The CRM system is your central hub for managing client records, tracking service requests, and monitoring investment activities. it provides real-time access to client details, investment models, service tickets, and automated communication logs.
This guide will walk you through the key features of the CRM, how to navigate it, and how to use its various tools effectively.
When to Use the CRM
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To monitor open and completed service tickets, ensuring timely resolution of client requests.
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To view client information, including investment models, fees, and systematic plans.
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To access auto-logged emails, client records, and account details.
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To track financial transactions, deposits, withdrawals, and transfers.
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To manage client-related administrative tasks such as KYC updates and account administration.
The CRM ensures seamless management of client interactions and financial operations.
How to Access the CRM
You can access the CRM through the Optimize Portal:
- Navigate to Systems & Technology → CRM.
- Once in HubSpot, find the CRM in the left navigation panel.
Navigating the CRM
At the very top of your screen, you’ll see a little orange Sprocket. Clicking this at any time will always bring you back to the home screen. To the right of that, you have the Search Bar. This is the fastest way to find what you need in the CRM
Sidebar Navigation
The Sidebar on the left-hand side is your main way of accessing different sections of the CRM.
- Within the CRM, you'll find multiple tabs, including:
- Contacts
- Companies
- Deals
- Tickets
- Accounts
- Banking Details
- Households
- KYCs and KYPs
- Positions
- Systematic Plans
- Trainings
- Inbox, Calls, and Tasks
- And more
Each tab is designed to help you manage different aspects of client interactions and service requests.
Each object in the CRM has an Index Page, which is essentially a list of all the records that exist for that object type. You can think of these like spreadsheets that let you quickly scan and search for information
Key Sections of the CRM
Contacts
The Contacts tab allows you to manage client records, displaying key details such as:
- Client Name
- Client Email
- Client Phone Number
- Contact Owner
You can use filters to refine search results, such as:
- Contact Owner
- Create Date
- Last Activity Date
- Lead Status
Tip: Use the search bar to quickly find a specific contact.
Companies
Similar to the Contacts tab, the Companies tab provides an overview of all company records, including:
- Company Name
- Company Owner
- Creat Date
- Phone Number
You can apply the same search and filter options as in the Contacts tab for quick access to specific companies.
Deals
The Deals tab allows you to view and process new deposits that have landed in a client's account. These deposits need to be reviewed and allocated to the appropriate investment model.
Tip: For optimal experience, use the Board View, which visually displays each deal in its respective stage.
Tickets
The Tickets tab is one of the most frequently used features in the CRM. It tracks all service requests, including:
- Deposits
- Systematic Plans
- Transfers
To find specific service requests:
- Use the All Pipelines dropdown to filter tickets based on different categories such as Add Funds, Withdraw, Transfers, Account Administration, and more.
- Utilize Board View to get a clear visual representation of tickets at various stages.
Pipelines help organize and track different types of service requests. Each ticket starts at an initial stage and progresses through various steps until it’s completed. This makes it easier to follow where a request stands and what needs to happen next.
The pipelines that you can view are: New Accounts, Add Funds, Withdraw, Transfer, Plans, Account Administration, Trades in process, Tax Preparation, Will Preparation, KYC Updates, Model Change, Transfer out, and Estate Settlement.
Tip: If you need a detailed breakdown of how to navigate specific service request pipelines, refer to dedicated articles on each pipeline.
Banking Details
The Banking Details tab contains all financial information tied to client accounts. Here, you can view:
- Bank Name
- Bank/Transit/Account Number
- Institution and Transit Numbers
You can filter records or use the search bar to locate specific details.
KYCs and KYPs
These dashboards track Know Your Client (KYC) and Know Your Product (KYP) requests. They allow you to monitor compliance-related updates and ensure all necessary documents are in place.
Positions
The Positions tab provides an overview of all securities and investments held within client accounts. You can:
- View a list of position records
- Check investment fee structures on individual positions
- Search for specific positions using filters
- Preview or open full position records for detailed analysis
It is recommended to review client positions by the 20th of each month to ensure the correct fee rate is applied. Any necessary fee adjustments should be submitted by the 25th of the month to be reflected in the next billing cycle.
Systematic Plans
The Systematic Plans tab helps you track all recurring contributions and withdrawals, including:
- Pre-Authorized Contributions (PACs)
- Systematic Withdrawal Plans (SWPs)
- RIF/LIF payments
To view a detailed report of all active systematic plans, refer to the All Plans Report for a comprehensive breakdown of recurring transactions.
Best Practices for Using the CRM
To maximize efficiency and maintain accurate records, follow these best practices when using the CRM:
Keep Client Records Up-to-Date
- Regularly review and update contact details, including email addresses and phone numbers.
- Ensure that assigned advisors and account owners are correctly listed.
Use Filters for Quick Navigation
- Apply filters in the Contacts, Companies, and Deals sections to find relevant records quickly.
- Save commonly used filters for repeated searches.
Check the Status of Service Tickets Frequently
- Use Board View to monitor service request progress.
- Follow up on any tickets that have been pending for an extended period.
Review Investment Positions and Fees Monthly
- Ensure fee structures are applied correctly by the 20th of each month.
- Submit any necessary fee change requests by the 25th to reflect in the next billing cycle.
Utilize Reports for Better Oversight
- Use the Contacts tab to access important reports on client accounts.
- Set up custom views to track outstanding issues or missing information.
Follow CRM-Specific Guides for Complex Processes
- If you’re unsure about handling a service request, refer to the dedicated pipeline articles for step-by-step instructions.
By following best practices and utilizing filters, reports, and pipeline guides, you can efficiently manage client relationships and ensure a seamless administrative process.
Tip: For additional guidance, refer to CRM-specific articles on each pipeline and feature.