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
Set opportunity value
During creation
1
Create opportunity
Start creating a new opportunity.
2
Enter value
In the Value field, enter the potential amount.
3
Save
The value is stored on the opportunity.
After creation
1
Open the opportunity
Click on the opportunity in your pipeline.
2
Find value field
Look for the Value field in the details.
3
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:- 5K/year
- Value = $5K
One-time fees
For project-based work:- Financial plan engagement = $3K
- Value = $3K
Weighted pipeline
Combine value with probability for realistic forecasting: Weighted value = Value × ProbabilityExample 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:1
Open the opportunity
Click on the opportunity.
2
Find probability
Look for the Probability field.
3
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)
Probability changes
- Identified: 10%
- After good meeting: Custom 40%
- After proposal sent: Custom 70%
- Closed won: 100%
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
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