You can’t fit a square peg into a round hole. But when finance organizations try to adopt the same customer relationship management (CRM) tools as companies that sell physical products or software, that’s what it can feel like.When you consider the many types of finance organizations out there, you’ll find completely different needs, workflows, and customer wants across the board.

Don’t get us wrong: finance organizations absolutely need a CRM solution. But the key to success is to find the right software for your unique business and market needs. In this article, we’ll walk you through the basics behind choosing the right finance CRM software for you.

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What is CRM in finance?

A Financial CRM is a software that helps finance organizations manage relationships and customer interactions effortlessly. 

That software is customized for the needs of the finance industry, which are different from that of technology companies or those that sell physical products. Finance CRM solutions offer must-have sets of tools that enable specific audiences like financial advisors and businesses deliver personalized and streamlined financial planning services for their customers.

For example, a sales representative at a bank might see that a customer service representative recently helped someone who was frustrated with restrictions on transfers between accounts. That salesperson then decided to reach out to that customer to upsell an account with fewer restrictions.

This is just one type of cross-team collaboration that a finance CRM can fuel — when sales, marketing, customer service, finance, and more all have access to the same customer data, you’ve created a CRM system. CRM systems for finance improve the customer experience, positively impacting your bottom line.

finance crm template

What makes finance CRMs unique?

When you’re selling a product — anything from furniture to an enterprise software solution — the basic workflow looks like this: marketing and sales go and look for leads, marketing nurtures the leads, sales works the leads, the sales close. The finance industry doesn’t always follow the same workflow, as the typical use case applies to organizations like:

  • Investment firms
  • Venture capitalists
  • Private equity firms
  • Financial advisors

They deal with an influx of requests for funding or potential acquisitions and mergers that they need to sift through in order to find what’s best for them. Mortgage companies, banks, and insurance providers are focused on an inbound attraction of quality leads for the specific business they’re trying to write.

Financial services, wealth management, and brokerage firms often focus on referrals and word-of-mouth marketing to attract new clients. Each and every one of these workflows require a personalized customer relationship management solution.

Finance CRMs are unique because they’re built to help financial organizations manage and organize client or customer contacts in a way that suits their specific needs.

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How to grow your business with finance CRM: 5 key features

But what does it mean to be truly customizable? The following features and functionality in a finance CRM act as the foundation for business processes that allow your company to grow.

Centralize incoming leads, deals, and opportunities

If you’re working for the type of financial organization that’s filling a traditional sales pipeline — like a bank or an insurance company — you want to make sure every good lead and any related key information gets passed over to your sales teams.

If you’re working for the type of financial institution that has to sift through piles of potential deals — like financial services firms or investment or private equity firms — you need to ensure that all opportunities end up in one place.

In both cases, you need a central place to store all of your contacts and information related to those contacts. Financial organizations use’s financial CRM software to automatically organize contacts on their behalf. lets you choose your preferred method to bring your data onto the platform:

  • Integrating a tool — like Gmail — they’re already using to collect contact information with
  • Manually importing their contact lists using an excel spreadsheet
  • Using monday WorkForms to automatically collect information about new contacts as they come in

finance crm forms

When a new lead or deal fills out a form on your website, that data will automatically get recorded in your finance CRM. You can also automatically record new information or contacts on using a direct integration with Gmail or Outlook.

finance crm gmail outlook integration

This type of integration is popular with investment firms, private equity firms, and venture capitalists that field a lot of incoming deal opportunities through their consultant’s inboxes. In this case, we suggest creating a dedicated email alias where everyone forwards new opportunities like

Every time a deal comes in, have your team forward it to that address, and an item will be created as a new contact in your finance CRM. The integration also supports files, so no information gets lost when the new contact is created. No matter which way you import your contacts, the end result is an organized list of items that visually display information customized to your needs.

Here’s an example of what a finance CRM’s contact list might look like:

finance crm board example

Assign owners to each contact

The trick to making sure that no lead or deal opportunity slips through the cracks is making sure each individual contact is assigned a designated owner responsible for managing that relationship.

Hunter Walk, a very well-known seed round investor, famously said, “you lose 100% of the deals you don’t see.” We think the same sentiment also holds true for leads.

Once you’ve collected and organized all of your contact information, your finance CRM should allow you to assign specific team members to each contact, so you see all good deals and follow up with all good leads.

This is an example of a project board that clearly organizes items by members of the team assigned to each item. With, you can even assign multiple people to an item if a contact requires more than one owner.

finance crm contact owner template

Organize contact notes and attachments

As you work with contacts, you’ll need to record new information as you go. This might include communication records, internal conversations, or file attachments related to each lead or opportunity. For financial institutions, this might include:

  • Business plans
  • Pitch decks
  • Financial reports
  • Transfer requests
  • and a variety of other types of customer interactions.

When every member of your team has access to every interaction, business operations run much more smoothly, and all of your team members are able to better meet your customer’s needs.

For example, imagine a consultant at a private equity firm who’s responsible for vetting incoming acquisition requests. She manages up to 15 deals at a time while consistently fielding potential deals. While on vacation, a colleague of hers takes a meeting with one of her clients, where he receives the latest quarter’s financial reports but forgets to pass them along to her when she comes back.

Upon evaluating the deal, she passes, thinking the company failed to provide its financial information. With, you can talk with your team members directly on the platform, upload files, add notes, and much more, providing a single source of truth for the storage of all customer information, preventing scenarios like the one we just walked through.

finance crm notes and attachments

In addition to easily storing files within each contact, you can also view and manage all of your files in one place.

Manage files using filtered results by the person who uploaded said file, project, file type, or other tags of your choice.

finance crm file manager

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Customize your workflow for your specific needs

Each contact, lead, or deal that comes across your desk requires a different amount of attention once it’s qualified. Depending on whether or not you’re working on an insurance claim, credit card lead, bank lead, IPO proposal, a merger, an investment, or another type of deal, the qualifying and working of each opportunity will be different.

Customize your workflow on by creating custom columns that outline each stage of your pipeline. Several column types allow you to organize information and work opportunities in whatever way makes the most sense for your business. For example, you could create a board that functions as an insurance CRM system for one team and a Scrum board for an app development team.

finance CRM colums

Keep track of where each sale or deal is in the process with status updates and timelines.

You can view them in a variety of different ways, including a Gantt chart, Kanban board, table, timeline, and many other options.

finance crm views

Automate financial CRM workflows so that fewer things get stuck

Workflows move faster, and fewer mistakes are made when tedious tasks like status updates, follow-up emails, or notifications are automated. is the ideal solution for teams looking to streamline their customer experience, in part because of the variety of custom automations finance organizations can use to build their dream finance CRM.

For example, the Gmail and Outlook integration we discussed earlier can be used in a lot more ways than just opening a new item — you can automate email sends, change statuses, open new CRM board columns, and much more.

finance crm automations

There’s a lot more where that came from, too — integrates with many tools that your team is probably already using to run your business operations, like Zendesk, Salesforce, Mailchimp, and more.

Financial organizations benefits from a custom CRM solution

If you’re not taking care of your customer pipeline, or the influx of potential deals coming across your desk, you’re missing out on revenue. But in order to truly care for each quality lead or deal, you need a foolproof way to manage contacts and information, as well as the workflow between teams across your organization. is a powerfully customizable work operating system (OS) that allows finance teams to build a custom CRM that suits the business you’re trying to write. Get started today with our Contacts Management Template or sign up for free and test out your own workflow.