For Kevin Kelly, founder and CEO of Application Experts LLC (App-X), it is all about helping alternative asset fund managers and institutional investors run their business and stay in touch with investors.
Teaming up with Salesforce, App-X taps into the power of cloud computing to speed up interactions and data distribution between private equity GPs and LPs.
“We’ve taken the leading CRM platform of Salesforce.com, and combined it with our expertise and purpose-built modules to make it work for fund managers and institutional investors,” Kelly said. “And by taking care of the customization and implementation to solve those challenges, we allow clients to focus on raising capital and making great investments.”
At a time when LPs demand more information than ever from GPs, App-X offers three key products to meet that need:
- Its AIM product centralizes fundraising, investor relations, due diligence and portfolio management in a platform accessible from any Web-connected device.
- ShareSecure is the company’s virtual data room and investor portal, where GPs share investment materials with LPs and other clients.
- AIM Investor Correspondence allows GPs to create and distribute correspondence such as capital calls, distribution notices, annual reports and Scheduled K-1s. Available through the company’s ShareSecure portal, AIM Investor Correspondence acts like a bridge between ShareSecure and AIM. It also integrates with the accounting systems of App-X’s clients.
Marking its 10th anniversary in 2016, App-X now employs 24 people, with plans to continue expanding its staff, which doubled in the past two years. The company is based in Broomfield, Colorado, about 18 miles northwest of Denver.
Kelly said the area continues to pick up steam as a technology mecca.
“The Denver-Boulder region is exploding right now in terms of growth,” Kelly said. “It’s on the national radar now as a preeminent market for technology companies.”
Photo of Kevin Kelly courtesy of App-X.