at scale; roster report preferred instead

---

## In-Person Capacity Controls

In-person events must include a **signup counter with a hard cap** to prevent overbooking. When capacity is reached:
- Close in-person registration
- Optionally offer virtual attendance as overflow (analogous to adding concert dates when a venue sells out)

Room capacity is coordinated with the local point of contact per event.

---

## Key Contacts

| Person | Role | Relevance |
|---|---|---|
| John Jonas | NLP — Operations | Day-to-day reporting needs; Salesforce data model knowledge |
| Peter Tourville | NLP — Principal | Integration strategy; GVA relationship owner |
| James (GVA) | GVA CEO | Salesforce/tech lead; will finalize integration on GVA side |
| Paul (NLP) | NLP — Rep | Reply-to email strategy decision-maker |
| Karly Oykhman | Asymmetric | Implementation owner |

---

## Open Items

- [ ] Karly to investigate automated reporting options (email schedule, Zapier/Google Sheets, or company-level WP admin) and propose solution before launch
- [ ] Peter to consult Paul on reply-to email strategy (centralized vs. rep-specific); confirm to Karly
- [ ] Asymmetric to scope and build WordPress → Salesforce connector to handoff-ready state
- [ ] GVA (James) to finalize Salesforce integration once connector is delivered
- [ ] Implement in-person capacity counters on all in-person event registrations

---

## Related

- [[wiki/clients/nlpwm/_index|NLP Wealth Management]]
- [[wiki/meetings/2026-01-19-nextlevel-website-call|NextLevel Website Call — Launch Planning & User Flow Review]]
- [[wiki/knowledge/wordpress/finwellu-registration-flow|FinWellU User Registration Flow]]
- [[wiki/knowledge/reporting/event-signup-reporting|Event Signup Reporting Patterns]]