UTI AMC unifies 20M+ investor profiles to power hyper-personalised campaigns

UTI Asset Management Company (UTI AMC) is among India’s oldest and most trusted asset managers. The company has evolved into a diversified asset manager serving a wide spectrum of investors. UTI AMC’s offerings span mutual funds, pension funds, portfolio management, and alternate investments delivered through an extensive domestic distribution network across 700 Indian districts and a growing international presence in more than 35+ countries. 

Need to unify investor data for better engagement 

At UTI AMC, customer-centricity is more than a philosophy – it’s embedded into business strategy at every level. Teams strive to deliver seamless digital experiences and proactive support, while also enhancing financial awareness and education.

“Our goal is to build meaningful and long-lasting investor relationships that go beyond financial transactions,” says Imtaiyazur Rahman, MD and CEO, UTI AMC. “With the right blend of market expertise and technology, we want to make investing simpler, smarter, and more rewarding at every touchpoint.”

But to truly understand what investors need, UTI AMC first had to overcome the challenge of unifying six decades worth of accumulated data on investor transactions, behaviours, and interactions. Only with a consolidated view of all this information could teams unlock actionable insights to power informed investment decisions and higher conversions. 

Their other objective was to improve investor engagement. UTI AMC wanted to build data-driven and personalised investor journeys, supported by omnichannel communications. 

The first step in that direction was to revamp the company’s marketing and data management tools.

“In our search for a new platform, Salesforce stood out for its seamless integration with other solutions, its robust data architecture, and its potential to hyper-personalise marketing,” says Vetri Subramaniam, MD and CEO Designate, UTI AMC. “The fact that it comes with a strong support ecosystem and robust scalability makes it even more appealing.”

Unifying over 20 million investor profiles deepens the company’s investor knowledge

With Salesforce Data Cloud, UTI AMC has unified over 20 million investor profiles by connecting transactional, demographic, behavioural, and interaction data from five data sources and three data streams. The result is a 360-degree view of each investor – including who they are, what they do, and what they want. 

Einstein acts on this data to draw out deeper patterns and insights that the marketing team can use to identify emerging investor needs, preferences, and trends with greater accuracy. 

No longer does the team have to manually gather investor data from separate stakeholders. Insights are readily available to them at the click of a button. As a result, marketing efficiency has improved.

At the same time, the company is better equipped to handle a growing investor base. Data Cloud can easily scale up with the business, connecting and processing larger volumes of investor data in real time. 

Marketing automation speeds up lead nurturing, reduces campaign building and execution time by 40%

Based on the signals and insights from Data Cloud, UTI AMC can instantly take action to improve investor engagement via Salesforce Marketing Cloud.

When potential investors visit the UTI AMC website and fill a form, the system automatically recognises them as a prospect. Their details are then forwarded to the call centre for personalised outreach. 

If multiple call attempts fail, a strategic email is triggered to the prospect with compelling information that can potentially convert their interest into actual investment action. Such streamlined lead nurturing has helped re-engage over 28% of previously unresponsive prospects.

Once the prospect is onboarded and a unified profile created for them on Data Cloud, an email or SMS is automatically sent to them within 15 minutes. 

Each investor is also automatically categorised into various segments on Data Cloud based on real-time transactional and behavioural inputs. These segments are then used in Marketing Cloud to run highly targeted campaigns supported by marketing automation. 

“With automation, we’ve cut down on campaign build and execution time by 40%, while also improving operational efficiency by up to 20%,” says Pankaj Mishra, Executive Vice President and Head - Digital UTI AMC.

Personalised investor communication increases re-engagement by over 2.5X

For UTI AMC, Marketing Cloud isn’t just a campaign tool – it's a powerful way to orchestrate customised, data-driven journeys that respond to customer behaviour in real time. 

For example, when a new fund offer (NFO) was recently launched, UTI AMC created a personalised landing page experience tailored to both known and unknown users. Known users saw dynamic banners based on their behaviour, followed by timely emails, SMS reminders, and retargeting ads if they didn’t invest. 

Unknown users were shown exit-intent pop-ups encouraging them to leave their details. On return visits, these users received personalised homepage messages based on their earlier interaction. 

Such hyper-targeted messaging has increased re-engagement by over 2.5x compared to generic campaigns. 

“With Marketing Cloud, we’ve elevated our digital marketing effectiveness by enabling real-time, personalised engagement across every stage,” says Vinay Lakhotia, Group President and Chief Financial Officer, UTI AMC. “Instead of sending out static, one-size-fits-all messaging, we’re now building dynamic and data-driven communication journeys that adapt to individual investor behaviours and intent.”

The results are evident. Improved audience segmentation and behaviour-based targeting have reduced campaign wastage, while also improving ROI on paid media. Early estimates indicate up to a 28% reduction in cost per acquisition (CPA) due to smarter targeting and retargeting.

Intuitive reports and analytics guide decision-making 

Salesforce is also transforming how leadership drives strategy. With integrated Tableau dashboards and Einstein-powered analytics, leadership can easily monitor campaign effectiveness, product uptake, and segment-wise investor engagement in real time. This enables faster and more informed decisions.

Clear attribution models within Marketing Cloud help the management team track ROI from digital initiatives. Underperforming channels are proactively identified, so that budgets can be reallocated for maximum impact.

Expert implementation and support teams lay the foundation for lasting impact

Salesforce implementation partner, Customer Centria, played a crucial role in translating UTI AMC’s business objectives into scalable Salesforce architecture. 

Not only did they customise Salesforce to UTI AMC’s mutual fund ecosystem – they also ensured smooth integration between Salesforce and multiple internal and external systems.

The Salesforce Customer Success team also ensured that UTI AMC’s Salesforce journey achieved key milestones. The team provided regular check-ins, strategic reviews, and tailored recommendations aligned with UTI AMC’s business goals. Their inputs on use cases, industry benchmarks, and campaign optimisation helped UTI AMC maximise the impact of Data Cloud and Marketing Cloud from the start.

“The Customer Success and Customer Centria team was responsive and solution-oriented, providing timely resolutions and guidance whenever we faced configuration or integration challenges,” says Mishra. “Through structured onboarding sessions and enablement resources, we gained the confidence to manage and innovate on the Salesforce platform independently. They enabled us to go live faster and build out future-ready capabilities with minimal disruptions to our operations.” 

Next: AI to shape the future of investor engagement

UTI AMC is now exploring how to take investor engagement to the next level with Einstein AI and insights-based campaigns, as well as journey testing and optimisation. 

The company is also focused on integrating more seamlessly with its partner ecosystem, while embracing a conversational WhatsApp-first approach to investing. 

With Salesforce, UTI AMC has transformed decades of disconnected investor data into a powerful engine for personalised engagement. By unifying and harnessing data in real time to drive targeted campaigns, the company is delivering marketing experiences that feel tailor-made for every investor.