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Wealth management firms · CRM

Keep the enquiry record apart from the portfolio, and link them by code.

A CRM for an advisory firm records enquiries, meetings, proposals and review dates: who came, what they were worried about, what was proposed and when they are next due a conversation. Holdings stay in your back office. GullySales sets those fields up and keeps the two systems apart.

Tell us what you needor call +91 80958 58589

Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of wealth management firms at work in India

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for wealth management firms

Sales and marketing for wealth management firms, the overview.

Last updated 5 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For wealth management firms

Where it usually goes wrong, and what we would do.

  • “Record the worry, not only the product”

    A retirement payout, a daughter's fees four years out, a business being sold. An adviser who recorded the worry can pick the conversation up two seasons later. One who recorded only the product cannot.

  • “The household is the unit, not the folio”

    A husband, a wife and an elderly parent are one decision and three sets of paperwork. A record built around the household shows the adviser the whole picture before a review meeting.

  • “Keep the portfolio out of the sales system”

    Holdings and transactions belong where they are reconciled, with the access controls and records your compliance officer requires. Link by client code and keep the enquiry record to what a conversation needs.

What we do

What we deliver for wealth management firms.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. An enquiry record built around the conversation

    Source, the worry that brought them in, the amount in question, the timing, who else in the family decides, and the stage reached.

    Result: Any adviser can pick the file up and continue.

  2. Households linked together

    Spouses, parents and a family business shown as one relationship with separate records underneath it.

    Result: A review meeting covers the family, not one folio.

  3. Review dates held in the record

    When each client is next due a conversation, agreed with them and visible to the whole firm rather than sitting in one adviser's diary.

    Result: Nobody is missed because their adviser was travelling.

  4. Onboarding status as a field

    KYC, nominee, mandate and agreement signed, each with a date, so a stalled onboarding is visible at a glance.

    Result: Signed clients reach investment instead of a drawer.

  5. An access and retention line agreed with compliance

    What may be recorded, who may read it, how long it is kept and what is never entered at all, settled before the system is configured.

    Result: The record satisfies your compliance officer.

  6. A read-out for the partners

    Enquiries by source, meetings held, proposals sent, mandates signed and reviews completed, against the baseline recorded before the work starts.

    Result: The firm plans from numbers rather than impressions.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

What to record, and when

What an advisory firm should record about every enquiry and proposal, and whether software is needed yet.

Who introduced the investor
Record whether the investor came from a client, a CA or lawyer, an event or the website. A professional who refers may want to hear that the matter is being handled.
Capacity in which the meeting was held
Note which registration the meeting falls under, such as advisory or distribution, and which adviser attended. The rules differ between them, so the record should show which hat was worn. Check with your compliance officer.
Risk profile and KYC papers
Log the date the risk profile and KYC documents were sent and returned. A proposal made before they are complete is a compliance problem, so the record should flag it.
Proposal version and date sent
Record what was proposed, the version, the date sent and who approved it internally. You will want this if the client later disputes what was discussed.
When the investor said they would decide
Ask when the investor expects to decide and note it. A follow-up on that date is a courtesy. Chasing before it is pressure.
Do you need software yet?
A sheet with restricted access is fine for a solo adviser with a short client list. Use a CRM when several advisers share households, or review dates in diaries are missed. Keep holdings out of it either way.

Who it is for

This is written for these wealth management firms.

  • Independent financial advisers
  • Registered investment advisory firms
  • Portfolio management services
  • Family offices
  • Mutual fund distributors
  • Insurance and wealth advisory practices
  • NRI-focused wealth advisers
  • Retirement and pension planning practices

How it works

From your first message to the first report.

No open-ended retainer. Every step gives you something in writing.

  1. First

    Your brief

    You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.

  2. After the brief

    A conversation and a written scope

    We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.

  3. Before work starts

    Baseline recorded

    The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.

  4. After the baseline

    The first fix goes live

    The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.

  5. As agreed

    Report against the baseline

    What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.

  6. At renewal

    Renew on the numbers

    The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.

How the CRM work runs

  1. 1

    Map the sales process

    We record how a deal actually moves from enquiry to close in your business today.

  2. 2

    Configure stages and fields

    The CRM's pipeline and fields are built to match that process exactly, not a generic template.

  3. 3

    Set up automations

    Reminders, assignment rules and follow-up triggers are configured so routine steps happen without manual effort.

  4. 4

    Test with real deals

    We run the configuration against actual current deals to catch gaps before the whole team relies on it.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • One office, and we say so

    Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Can our back office software do this?
It holds folios and transactions well and knows nothing about the prospect who never invested. Keep the two apart and link them by client code, which is also the cleaner answer when your compliance officer asks who can see what.
Who should own the record in a small firm?
One person, usually the operations lead rather than a senior adviser. Advisers type in what happened at a meeting, and one person answers for whether the fields are filled. Without that the source field is empty within weeks and you cannot say where clients come from.
Can we send market commentary to the contacts in the CRM?
Only after your compliance officer has read it and only to people who agreed to receive it. Advertising and performance-claim rules for advisers differ by regulator and change, so check the current requirements. Keep people who unsubscribed clearly marked.
How do we record a conversation without storing confidential financial detail?
Record the topic and the next step, such as a goal or an event, not account numbers, folio numbers or amounts held. If an amount is needed to judge fit, record a range as agreed with the client. The detail stays in the back office.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for wealth management firms.

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Everything else we would do for you.

Closest to this: leads and follow-up

Also for wealth management firms

Or start from the overview: sales and marketing for wealth management firms.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

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