"Fintech moves fast; legacy CRMs don’t" - A brief chat with Kian Trathen,
Jupiter Tech's CEO
Today we had the opportunity to speak with Kian, who is the CEO of Jupiter Tech, a very interesting fintech with an actualized approach to some of the more staunched solutions in the industry.
-What is your insight regarding CRM platforms, and what made you see an opportunity here?
The insight is simple once you see it: broker CRMs are built as systems of record, not systems of revenue. They're optimised for compliance and storing client data, not for tying marketing spend to actual trading activity.
My co-founder spent 6 years across the brokerage industry, mostly in performance marketing, and he couldn't track his campaigns through to revenue. The signal broke somewhere between the ad click, the CRM, and MT4/MT5, so he was running a data-driven function with no usable data. Every CRM provider he went to just sent him in circles.
That's the opening. A broker can't optimise what it can't measure, and nobody had closed that gap. I was at EY in M&A then with heavy SaaS exposure, so I could see this wasn't a workflow annoyance. It was a legacy category, and the decision to jump in was easy.
-How is it, that what JupiterTech is doing, sets it apart?
We don't like the frame of being a CRM, as CRM's store contacts. We are rather a revenue operating system, engineering revenue by:
1. Boosting true revenue visibility through attributing LTV and real time predictive ROAS to marketing campaigns,
2. Increasing decision-making speed by speaking to your data instead of stitching together fragmented tools and dashboards looking for answers
3. Having AI agents run 24/7 to detect churn signals and automate repetitive tasks,
4. Having the fastest Sign-up to First-trade time in the industry, and
5. Increasing conversion rates by onboarding through Whatsapp automations (98% open rates) instead of email (20% open rates).
-Do you believe AI integration is the logical next step for CRM and suites? Why?
Yes. But forget the chatbot idea. AI's real job is to point your team at the right client at the right moment to maximise conversion, retention, and reactivation rates. One key point to note is that AI is only as smart as the data you feed it. Feed it messy data and it gives you confident, wrong answers. So implementing the AI at the database level of the CRM or suite is a must - simply adding another fragmented layer (like a chatbot) onto a legacy stack won't significantly boost revenue.
-How does having a good AI integrated CRM help brokers scale, nowadays?
It lets you safely grow spend without growing your losses. Most brokers can't scale because their funnel leaks, and pouring more money in, whether through ads or IBs, just leaks faster. A good AI-integrated CRM closes the leaks in 3 ways:
1. you convert more of the leads you already pay for, because the agents route leads to the optimal rep in seconds, instead of days.
2. you keep more of the clients you already funded, because agents identify churn early and acts before they walk. And
3. you know exactly campaigns to scale and which IBs are worth the commission based on LTV, so you back the winners hard and cut the ones bleeding you dry.
-Conclusions
What we can take, from our brief conversation, is this; not because something has worked (or is working) the same way for a long time, it does not mean it cannot be upgraded, changed or even seen from an almost completey new point of view.
It is nice to see more companies like Jupiter Tech, that are innovating where many others don't even bother.