AdvisorEngine is dropping the Junxure brand from its cloud-based client relationship management tool, renaming the system as AdvisorEngine CRM, according to an announcement. Additionally, the open-architecture CRM received upgrades like new prospecting and editing features, as well as fixes that will see some pages load in a tenth of the time they used to take.
This “key milestone” for the Junxure brand, which was first launched 28 years ago in 1994, marks the culmination of a four-year process that began with AdvisorEngine’s acquisition of Junxure in 2018, said CEO Rich Cancro. The acquisition alone cost $30 million and Cancro declined to provide figures around how much money and effort AdvisorEngine had invested into the multi-year overhaul.
Almost immediately after the acquisition, AdvisorEngine began building a AWS cloud-based version of the software. That work concluded in late 2019. By mid-2020, redesigning the look and feel of the tool began in earnest. Today's improvements, including the rebranding, began around the same time and were telegraphed early last year when Junxure completed a long-awaited integration with Charles Schwab.
AdvisorEngine CRM users will benefit from “an entirely new technology foundation” and a “modern architecture,” for the rebranded CRM, which will support “zero downtime deployments,” according to Raj Madan, chief technology officer at the firm. Part of that foundation is making the software “cloud-native,” which will improve page load speed and the tool’s ability to scale.
Now that the CRM’s major renovations are complete, advisors can expect monthly releases of new features and maintenance, inspired by client suggestions and feedback. “We are proud to harness the best of Junxure and move it forward as AdvisorEngine CRM," said Ramsey.