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Rodok for private equity firms

CRM for private equity: deal sourcing, owners and LP relationships

Rodok keeps owners, advisors and deals in one pipeline and watches LinkedIn for leadership changes and company news that start a conversation.

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From $29 a month for 3 seats.

Your contacts, with their company, deal stage and last activity. Example data.

Rodok keeps owners, advisors and deals in one pipeline and watches LinkedIn for leadership changes and company news that start a conversation. Built around how private equity firms actually sell, so you start from your own stages instead of a blank page.

Your pipeline, in your stages

Deals move through the stages private equity firms actually use. Drag a deal, and its forecast and reports follow.

Example data.

The whole CRM, not just the pipeline. Contacts, companies, tasks, email, automations, chat and the lead finder, in one app.

01Find

People from one sentence

Describe who you sell to. Rodok finds them by role, company size and city, with their work email, and sets apart the ones already in your CRM.

Every feature, and which plan has it

Pro includes everything in Starter.

  • Companies and peopleStarterEvery email, meeting, note and file on the record.
  • Deals and the pipeline boardStarterYour own stages, amounts, close dates and owners.
  • Tasks and remindersStarterA next step on every record and one list for the day.
  • Gmail and OutlookStarterEmail syncs onto the right contact, and you send from your own mailbox.
  • Calendar and booking linksStarterYour free times on a page; a booking files the contact and lands in both calendars.
  • Reports and forecastingStarterForecast against quota, pipeline by stage and win rates, per rep.
  • Team chatStarterChannels, direct messages and a thread on every deal, with @mentions.
  • ImportStarterBring contacts and companies in from Excel or CSV.
  • LinkedIn signalsProDescribe a signal in a sentence; trackers find the posts, job changes and hiring that match.
  • Lead finderProFind people by title, seniority, company size, industry and market, usually with a work email.
  • EnrichmentProFill in the company, website and LinkedIn page for the people you add.
  • SequencesProEmail steps from your own mailbox and LinkedIn steps as tasks for the rep.
  • Replies inboxProReplies sorted by intent, so the ones that matter come first.
  • AutomationsProSay what should happen; it runs from a signal, a deal moving, a schedule or a webhook.
  • AI assistantProAsk in plain words; it finds people, writes emails and fills the CRM, and asks before it sends or spends.
  • Teams and custom rolesProDecide who sees what, down to a field, and check it with View as.

And the rest. Integrations, booking, reports, chat, roles and an audit log, already connected.

Works with the tools you already use

Gmail, Outlook or any mailbox, Google Calendar, LinkedIn, Slack, webhooks, and imports from Excel or CSV. AI is built in, with nothing to set up.

Booking links

Your own page with your free times. A booking files the contact and lands in both calendars.

Reports and forecasting

Forecast against quota, pipeline by stage, win rates and the sequence-to-deal funnel, per rep.

Team chat on every record

Channels, direct messages and a thread on every deal, with @mentions of teammates and records.

AI that knows your business

Give it your website. It writes your profile, who you sell to and how, and every message starts from there.

Roles, teams and permissions

Decide who sees what, down to a single field. Scope deals to their owner or team, and check it with “View as”.

An audit log of everything

Every action by every person and automation, searchable and exportable.

What Rodok does for private equity firms

A clear line between what is in the product and what is not, so you can decide in a minute.

Covered

  • Owners, bankers and advisors linked to each target
  • Email and calendar on every record
  • Stage, size and next step on every deal
  • Reports on the funnel

Not what Rodok is for

  • Data rooms
  • Financial modeling
  • Portfolio monitoring
  • Fund accounting

Pricing

Seats are included, and credits cover signals, lead lists and AI.

Starter$29a month

3 seats, $9 per extra seat. The CRM: pipeline, contacts, Gmail and Outlook, calendar, booking links and reports.

Start with Starter
Pro$79a month

3 seats, $19 per extra seat. Everything in Starter plus LinkedIn signals, the lead database, sequences and AI agents to find new clients.

Start with Pro

A CRM for private equity tracks every company, owner and intermediary you talk to on the way to a deal, with who introduced whom and the next step. It is a relationship and sourcing tool. It is not a data room, a model or a fund administrator. Searches for private equity CRM mean the same need: stop losing the thread on a business you met two years ago.

How sourcing works in private equity

Deal flow comes from a few channels. Investment banks and brokers run processes and send teasers. Direct sourcing means going to owners before a banker does, often through advisors, lawyers, accountants and other owners. Add-ons come from the portfolio companies you already hold. The person you are persuading is an owner or CEO who may not be thinking about a sale yet.

That makes the work slow and relationship heavy. A founder may say no for years before a conversation turns. What you need is memory: when you last spoke, what they said about timing, and who knows them.

Stages a lower-middle-market firm might use, named the way the industry does:

StageWhat happensNext step to log
SourcedTarget identified, owner or intermediary knownFirst outreach
First callOwner or banker conversationDecide to pursue or pass
Management meetingYou meet the teamSend an indication of interest
LOILetter of intent negotiatedChase signature, set exclusivity dates
DiligenceConfirmatory workTrack workstreams in your own tools

Your labels will differ. Rodok lets you rename stages.

What to look for in a CRM

  • Intermediaries as first-class records. Bankers, brokers, lawyers and accountants are people linked to many companies. You want to see every business a banker has shown you.
  • A history that outlasts the team. Notes and emails on the target, so a new associate sees why you passed in 2024.
  • Tasks that come back. "Check in after their fiscal year end" must appear on the day.
  • Email and calendar attached. Introductions happen in the inbox.
  • Passes with reasons. Log why you passed, so you can reopen a deal when the reason changes.

Signals worth watching

These are public events that sometimes come before a business is open to a conversation. Each tracker is a sentence you type into Rodok Pro, which sees LinkedIn posts, job changes, hiring and company news. A signal is a reason to write, not a promise that a sale is coming.

  • A leadership change. Tracker: "founders and CEOs announcing they are stepping back, retiring or handing over the company". See leadership change.
  • A new CEO or CFO. Tracker: "CEOs and CFOs who started a new role in the last 90 days at companies with 50 to 500 employees in (your sector)". See new executive.
  • A funding or growth announcement by a competitor. Tracker: "companies in (your sector) announcing a funding round, acquisition or new office". Consolidation can start conversations. See funding round.
  • A business anniversary or milestone. Tracker: "owners posting about a 25th or 30th anniversary of their company". Long-held founder businesses sometimes reach a moment of decision. See company anniversary or milestone.
  • A restructure. Tracker: "companies in (your sector) announcing layoffs or a restructure". See layoffs or restructure.

For the capital-raising side, track "heads of investments at family offices who started a new role in the last 90 days".

A first message example

An example, with made-up names:

Subject: Thirty years of Ashby Packaging Hi Ron, I saw the post on Ashby Packaging's thirtieth year. Congratulations. We invest in founder-led manufacturers and keep the management team and the name. I am not asking about a sale. If it would be useful to talk to someone who has done this with a business like yours, I am glad to share how it went. A short call, whenever suits.

Where Rodok fits and where it does not

Rodok Starter is $29 a month for 3 seats. It gives you companies, people, deals, tasks, notes, Gmail and Outlook sync, a calendar, reports and team chat. Pro is $79 a month for 3 seats and adds the trackers above, a lead database that finds the owner or executive and usually a work email, and sequences.

It does not host a data room, build a model, track covenants, or manage fund accounting and investor reporting. Those stay in your specialist tools. It does not tell you which businesses are for sale. The email rules apply: the FTC states the CAN-SPAM Act has no exception for business-to-business email (FTC guide).

Frequently asked questions

Do private equity firms use a CRM?

Many do, because sourcing is a relationship business. The CRM holds who knows whom and when you last spoke. It sits beside the model and the data room, not in place of them.

What should a deal sourcing CRM track?

The target, the owner, the intermediary who introduced it, the stage, the size and the next step. Log passes with a reason so a deal can reopen later.

Can Rodok find companies that want to sell?

No. It finds public signals such as a leadership change or a milestone post, and the people behind them. Whether a business is ready to sell is a conversation you have.

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