From financial dashboards to a world-class martech stack to an AI-ready workforce
Vertex Education: a data partnership that grew with a 28-campus school network
Vertex Education provides outsourced services to K-12 schools — including Legacy Traditional Schools' 28 campuses serving 25,000+ students across four states. What began as business intelligence dashboards expanded into a full marketing-technology transformation and, most recently, an AI Innovation Lab that upskilled teams across the company.
Situation
Enrollment is the financial engine of charter schools, and Vertex's HubSpot instance — the system that powers enrollment marketing — had grown makeshift: thousands of duplicate contacts, legacy workflows, and integrations nobody fully trusted. Meanwhile, a talented team without a big engineering bench wanted to explore AI but kept getting stuck in the early, confusing stages.
Solution
The partnership started with financial dashboards for client schools, then expanded on merit: a HubSpot audit and rebuild, Google Analytics implementation, and integration work that transformed enrollment marketing infrastructure "from makeshift to closer to world class."
In 2026, OBIS designed and ran the AI Innovation Lab at Vertex's first annual summit — a cross-department hackathon where technical and non-technical teams built AI solutions to their own pain points, with five OBIS engineers embedded for hands-on troubleshooting.
Results
A clean, trustworthy martech foundation now powers enrollment marketing for a network where enrollment directly drives financial health.
Lab teams produced varied working prototypes — academic applications, cybersecurity, customer experience — and, in leadership's words, developed "skills that transcend their time at Vertex."
The engagement model proved the fractional thesis: the right specialists — BI, martech, analytics, AI — brought in exactly when needed, without Vertex hiring a department.
“Most helpful about OBIS is being able to bring in the right people at the right time… they were able to do it very, very quickly.”
“It's been tailored specifically to the needs of our business — and not a cookie-cutter framework.”
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