Case Study

Full Visibility, Zero Friction: The Salesforce Solution Behind B2C2’s Growth

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“The bespoke KYC solution Adapt IQ created ensures regulatory compliance with streamlined, accurate data collection… eliminating manual data re-entry, reducing errors, and allowing B2C2 to maintain a secure and trusted platform for high-net-worth clients.”

— B2C2

The Impact

B2C2 accelerated client onboarding and cut down manual admin by automating compliance and risk checks directly within Salesforce. This streamlined approach improved client retention, enhanced regulatory compliance, and positioned B2C2 for secure, scalable growth.

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Data now managed in one system

Salesforce now serves as a single source of truth for onboarding, compliance, and client management — replacing fragmented tools and manual processes.

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Manual re-keying steps in onboarding

Automated workflows and secure client portals eliminated the need for repetitive data entry, saving time and reducing risk of error.

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Full View

Visibility into client risk and onboarding status. With Salesforce-integrated risk scoring and status dashboards, teams instantly know where each client is in the journey, with no delays or guesswork.

About B2C2

Founded in 2015 and acquired by Japan’s SBI in 2020, B2C2 is a pioneering crypto-native liquidity provider. Known for bridging traditional and crypto markets, B2C2 has unlocked institutional access to digital assets by providing reliable liquidity across market conditions. Headquartered in the UK with offices in the US and Japan, B2C2’s mission is to bring traditional market best practices to the crypto world, becoming the partner of choice for institutions, high-net-worth individuals, and businesses worldwide.

The Challenge and Pain Points

B2C2 needed a robust, customised CRM solution to streamline operations and manage complex client relationships. Their previous setup lacked essential customisation, leading to inefficiencies in lead generation, client onboarding, and regulatory compliance. Manual processes, frequent re-keying, and limited automation hindered productivity, and standard CRM offerings were inadequate for their unique needs.

Their Pain Points

  • Inefficient CRM
    B2C2’s previous CRM lacked the customisation needed for their complex operations. Teams were stuck with manual re-keying and limited automation, slowing down lead generation and client onboarding.
  • Manual Compliance Which Was Time Consuming
    KYC and regulatory checks involved repetitive manual steps and human error risks. Without a centralised system, compliance processes were time-consuming and hard to manage without huge amounts of human time.
  • Risk Exposure Without Visibility
    B2C2 wanted a scalable, future-proof way to assess client risk accurately and efficiently. They were looking for a seamless process to verify identification, reduce onboarding friction, and uphold a trusted experience for high-net-worth clients.
  • Proactive Compliance and Risk Management
    B2C2 wanted to stay ahead of evolving regulations with a dynamic KYC and company-risk solution. They aimed to assess global client applications using multiple verification factors and speed up onboarding with seamless identity authentication.

The Adapt IQ Solution

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"From the start, it was clear B2C2 needed more than an off-the-shelf solution - they needed something built for their world. Their team had ambitious goals around compliance, onboarding, and risk management, and we knew that by designing a tailored Salesforce solution, we could give them the speed, structure, and control they were looking for."

— Dan Downes, Adapt IQ

Adapt IQ designed a tailored Salesforce solution using Sales Cloud, Pardot, and Service Cloud to meet B2C2’s unique operational and compliance needs. The platform centralises client onboarding, lead generation, and account visibility, replacing fragmented processes with automation and control. It now serves as a scalable foundation for B2C2’s growth, supporting their high standards in service, compliance, and risk management.

A Scalable Solution for B2C2 using Salesforce

  • A Salesforce Solution Built for Complexity
    Adapt IQ implemented a tailored Salesforce platform using Sales Cloud, Pardot, and Service Cloud to meet B2C2’s unique business and compliance needs. The system brought together siloed data, allowing teams to manage onboarding, client relationships, and compliance in one central place.
  • Streamlined Onboarding with Full Visibility
    The new CRM structure gives B2C2 real-time insight into lead generation, account hierarchy, and client journeys. Critical trading account data is now captured consistently, allowing the team to deliver a seamless, high-touch onboarding experience.

A Solution Anchored in Risk Management and Compliance Control

  • Automated Risk and Compliance Controls
    A bespoke KYC process, integrated into Salesforce, enables B2C2 to verify identity, manage compliance checks, and assess risk dynamically. Clients securely upload documents via an external portal, reducing manual steps, errors, and approval delays.
  • 100% of Client Data Secured in One System
    Adapt IQ consolidated B2C2’s onboarding, compliance, and risk management into a single Salesforce system. This streamlined setup replaces multiple tools with one secure platform, designed to maintain data accuracy and meet regulatory demands.

Integrated Due Diligence Solution

  • Bespoke Client Due Diligence Process
    Adapt IQ built a fully integrated due diligence system combining OnFido with a custom Salesforce risk matrix. This enables B2C2 to assess client risk in real-time, reduce onboarding delays, and keep every team member informed with live status updates.
  • Time-Saving Tools, All in One Place
    The integrated system gives B2C2 everything it needs, from risk data to document verification, inside Salesforce. This centralised setup simplifies workflows, reduces admin, and speeds up onboarding without compromising compliance.

The Impact and ROI for B2C2

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"This solution has transformed how B2C2 operates, streamlining onboarding, reducing manual work, and strengthening compliance, all while giving the team the tools to scale confidently in a fast-moving industry."

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Compliance workflows now tracked in one place

From KYC checks to risk scoring, every step is logged and monitored in Salesforce — improving audit readiness and reducing regulatory risk.

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Visibility into every client relationship

B2C2 now has a complete, real-time view of each client’s status, history, and risk profile - all within a single CRM.

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Access to onboarding status and risk checks

No more switching systems - team members can instantly view where every client is in their journey, directly from Salesforce.

The Impact

The tailored CRM and compliance solutions have significantly reduced manual tasks, increased client retention, and enhanced regulatory compliance. The streamlined onboarding and risk management processes have enabled B2C2 to grow securely, with a CRM solution that scales alongside their pioneering role in the crypto industry.

  • Reduced Manual Tasks
    The customised CRM solution from Adapt IQ replaced labor-intensive, manual re-keying processes with automated workflows, significantly reducing administrative tasks. This shift has freed up B2C2’s resources, allowing teams to focus on higher-value activities and improving overall operational efficiency.
  • Increased Client Retention
    By creating a seamless and efficient onboarding experience, Adapt IQ’s solution has enhanced client satisfaction and reduced drop-off rates. The streamlined onboarding process ensures that high-net-worth clients enjoy a smooth experience, building trust and loyalty within B2C2’s client base.
  • Enhanced Regulatory Compliance
    The bespoke KYC solution has empowered B2C2 to maintain compliance with evolving regulations in the crypto industry. With dynamic, configurable compliance questions and automated document verification, B2C2 can now ensure all client data is accurate and regulatory standards are met, minimising compliance risks.
  • Streamlined Onboarding Process
    Adapt IQ’s integration of an external portal for secure document submission has accelerated the onboarding process. This allows B2C2 to onboard clients quickly while maintaining high standards of security and regulatory compliance, giving them a competitive edge in the fast-paced crypto market.
  • Effective Risk Management
    With the implementation of a custom client-risk assessment tool, B2C2 can now evaluate client risk profiles accurately through a Salesforce-integrated risk matrix. This enables B2C2 to identify and mitigate potential risks early on, ensuring that new clients meet security and compliance requirements before approval.
  • Scalability and Growth Support
    Adapt IQ’s solution is designed to grow with B2C2, providing a scalable CRM that can adapt to future needs as the company expands. This flexible framework allows B2C2 to maintain operational efficiency and compliance as they lead innovations in the crypto industry, supporting their long-term growth.

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