How Axiom Asia increased efficiency across more than 90% of the firm with Intapp DealCloud

Axiom Asia is a leading private equity investment firm focused exclusively on the Asia-Pacific region. Established in 2006, Axiom currently manages nine private equity funds, with total commitments of over $7 billion.

Axiom offers investors access to top-tier mid-market private equity funds diversified across buyout, growth, and venture capital. Its diverse investor base includes endowments, family offices, pensions, and financial institutions spanning across the globe.

The Challenge

Prior to deploying DealCloud, the professionals at Axiom managed their data using spreadsheets and a generic CRM. As Axiom continued to grow and became a leading investment manager, the firm realized it needed a unified and configurable platform to manage its pipeline, fundraising, reporting, and other strategic and operational activities. These business needs led Axiom to implement DealCloud.

Implementation

During the implementation process, DealCloud’s implementation team migrated Axiom’s existing data onto the DealCloud platform. The DealCloud and Axiom teams worked closely together to evaluate the firm’s business needs and determine which fields and dashboards they needed to best aggregate and display their data in real time. The DealCloud implementation team was able to successfully complete Axiom’s implementation in just six months.

DealCloud’s functionality and user experience has been great, and integral to Axiom’s day-to-day processes and workflow.

DEBBI SUTUNTIVORAKOON, CFA; PARTNER, AXIOM ASIA

The solution

Since deploying DealCloud, Axiom has optimized the following functions:

  • Pipeline management: During Axiom’s weekly investment meetings, the team reviews all active deals using the views and dashboards created within DealCloud. No matter where team members are physically located, everyone can view the same information. They can track all data surrounding a deal, such as meetings with GPs and reasons a deal was rejected or lost. All communication and meeting notes are also captured in DealCloud via the Microsoft Outlook plug-in. This allows for greater efficiency, and the professionals are able to spend more time originating deals and building relationships.
  • Reporting: Using the dashboards in DealCloud, Axiom professionals easily generate custom tear sheets for circulation before investment meetings. They’re also able to generate concise, uniform investment memos — all within the DealCloud platform.
  • Fundraising: Using DealCloud’s purpose-built software, the Investment Partnership Services (IPS) team at Axiom tracks all interactions with investors. They track events investors have attended, using DealCloud to generate event registration lists — taking the team just minutes to complete what used to take one or two days. They also build landing pages using DealCloud’s marketing and communications platform, Dispatch, allowing the Axiom Asia Private capital team to track LP engagement and event registration in real time.
  • Marketing: Prior to DealCloud, the IPS team at Axiom Asia Private capital deployed email campaigns using a generic email software program. The process of extracting email lists was labor-intensive and time-consuming since the data was hosted in spreadsheets. IPS now leverages DealCloud’s integrated marketing solution,Dispatch, to deploy marketing campaigns and track email engagement. The professionals can track and monitor analytics, such as open rates and click rates, and easily brand its communications to LPs and its network.

Partnering for success

  • Purpose-built for private equity investors
  • Single source and location for all data
  • User-friendly interface and mobile app
  • Dedicated account management and client success teams

Executive Summary

  • Successfully transitioned to managing deal flow, event, and meeting interaction workflows in DealCloud
  • Achieved an over 90% adoption rate
  • Increased operational efficiency