Corporate Overview
www.cashedge.com

CashEdge® provides innovative, online financial applications for banks, credit unions and wealth management firms.

CashEdge serves over 175 financial institutions in North America including such leading institutions as Citibank, Royal Bank of Canada and The Vanguard Group. CashEdge has offices in New York, Silicon Valley and India.

With CashEdge, financial institutions are able to create compelling online offerings that attract customers, generate revenues, and reduce costs.

Products
Open Now-Fund Now: On-Line Banking; Automated Account Opening & Funding

Advisor View: Wealth Management; On-Line Investor Account Aggregation

Compliance View: Electronic collection of investor statements domiciled at other firms

Background
CashEdge established an objective to build a structured sales organization to sell their investor account aggregation solution to the independent advisor channel of retail brokerage firms. Before hiring any outside salespeople, CashEdge sought to first build a prospect pipeline of qualified prospects for their new sales hires to call on. Working as a direct representative of CashEdge, Dealbuilders handled the qualifying of prospects and coordinated the scheduled meetings with decision-makers and successfully filled the sales pipeline for the CashEdge new sales hires.

DealBuilders Role - Strategy Before Execution
• Designed CashEdge prospecting strategy.
• Identified lead sources for prospecting campaign.
• Developed cold call script - Redesigned CashEdge message.
• Scheduling conference calls and in-person meetings for CashEdge senior management to attend.

Dealbuilders serves as a prospector of new business for the on-line account aggregation solution that Cashedge offers to retail brokerage firms and other wealth management firms. Calls are made to the following contacts within targeted companies: VP Sales, VP Advisory Services, VP Recruiting, CTO, CMO, & CEO.
Prospects are qualified on the basis that there exists a priority interest in helping the advisory channel strengthen the relationships they have with high net worth, and institutional investors through the web. Once the prospect is qualified, an in-person meeting or conference call is scheduled on behalf of CashEdge.

Dealbuilders also qualifies prospects for a Cashedge compliance solution (‘Compliance-View’) that helps the legal and compliance areas of financial institutions comply with established SEC & NASD regulatory guidelines regarding the supervision of outside investment activities by employees and immediate family. (SEC/NASD rules; 17j-1, 407 (b), 3030 & 3040). CashEdge provides a means to collect electronically the duplicate copies of any firm’s employees’ statement of accounts domiciled away from the firm they are employed by as required by law.

Cold calls were made to the General Counsel, Chief Compliance Officers of Wall Street’s largest investment banks and brokerage firms; (CSFB First Boston, JP Morgan Chase, Morgan Stanley, and Goldman Sachs. Prospects are qualified on the basis that the manual processes involved with collection of duplicate statements through the mail are deemed inefficient, and would rather replace their current paper-based system with an electronic process that reduces operational cost, and mitigates the possibility of securities fraud such as ‘trading ahead’.

Dealbuilders also qualifies prospects for the CashEdge on-line account opening and funding solution called ‘Open Now-Fund Now’. The CashEdge account opening solution automates the new account opening process and electronically transfers funds cleared through the ACH, and into the new accounts set up through the banks’ web interface. Calls are made to the senior executives of retail banking and credit unions, and those who manage the on-line banking system for their financial institution. Meetings are scheduled on behalf of Cashedge senior management, who then assumes the responsibility for advancing the sales of Cashedge software.

In all instances when a conference call is scheduled between CashEdge and the prospect, Dealbuilders participates in each call, makes the proper introduction between the prospect and CashEdge, and sets the agenda for the call.
Each week CashEdge senior management is presented with a weekly activity report describing in detail the interaction and status of each prospect contained in the “Master Prospect Report’.

Results
Since 2003, Dealbuilders has scheduled over 500 sales meetings and conference calls with prospective clients, and has helped to generate over $11 million in new software license sales. Sales included Bank of America, Navy FCU, Northern Trust, Union Federal Bank, Patelco FCU, and Citigroup.