onwego

GetStatePension.com is a UK State Pension entitlements information and execution service that helps British expats and emigrants reclaim and maximise their UK State Pension entitlement through voluntary National Insurance contributions. We empower hundreds applicants to navigate and apply to the HMRC CF83 process annually.

What makes us relevant as a Close partner isn't just that we use Close - it's that Close is the backbone of our entire operation.

We built a complete B2C revenue system on Close that handles every stage of the client journey: inbound lead capture, automated qualification, consultation booking, document generation, payment processing, and fulfilment tracking. The system integrates Close with Make.com (50+ automation scenarios), Stripe (billing and deposits), Calendly (consultation scheduling), Superchat (WhatsApp client communication), and multiple AI tools for document generation and lead scoring.

Our data model is purpose-built for B2C services: each Lead represents an individual applicant (not a company), with 40+ custom fields driving Smart Views, automated workflows, and real-time pipeline visibility. This lets a 2-person core team manage the operational workload that would typically require 25 people.

We now offer this operational expertise to other founder-led and services businesses looking to build similar systems on Close:

- Close CRM architecture design for B2C and services businesses

- Make.com automation design and implementation

- Close API custom integrations

- AI workflow integration (document generation, lead qualification, data enrichment)

- Pipeline design optimised for services fulfilment (not just sales)

- Ongoing revenue operations support and system management

We're based in Dublin, Ireland, and work with English-speaking businesses across Europe and internationally.

Our founder, Barry Keane, brings 10 years of enterprise B2B SaaS sales experience (Branch, Talon.One, Swrve) combined with hands-on AI and no-code building experience. This dual background - senior sales operator meets technical builder - means we understand both the commercial logic and the system architecture needed to make Close work as a true revenue engine, not just a contact database.

Close is the central nervous system of our entire business operation at GetStatePension.com. Every client interaction, every workflow trigger, and every revenue metric flows through Close.

PIPELINE & LEAD MANAGEMENT

We run a multi-stage pipeline tracking clients from first enquiry through to completed HMRC submission. Each Lead represents an individual applicant with 40+ custom fields covering qualification data, document status, payment state, and fulfilment milestones. Smart Views give our team instant visibility into who needs attention, what's stuck, and where revenue sits.

AUTOMATION & INTEGRATIONS

Close sits at the centre of a connected stack: Make.com handles 50+ automation scenarios triggered by Close events - from welcome sequences to document generation to payment reminders. Stripe processes deposits and final payments with status synced back to Close custom fields. Calendly books consultations with leads auto-updated. Superchat manages WhatsApp communication with conversation context flowing into Close activity logs.

AI-POWERED WORKFLOWS

We use Claude (Anthropic), Claude Code, and custom AI pipelines connected to Close via the API and MCP connector to automate document generation (HMRC cover letters, application packs), lead qualification scoring, and data enrichment. Close's open API and new MCP server make it genuinely AI-native - we build on both daily.

B2C DATA MODEL

Most Close implementations follow a B2B pattern (Company → Contact → Deal). We designed a B2C-first model where the Lead IS the person, custom fields carry all case data, and the pipeline tracks service delivery — not just sales. This pattern works for any services business where the "deal" is really a client engagement.

DATA INTEGRITY

We've developed specific protocols around Close's API behaviour — including safe write patterns for custom fields (fetch-merge-PUT), field type validation, and integration state monitoring — that prevent the silent data loss issues that trip up less experienced implementations.

This isn't a theoretical partnership. We operate Close at production scale, encounter its edge cases, and build solutions around them every day.