Polar Capital Partners is a listed asset management company. Established in 2001, the firm provides a highly entrepreneurial environment for outstanding portfolio managers within a structure that offers a level of marketing, administrative and operational support normally found in much larger organisations.
Polarâs dCRM implementation replaces their legacy CRM system with a system that combines typical CRM features such as email tracking and diary synchronisation, with vertical functionality specific to the investment management industry. The fund flows module within dCRM enables Polar to track the current holdings and transaction history of each investor in each of its funds. The system integrates with feeds of investor transaction data from Polarâs fund administrators and aggregates transactions to determine the holdings of each investor.
âIn implementing dCRM we were aiming for a replacement system that went beyond being an address book and provided an up-to-date view of holdings for each investor, at the touch of a button,â says Polarâs John Mansell. âThe dCRM Fund Flows Module gives us visibility of investor transaction data that was previously only held by our administrators. We can enrich that data and use it to drive internal reports that profile our investor base across all our funds, and generally provide improved MIS to management.â
âdCRM is helping to support our objective of building a broad and diversified family of funds. dCRM gives us the ability to quickly and easily report on which investors are invested in which funds and to analyse the investor profile of each fund. This capability is of immense value to us as we seek to grow the size and number of funds on our platform,â says Mansell.
Polar is also using dCRM to drive sales reports that contain critical information for managing sales and marketing activity on a monthly basis. âdCRMâs commission reporting is extremely useful and is more powerful than we had anticipated,â says Mansell. âIt gives us visibility of how much business each sales person has brought in and the levels of commission payments due. We are also finding the âAdvanced Findâ functionality very powerful because it enables us to build ad hoc queries on all of our data included that which was previously only held by our fund administrators.â
Building on years of experience in building products and solutions for the investment management industry, Digiterre continues to successfully implement dCRM both for new launches and for firms looking to replace existing, more basic CRM systems.
âWeâre delighted to be working with Polar to assist them in providing more targeted marketing and investor servicing,â says Ian Murrin, Digiterre CEO. âWeâre seeing an increasing demand for the high levels of transparency of investor information and sophisticated reporting that dCRM can provide for a firm. For funds with investor lock-ups the liquidity reporting that dCRM can provide is proving of great interest to the market.â