About FlowRouter
Built by RevOps people,
for RevOps people.
FlowRouter was born from a simple frustration: HubSpot teams deserved the same powerful lead routing that Salesforce teams had with LeanData — without switching CRMs, without the six-figure contract, and without the implementation headaches.
Our Story
We couldn’t find the right tool.
So we built it.
We spent years as RevOps practitioners inside HubSpot-first companies. We built complex routing logic with workflows, operations hub code blocks, and spreadsheets held together by good intentions. It worked — until it didn’t.
Leads would fall through the cracks. Territory changes meant hours of workflow surgery. Auditing who got what lead and why was nearly impossible. We looked at LeanData, but it only worked on Salesforce. We looked at other tools, but they were either too simple or too expensive.
So we started building. First a prototype for our own team. Then something other teams started asking about. Then a real product — one that gives HubSpot teams the visual routing builder, the audit trail, and the operational confidence they deserve.
FlowRouter is the tool we wished existed when we were the ones doing the routing.
2024
First prototype
2025
Beta launch
2025
HubSpot Marketplace
2026
200+ teams routing
Our Values
What we believe in
These aren’t aspirational posters on a wall. They’re decisions we make every day.
Practitioners first
We build for the people doing the work, not the people buying the software. Every feature starts with a real ops problem, not a slide deck.
Honest by default
Our pricing is public. Our comparison table is fair. We tell you when we're not the right fit. Trust is earned by being transparent.
Craft matters
Every pixel, every interaction, every audit log entry is designed with care. We sweat the details because our users notice them.
Founders & Team
The people behind FlowRouter
A small, focused team of operators and engineers who understand the problem because we’ve lived it.
Malik K.
Co-Founder & CEO
Former HubSpot ops leader. Spent years wishing LeanData worked outside Salesforce.
James R.
Co-Founder & CTO
Full-stack engineer who believes developer tools should feel like consumer products.
Sarah P.
Head of Product
RevOps practitioner turned product leader. Has personally built 100+ routing flows.
David L.
Lead Engineer
Infrastructure and data pipeline specialist. Makes sure every lead lands exactly where it should.
Aisha T.
Head of Customer Success
Spent a decade in RevOps before joining. Speaks fluent HubSpot and understands the pain.
Noah C.
Design Lead
Obsessed with making complex workflows feel simple. Previously designed tools at scale.
Want to join us?
We’re always looking for people who care deeply about RevOps, craft, and building tools that respect the end user. Reach out at careers@flowrouter.io.