Case Study: United Capital Financial Advisers achieves scalable growth and deeper client engagement with Salesforce

United Capital redefines financial services with Salesforce

United Capital is a financial life‑management firm founded in 2005 that differentiates itself with a human, values‑based approach to advising. Rapid growth and a string of acquisitions exposed the limits of its homegrown CRM: 82 offices needed to share data, collaborate, and scale while allowing advisers to spend more time with clients rather than on systems.

United Capital implemented Salesforce as a central, customizable platform—consolidating offices on a single server, using Chatter for collaboration, Marketing Cloud for tailored outreach, and custom apps such as the Money Mind analyzer (43,000+ completions) and an iPad “Honest Conversations” tool tied to client profiles. The solution streamlined onboarding and integrations, improved personalization and adviser efficiency, supported $15B AUM and 25,000 clients, and helped the firm co‑develop Financial Services Cloud and evolve its Guidebook into a mobile GuideCenter for deeper client engagement.

United Capital Financial Advisers

Mike Capelle

Chief Strategy Officer