M&A CRM

M&A CRM Built for Deal Teams

A sales CRM tracks a lead to a sale. An M&A CRM has to track a business owner over years, a buyer across every deal you have shown them, an introducer through the fees they are owed, and every conversation on the deal it belongs to. TrueValue does that on the same record the pipeline, the valuation and the data room use.

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  • £399/month
  • Unlimited users and deals
  • TrueValue Agent included
  • No credit card required

What an M&A CRM is

An M&A CRM is a customer relationship system built around the people in a transaction rather than around a sales funnel: owners considering a sale, buyers with a known appetite, advisers and introducers who bring deals, and the counterparties on a live process. Its job is to hold every interaction with each of them on the deal it concerns, so the next conversation starts from what was actually said.

Generic CRMs are built for volume selling: many leads, one product, a short cycle. M&A is the opposite — few counterparties, a bespoke transaction, a cycle measured in months, and a record that has to survive a change of analyst. The fields, the pipeline and the reporting a sales CRM offers fit that badly, which is why so many deal teams end up back in a spreadsheet. See TrueValue vs a generic CRM for the specifics.

What the CRM holds

  • Contacts and companies

    People and the businesses they belong to, linked to the deals they are on, with roles, notes, custom fields, duplicates resolved and an engagement score from real activity.

  • Buyers

    Buyer profiles with sector, size and geography appetite, matched to deals, invited to teasers and tracked through coverage: teaser sent, NDA signed, IM read, offer made.

  • Counterparties, read as one picture

    For each person on a deal — the inbox thread, the data room, the request list, the envelopes in their name — read together into real, looking or gone, with each signal saying whether it could be read at all.

  • Mailbox sync

    Gmail and Microsoft 365 mailboxes sync into one inbox. A message is filed on the deal it belongs to only when there is one answer; two possible deals are named rather than guessed, and the undecided ones are one filter away.

  • Referral partners

    Introducers with agreement status and fee terms in each direction, and a ledger of every introduction with fees from pending to paid, linked to the lead, deal or contact it became.

  • Leads and origination

    Inbound leads with attention flags, target companies from the Companies House register with officers and filed figures, and conversion of either into a deal without retyping.

    AI Agent for M&A teams

The team, on the record

  • Deal team and roles

    Owners, admins, editors and viewers per workspace, a named team per deal, and an audit log written by the database that records who did what without anyone having to remember to log it.

  • Tasks, notes and mentions

    Tasks with owners and due dates, pinned notes, comments with mentions and reactions, and an activity feed that reads across deals, contacts and documents.

  • Calendar

    Google Calendar sync, meetings on the deal, follow-ups that notify when due.

  • Relationship intelligence

    A profile of each contact's relationship with the firm: who knows them, how the last piece of work ended, and when to reconnect after a quiet spell — computed from activity, never from message text.

  • Search

    One search across deals, contacts, tasks, messages, diligence items, data-room files and targets.

  • API, MCP and webhooks

    Everything in the CRM is reachable over the REST API, over the Model Context Protocol for AI assistants, and through webhooks on the events you care about.

Reaching out, held to the rules

Approaching a business owner about a sale is regulated activity in the UK and a reputational one everywhere. TrueValue's approach tools hold every send to the same gate: an address on a suppression list is never contacted; a guessed address is never sendable; an unknown subscriber type is a refusal rather than a risk; one approach per business with a cooling-off period; a daily cap. Every approach carries who sent it, where the details came from and a one-click opt-out. Sequences are three fixed emails that no model writes.

The TrueValue Agent can research a target, find the person and draft the approach — and then waits, because a first approach cannot be recalled, and a person clicks every one.

Frequently asked questions

Can I import contacts from my current CRM?

Yes, from CSV, with duplicate detection on import. Companies House data enriches company records with officers, PSCs and filed figures.

Which mailboxes sync?

Gmail and Microsoft 365 (Outlook) mail, and Google Calendar. Messages land in one inbox, are filed on the deal where the filing is unambiguous, and replies go out with your address as the reply-to.

How is engagement scored?

From recorded activity — messages, meetings, data-room views, responses — never from the content of a message. A contact with too little history is shown as not scored rather than as a low score.

Is there a buyer database?

Your own: buyer profiles you build, with appetite criteria, matched to your deals and tracked through coverage. TrueValue does not sell a third-party buyer list.

Does it replace a sales CRM entirely?

For a deal team, yes: contacts, pipeline, activity, email, tasks, reporting and the API are all here. If your firm also runs a high-volume sales motion for a different product, keep the sales CRM for that.

How is it priced?

The CRM is part of the one plan: £399 a month with unlimited users and deals, so the whole firm can be on it without seat maths.

Go deeper

Put every counterparty on the deal

Connect a mailbox, import your contacts and see every conversation filed where it belongs.

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