Fund CRM
A CRM set up around how an investment firm works, tracking deals, founders, LPs, co-investors, and portfolio companies in one connected system.
What it is
A fund CRM is the system an investment firm uses to manage its relationships and its pipeline. VC firms, PE funds, and family offices all use one, though what they track differs.
Some fund CRMs are purpose-built tools such as Affinity or DealCloud. Others are flexible CRMs like Attio, configured for fund work with custom objects and lists.
How it differs from a sales CRM
A sales CRM follows one motion: lead, opportunity, closed deal. A fund runs several at once.
- Dealflow. Companies moving from first look to invest or pass.
- Fundraising. LPs moving from prospect to commitment.
- Portfolio. Companies the fund already backs, with metrics and board updates.
- Network. Founders, co-investors, advisors, and introducers who feed all three.
The same person can appear in every one of those. A founder you passed on can become a portfolio CEO, then an LP in a later fund.
What it looks like in Attio
A typical setup keeps People and Companies as the shared base, then adds objects such as Funds, LPs, and Portfolio Companies where the firm needs them. Lists run each process on top: a dealflow pipeline, a fundraise, a portfolio review.
Why it matters
When the firm’s memory lives in partners’ inboxes, it leaves when they do. A fund CRM keeps the relationship history with the firm.