Empowering digital transformation with Praemium’s seamless CRM integration
How a leading wealth management firm streamlined operations and enhanced client engagement
Integration is emerging as the new frontline in the battle to stay competitive and meet evolving customer expectations. Investment Trends’ 2025 Adviser Technology Needs survey conclusively shows that advice practices want fewer, smarter solutions that drive efficiency and offer seamless integration, especially with planning software and CRMs.
Practices are continuing to reduce the number of platforms they use (down from 2.2 in 2024 to 2.0 in 2025 on average), favouring open architecture with seamless integrations that provide end-to-end simplicity.
Over a decade ago, Praemium started preparing for the future by building a comprehensive library of API endpoints to service what it believed would be a burgeoning demand for system integration. So we were thrilled when a prominent wealth management company came to us, seeking to modernise and expand its client value proposition, while aiming to deliver a frictionless client experience and support scalable growth.
The organisation recognised the need for smarter, interconnected workflows that would enable advisers to focus more on building client relationships and less on administrative tasks. This was our chance to build something together. No longer a prototype for the future—the future was now.
27% of advisers nominated the CRM as their top integration requirement. This number grows to 35% for advisers with high-net-worth clients.
Challenge
The firm had already invested heavily in its CRM. Custom dashboards were already providing a real-time snapshot of their sales activity, performance metrics, progress toward goals, and other KPIs in one central location. When they came to us with a desire to explore how an SMA offering might strengthen their already market-leading client business, they were clear that implementing a new platform and adviser dashboard was the last thing they needed.
Too many standalone systems result in fragmented client data, time-consuming onboarding processes, and limited capacity for seamless digital engagement. These inefficiencies would hinder productivity and impact the client experience, especially as the company’s client base expands.
Solution: Implementing Praemium’s robust API integration
To address these challenges, the company adopted Praemium’s advanced suite of APIs, integrating them with its existing CRM platform. Leveraging a leading Integration Platform As A Service (iPAAS) solution, the team has transformed their CRM into a dynamic, data-rich hub.
Key features enabled within the firm’s CRM:
- Real-time portfolio valuations, holdings, and transaction insights available directly within the CRM
- Simplified online account opening and funding, with every Praemium application field at advisers’ fingertips
- Easy initial strategic asset selections
- Instant access to downloadable application forms on-platform
- Streamlined client authorisation through preferred e-signature providers
- Flexible setup for both ad hoc and recurring contributions or withdrawals,
- Super contribution tracking and automated notice of intent to claim processing
- Direct downloads of essential periodic reports, including Tax Reports and Annual Statements
- Automated, fully branded investor welcome emails and getting started guides
- Single sign-on (SSO) from the CRM to the Adviser Portal for complex tasks, such as generating comprehensive reports
- Instant content sharing and document approvals with investors via their own digital portal
- Secure impersonation functionality, empowering advisers to support their clients with ease.
Results & Impact
With Praemium’s API-driven digital infrastructure, the firm has implemented a new SMA solution with minimal initial onboarding activities, dramatically improving operational efficiency and responsiveness.
Advisers now enjoy seamless access to critical data and tools, enabling them to deliver new personalised managed account solutions. Their clients benefit from quick onboarding, transparent reporting, and access to their own mobile investment portal with up-to-date valuations, performance, and a secure adviser-client communication channel—all while the organisation stays future-ready and competitive.
Conclusion
This case illustrates the transformative power of Praemium’s robust APIs in enabling genuine digital transformation for wealth management firms. We are immensely proud of the foresight our engineers showed when they first built our industry leading API, making it easier for our platform to communicate and exchange data with external services.
With our advice and troubleshooting service, you can integrate Praemium’s solutions to streamline workflows, enhance client engagement, and confidently embrace innovation.
For organisations ready to embark on their own digital transformation journey, Praemium’s integration capabilities offer a proven path to success. Connect with us to discover how we can help elevate your business.