Investment management firm uses Salesforce to manage relationships with sophisticated investors

Managing personalised one to one interactions with high networth investors and family offices is a daunting task. Even more so if you are fast growing investment management business struggling to get all the data together from several disparate systems.

Without a centralised 360 degree view of investors and their past & current investments, it became increasingly harder to target the right investors for new investment opportunities.

They needed to free up the time to grow the relationships rather than spending the time to merely provide a reactive service to the investors.

The first step was understanding and structuring the data required for effectively managing investor relationships. That included consolidation of data across an investor’s investments as well as consolidating investments held in various vehicles by that investor. The data included details ranging from dietary preferences to the investors investment profile and preferences to the relationships an investor has with other investors.

The data was consolidated using API based interfaces as well as automated batch data upload from various in house systems holding the investment and performance data. Once the data is received in Salesforce, it is programmatically consolidated to facilitate further analysis of the investor base and reporting at various levels.

Ability to slice and dice the investor data to create custom lists was built. These lists can then be used for a range purposes – from targeting investor communications to automatically send out statement of holdings.