Most generic CRMs were built for sales pipelines, not for mutual fund distributors managing families, life goals, and constantly moving portfolios. Sanchay CRM exists because your business is fundamentally different from a standard B2B sales process.

Why standard CRMs don’t fit MFD businesses

Most platforms like Zoho, Salesforce, HubSpot, LeadSquared, or “Sangam‑style” CRMs are designed around a Lead → Account → Opportunity → Deal lifecycle. That works well when you are selling a fixed product or service once, then moving to the next customer. MFDs do not work like that at all.

Key misfits for a typical CRM in an MFD setup:

• It thinks in terms of companies and deals, not families, folios and goals.  
• It expects a fixed product (plan A vs plan B), not a daily‑changing portfolio synced with a portfolio management system.  
• It is built to track one‑time sales and AMCs, not ongoing review meetings and hidden‑AUM discovery across years.
• It assumes onboarding is a one‑time workflow, not something that must be re‑triggered whenever risk profile, goals, life stage or incidents change.

So you end up trying to “fit” MFD reality into generic modules: calling clients “leads”, folios “deals”, reviews “tasks”, and portfolio events “notes”. It works on paper, but in practice the team stops using it because nothing feels natural to their real day.

 1. Families, clients and portfolios vs leads, accounts and opportunities

Standard CRM view (Zoho/Salesforce-style):  

• Lead → becomes Account → has Contacts → has Opportunities → each has a stage.  
• Designed for: “Close this one sale, then move on to the next.”  

MFD reality: 

• One family has multiple individuals, folios, PANs, and sometimes multiple advisors.  
• You manage relationships across generations, not just one transaction.  
• A single family can have: SIPs, lumpsum, NPS, EPF, FDs, insurance, ESOPs, property proceeds, NRE money – all scattered.

How Sanchay CRM matches this:

• Native Family → Client → Portfolio structure instead of generic “Account → Contact”.
• Incidents, life events, hidden AUM pockets all attach to family and client, not to a one‑time “deal”.
• Review, AUM share, leakage, referrals, and tasks are visible per family, so you can see wallet share and risk at the relationship level, not only per folio.

This turns the CRM into a true relationship system for families, not just an electronic register of leads.

 2. Variable, synced portfolios vs fixed products & services

Standard CRM view:  

Product catalog is static: software plan, AMC package, training service, etc.  

An “opportunity” is usually: Product X → Quantity → Price → Probability.  

MFD reality:  

The “product” is a live, moving portfolio. Values change daily.  

Each client’s mix of equity, debt, hybrid, international, cash, FDs etc keeps shifting.  

New information comes from portfolio management software (Investwell, RedVision, etc.), not from manual deal updates.

Why generic CRMs break here:

• They have no native understanding of folio‑level data, NAV, schemes, categories or asset allocation.  
• Portfolios sit in one system; CRM sits somewhere else; RMs bounce between tabs and Excel.

How Sanchay CRM handles it:

• Designed to connect with portfolio management software, so client holdings, allocation and movements feed directly into CRM views.
• You get portfolio‑aware triggers:  
•   Sudden cash build‑up  
•   Large redemption  
•   Category drift vs goal  
•   FD maturity or cash inflows identified via incidents/logs
• Instead of CRM “just showing data”, Sanchay converts portfolio events into tasks, reviews and conversations for the RM.

So the system doesn’t just tell you “what you hold”; it tells the RM “what to do about it this week.”

 3. AMC & preventive maintenance vs portfolio review meetings

Standard CRM / service mindset:  

• Built to manage Annual Maintenance Contracts, service tickets and preventive maintenance visits.  
• Logic: Asset sold → AMC logged → periodic service reminders → ticket closure.

MFD review reality:  

• Your equivalent of AMC is not “service visit”; it is review meeting.  
• Reviews are not just “checklist done”; they are where you:  

Discover hidden AUM (FDs, savings, bonuses, ESOPs, property proceeds).  

Catch leakage early (other advisor, bank RM, silent client).  

•   Reset or confirm life goals and risk appetite.

What generic CRMs miss:

• They can schedule meetings, but they don’t:  
• Enforce a 15‑minute review structure tuned for MFDs.  
• Tie every review to hidden AUM incidents and follow‑up tasks.  
• Give a clean “Reviews done vs pending vs AUM unlocked” dashboard.

How Sanchay CRM is built for reviews:

• Quarterly review scheduling engine (with WhatsApp confirmation) specifically for client families.  
• In‑built 15‑minute review framework inside the CRM screen: growth narrative, life milestones, golden question, allocation check, cash discovery, hidden pockets and commitment.
• Each review directly feeds:  
•   Hidden AUM log (category, amount, next action)  
•   Follow‑up workflow (reminders, WhatsApp nudges, RM tasks)  
•   Review and AUM metrics per RM and per client segment

This means reviews move from “nice to have if we get time” to a systematic revenue engine.

 4. One‑time onboarding vs dynamic risk profiling & life‑stage changes

Standard CRM onboarding:  

• Assumes onboarding is a one‑time sequence: capture KYC, sign agreements, create account, done.  
• After that, client is “live” and only tickets or renewals are tracked.

MFD reality:  

• Risk profile, goals and suitability change whenever:  
•   There is a large redemption or top‑up.  
•   Life events happen – marriage, child, job change, retirement, inheritance.  
•   Goals shift – from growth to preservation, from wealth creation to distribution.
• This must trigger fresh profiling and documentation, not just a note in a comment box.

Why standard CRMs struggle:

• They don’t understand “risk profile” as a core, re‑triggered process.  
• They rarely link portfolio changes, incidents and life events to a mandatory re‑check of client suitability.  
• Compliance and suitability become scattered emails and PDFs.

How Sanchay CRM handles this:

• Risk profile and goal alignment are live objects, not static forms.  
• Any major incident or life stage change (inheritance, property sale, career change, large redemption, new goal) can trigger:  
• A review task,  
• A risk‑profiling update,  
• A compliance checklist.
• The history of advice, decisions and client confirmations is logged and AMFI/SEBI audit‑ready without extra manual work.

This reduces both regulatory risk and the personal risk of “We took this call, but no one can prove why.”

 Why Sanchay CRM should be the chosen layer for MFDs

Putting it all together, a mutual fund distributor should be very cautious about selecting a “standard” CRM and then trying to bend it into shape. The core reasons are:

Your unit of management is family + portfolio + goals, not just “lead + deal”.

Your product is a moving portfolio, not a fixed AMC or SaaS plan.  

Your recurring engine is review meetings and hidden AUM extraction, not simple renewals.  

Your risk is around suitability, advice trail and life‑stage shifts, not only ticket SLAs.

Sanchay CRM is opinionated software:  

it assumes you are an MFD/wealth practice, not a generic B2B seller. It comes pre‑wired to:

Sync with portfolio systems so numbers translate into actions and conversations, not just dashboards.

Run structured reviews that consistently unlock hidden AUM sitting in FDs, savings, insurance payouts and other advisors.

Track incidents, life events and commitments so no serious opportunity or risk slips through the cracks.

Provide principals with real levers: which RMs are actually growing wallet share, which clients are at risk, and which processes are driving AUM gains.

For a mutual fund distributor, the right question is not  

“Which CRM has more features?”  

The right question is:  

“Which CRM actually understands families, portfolios, reviews and hidden AUM the way my practice works?”

For that specific problem, a generic “Sangam/Zoho/Salesforce‑style” CRM would be great for standard products and services sales organisations, but,.will always feel like forcing a square peg into a round hole.  

Sanchay CRM is built for the round hole you actually have.