11 August 2021

Salentica Engage CRM Glossary and Key Terms

By SS&C Salentica

Buzzwords are the worst and confusing acronyms are well, confusing...

But sometimes, when you are new to something (particularly with business software), it is inevitable.

If there’s anything corporate America has a knack for, it’s inventing new, positive words that polish up old, negative ones. Or creating acronyms that don’t make much sense.

A business will not be subtle about sprinkling these terms and acronyms into conversation and pitches. But instead, they will plaster them everywhere and flood the market with new terminology, that consequently makes you feel left out.

Our goal here is to provide a jumpstart for new users to understand what the product field labels mean and reference and start imaging the downstream possibilities. Of how Engage can help transform financial service.

Here’s a list of common Salentica Engage terms to bring you up to speed fast.


This is short for “organization” and you’ll hear this term quite frequently. Each customer has its own unique org environment. This is where you log in, where your records are stored, and where your unique configuration lives.


While an org contains your unique data, code, objects, and configuration, an instance is a server that your org lives on.


Are individual Relationships, Contacts, and other objects or entities on your CRM. A record is the complete set of information or details for each item in your CRM.


Within your CRM Families are used to relate and aggregate multiple Relationships together. Families will include Relationships and Contacts, allowing users to see the overall highest level of connections among all records.


The center of information in your CRM, representing a group of Portfolios, a list of Financial Accounts, or a Household. Relationships can also represent an institution, client, or business that is a center of influence. A Relationship usually has details like addresses and contact information for the Relationship, Contacts, an internal Team (who manages the actual relationship), and needed compliance and service information about the Relationship. Relationships centralize in one location all the important interactions with your clients, like Events, Emails, Calls, and Task Activities.


Individual people with whom your business interacts. Information that is tracked on the Contact object is going to be specific to the individual, with such details as contact information, communication preferences, personal information, address information, and employment details. At this time, all information on a Contact is loaded, or manually entered, by your firm.


Activities are used to keep track of all your customer interactions. For example, you can take notes, send emails, track phone calls, set up appointments, assign yourself tasks, and stay up-to-date with customer news. These actions are all considered types of activities.

Workflow Manager

Workflow Manager is the heading under which you can create and trigger automated processes. Workflow Manager contains the child elements Workflow Launcher and Workflows.

Workflow Launcher

Here is where you will find all of your current active workflow records. This is a list of the requests that have already been kicked off, or that are scheduled for some time in the future.


Workflows are multistep, repeatable processes you and your firm want to track. They can be for just about anything you do within your firm that involves steps that will always be the same. Generally, Workflows are initiated based on a client's request, but you can also track internal workflows that are associated with your client's Relationships. Workflows help to create processes and audits, documenting client inquiries, creating efficiencies within your business.


Leads are potential new or existing contacts that also have a sales opportunity associated with them. In other words, a lead is a potential customer who must be qualified or disqualified as a sales opportunity.


An opportunity is the potential sale, service, or product you are offering your client. With an opportunity, you can forecast revenue, set a potential close date, and factor in a probability for the sale. You can also track contact information and information about the salesperson working on the opportunity. You must link a new opportunity to an existing Relationship or Contact.

Financial Accounts

Custody or non-custody shell accounts used to consolidate individual holdings

Legal Entities

Specific legal titles, usually with a unique "Tax ID", are used to denote ownership and control claims


Collection of Legal Entities and/or Financial Accounts grouped together, based on common traits, like risk tolerance, ownership stake, or reporting needs.

Financial Assets

Custody or non-custody individual holding of a tangible/intangible piece of property.

Financial Liabilities

Custody or non-custody holdings of a tangible or intangible asset (i.e. real estate, collectibles).

Financial Plans

The Financial Plan is located under the Relationship entity. Underneath the Financial Plan, users can track Goals and Amendments (1 to many relationships).


A company with whom you do business, or a record of your client's employers.