In 2024, a long-time client faced a significant challenge: maintaining an entity universe with limited use of third-party data. Their distribution and operations teams manually curated this data, making it difficult to scale distribution efforts efficiently.
As they embraced data- and analytics-driven distribution, they realized the need to transform their client data structure to capture the “Whole of Market” and gain a Total Market Perspective. This transformation required not only technical changes but also shifts in operational processes and expectations as they transitioned to a more data-driven approach.
Partnering with Synfinii, this asset manager reshaped their data foundation and distribution management functions—creating a dynamic, governed system for continuous client data updates and additions.
Key Synfinii Solutions
Challenge: Missing Data, Missed Opportunities
For 15 years, the client relied on Synfinii’s distribution data platform as the foundation of their client data strategy. To keep data streamlined, transparent, and accessible for their sales teams, their approach was to limit the number of firms, offices, and contacts they mastered, using Synfinii, stored in a data lake, and integrated with their Salesforce platform.
They soon came to realize that incorporating a broader dataset was essential for unlocking better analytics, enabling a “Whole of Market” view for their sales leaders, and building more robust pipelines and opportunity sets. The challenge became clear: how to integrate vast amounts of new client data—while preserving existing relationships, maintaining data integrity, and ensuring stakeholder confidence in data quality.
Outcome: A Total Market Perspective
Synfinii worked closely with the asset manager’s distribution technology team, data operations and analysis teams, and sales leaders to determine the right data sources for their “Whole of Market” view. Discovery Data’s RIA and BD datasets were identified as key to providing the scale and scope.
To guide the data transformation and integration process, Synfinii took the following steps:
- Data Matching: Aligned Discovery Data with their existing data to reduce duplicate records and flag outdated contacts. This helped the client recognize how many contacts they were manually maintaining who are no longer registered.
- Market Expansion Insights: Provided a clear comparison of the US Intermediary market versus the asset manager’s existing dataset, highlighting opportunities in new and existing channels and new prospective clients.
- Record Integration: Added new records to provide the full US Intermediary market while leveraging Synfinii’s filtering capabilities to ensure only relevant records flowed into Salesforce, keeping distribution teams focused on their addressable market.
- Data Quality Assessment: Showed the client the amount of outdated data within their system, reinforcing the need for a more automated and comprehensive data management approach.
- Real-Time Updates: Enabled automated data updates to match the market, providing marketing and distribution teams with accurate, up-to-date information on who to target within their territories and how to reach them.
Impact: Data-Driven Growth
By year-end, the client’s core data reflected—for the first time—a Total Market view of the US Intermediary landscape. Their Synfinii platform, Data Lake, and US Retail Salesforce platform were fully aligned with the most current data available in Discovery Data.
With improved data visibility, marketing, sales, and analytics teams were able to refine coverage assignments, business development plans, and outreach efforts for 2025. The scale of this data transformation project was significant, and in just a few weeks, stakeholders began experiencing tangible benefits:
- Improved performance through better client engagement from better data accuracy
- New business opportunities, fueled by a broader market view
- Stronger distribution partner support with precise and reliable data
Early feedback from sales and marketing teams indicates a high adoption rate of the new data and analytics. They now feel the data better represents the marketplace, allowing for improved segmentation modeling and opportunity identification. With a more comprehensive and validated dataset, teams can quickly identify, analyze, and iterate through scenarios and plans.
Looking ahead, the client plans to continue refining operational processes to sustain their Total Market Perspective—ensuring data remains the foundation of all distribution decisions.
Synfinii—our brand since September 2025—was previously known as SalesPage.