Custom CRM for Asset Management
Asset management spans deal sourcing, portfolio monitoring, capital calls, investor reporting, compliance, and fundraising. General CRMs force these workflows into sales pipelines built for B2B software companies. LP onboarding becomes a “deal.” Capital calls become “opportunities.” A custom CRM is built around how your fund actually operates.
Why asset management firms need a custom CRM
“Generic CRMs use sales pipelines, not deal stages”
General CRMs track leads, opportunities, and customers. Asset management works differently. A PE firm needs to move deals through Sourced, Meeting, Diligence, IC Review, and Closed stages. A hedge fund tracks investor onboarding, redemption requests, and lock-up periods. Generic pipelines don’t support these structures without expensive customisation that breaks on every platform update.
“LP data lives in spreadsheets and inboxes”
Firms track commitment amounts, vintage years, co-investment appetite, tax jurisdiction, communication preferences, and regulatory status per LP. Most CRMs store a name, email, and deal value. The result: IR teams maintain parallel spreadsheets alongside their CRM, and LP updates are scattered across email threads, shared drives, and disconnected platforms.
“Compliance is bolted on, not built in”
SEC-registered advisers must file Form ADV and Form PF. UK managers operate under FCA rules and post-Brexit AIFMD frameworks. MiFID II requires unbundled research payments. Every fund needs KYC/AML screening, audit trails on all communications, and record retention that meets regulatory requirements. Generic CRMs treat compliance as an add-on module, not a core function.
What we build for asset management firms
Deal flow and pipeline management
Custom stages that match your process. PE: Sourced, Initial Screen, Management Meeting, Due Diligence, IC Memo, Closing. VC: Inbound, Partner Meeting, Deep Dive, Term Sheet, Board Approval. Hedge funds: Investor Inquiry, DDQ Received, Onboarding, Funded. Each with the fields, approvals, and workflows specific to your fund type.
LP relationship management
Track every LP: commitment size, vintage year, fund allocation, co-investment history, tax jurisdiction (W-8BEN, W-9), side letter terms, advisory committee membership, and communication preferences. Segment by type: pension funds, endowments, family offices, fund of funds, sovereign wealth. Manage the re-up process with full visibility into which LPs are likely to commit to your next fund.
Capital calls and distributions
Initiate capital calls with automated LP notifications, track drawdown schedules against commitments, manage the 10-day notice window, and process distributions. Link every call to the underlying investment and reconcile against the LPA terms.
Portfolio monitoring
Track fund-level metrics (IRR, MOIC, TVPI, DPI, RVPI) and company-level metrics (revenue, EBITDA, burn rate, cash runway, CAC, CLTV). Pull data from portfolio companies, generate quarterly LP reports, and provide real-time dashboards for managing partners. Support annual 409A valuations and FMV tracking.
Compliance and audit trails
Role-based access controls, full communication logging, document retention policies, KYC/AML screening workflows, and audit trails that satisfy SEC, FCA, and AIFMD requirements. Track electronic communications under the Marketing Rule (Rule 206(4)-1). Every action timestamped and attributable.
Integrations
Connect to your existing stack: portfolio management systems, fund administration platforms, document management, data rooms, DocuSign, Microsoft Outlook, custodial platforms, and financial planning software. API access for proprietary data feeds.
AI built into your workflows
Automate data entry, generate client summaries, extract key terms from documents, flag compliance risks, and surface patterns across your client data. AI embedded in the processes your team uses every day.
These are starting points. Every module, workflow, dashboard, and integration is built to your specification. If you need something that no existing product supports, we build it.
What your firm uses today
| Feature | Custom CRM | DealCloud | Salesforce FSC | Altvia | Affinity |
|---|---|---|---|---|---|
| Built for your fund type | Yes | PE and advisory focus | Configurable | PE and VC focus | VC and PE focus |
| Deal stages | Your process | Pre-built templates | Configuration required | Pre-built | Relationship-driven |
| LP tracking | Native to your structure | Yes | Add-on | Yes | Limited |
| Compliance workflows | Built to your regulations | Embedded compliance | Configurable | Basic | Basic |
| Data enrichment | Your choice of providers | Preqin, PitchBook, FactSet via Intapp | Third-party required | Limited | Automatic from email/calendar |
| AI capabilities | Built into your workflows | Pre-built, not customisable | Pre-built (Einstein), admin-dependent | Limited | Pre-built, not customisable |
| Ownership | You own the code | SaaS rental | SaaS rental | SaaS rental | SaaS rental |
| Pricing | One-time build | Not published | $175–$350/user/month | Not published | 5-6x generic CRM cost per user |
DealCloud (now Intapp) positions itself as “more than a CRM” with AI-powered relationship intelligence and pre-built data models. Altvia and Dynamo offer end-to-end platforms for PE and VC. Backstop Solutions targets institutional allocators. Juniper Square focuses on fundraising and investor reporting. All lock you into their data model, their feature roadmap, and their pricing tiers. A custom CRM gives you exactly what your firm needs and nothing you don’t.
Frequently asked questions
It depends on your fund type and size. DealCloud dominates PE and advisory firms. Affinity is popular with VC funds for relationship tracking. Salesforce Financial Services Cloud offers the most configuration but requires 3–6 months implementation and $175–$350 per user per month. For firms with workflows that don’t fit any off-the-shelf model, a custom CRM eliminates the compromises.
Standard CRMs track leads, contacts, and deals in a B2B sales pipeline. Asset management CRMs need to track LPs, fund commitments, capital calls, portfolio company performance, and regulatory compliance. The data model is fundamentally different: a standard CRM has accounts and opportunities; an asset management CRM has funds, investors, portfolio companies, commitments, drawdowns, and distributions.
At minimum: KYC/AML screening workflows for LP onboarding, full audit trails on all communications, role-based access controls, document retention policies that meet SEC and FCA requirements, and support for regulatory filings like Form ADV and Form PF. For EU-facing firms, GDPR data handling and MiFID II research payment tracking are also required.
8–16 weeks for a core system covering deal flow, LP management, and reporting. More complex builds with portfolio monitoring, compliance automation, and multi-entity structures take 16–24 weeks. We work in weekly sprint cycles with a working demo from week 2.
Yes. A custom CRM connects to your fund admin platform, portfolio management system, document management, data rooms, custodial platforms, and reporting tools via API. Data flows between systems instead of being re-entered manually or exported as CSVs.
Anything your business needs. A custom CRM has no feature limits, no locked modules, and no pricing tiers. If you need a workflow, report, dashboard, integration, or module that no existing product supports, we build it. Every feature is scoped to your requirements, not a vendor’s product roadmap.
Your firm.
Your CRM.
Book a 20-minute call. We’ll learn how your firm operates and show you what a purpose-built CRM looks like for your fund type.
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