Opportunity value helps you forecast potential revenue and prioritize deals. For wealth management advisors, this often represents potential AUM (Assets Under Management) or expected fee revenue.
Value vs AUM
It’s important to understand the difference:
| Concept | Where it lives | What it tracks |
|---|
| Opportunity value | Opportunity record | Potential deal size |
| Client AUM | Client record | Actual assets under management |
- Opportunity value = What you might win
- Client AUM = What you actually manage
When a prospect converts to a client and their opportunity closes won, their AUM becomes real and is tracked on the client record.
Set opportunity value
During creation
Create opportunity
Start creating a new opportunity.
Enter value
In the Value field, enter the potential amount.
Save
The value is stored on the opportunity.
After creation
Open the opportunity
Click on the opportunity in your pipeline.
Find value field
Look for the Value field in the details.
Enter or update
Type the new value and save.
What value to use
Choose a consistent metric across your pipeline:
Potential AUM
Track the assets you might bring under management:
- Prospect mentions $500K in retirement accounts
- Value = $500K
Expected annual revenue
Track the fee revenue you’d earn:
- 500KAUMat15K/year
- Value = $5K
One-time fees
For project-based work:
- Financial plan engagement = $3K
- Value = $3K
Be consistent. If you track AUM, always use AUM. Mixing AUM and revenue makes pipeline metrics meaningless.
Weighted pipeline
Combine value with probability for realistic forecasting:
Weighted value = Value × Probability
Example pipeline
| Opportunity | Value | Probability | Weighted |
|---|
| Smith Family | $500K | 60% | $300K |
| Jones Trust | $1M | 20% | $200K |
| Brown IRA | $250K | 80% | $200K |
| Total | $1.75M | | $700K |
View pipeline value
In the Kanban
The pipeline view may show:
- Total value per stage
- Weighted value per stage
- Opportunity value on cards
In reports
Access pipeline reports for:
- Total pipeline value over time
- Weighted pipeline value
- Value by stage
- Value by owner
- Average deal size
Probability and value
Stage default probability
Each stage has a default probability. If an opportunity doesn’t have its own probability set, the stage default is used.
Opportunity-specific probability
Override the default by setting probability on the opportunity:
Open the opportunity
Click on the opportunity.
Find probability
Look for the Probability field.
Set custom probability
Enter a percentage (0-100%).
Track changes over time
As deals progress, value and probability may change:
Value changes
- Initial estimate: $500K
- After discovery meeting: Revised to $750K (larger portfolio than expected)
- After proposal: Revised to $600K (only moving some assets)
Update value as you learn more.
Probability changes
- Identified: 10%
- After good meeting: Custom 40%
- After proposal sent: Custom 70%
- Closed won: 100%
Adjust probability as the deal progresses.
Closed opportunity value
Closed won
When an opportunity closes won:
- Value represents the actual deal closed
- Used for win/loss reporting
- Contributes to historical metrics
Closed lost
When an opportunity closes lost:
- Value represents what you didn’t win
- Useful for analyzing lost business
- Contributes to loss metrics
AUM on client records
Once a prospect converts to a client, track actual AUM on the client record:
- Custodian integration — AUM syncs automatically from custodian data
- Manual entry — Enter AUM manually if needed
- Calculated — Sum of linked account balances
Client AUM is separate from opportunity value and represents real assets.
Learn about client AUM tracking
Best practices
- Be consistent — Track the same metric (AUM, revenue, or fees) across all opportunities
- Be realistic — Don’t inflate values to make the pipeline look better
- Update regularly — Adjust value as you learn more about the deal
- Use probability — Weighted pipeline is more useful than gross pipeline
- Review accuracy — Compare closed values to initial estimates to calibrate
Next steps
