Why the leading CRM needs a little more for alternative investing.


pe crm dashboardMany firms end up reaching out to us after having tried using Salesforce out-of-the-box and find that it doesn’t work for fund management. Altvia’s product, AIM is a platform built within the Salesforce platform.

We choose to partner with  Salesforce because of the robust infrastructure allowing us to design and engineer a premier system tailored for private equity.

We have found the five most common reasons that Salesforce out-of-the-box does not work for fund management are:

  1. Salesforce is designed for general businesses, selling products and services.

Salesforce out-of-the-box comes with standard objects such as Leads, Accounts, and Contacts. It doesn’t include objects specific to fund management that support deal flow and investor communications.

  1. The terminology and fields are not specific for fund management.

Fund management uses a unique vernacular to describe both the stages of fundraising and the stages of committing to a deal. Salesforce out-of-the-box uses traditional sales-related terms such as “qualified” or “booked.” This forces users to adapt to the generic language, which creates a confusing and ineffective fund management system.

  1. Connections between alternative asset management relationships aren’t available.

Success in the Alternative Asset Management space is based on the quality of the relationships that you maintain with LPs and fund managers. Salesforce out-of-the-box doesn’t allow you to track relationships and the connections between relationships to the extent that most fund managers require. This results in gaps in information and connections that might derail a deal.

  1. Funds can’t be tracked independently from accounts.

Out-of-the-box, Salesforce can’t differentiate between an account and an investment that an account might make. This means that if an account could potentially make an investment in more than one of your funds, Salesforce out-of-the-box would consider those two investments as two distinct accounts. As you can imagine, this creates serious confusion in the deal management process.

  1. There’s no distinction between funds in different states.

In a fund management CRM system, most fund managers like to keep a record of not just the funds that they are considering, but also the funds that they passed on or funds that they did not consider. Out-of-the-box, Salesforce lumps all opportunities into one sales funnel.


As a CRM dedicated to the work of alternative asset management, we have a deep understanding of the nuances of fund management, and what it takes to have a successful firm. AIM, Altvia’s portfolio management CRM solution, is an industry-specific solution that enables fund managers to track the interactions of investments, portfolio performance, and back-end systems.

See how firms like yours use Altvia.