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Futureform Helps Asset Management Distribution Firm Replace a Broken Salesforce Setup with Financial Services Cloud

Introduction

A specialist asset management distribution firm, focusing on investment trust and fund marketing for institutional and intermediary clients, had accumulated years of Salesforce customisations that were working against them. What had started as a CRM was now a patchwork of bespoke configuration, manual workarounds and fragmented data — and the cultural impact was just as significant as the technical one. The team had disengaged from the platform. Leads were being lost. Salesforce felt like an administrative burden rather than a relationship tool.

With a new commercial focus and a clear ambition to improve how the team tracked and acted on client relationships, the firm partnered with Futureform to replace its existing setup with a clean Salesforce Financial Services Cloud environment, purpose-built for the way its business operates.

Project Challenges

The firm’s challenges were both technical and cultural — and the two were closely linked.

  • Heavy customisations creating inefficiency and confusion. Years of accumulated bespoke configuration had made the platform difficult to use and maintain. Workflows were inconsistent, and the overhead required to maintain the existing setup was disproportionate to the value it delivered.
  • Manual tracking and poor reporting. Client interactions, meeting notes and follow-up actions were tracked manually — in spreadsheets, personal inboxes and individual memory. Without structured data capture, the team had no reliable way to report on activity or understand which relationships were being nurtured and which were being neglected.
  • Leads falling through the cracks. The absence of structured workflows meant that leads and opportunities were being missed. There was no systematic process to ensure follow-ups happened, contacts were progressed through the pipeline, or new opportunities were identified from existing relationships.
  • Low user adoption and cultural disengagement. Perhaps most significantly, the team had stopped trusting the platform. Salesforce had come to feel like an obligation — something to update for the sake of compliance rather than a tool that helped them do their jobs. This cultural disengagement compounded the technical problems, as low adoption made data quality worse over time.

Why Futureform?

The firm selected Futureform based on their proven expertise in Salesforce Financial Services Cloud and their specific experience delivering FSC upgrades for asset management distribution firms. Futureform’s FSC Accelerator provided a clean, pre-configured starting point that allowed the team to move quickly and demonstrate value fast.
Critically, Futureform’s approach prioritised UI and usability from the start — recognising that re-engaging the team with the platform was as important as the technical upgrade itself. Demonstrating how FSC would make daily work easier, not harder, was central to building internal buy-in.

Solution

Futureform delivered a new Salesforce Financial Services Cloud environment, migrating the firm away from its existing customised org and building a clean, intuitive platform aligned to asset management distribution workflows. Key components included:

  • FSC Upgrade — New Org Migration — Rather than patching the existing environment, Futureform migrated the firm to a new FSC org, eliminating accumulated technical debt and providing a clean foundation built around the firm’s actual workflows.
  • Interaction Summaries — Replaced ad hoc meeting note capture with structured Interaction Summaries linked to institutions, contacts and fund opportunities — preserving the context of every client conversation and enabling consistent handover between team members.
  • Actionable Relationship Center (ARC) — Provided an interactive visualisation of the firm’s institutional and intermediary relationships, including investment trust and fund marketing networks, enabling the team to understand coverage, spot gaps and navigate complex client hierarchies within Salesforce.
  • Account Health Dashboards — Delivered relationship health scoring based on the recency and frequency of interactions, giving the team an at-a-glance view of which accounts needed attention and ensuring no relationships were inadvertently deprioritised.
  • Data Migration — Migrated historical records — including institutions, contacts, fund opportunities and email history — from the legacy org to the new FSC environment, providing continuity of relationship context from day one.
  • UI-First Configuration — The entire build was designed with usability as a primary objective, ensuring that the new environment was intuitive, low-friction and something the team would actively want to use.

Implementation Experience

Futureform delivered the upgrade in four weeks, using its FSC Upgrade Accelerator to provide a proven starting point tailored to asset management distribution use cases. The emphasis throughout was on UI quality and team engagement — acknowledging that the firm’s biggest challenge was cultural as much as technical, and designing the implementation accordingly.

Data migration was handled with care, including a structured approach to email history migration to ensure the team retained visibility of historic client correspondence in the new environment. Futureform worked closely with the firm’s team throughout UAT and go-live preparation to ensure a smooth transition and strong early adoption.

Results and Impact

  • Clean FSC environment live in four weeks — eliminating years of accumulated technical debt and replacing a frustrating, over-customised org with a purpose-built platform the team can actually use.
  • Interaction Summaries, ARC and Account Health dashboards live — the team now has structured meeting logs, a live relationship map and health scoring across their institutional and intermediary coverage.
  • Leads no longer falling through the cracks — structured workflows and action-oriented dashboards ensure that follow-ups are tracked and opportunities are progressed systematically.
  • Renewed team engagement — by prioritising UI and usability, the upgrade reversed a pattern of cultural disengagement, positioning Salesforce as a tool the team uses by choice rather than obligation.
  • Historic email and activity data preserved — the data migration ensured continuity of relationship context, so the team could pick up exactly where they left off from day one in the new org.

Looking Ahead

With a clean FSC foundation in place, the firm is well positioned to extend the platform’s capabilities in a future phase. The structured interaction data and relationship map now live in Salesforce provide the foundation for Agentforce deployment — giving the firm a clear path to AI-powered meeting briefs, relationship-driven insights and automated follow-up workflows as the business continues to grow.