United Capital Financial Advisers Keeps Its Commitment to Exceptional Client Service with Salesforce CRM

Challenge

• Following several acquisitions, United Capital— a national wealth management firm—needed a cloud-computing CRM solution to centralize 14 offices, each with between $150 million and $300 million in managed assets.
• As business grew, a homegrown system proved too costly to maintain. 
• The company wanted a hosted, customizable solution it could easily integrate with its Great Plains accounting system. 
• Weekly sales reports were manually produced in a time-consuming manner.

Solution

• After considering ACT! and other CRM tools, United Capital chose Salesforce CRM Enterprise Edition, deploying it to 52 users across 14 locations.
• Integration with Great Plains allows the company to link its Accounts Receivables with Salesforce CRM, providing a full revenue picture of each client. 
• Plans to integrate with a Charles Schwab portfolio accounting system will pull client holdings and account values into Salesforce CRM.
• Anytime an advisor speaks with a client, current holdings will be seen instantly.
• In-person training for each office smoothed adoption of the intuitive system.
• Dashboards track individual "Critical Success Factors" attributed to revenue and number of appointments.
• The COO tracks high-level metrics with a bird’s-eye view of the overall business.
• The company models its multi-segment wealth management processes in Salesforce CRM to ensure tiered yet consistent client service. 
• Salesforce CRM captures each client's held-away assets for a complete "share-of-wallet" picture of the client.

Results

• United Capital is standardized on a single integrated desktop, giving advisors a 360-degree view of the client.
• United Capital experiences increased collaboration within advisor teams.
• The company has improved consistency in servicing clients within different tiers.
• With insight into a client’s held-away assets, the company is poised to capitalize on future opportunities.
• United Capital has streamlined previously manual and time consuming processes to improve productivity.
• Easy and powerful reporting is generated in Salesforce CRM at the click of a mouse.
• Local-level visibility into each of United Capital’s acquired companies and spot checks on protocol can be conducted at will.