IEQ Capital: From Red Account to Revenue Rocket

Transforming Wealth Management Excellence Through Trust and Technology

IEQ Capital represents the pinnacle of independent wealth management, serving ultra-high-net-worth families with sophisticated financial strategies and white-glove service. With 150 professionals managing billions in assets from their California headquarters, they demanded technology that matched their exceptional standards.

Yet their Salesforce journey had been anything but exceptional. Years of failed implementations had left them with a fractured Financial Services Cloud instance that actively hindered rather than helped their operations. They were Salesforce's "red account"—on the verge of abandoning the platform entirely.

Enter Madrigal Partners: A Different Breed of Consultancy

When IEQ Capital first engaged with Madrigal Partners, skepticism ran deep. But two things immediately set us apart:

1. The Lifetime Guarantee: Every piece of work we deliver is protected for life—no expiration, no exceptions
2. Free Salesforce Licenses: Qualified clients receive their Salesforce licenses completely free, eliminating ongoing software costs

"For the first time, a consultancy was putting skin in the game," notes IEQ Capital's CTO. "If their solution failed, they'd be fixing it for free—forever. And by providing free licenses, they eliminated the constant budget pressure that made every decision a financial battle."

The Audit That Changed Everything

Madrigal Partners began with a comprehensive Org Audit—not the superficial review other consultancies had performed, but a deep forensic analysis of:

• Technical debt accumulated over years of band-aid fixes
• Data model corruption causing the household relationship failures
• Performance bottlenecks creating CPU runtime errors
• Process gaps between system capabilities and business needs
• User adoption barriers preventing ROI realization

The audit revealed something stunning: IEQ Capital's Salesforce wasn't broken—it was sabotaged by poor implementation. With the right approach, it could become the powerful platform they'd originally envisioned.

The Revolutionary Offering

Madrigal Partners presented a proposal that redefined the consulting relationship:

• 400-hour transformation project to rebuild their Financial Services Cloud properly
• Free Salesforce licenses saving IEQ Capital $180,000 annually
• Lifetime Guarantee protecting every customization and integration
• Senior-only team with deep wealth management expertise
• Success metrics tied to IEQ Capital's business outcomes, not billable hours

For the first time in their Salesforce journey, IEQ Capital had a true partner—not just another vendor.

When Trust is Broken: The Red Account Crisis

IEQ Capital, a prestigious wealth management firm serving ultra-high-net-worth clients across the nation, had reached their breaking point with Salesforce. After multiple failed implementations with different consultancies, they had earned a designation no company wants: Salesforce's "red account" status—a warning flag indicating imminent platform abandonment.

The Pattern of Disappointment

The story was painfully familiar to anyone who's worked with traditional consultancies:

• The Bait-and-Switch: Senior consultants who understood wealth management would pitch the project, then disappear after contract signing, replaced by junior developers who didn't know a Financial Account from a bank account
• The Band-Aid Approach: Quick fixes that created more problems than they solved, accumulating technical debt like compound interest in reverse
• The Blame Game: When things inevitably broke, consultancies blamed Salesforce limitations rather than their own implementation failures
• The Cost Spiral: Every "fix" required more billable hours, turning their Salesforce investment into a bottomless money pit

The 4.5-Year Nightmare

One issue epitomized their frustration: Financial Account relationships to Households—the backbone of wealth management in Salesforce—kept disappearing or failing to populate. For 4.5 years, this critical functionality remained broken despite multiple attempts at resolution. Previous consultancies had thrown everything at it—triggers, workflows, third-party tools—nothing worked.

The impact was devastating:

• Operations team spending 20-30 hours weekly on manual data fixes
• Advisors losing trust in the system, reverting to spreadsheets
• Client service suffering from incomplete household views
• Compliance risks from data inconsistencies
• CPU runtime errors bringing the system to its knees during critical operations

The Trust Deficit

"We were ready to abandon Salesforce entirely," recalls IEQ Capital's COO. "Three different consultancies, hundreds of thousands of dollars, and we were worse off than when we started. The platform that was supposed to revolutionize our operations had become our biggest operational burden."

IEQ Capital wasn't just disappointed—they were angry. They felt betrayed by an industry that promised transformation but delivered chaos. When their Salesforce Account Executive suggested yet another consultancy, the initial response was predictable: "Why should this time be different?"

The Moment of Truth

What changed everything was a simple question from Madrigal Partners: "What if we could guarantee our work for life and eliminate your Salesforce license costs entirely?"

This wasn't another empty promise. This was a fundamentally different approach—one that aligned the consultancy's success with IEQ Capital's success permanently.