Investment banks navigate complex challenges when trying to maintain and grow profits in the face of rapidly changing regulations and stiff competition.


The importance of building and maintaining successful client relationships is more critical than ever to the bottom line. But legacy CRM systems lack the flexibility and usability to cope with dynamic business requirements and growing client expectations. Sugar® empowers individual sales traders to deepen client relationships and drive sales of securitized products and services. By consolidating fragmented market information from a wide variety of internal and external data sources, Sugar enables you to react immediately to changing market conditions and tailor service to each client’s needs. With relevant and timely information at your fingertips, you have the insight to develop trading ideas quickly and increase the volume of transactions and profits. And because Sugar automatically
tracks client interactions, it ensures compliance with regulatory requirements. This Solution Brief lays out an effective strategy for investment banks to leverage Sugar’s empowering, adaptable, affordable CRM platform and:

• Leverage deeper insight to provide fast and personalized service
• Meet regulatory requirements with minimal overhead
• Configure the solution to your organization’s unique requirements

Empowering Individuals with a Comprehensive View of the Client

Sales traders need to provide timely service to their clients based on investment preferences and risk appetite. But outside of the largest clients, it’s hard to gauge who will be affected by market fluctuations and to alert those people in real time. This lack of agility results in dissatisfied customers and lost revenue. Sugar makes it easy to quickly identify, prioritize, and engage clients based on changing market conditions, and to develop a personalized plan based on strategic insights.


The Sugar Intelligence Panel features an in-context preview capability, so you can easily access and review stock research articles or trading positions and use them to make buy/sell/hold recommendations to your clients. You can share relevant publications with clients to keep them engaged and communicate with them via their preferred channel. With a single click, you can call clients from within the application or send personalized emails using pre-built templates.


Sugar facilitates high-velocity client communication through dynamic, intelligently prioritized call lists with streamlined data capture. You can automatically prioritize your contacts based on parameters such as last contact date, voting, relevance, or market conditions. You can also create your own dynamic call lists in seconds. Managing critical tasks—event invites, distribution of research articles, client onboarding—is quick and painless.


Sugar helps you quickly distill key insights from the deluge of data generated by newsfeeds, market updates, and internal research publications. You can set up notifications of key events and identify trading opportunities for your clients. For example, a significant stock movement will trigger an alert on your dashboard so you can determine which clients are affected and contact them right away.


Sugar provides managers with strategic client insights including KPIs and SLAs, as well as service gap detection and growth opportunity identification. You can easily maintain and execute on key account plans by aligning the right resources to the client’s needs. You can also set and monitor service levels based on client feedback and wallet share targets.

Empowering Organizations with an Adaptable Platform

Sugar is based on open standards and integrates seamlessly with a variety of business systems and data sources (trading systems, technical analyses, charting platforms, etc.) to provide users with relevant and real-time information on market movements and trends. For example, by integrating Sugar with a charting engine, you can configure and monitor a watchlist of stocks—and correlate this information with your client data—from a single dashboard.

Flexible deployment

Sugar can be deployed as a SaaS solution, on a public cloud, or on your corporate infrastructure. More importantly, you can easily switch from one deployment option to another as your IT strategy evolves over time. Unlike other CRM systems, Sugar gives you complete visibility into the application source code and database. This level of flexibility ensures you can meet complex customization and data residency requirements.


Sugar is also designed to eliminate silos and facilitate collaboration across departments, regions, and asset classes.
Using the Sugar Collaboration Panel, employees across the organization (sales & trading, R&D, operations, etc.) and around the globe can stay in sync, adhere to strict data visibility and transparency protocols, and ensure consistent client experiences.

Regulatory compliance

Stringent regulatory requirements for investment banks include keeping track of how clients are serviced. Given the volume of interactions, compliance can be cumbersome to manage. Sugar can capture conversations with clients quickly without disrupting or impeding the interactions. Sugar’s Advanced Workflow engine allows you to easily model, automate, and monitor a wide range of business processes across the front, middle, and back office—
including conflict management, onboarding, and deal execution. Sugar’s easy-to-use visual interface gives you complete control over how you track the capture of information. Its flexible and granular security model ensures ongoing regulatory compliance in a rapidly changing environment.

Next Steps

To gain a competitive edge in today’s economic climate, it’s no longer enough for investment banks to simply manage their clients. You have to engage them. Forging deeper relationships, however, requires a CRM focused on the customer experience. Unlike traditional CRM systems, Sugar is designed to empower individuals with the insight and flexibility they need to make every client relationship extraordinary. Our innovative, adaptable, and affordable platform is helping capital markets businesses create new revenue streams, reduce operational costs,
mitigate risk, and increase client satisfaction.

Download our FREE Whitepaper on Innovative CRM for Capital Market here.

Contact iZeno to learn more about the SugarCRM platform.

iZeno is the Elite Partner of SugarCRM

iZeno is the Elite Partner of SugarCRM with over 12 years of successful implementation and delivery over 200+ Projects. We are also recognized as the APAC Reseller of the year for FY2018.

We work with companies & organisations to build a 360 overview of their customers (internal and external) and optimize their sales, marketing and support processes using SugarCRM and also integrates with many other solutions such as Telephony systems (AWS Connect, Cisco, Avaya, Aspect,3CX), SAP , Hootsuite, Moobidesk, Zendesk, Inbox25, Xero and other core systems to drive business outcome.

With leading presence in the region, headquartered in Singapore and operation in Malaysia, Indonesia, Thailand and Philippines, no project is too complex for us, and our team is always ready for a new challenge.

Contact Us for a discussion on your CRM initiatives and Customer Experience Challenges.