Asset Class
Asset Class provides a Salesforce-native Fund Operating System (Fund OS) covering investor onboarding, fundraising, deal flow, portfolio tracking, and a white-label LP portal for private capital firms. It serves private equity, venture capital, real estate, family offices, RIAs, hedge funds, wealth managers, and fund administrators globally.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Asset Class does
Asset Class is a private SaaS company that provides a unified operating platform — branded Fund OS — for private capital firms. The platform is purpose-built to manage the full lifecycle of private capital activity on a single system: prospecting, fundraising, subscription management, investor onboarding, investor relations, LP communications, fund administration workflows, deal flow, and portfolio KPI tracking. Its customers span private equity, venture capital, commercial real estate, family offices, registered investment advisors, hedge funds, wealth management firms, fund administrators, corporate venture arms, and private credit managers. The company is headquartered in New York with regional hubs in Dublin (European HQ), London, and Sydney (Asia Pacific HQ), and reports serving hundreds of funds and tens of thousands of LPs across more than 40 countries.
The product is built natively on Salesforce, which provides the enterprise CRM foundation, SOC2 Type 2 audited security, and an extensibility layer for Asset Class's modular suite: Investor & Fund Management (IFM), Investor Portal (branded white-label LP portal), Investor CRM, Deal Flow Management, Portfolio KPI Tracking, Fundraising & Onboarding, Data Rooms, Reporting & Dashboards, Regulatory Compliance, and a mobile application. The platform integrates deeply with Palantir AIP and Foundry Ontology (AI and analytics), DocuSign (e-signature), Plaid (bank connectivity and money movement), OwnBackup (data protection), PitchBook, Preqin, S&P Global, LinkedIn, InvestReady (accreditation verification), and JTC (fund administration services). This integration ecosystem is the principal architectural differentiator versus narrower point solutions that cover only one stage of the capital lifecycle.
Asset Class monetizes through annual SaaS subscriptions priced on a quote-based, consultative enterprise model with no publicly disclosed tiers. Go-to-market is direct enterprise field sales initiated via 'Book a Demo' and 'Book a Meeting' CTAs, supported by a certified partner channel — Ebicus for European implementations and Centersky for North American professional services. Revenue is not publicly disclosed. The company has raised approximately $14.6 million across a $3 million seed round (Angel Oak Ventures, May 2021) and a ~$11.6 million follow-on round (Canapi Ventures lead, with LiveOak Ventures, Plexus Capital, and TTV Capital, July 2022). The company was founded in 2019 by Ferdinand Roberts, who remains CEO.
Asset Class firmographics
Firmographics- Name
- Asset Class
- Legal name
- Asset Class Limited
- Website
- https://assetclass.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Asset Class provides a Salesforce-native Fund Operating System (Fund OS) covering investor onboarding, fundraising, deal flow, portfolio tracking, and a white-label LP portal for private capital firms. It serves private equity, venture capital, real estate, family offices, RIAs, hedge funds, wealth managers, and fund administrators globally.
- Ownership category
- akta.pro rank
Asset Class industry classification
Industry- Product category
- Private Capital Management Software
- NAICS
- Portfolio Management and Investment Advice (523940), Funds, Trusts, and Other Financial Vehicles (525), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211), Finance Services (6199)
- akta.pro primary industry
- Alternatives & Multi-Asset Digital Wealth Platforms (PE/VC/Real Assets access) (FSAGAEAL)
- akta.pro secondary industries
- Managed Platforms & Wrap Programs for Private Clients (Model Portfolios, UMA/SMAs) (FSAAABAM), Real Assets — Real Asset Fund Platforms / Multi-Asset Real Assets (Diversified Real Assets Funds) (FSAHAIAM), Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)
Keywords
Where Asset Class is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Asset Class business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- SaaS Platform Subscription: The company operates as a SaaS platform providing access to its Fund Operating System on a subscription basis. Pricing is quote-based with tiered plans tailored to firm size, scope of modules, and number of funds/investors managed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Not publicly disclosed; quote-based enterprise pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Asset Class product offering
Product offeringCore offering
Asset Class provides a Salesforce-based Fund Operating System (Fund OS) that unifies investor relations, fundraising, subscription management, deal flow management, portfolio tracking, and investor portal capabilities for private capital firms. The platform is purpose-built for private equity, venture capital, commercial real estate, hedge funds, family offices, RIAs, and wealth management firms, consolidating the entire fund lifecycle into a single app with one login for firm users and one branded portal for investors.
Product overview
Asset Class offers a modular platform architecture built on Salesforce called Fund OS (Fund Operating System), which serves as the central nervous system connecting all private capital management functions. The platform comprises multiple integrated modules including Investor & Fund Management (IFM), Investor Portal, Investor CRM, Deal Flow Management (DFM), Portfolio KPI Tracking, Fundraising & Onboarding, Data Rooms, Reporting & Dashboards, and Asset Class Mobile. Fund OS integrates all core functions—prospecting, fundraising, subscription management, investor relations, fund administration, LP communications, deal flow, and portfolio tracking—into a single platform with one login for firms and one portal for investors. The platform is designed for Private Equity, Venture Capital, Real Estate, Hedge Funds, Family Offices, RIAs, and Wealth Management firms globally.
Differentiator
Problem solved
Functional benefit
Products and services
- Fund Operating System (Fund OS) Central platform connecting every stage of the capital management process, including prospecting, fundraising, subscription management, investor relations, fund administration, LP communications, deal flow, and portfolio tracking. Built natively on Salesforce.
- Investor & Fund Management (IFM) Module for digital investor onboarding, capital call and distribution management, investor communications, subscription management, and fund administration workflows integrated into a single platform.
- Investor Portal
Quantifiable outcome
- Investor onboarding reduced from weeks to hours
- +2 more outcomes
Companies that use Asset Class
Customer profileNamed customers13 records
Segments9 records
Ideal customer profiles5 records
Asset Class technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability8 records
Feature8 records
Asset Class partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- EbicuscoreEbicus is the first certified Asset Class partner in Europe. Based in Haarlem, Netherlands, it is a trusted European consultancy with over two decades of experience in CRM strategy, Salesforce.com implementation, and digital transformation. Ebicus delivers tailored solutions improving operational efficiency, strengthening client relationships, and supporting long-term growth for Asset Class clients across Europe.
- PalantircoreAsset Class partnered with Palantir Technologies to integrate its Artificial Intelligence Platform (AIP) and Foundry Ontology into the Asset Class Fund Operating System. The integration brings AI-driven automation, predictive analytics, real-time risk analysis, and dynamic investor engagement capabilities to private capital firms using the Asset Class platform. Palantir's AI stack is embedded natively within Asset Class without requiring separate tools, coding, or third-party integrations.
- PlaidcoreAsset Class partners exclusively with Plaid for safe, secure money movement within the platform. The Plaid integration powers Capital Call and Distribution Management capabilities by enabling fast, accurate, and compliant bank account verification. It enables instant authentication of investor bank details, reducing manual entry errors, fraud risk, and failed transfers. Capital calls are processed more reliably and distributions delivered faster.
- DocuSigncoreDocuSign integrates directly into Asset Class to streamline investor onboarding, accelerate fund closures, and maintain full compliance across agreement workflows. From capital calls and subscription agreements to distribution authorizations and compliance forms, the integration eliminates delays and risks of manual document handling. Every signature is secure, auditable, and automatically tied to the correct deal, entity, or fund. DocuSign is described as a built-in solution trusted by over a billion users globally.
- SalesforcecoreAsset Class is built on Salesforce, the world's No.1 CRM platform. The platform provides a SOC2 Type 2 audited security foundation, with the Salesforce.com security audit underpinning Asset Class's information security policies and controls. Asset Class also integrates with OwnBackup for Salesforce data protection.
- JTC GroupminorJTC Group is a publicly listed, award-winning provider of fund, corporate, and private client services. As a partner, JTC offers specialized fund administration services, providing comprehensive fund administration, accounting, compliance, and reporting solutions that complement the Asset Class platform for joint clients.
- CenterskycoreCentersky is the first certified Asset Class Professional Services Partner in the U.S. Headquartered in Newport Beach, California, Centersky is a U.S.-based fintech consultancy specializing in CRM and workflow automation for capital markets. It helps alternative investment sponsors and financial services firms modernize operations through purpose-built Salesforce solutions.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Asset Class competitors and assessment
Company assessmentDirect peers
- Juniper Square: Juniper Square provides investor management, fund administration, and reporting software for private equity, venture capital, and real estate sponsors. It is the most direct head-to-head competitor to Asset Class's Fund OS, targeting the same PE/VC/CRE fund manager buyer with an end-to-end LP portal and CRM offering.
- iCapital Network: iCapital operates a digital platform that connects wealth managers and advisors to alternative investment funds, with end-to-end subscription, onboarding, and reporting infrastructure. It overlaps with Asset Class on alternatives access for RIAs/wealth managers and LP-facing onboarding workflows.
- Carta: Carta provides cap table management, fund administration, and investor reporting primarily for venture capital and private equity. It is a direct competitor in fund management and LP reporting workflows, particularly for VC and emerging managers — a key segment for Asset Class.
- Allvue Systems: Allvue provides investment management software for private equity, private credit, and real estate funds, covering fund accounting, investor reporting, and portfolio monitoring. It is a direct competitor in the mid-market and enterprise private capital fund operations segment.
Broad incumbents
- Addepar: Addepar provides portfolio management, analytics, and reporting software for RIAs, family offices, and institutional investors with alternatives exposure. It is an adjacent incumbent serving Asset Class's RIA and family office buyer segments with overlapping portfolio reporting and investor portal capabilities.
- BlackRock eFront: eFront (part of BlackRock) is an enterprise-grade alternative investment management platform covering fund accounting, investor reporting, and portfolio monitoring. It is a broad incumbent competing for larger PE/RE fund manager clients with deeper but more complex deployments than Asset Class.
- Salesforce Financial Services Cloud: Salesforce Financial Services Cloud is the underlying CRM and the platform on which Asset Class is built. It is also a competitor if Salesforce deepens vertical-specific modules for private capital, posing both a foundation asset and a long-term disintermediation risk.
Emerging players
- Visible.vc: Visible.vc provides investor reporting, fund metrics, and LP portal software for venture capital funds. It is an emerging player with partial overlap on Asset Class's investor relations and reporting capabilities, primarily focused on the VC segment.
- Passthrough: Passthrough provides investor onboarding, subscription document management, and KYC/AML workflows for private funds. It overlaps with Asset Class's fundraising and onboarding modules as an emerging specialist in the digital subscription experience.
- Privé Technologies: Privé Technologies provides digital investor onboarding and fund management software for alternative investment managers. It is an emerging competitor targeting similar PE/VC and asset manager buyers with overlapping subscription management and investor portal capabilities.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Asset Class social profiles
Digital presenceAsset Class compliance and trust
Trust signalCompliance4 records
Asset Class financial estimates
Financial estimateRevenue estimate
Valuation estimate
Asset Class leadership team
Management profileNumber of profiles
Profiles6 records
Asset Class funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Asset Class M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Asset Class
What does Asset Class do?
Asset Class provides a Salesforce-based Fund Operating System (Fund OS) that unifies investor relations, fundraising, subscription management, deal flow management, portfolio tracking, and investor portal capabilities for private capital firms. The platform is purpose-built for private equity, venture capital, commercial real estate, hedge funds, family offices, RIAs, and wealth management firms, consolidating the entire fund lifecycle into a single app with one login for firm users and one branded portal for investors.
Is Asset Class a public or private company?
Asset Class is a private company. It is classified as venture growth investor backed and is currently operating.
When was Asset Class founded?
Asset Class was founded in 2019. It employs 11 to 50 people.
Where is Asset Class based?
Asset Class is headquartered in New York, United States, in the North America region.
How does Asset Class make money?
One revenue line is on record: saaS Platform Subscription.
Who are Asset Class's main competitors?
Direct peers on record are Juniper Square, iCapital Network, Carta and Allvue Systems. Broad incumbents are Addepar, BlackRock eFront and Salesforce Financial Services Cloud. Emerging players are Visible.vc, Passthrough and Privé Technologies.
Does Asset Class have an API?
No public API is recorded for Asset Class.
What industry is Asset Class in?
Asset Class's product category is Private Capital Management Software. Its primary akta.pro industry code is FSAGAEAL, Alternatives & Multi-Asset Digital Wealth Platforms (PE/VC/Real Assets access), with a secondary code of FSAAABAM, Managed Platforms & Wrap Programs for Private Clients (Model Portfolios, UMA/SMAs). Its NAICS code is 523940 and its SIC code is 6282.