River Capital: Optimising CRM for fund management with Affinity to Attio migration
As Attio experts, Crawl Walk Run specialises in guiding our customers through complex CRM migrations from legacy systems.
We recently partnered with River Capital, a prominent multi-asset boutique fund manager based in Melbourne Australia, to migrate their operations from Affinity to Attio.
This transition not only streamlined their CRM for improved insights on investors, but also enhanced visibility and efficiency in managing investor relationships, holdings, and transactions.
River Capital: Multi Asset Boutique Fund Manager
River Capital, focuses on compounding capital across public and private markets through funds like the Founders Fund and Tuloona Fund, as well as strategic investments in private companies.
As a community of like-minded investors, they prioritise long-term partnerships and active ownership, often acquiring significant stakes in promising businesses. However, their legacy system, Affinity, posed challenges in providing clear visibility into holdings across people, entities, and investor groups, leading to fragmented data and inefficient reporting.
The Challenge: Limitations in Legacy CRM for Venture Capital
River Capital's operations involve complex relationships between investors, entities and trusts. In Affinity, data was siloed, making it difficult to track key details such as holdings and recent transactions at a glance.
This lack of interconnected visibility hindered quick decision-making and comprehensive reporting. Additionally, with growing investor bases, they needed a more flexible CRM to support scalable growth without constant manual interventions.
Our Solution: A Custom Attio Implementation for Fund Management
Crawl Walk Run planned and delivered a comprehensive Affinity to Attio migration, focusing on a robust data model tailored for River Capital’s needs. Key elements included:
Data Model Design: We created custom objects and workflows for Entities, Bookbuilds, Transactions, and Trusts, ensuring proper relationships between Investors and these data points. This resolved the visibility issues River Capital faced when using Affinity. We also leveraged Attio’s enrichment capabilities to minimise manual data entry.
Data Migration: Over 80,000 records were migrated from Affinity to Attio, including people, organisations, holdings lists, bookbuild data, and transaction histories. We handled matching based on unique identifiers like email addresses and investor IDs. A test migration with a subset ensured accuracy before full production load.
Workflows for Bookbuilds and Transactions: Custom workflows were implemented to manage bookbuild processes (e.g., bids, term sheets, and statuses) and transaction tracking (subscriptions, redemptions, transfers, and rollovers). These simplified operations, allowing visibility on person and entity records and facilitating easier reporting and analysis.
User Interface and Integrations: We designed intuitive investor views, lists, and forms, integrated with email (O365), OneDrive, and call recording features. This foundational setup ensured a user-friendly and intuitive system that was easy for the team to adopt and learn.
Administrator Training: A recorded training session equipped the River Capital team with skills to manage Attio independently, covering workflows, sequences, reports, and dashboards. This empowered the team to enhance the system over time, adding fields or views as needed.
Outcomes: Enhanced Efficiency in Attio for Venture Capital
Post-migration, River Capital now enjoys a centralised CRM that provides real-time insights into investor holdings and transactions, fostering better relationship management and operational efficiency.
he ability to view associated entities, bookbuilds, and transactions directly on person records has transformed their workflow, and delivered an improved investor experience, reducing the time spent searching for information. As a result, River Capital can focus more on value creation and long-term partnerships.
This successful Affinity to Attio migration demonstrates how Attio is a great fit for Fund Management, offering flexibility, automation, and scalability that legacy systems like Affinity often lack.
