A family office CRM is the system your team uses to manage:

In wealth contexts, the key differentiator vs. a generic CRM is the ability to handle households + complex relationship graphs (multiple households, related accounts, outside advisors) without turning data into a mess.

Key takeaways

Quick comparison table

*Sources: 

Salesforce FSC households/relationship groups docs; Practifi product and AppExchange listing; Intapp DealCloud product pages; Wealthbox family offices + workflows + API docs; Redtail CRM and pricing materials.

Salesforce Financial Services Cloud — Best for complex households + maximum customization

Quick verdict: If your family office wants a CRM that can model complex households and relationships and you’re willing to invest in configuration (admin/implementation), Salesforce FSC is the most flexible foundation.

Best for

• Multi-entity, multi-generation family offices that need a robust relationship model and custom workflows.

What family offices like

• Households as a first-class concept for wealth relationship management. Salesforce documentation describes households as a way to track groups of clients, businesses, and trusts who share relationships and financials.
• Party relationship groups to organize members under a household and connect related households or associated business accounts (including roles like lawyer or financial advisor).
• Ability to support multiple relationship groups/households when the relationship structure isn’t one-to-one.

Where it falls short

• You may need a partner/admin team to avoid “customization debt.” (Practical implementation note)

Best paired with

• FundCount when you need accounting-grade family office reporting, reconciled entity P&L/cash flows, and portal delivery of statements/docs outside the CRM.

Demo questions

• “Show households + relationship groups for trusts/LLCs and third-party advisors.”
• “Show how your workflow handles service requests and approvals end-to-end.”

Practifi — Best Salesforce-based CRM purpose-built for wealth teams

Quick verdict: Practifi is a Salesforce-based CRM built specifically for wealth management use cases, often reducing the effort required to make Salesforce “wealth-ready.”

Best for

• Family offices that want Salesforce-level scalability but prefer a wealth-oriented operating layer.

What family offices like

• Practifi is positioned as “purpose-built for the wealth management industry” and built on Salesforce, emphasizing workflow automation, client records, and analytics.
• Practifi highlights automation of foundational advisory processes (onboarding, scheduling, money movements) and surfacing client insights.

Where it falls short

• If your office is highly investment-led (direct deals, PE/VC style sourcing), you may still evaluate deal-centric CRMs like DealCloud. (Fit note)

Best paired with

• FundCount when your “CRM” workflows must connect to real financial reporting and multi-entity accounting outputs (e.g., reconcile and publish statements/financials outside CRM).

Demo questions

• “Which workflows are truly out-of-the-box vs. Salesforce configuration?”
• “How does your analytics layer work on Salesforce CRM Analytics (and what’s extra)?”

Intapp DealCloud — Best for investment-led family offices and relationship intelligence

Quick verdict: DealCloud is often considered when a family office behaves like a private capital firm: sourcing opportunities, tracking relationships, and running a deal pipeline with institutional discipline.

Best for

• Investment-led family offices: direct investing, co-invests, club deals, GP/LP relationships.

What family offices like

• Intapp positions DealCloud as more than a CRM: it centralizes firm and market intelligence and supports execution and relationship building from a central location.
• Relationship intelligence features: automatically capture and enrich contact/company data, centralize communication data, and systemize outreach workflows.

Where it falls short

• If your primary need is household service workflow rather than investment relationship intelligence, a wealth-service CRM may feel more natural. (Fit note)

Best paired with

• FundCount when you need the financial layer (entity accounting, partnership allocations, statements, investor-style portal delivery) to remain robust and auditable—especially when investments and entities get complex.

Demo questions

• “Show automated activity capture and relationship intelligence from emails/meetings.”
• “How do you manage restricted lists and sensitive relationships?”

Wealthbox — Best for speed of adoption + modern advisor-style UX

Quick verdict: Wealthbox targets financial advisors and explicitly markets to family offices, emphasizing team collaboration and workflow automation with a modern UX.

Best for

• Single-family offices and lean multi-family offices that want a modern CRM that’s easier to roll out and adopt.

What family offices like

• Wealthbox has a dedicated “Family Offices” solution page and positions itself as a CRM option for family offices and multi-family offices.
• Wealthbox includes workflow automation: you can set up automated workflows tied to events (like a new referral) to drive consistent follow-up actions.
• Integration readiness: Wealthbox offers a REST API with read/write access to CRM data to build integrations with other tools.

Where it falls short

• For very complex entity graphs and custom permissions, Salesforce-based CRMs often win. (Fit note)

Best paired with

• FundCount if you need the heavy financial lift (general ledger + partnership accounting + entity reporting + investor portal) while keeping the CRM lightweight and adoption-friendly.

Demo questions

• “Show how workflows are built and how your team tracks completion.”
• “Show the API/data export options for connecting to reporting/accounting.”

Redtail — Best value-oriented CRM with wealth-advisor focus

Quick verdict: Redtail is a long-standing CRM for financial professionals, with workflow automation, calendar integration, and compliance-oriented features—often at a clearer price point than enterprise CRMs.

Best for

• Cost-conscious family offices that still want wealth-advisor CRM capabilities and a mature ecosystem.

What family offices like

• Redtail describes CRM features including contact management, workflow automation, calendar integration, and compliance tracking.
• Redtail pricing materials highlight add-ons like CRM-integrated document management and email capture/archiving.
• Third-party software directories summarize Redtail as a CRM designed for financial professionals with tools like workflow automations and reporting.

Where it falls short

• Enterprise-level customization and complex household/entity modeling are typically stronger in Salesforce-based builds. (Fit note)

Best paired with

• FundCount when you need multi-entity reporting and accounting-grade outputs (and/or portal distribution of statements and documents) beyond what a CRM should handle.

Demo questions

• “Show workflow automation for recurring service tasks and approvals.”
• “Show document management and email capture in the CRM context.”

At-a-glance scorecard

Scores (1–5) reflect typical family office needs: entity complexity, workflows, and integration readiness. Actual fit depends on your operating model.

What a CRM won’t do and where FundCount fits

A CRM is great at coordinating humans and workflows. It is usually not the right place to be your “books” or your portfolio reporting engine.

CRM vs reporting/accounting responsibilities

FundCount is positioned as an integrated accounting and reporting solution with an investor portal and family-office reporting capabilities (including look-through reporting and automated/reconciled P&L/cash flows).

A practical “family office stack” that works

A common architecture looks like:

• CRM: relationship and workflow hub
• FundCount (reporting/accounting): general ledger + partnership accounting + reporting + portal delivery and entity reporting workflows
• Optional add-ons: document vault, e-sign, BI warehouse, planning tools

The advantage: your CRM stays clean and usable, and your financial reporting stays accounting-grade.

Must-have features checklist for family offices

Household & entity complexity

• Households / relationship groups / ability to connect related households and associated parties (attorneys, advisors, etc.)
• Flexible data model for entities (trusts, LLCs, foundations)
• Clean visibility: “who belongs to what” without duplicating records

Service workflows that don’t fall apart

• Recurring tasks (quarterly reviews, annual compliance, tax season)
• Intake → approval → completion workflows
• Automation (trigger-based workflows, reminders)

Security & governance

• Role-based permissions and auditability (especially for multi-branch families)
• MFA/SSO alignment with your security posture

Integration readiness

• API availability and/or a mature integration ecosystem
• Ability to connect downstream reporting/accounting outputs back to the CRM record (e.g., statement links, entity close status)

How to choose (decision tree)

1. Do you need deep household/entity modeling and maximum customization?

• Yes → Salesforce FSC
• No → go to #2

2. Do you want Salesforce power but wealth workflows out-of-the-box?

• Yes → Practifi
• No → go to #3

3. Is your family office investment-led with deal sourcing + relationship intelligence needs?

• Yes → DealCloud
• No → go to #4

4. Do you prioritize speed of rollout and adoption?

• Yes → Wealthbox
• No / budget is key → Redtail

5. Regardless of which CRM you choose:

• If you need accounting-grade reporting, entity statements, allocations, or portal delivery, shortlist a reporting/accounting layer like FundCount alongside your CRM evaluation.

CRM + FundCount: how to connect relationship workflows to reporting/accounting

This is the cleanest way to mention FundCount: not as “another CRM,” but as the financial system your CRM orchestrates.

Example workflow 1: Quarterly reporting cycle

Example workflow 2: New entity onboarding

Example workflow 3: Investor/beneficiary request loop

FAQs

What makes a CRM “family office ready”?

Households and relationship graphs matter more than pipelines. Look for built-in wealth relationship concepts (like households/relationship groups), flexible entity modeling, and the ability to link outside advisors and related parties cleanly. Salesforce FSC explicitly supports households and party relationship groups for this.

Can a CRM replace portfolio reporting and accounting?

Usually no. CRMs excel at relationship management and workflows; financial reporting requires reconciled accounting data and repeatable reporting logic. Many family offices pair a CRM with a system like FundCount for entity reporting, partnership accounting, and portal distribution of statements/docs.

Which CRM is best for multi-generation families with trusts and related advisors?

Salesforce Financial Services Cloud is a common shortlist for complex relationship modeling because it supports households and connecting related households/associated business accounts (like advisors and lawyers).

Which CRM is best if our family office behaves like a private capital firm?

DealCloud is positioned as a deal and relationship management platform that centralizes intelligence and supports relationship intelligence and outreach workflows—useful when deal sourcing and relationships are core.

What should we ask vendors to show in a demo?

Ask for:

• Household/entity relationship modeling using your real structures
• A real service workflow (intake → approval → completion)
• Data governance (permissions, audit trails)
• Integrations: how you connect CRM records to reporting/accounting outputs

Methodology + last updated

How we picked and ranked these 5

We selected CRMs that are either:

• Designed for wealth/financial professionals (Wealthbox, Redtail, Practifi),
• Built for complex wealth relationship modeling (Salesforce FSC households/relationship groups), or
• Built for relationship-driven investing and deal execution (Intapp DealCloud).

Evaluation criteria

• Household/entity complexity
• Workflow automation
• Integration readiness (API/ecosystem)
• Adoption risk (how hard it is to get the team using it)

Disclosure
This guide also mentions FundCount as a complementary reporting/accounting layer because CRMs typically don’t replace that function.

Last updated: January 22, 2026