When financial services firms choose a CRM, they need more than contact management. They need systems that support AML/KYC, automate client onboarding, generate compliant documents, engage clients through AI-driven experiences, and integrate with industry tools like Xplan and Xero.
In this article, we compare Salesforce Financial Services Cloud (FSC), Sales Cloud, Microsoft Dynamics 365, and Fin365, highlighting features for advice, lending, insurance, and finance firms across Australia.
🔍 CRM Comparison at a Glance
|
Feature |
Salesforce FSC |
Sales Cloud |
Microsoft Dynamics |
Fin365 |
|---|---|---|---|---|
|
Financial services data model |
✅ Native FSC model |
🔹 Standard Sales model |
❌ Requires config |
✅ AU-focused built-in |
|
Trusts, SMSFs, beneficiaries tracking |
✅ Native |
🔹 Can apply Argo Logic Accelerator |
❌ |
✅ Native |
|
Adviser hierarchy & householding |
✅ Built-in |
🔹 Can apply Argo Logic Accelerator |
❌ |
✅ Native |
|
Client onboarding workflows |
✅ Salesforce Flow |
✅ Salesforce Flow |
🔹 Power Automate |
✅ Prebuilt AU workflows |
|
AML/KYC workflows & data capture |
✅ Flow & Shield |
✅ AppExchange 🔹 Can apply Argo Logic Accelerator |
🔹 Requires config |
✅ Built-in |
|
Forms & secure data capture |
✅ Flow / Web-to-Lead / Screen Flows |
✅ Flow / Forms 🔹 Can apply Argo Logic Accelerator |
🔹 Requires portals |
✅ Built-in forms |
|
CTI integration & call transcription |
✅ AppExchange |
✅ AppExchange |
🔹 Custom config |
🔹 MS Teams plugins |
|
Xplan / IRESS integration |
✅ AppExchange / Argo Logic Accelerator |
✅ Available / Argo Logic Accelerator |
🔹 Custom API |
✅ Native |
|
Xero / MYOB / Sage integration |
✅ Breadwinner, Zapier / Argo Logic Accelerator |
✅ Breadwinner, Zapier / Argo Logic Accelerator |
✅ Native for Dynamics ERP |
✅ Native |
|
Outlook / Gmail sync |
✅ Native |
✅ Native |
✅ Outlook native |
✅ Outlook native |
|
Survey/email feedback capture |
✅ AppExchange tools (free options) |
✅ AppExchange tools |
🔹 Custom solution |
✅ Embedded survey tools |
|
Mobile CRM app |
✅ Salesforce App |
✅ Salesforce App |
✅ Dynamics 365 App |
🔹 Limited |
|
Document generation tools |
✅ AppExchange (e.g., Conga, Formstack) |
✅ AppExchange (e.g., Conga, Formstack) |
✅ Microsoft Word templates / Power Automate |
✅ Native and Microsoft integrations |
|
AI chatbot integration |
✅ Einstein Bots (native) |
✅ Einstein Bots (native) |
🔹 Requires Azure Bot Service |
🔹 Limited |
|
Customer portal / community |
✅ Experience Cloud |
✅ Experience Cloud |
🔹 Requires Power Pages |
✅ Client portal built-in |
📈 Salesforce FSC vs Sales Cloud: Key Differences
Salesforce FSC is built on top of Sales & Service Cloud and includes:
-
Predefined financial objects: Accounts, Holdings, Liabilities, Trusts, Life Events, Identification Docs
-
Household & relationship mapping
-
Intelligent referrals, alerts, financial goals
-
Book of business views, rollups, and risk profiling
-
FSC-specific components: Action Plans, Financial Account Roles, etc.
-
Native support for Einstein Bots and branded client portals
-
Custom development will still be needed for relationships outside of the standard objects defined in the salesforce model, ie Platforms, Dealer Groups, Offices, ACR, and relational information to these entities ie Funds under Management.
Sales Cloud delivers:
-
Core CRM: leads, opportunities, accounts, activities
-
Salesforce Flow for automation and onboarding
-
Reports, dashboards, and Outlook/Gmail sync
-
AppExchange tools for surveys, document generation, and AI chatbot integrations
🔹 FSC is the clear choice for firms needing industry-specific tools without custom development (you may get a lot of unnecessary add ons as well). Sales Cloud offers a flexible, scalable foundation for CRM adoption with cost-effective entry. Also note Argo Logic has a module based approach for Financial Services companies that can assist here, you can “bolt on“ only the items you need (ie Action Plans, Data model expansion pack, Xplan integration, Funds under Management roll ups, Client onboarding and fact find, etc).
📊 Where Fin365 Fits
Fin365 is a Microsoft-based CRM designed for Australian financial planners and advice firms. It includes:
-
Built-in data model for AU legal structures
-
Native integration with Xplan, Xero, Outlook
-
Workflows for FDS, Opt-In, ASIC requirements
-
Branded client portal, advice tracking, and secure forms
-
Document generation tools integrated with Microsoft Word templates
📅 Fin365 suits small to mid-size firms needing fast rollout, strong Xplan links, and pre-configured compliance workflows.
🔄 Integration & Automation for Advice Firms
-
Salesforce FSC / Sales Cloud:
-
Integrates with Xplan, Xero, Sage, MYOB, and DocuSign
-
Secure client onboarding using Salesforce Flow (ID, AML/KYC, digital forms)
-
Surveys via AppExchange tools with auto-logging into CRM
-
CTI integrations for call recording, transcription, sentiment tracking
-
Document generation using Conga, Formstack, S-Docs
-
Einstein Bots for AI-driven support and triaging FAQs
-
Experience Cloud portals for secure, branded client access
-
Marketing opportunities through Salesforce, and retargeting
-
Automate Complaints and Complaince process through Salesforce
-
-
Microsoft Dynamics:
-
Deep Microsoft integration: Power BI, SharePoint, Teams
-
Custom wealthtech integration needed
-
Power Automate offers strong automation tools
-
AI bots require Azure Bot Framework setup
-
Customer communities require Power Pages or custom portals
-
-
Fin365:
-
Native Xplan, Xero, Outlook integrations
-
Form-based onboarding and compliance workflows
-
Client portal included
-
Basic automation and limited AI capability
-
💸 Implementation Costs: What to Expect
-
Salesforce FSC/Sales Cloud:
-
Scalable pricing model with smaller teams starting on Sales Cloud
-
Add-ons like FSC, Experience Cloud, and Einstein Bots increase value
-
Large AppExchange ecosystem minimizes need for custom builds
-
Fast time to value with no-code tools (Flows, templates)
-
-
Microsoft Dynamics:
-
Typically requires more upfront configuration and developer resourcing
-
Custom portal or Xplan integration may increase cost
-
Licensing is modular, but development can outweigh software savings
-
-
Fin365:
-
Lower upfront implementation cost due to prebuilt features
-
Best suited for firms with basic CRM needs and limited customisation
-
📆 Which CRM Should You Choose?
|
Business Need |
Best Fit |
|---|---|
|
Need ready-made advice CRM with AU compliance |
✅ Fin365 or FSC |
|
Need structured onboarding, KYC, and complaints tracking |
✅ FSC or Sales Cloud |
|
Deep Microsoft tech stack with Power BI + Teams |
✅ Dynamics or Fin365 |
|
General sales CRM with growth potential |
✅ Sales Cloud |
|
Rapid deployment with Xplan/Xero for small teams |
✅ Fin365 |
|
Document generation directly from CRM records |
✅ All platforms (native or integrated) |
|
AI chatbots & intelligent automation |
✅ Salesforce FSC or Sales Cloud |
|
Branded customer community/portal |
✅ Salesforce Experience Cloud |
🚀 Final Thoughts
Choosing the right CRM for your financial services firm depends on your goals:
-
Salesforce FSC offers unparalleled industry depth, native AI, powerful automation, and a client experience ecosystem.
-
Sales Cloud is a flexible, scalable option for firms starting CRM transformation and wanting best-in-class integrations. There are also options for accelerators like Argo Logic’s that will increase your speed to value if FSC is a little bit too much to begin with.
-
Microsoft Dynamics is powerful if you’re deep in Microsoft, but requires more setup for financial use cases.
At Argo Logic, we help financial services firms select, implement, and optimize CRM platforms for compliance, onboarding, customer engagement, and automation.
Need help choosing or implementing Salesforce FSC, Sales Cloud, or Fin365? Let’s talk.
