F/m Investments has evolved rapidly—from partnering with emerging managers to becoming a leader in ETFs. In the last 2+ years, F/m Investments consolidated all its affiliated managers into a single firm, launched a set of fixed income ETFs that fundamentally altered the fixed income investing landscape, and grew to a total AUM of over $17 billion.
With this growth came complexity—and the need for a scalable, flexible, and actionable data foundation. Synfinii played a critical role in helping F/m build and evolve that foundation to support their ambitious growth.
Key Synfinii Solutions
Challenge: Building a Scalable Foundation for Growth
As F/m combined firms and transitioned from a multi-boutique model to a unified brand, their distribution infrastructure needed a serious upgrade. Sales territories were shifting, strategies were evolving, and data sources were multiplying.
“We went through so many changes—territories, divisions, focus firms, strategy lineups,” said Kimberly LaVigne, Head of Distribution at F/m. “Without Synfinii behind us, we’d have been lost.”
F/m needed a partner who could help them:
- Enhance CRM and reporting systems
- Support mutual fund, ETF, SMA, and model vehicles
- Align data operations with evolving business strategies
- Enable data-driven decisions across the sales organization
Outcomes: Empowering sales, scaling systems, and guiding smarter decisions
Synfinii partnered closely with F/m to modernize their distribution architecture and streamline their data environment. This included data mastering and integration, and strategic guidance on how to scale purposefully.
- Configured CRM and workflows for a unified view of client and territory data
- Integrated ETF data feeds from platforms including LPL, Morgan Stanley, and Raymond James
- Cleaned, aligned, and centralized distributor data for advisor targeting
- Enabled real-time sales analytics, adoption tracking, and outreach effectiveness
- Guided prioritization of tech enhancements to avoid unnecessary complexity
- Provided ongoing data operations services to support fast-changing needs
“You can’t manage what you can’t measure—and Synfinii gave us the ability to do both,” LaVigne noted. “We can now see in real time how many advisor touches it takes to generate a sale, who’s likely to engage, and who’s not worth the effort. That level of insight changed everything.”
Results & Impact: Driving scalable growth with data, clarity, and confidence
With the right data foundation in place, F/m was able to scale its distribution strategy with confidence. From product launches to sales growth, they now operate with the agility and clarity needed to compete in the market.
- Launched 20 ETFs in under two years
- Added 7 new sales team members to support growth
- Grew from half a million in ETF assets to $8 billion under management
- Improved advisor targeting through real-time insights
- Built a data infrastructure that can scale as the business grows
“Synfinii is going to be instrumental in reworking our strategy as we bring on more team members,” LaVigne said. “They know what’s on the shelf before I do—and they tell me what we need next. That’s the kind of partner you want.”
Synfinii—our brand since September 2025—was previously known as SalesPage.
