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As stakeholders’ demands grow and investment cycles get more sophisticated, your investment management system should account for the new challenges. For better or worse, Excel spreadsheets will not help you in this battle. However, private equity CRM software will.
Private equity CRM software, or PE CRM, is a centralized system that allows private equity investors to manage investor relations, monitor and analyze portfolio performance, integrate fund accounting, automate workflows, and share this information across teams, all within one consolidated platform.
Given the significant market for CRMs, the key question becomes: Which CRM works best for private equity investors?
With 26 years of experience in the CRM market, we took time to get thoughtful about the unique technology needs of investment firms and can share our expertise on the best private equity CRM software that meets those needs. We will compare 9 different CRMs and highlight what features investors should look for.
Here are 3 reasons investors need centralized private equity CRM solutions today:
The best CRM for private equity is the one tailored to the needs of private equity investors, traders, accounting for long deal cycles, investment contact types (company / intermediary / limited partner etc.), and unique workflows in the front, middle, and back-office investment process.
As such, ideal private equity CRM solutions should have the following functionality:
A good private equity CRM will give you a comprehensive overview of every deal. For example, Salesforce is well-known for its comprehensive deal management capabilities. By customizing Salesforce for your private equity needs, you can conduct end-to-end deal management, including tracking potential acquisitions, evaluating targets, and managing due diligence processes.
Moreover, the platform can also help firms conduct deal sourcing (from early-stage deal sourcing to post-investment activities), rank every opportunity on a scale, create a comprehensive portfolio for each company, including data about the primary contact person, investment details, last interaction records, and more.
Investors always make data-driven decisions. While choosing the best private equity CRM, they’d precisely look for the functionality to track critical metrics such as:
Tracking different metrics within a single system gives PE investors a snapshot of company performance within the open deals and portfolio portfolios.
Salesforce CRM is very flexible and customizable in terms of visualizations and dashboards. You can easily set up Salesforce reports required for sales managers in your private equity firm.
As a result, you get a CRM that already contains industry-specific dashboards where you can easily capture, analyze, and visualize relevant investment data, see how your investments or capital raising efforts are progressing according to different parties involved to this process.
Private Equity business is based on establishing relationships with different partners and investors. When looking for a private equity CRM, choosing software with functionality for relationship tracking, following up, and nurturing is crucial.
The best private equity CRM facilitates the effective management of relationship databases by centralizing and organizing data related to investors, portfolio companies, and other stakeholders. It provides tools for maintaining detailed profiles, tracking communications, and monitoring preferences.
Relationship mapping features offer visual representations of complex networks, aiding in strategic decision-making.
It’s a major sin to give conflicting information to different parties, whether it be an intermediary, a limited partner, or a general partner. With well-organized PE CRM, you can interconnect your efforts across teams and give everyone access to past communications with clients and partners, so no repeat information is ever sent and no data is left behind.
Financial professionals all have their own way of doing things. Effective CRM for private equity firms should account for the old habits and give investors flexibility to integrate systems they like (Outlook or Gmail) and data sources they need (Preqin, Pitchbook, and other data providers).
No business is static. The best private equity CRM solutions are those that can change right along with any changes to the firm. A PE CRM platform that is customizable and flexible enough to scale along with the business will give private equity investors the freedom to grow their returns, without having to worry about outgrowing their private equity deal management software.
Even the best software for private equity might not always cater to the unique needs of private capital investors. So, it’s best to choose a system that would allow for flexibility in terms of dashboards, client profiles, and reporting tools to make your system aligned with your investment processes.
Right off the bat, the prize for being the most customizable system goes to Salesforce – the world’s most favored CRM platform and the foundation of most purpose-built CRMs that we will discuss further.
We have a development team to help you customize your current CRM, configure and integrate it with other systems.
To help you make the right decision, we’ll take a look at the top nine private equity CRMs. By the end of this guide, you’ll have a clear understanding of what features you should look for and how to leverage them to grow your business.
Used by 150,000 businesses across the world, of all sizes, from investment banks to private equity firms, retail to government, Salesforce is the first name coming to mind when one thinks of CRM. Founded back in 1999, Salesforce has designed unique CRM products (called Clouds) to cater to the challenges of various business verticals, including finance (Financial Cloud).
Salesforce does not, of course, claim to have extensive expertise in private equity fundraising software. However, it does offer essential features like contact management (LP, GP, portfolio companies, etc.), lead management, dashboards, workflow automation, reporting AND infinite opportunities for customizations and third-party integrations.
Paired with the revolutionary, easy-to-use interface, these Salesforce perks make it the obvious choice for companies developing their own CRM solutions, some of which we list below.
So, Salesforce as private equity CRM software has the following advantages:
Cons of Salesforce as private equity CRM:
The beauty of the Salesforce ecosystem is that it is like a blank page with unlimited tools for developing a PE CRM tailored to your needs from scratch. But be aware of additional costs.
This is a cloud-based CRM platform that is specifically designed for the private equity industry. Xpedition Private CRM Accelerator is built on Microsoft Dynamics 365, Power Platform and the Azure Data Platform.
The core functionality of the Xpedition Private Equity CRM Accelerator works towards managing fundraising and investor relations, workflow automation, and data analytics (Power BI).
We will teach you how to use CRM software to the fullest without overpaying for unnecessary functionality
DealCloud is a specialized deal and relationship management platform designed for financial services firms, including private equity. It caters to the unique needs of professionals involved in deal sourcing, execution, and relationship management within the finance industry. The platform offers tools for managing deal pipelines, tracking relationships, and optimizing deal flow.
Pros of DealCloud as private equity CRM:
Cons DealCloud as a private equity CRM:
4Degrees is private equity CRM software developed by ex-investors for investors. The platform claims to be the best private equity CRM for its lead management, customizable deal flow, LP and portfolio management, and Email / calendar sync.
The system can also automatically score relationship strength based on prior interactions, giving investors more insight into the probability of deal success.
Pros of 4Degrees as private equity CRM:
Cons 4Degrees as private equity CRM:
Clienteer is a CRM platform hosted in Azure® cloud and designed specifically for professionals in the financial services industry, including private equity, wealth management, and family offices. It provides tools for relationship management, deal tracking, and data analytics.
Clienteer aims to enhance collaboration and streamline workflows for financial professionals dealing with complex client relationships and investment processes.
Pros of Clienteer as private equity CRM:
Cons of Clienteer as private equity CRM:
Having 20+ years of experience in CRM consulting, our team knows all ins and outs. Contact us to get an expert consultation.
Dynamo is an investment technology company offering cloud-based solutions for the alternative investments space, including end-to-end private equity fundraising software, venture capital tools, real estate platforms, and more.
Dynamo has done a great job catering to the unique needs of private equity with its technology solutions for deal management, manager tracking and due diligence, investor relationship management, and workflow automation.
And the beauty of this PE CRM is that you can mix these modules the way you want to get the best CRM for your private equity business.
The pros of Dynamo CRM for private equity are:
Cons of Dynamo as private equity CRM:
SatuitCRM is a CRM software designed for investment professionals, particularly catering to asset management, private equity, wealth management, and hedge fund industries.
It provides tools for relationship management, client communication, and fund marketing. SatuitCRM aims to streamline workflows and enhance collaboration in the context of investment management.
Pros of SatuitCRM as private equity CRM:
Cons of SatuitCRM as private equity CRM:
Developed on top of Salesforce, Altvia is another example of effective private equity CRM software. The CRM tool is packed with various features designed to help investors improve their productivity and close more deals. Altvia PE CRM caters to all investors’ needs with its modular structure consisting of 3 elements: CRM platform for key workflows, contact management, and relationship mapping; AI-powered analytics to drive insights; secure deal rooms.
Pros of Altiva as private equity CRM:
Cons of Altiva as private equity CRM:
This private equity CRM is capable of some custom reporting which is great for those who often send quarterly reports and portfolio companies lists to stakeholders. However, the functionality is not always intuitive, and the designs are simple, so you might want to invest in a third-party reporting product.
Affinity CRM is a cloud-based CRM platform that is designed for businesses of all sizes. It offers a wide range of features to help businesses manage their relationships, deals, and pipeline. Affinity CRM is known for its user-friendly interface and its ability to be customized to meet the specific needs of each business.
Affinity leverages data-driven insights to enhance relationship management, deal tracking, and business development processes.
Pros of Affinity as private equity CRM:
Cons of Affinity as private equity CRM:
Ascendix team leverages the knowledge we have gained for 20+ years in the CRM space to help private equity investors tune their technology solutions to reflect their business nature.
We offer different services either for private equity firms that use Salesforce CRM or other CRM solutions. Here is how we can help:
We will assess your CRM performance based on your business needs and craft a detailed plan for optimization, customization, and private equity CRM adoption.
We’ll tweak your existing platform with custom fields, account types, dashboards, and third-party apps.
We can handle your entire Salesforce for private equity projects, from discovery and implementation planning to development and testing.
If your current system no longer fuels your business growth, we can help you upgrade to Salesforce for private equity.
“ Ascendix team just walked us through the integration process, and we felt comfortable that they would not disappear when we needed the help. They really worked with us to get everything over as consistently as we possibly could. I remember I thought that we would probably have 50% success, but we got it to 85-90%, so everything is converted over. We felt they were very hands-on and if we needed something, we could just pick up the phone and call them. And that's set Ascendix apart from the other companies that we looked at. ”
Customer relationship management (CRM) in private equity is the use of software and processes to manage relationships with investors, potential deals, and portfolio companies. CRM systems can help private equity firms to:
CRM systems can also be used to automate tasks, such as sending email updates to investors or generating reports on portfolio performance. This can free up time for private equity professionals to focus on more strategic activities.
The best private equity software is the one that your can customize and scale as your business grows. Based on this, the following list of CRMs are recognized to be among the best:
Alina is a forward-thinking writer specializing in Salesforce Consulting, Ascendix Products, and best commercial real estate practices. She shares her insights in engaging yet informative posts to help businesses get the most value out of the latest industry news and trends.