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Tech Insights 8 min read

What is a CRM for asset management ?

There are currently a number of different options available to entrepreneurs for managing their internal processes and client relations. While some will opt for “old-school” solutions, more and more businesses are choosing CRM (customer relationship management).

This software has quickly positioned itself as an essential resource in the business world. By combining technology, artificial intelligence and business intelligence, a CRM could save you time, money and effort.

This holds even truer when you are expanding in the asset management sector. Your clients rely on you to make financial decisions that will help them achieve their life goals. A CRM for asset management will give you clearer insight into your work and allow you to provide your clients with the best possible advice.

Before explaining the features of CRM for asset management, let’s address the following questions: What is a CRM? What are the benefits associated with this software?

What’s a CRM?

Every business, corporation or organization now appreciates the key role that the customer relationship holds in the development of professional activities. While it’s crucial to have productive teams, the use of digital solutions is also recommended for numerous reasons.

A CRM (acronym for Customer Relationship Management) addresses numerous issues related to this invaluable customer relationship.

What are the main functionalities to look for?

CRM software comes with many useful tools. Regardless of the nature of your business, corporation or organization, some functionalities are more helpful than others for properly managing your customer relationship.


CRM software allows you to create online campaigns to maximize your return on investment by:

  • Identifying the best textual content while analyzing the ideal periods for sending messages
  • Integrating sales and analyses to target and convert every prospect
  • Assisting in the creation and sending of messages based on specific channels that track target customers

Sales-related functionalities

The centralization of data naturally allows crucial information to be shared. Sales team members can then benefit from a comprehensive overview of the performance of a business, corporation or organization. Additionally, CRM software makes it easier to identify “good buyers” (customer relationship development). Lastly, the integration of artificial intelligence within CRM software allows professionals to identify ideal strategies and to implement them during the sales process.

Optimizing customer service

CRM software also serves to optimize customer service. This is evident in the following characteristics:

  • Establishment of contact via your clients’ preferred equipment and channel
  • Presentation of detailed analyses where cost reduction and service optimization are visible
  • Decisive visibility of the clientele to guide your staff during proposals (personalization of proposals)

Optimal project management

To maximize the results of a business, corporation or organization, it’s essential to choose a CRM that includes project management functionalities. This way, you’ll be able to:

  • Efficiently plan your projects and allocate resources
  • Determine how time will be managed for each task
  • Track billing and spending
  • Generate reports
  • Access a portal for collaborative purposes

Other equally essential functionalities

Besides the above-mentioned functionalities, CRMs offer other digital tools that are useful for professionals.

The automation of manual and repetitive tasks is a perfect example. This functionality offers convenience while also limiting entry errors and improving the reliability of analyses for each department (this is especially true for the sales team).

Intelligent management of sensitive data is another functionality offered by some CRM software. The identification of critical information allows customized strategies to be reviewed and applied.

Depending on their profile, a business, corporation or organization may prioritize other functionalities. Again, choosing CRM software is a crucial step towards guaranteeing optimal results.

How can I benefit from using a CRM?

What can a CRM bring to my business, corporation or organization? This most pertinent question has many answers. The following is a non-exhaustive list of benefits linked to digital solutions that are now considered essential.

Better client management with CRM software

Your relationships with your prospects and clients are optimized thanks to information provided every time a client is contacted. By displaying complementary data, a CRM allows you to personalize your clientele and gain their trust, all while giving them greater responsibility during buying decisions.

A CRM centralizes your data and makes it easier to access information

The centralization of pertinent data naturally makes it easier to access this information. With a few clicks, each department can quickly find accurate data that’s updated in real-time.

Optimized overall management

Functionalities related to marketing, customer insight, field service and sales, as well as other essential elements for every business, corporation or organization improve your sales and your brand image.

An ideal solution for increasing productivity and agility

Besides the many functionalities previously discussed in this article, you could also ask yourself the following relevant question: What are the concrete benefits of a CRM for my business, corporation or organization? Again, several answers may be noted:

  • Better communication between each department and your prospects/clients
  • Significant amount of time saved thanks to the automation of repetitive tasks
  • More efficient employees

Maximize your sales figures and benefits

As you can see, the many features of CRM software offer significant benefits. Deploying Customer Relationship Management software will quickly boost sales while ensuring that costs are properly managed.

Features of CRM for asset management

Now that we have defined CRM and the benefits of deploying one, here are the features you will want to look for in a CRM for asset management.

How a CRM for asset management supports and strengthens client relations

A CRM for asset management can play an integral role in your client relations processes. First of all, you will be able to create better service proposals for your clients. By pairing intelligent data analysis with artificial intelligence tools, you will understand your client relations more clearly and gain better insight on this aspect of your business.

The detailed customer files in your CRM for asset management are another essential resource. Their structure allows you to easily obtain information on your clients or their investments and to visualize and analyze it. In addition to helping you get the information you need, a CRM for asset management will provide you with a number of benefits:

  • Know your clients’ dreams and goals, allowing you to customize your financial advice
  • Have relevant information at your fingertips, in a single location, significantly improving your efficiency
  • Keep track of all your current and potential clients as well as the best ways to contact them

By using this type of software, you will also be able to reap the benefits of artificial intelligence and business intelligence:

  • An automated dashboard that brings together your KPIs, allowing you to generate reports and analyses as well as assess your employees’ performance
  • A client data history to determine major trends and galvanize your client relations over the long term

Lastly, CRM for asset management lets you automate some of your operations: pipeline management, market segmentation, etc. Automation will also enable you to rationalize your processes, as well as reduce your administrative load and improve interdepartmental communication.

Benefits of automation

  • A significant competitive advantage thanks to a complete view of your client’s needs
  • Save time and money
  • A more galvanized, scalable and progressive relationship with your clientele
  • Higher productivity, efficiency and, ultimately, satisfaction

Earn your client’s trust thanks to CRM for asset management

By improving your management processes, a CRM for asset management will help you earn the trust of your current and potential clientele. The degree of personalization it allows you when managing your client relations represents a sizeable competitive advantage:

  • Understand your clients’ situations and preferences, so you can really familiarize yourself with their consumption cycles
  • Create customized products and services based on your clients’ individual needs
  • Integrate your communications to manage them more efficiently

This type of software also lets you keep a record of all of your business’ interactions with a client. You can then leverage these points of contact to customize your consultants’ services to your clients’ specific needs. By having the right information at the right time, you will strengthen your clients’ trust in your business and boost their satisfaction.

The adaptability that comes with a CRM will also be reflected in your relations with clients from different generations. While the youngest will prefer to rely on technology, the eldest may require more human contact. A CRM for asset management combines these two approaches so you can customize your strategy to every situation to earn your clients’ trust.

Familiarizing yourself with your clients will also allow you to further customize your communication with them. By showing clients that you are familiar with their situation, by proactively offering them your opinion, for example, you will rapidly prove your trustworthiness.

All in all, using a CRM for asset management may make your clients inclined to trust you sooner, thereby improving their experience with your business.

CRM as a work management tool

Constantly tracking your tasks, alerts and objectives can quickly take over your day. By recording this information in a CRM, you will be able to track completed work as well as what you have left to do. You can also view a client’s journey, which you can take over to speed it up.

Besides automating your reminders and some of your emails, a CRM for asset management will help you manage your documents. Its archiving function will let you gather all the documents you need to manage your client relations in one location.

Use a Cloud-based CRM for asset management to improve collaboration within your business

A Cloud-based CRM will significantly improve collaboration within your team. You will be able to access information at any time, from any device. Furthermore, you will be able to make business-wide updates to client information in real time. You will also be able to strengthen your business’ prioritization and control access authorizations more easily.

How can I choose the best CRM for my business, corporation or organization?

Without any specific knowledge, selecting CRM software that’s customized for a business, corporation or organization can turn into a complex process. Therefore, it’s worth highlighting several characteristics that will help you decide.


To achieve the best results, you should have the option of personalizing every “detail” and feature of CRM software. While some solutions come with restrictive limitations, others properly fulfill this requirement (the Microsoft solution offered on our (Gestisoft’s) website is a perfect example).

Choose extensible CRM software

Dealing with deployments via the cloud or on-site can satisfy certain needs that are particular to a given business, corporation or organization. Additionally, a CRM must be compatible with other platforms and software, such as your architecture software, your ERP software, etc.

Set security levels for each user

An effective CRM system allows you to set security levels for each user. By assigning them a specific “role”, you are authorizing the user to access, integrate or modify centralized information, or denying them these permissions.

Choose a scalable solution

Expanding a business, corporation or organization is obviously a major priority for professionals. Your current needs may therefore change. Effective CRM software will assist you as you scale up your professional activities while also allowing you to streamline every process on a daily basis.

The CRM ecosystem

The CRM ecosystem (or stack) consists of the set of tools that are directly (or indirectly) connected. For optimal results, this set-up should evidently be constructed gradually. Safeguarding client data (and prospects’ data) is essential to fully benefit from a CRM stack. Again, a CRM ecosystem will be shaped by your choice of software.

Entrust Gestisoft with implementing your CRM

When you are ready to choose a CRM, keep in mind that you are making a long-term investment for your office. Therefore, your choice of software needs to be a well-informed decision. At Gestisoft, we make this easy with our team of CRM and ERP experts who will guide you in making your purchase and support you in implementing your software. Contact us today to discuss your needs—we’ll work together to find the solution that’s most suitable for your professional situation.

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January 26, 2021 by Frédéric Charest VP of Marketing

Data-driven Growth Marketer with a Passion for SEO - Driving Results through Analytics and Optimization