Pageport (Lehi, UT) launches Slant, an AI-powered CRM for financial advisors, raising $3.3M seed led by 2048 Ventures (New York, Boston) and Matchstick Ventures (Minneapolis), aiming to scale advisor relationships, streamline workflows, and modernize the advisor CRM market.
Lehi, Utah — August 26, 2025
Pageport today announces the launch of Slant, a full-featured, AI-powered CRM designed to help financial advisors scale relationships without sacrificing quality. The launch coincides with the company’s $3.3 million seed investment, led by 2048 Ventures, with participation from Matchstick Ventures and several strategic angels.
2048 Ventures (New York-Boston), which also led Pageport’s 2023 pre-seed, emphasized the team’s ability to reimagine the advisor CRM market. Zann Ali, General Partner at 2048 Ventures, said, “The Slant team has proven they can build what financial advisors truly need. The advisor CRM market has lacked innovation, but we believe systems of record are the foundation for winning in AI. As every industry is transformed by AI, Slant ensures advisors can harness it at the core of their business to exponentiate themselves and serve their clients better. We’re excited to partner with Max, Thomas, and the rest of the Slant team as they modernize an industry that is itching for innovation.”
Ryan Broshar, Partner at Matchstick Ventures (Minneapolis), added, “Pageport is bringing fresh energy and real innovation to a CRM space that has been stuck for years. Matchstick is thrilled to back this team as they build the AI-powered operating system financial advisors have been waiting for.”
From Pre-Seed to Seed: Building on Early Momentum
Pageport’s journey began in 2023 with a $1.2 million pre-seed round led by 2048 Ventures and Boost VC, as covered by TechBuzz. At the time, the company offered a vertical-video lead-conversion tool that helped advisors build relationships at scale. That product quickly gained traction: by 2024, Pageport served 1,000 advisors and generated $1 million ARR, mostly from advisors with high lead volumes who had been struggling with cumbersome legacy CRMs.
Metcalf reflected on early growth: “Luckily, the market pulled us in, which feels like the best way. Financial advisors really are the ones who wanted it and needed it.”
As the team dug deeper into market needs, they identified a clear opportunity. Clawson said, “We realized most of the value we were providing should have been handled by the CRM itself. The problem was advisors were stuck on legacy, pretty crappy CRMs. That gave us the foothold to expand and build the full system.”
Slant: A CRM Built for Relationships
Built entirely in-house since March 2025, through a major effort led by Metcalf, Slant reimagines the advisor CRM by placing AI and client relationships at the core. Unlike legacy platforms like Redtail and Wealthbox, which have dominated the market for years, Slant integrates multiple workflows—emails, task tracking, compliance reminders—while enabling advisors to leverage AI to automate tedious, repetitive tasks.
Metcalf explained the mission: “When you talk to advisors, they say the big thing they can’t do is scale relationships. If we can help them serve 200 or 250 clients instead of 120, we change the whole industry.”
Slant introduces memory banks, AI-powered records of unstructured client interactions. Clawson said, “Unstructured data is usable in software for the first time. If a client mentions they’re a die-hard BYU fan or they love Diet Coke, Slant will remember that and surface it at the right time. That’s how you scale authentic relationships.”
The Slant CRM also benefits from Pageport’s hands-on research and advisory engagement. Over the past year, the founders conducted more than 300 conversations with advisors to understand unmet needs. They instituted an “Advisor in Residence” program, bringing two advisors into their Lehi office to work directly with engineers and product teams. Clawson noted, “We want advisors in our hear about what we’re building, because we don’t know what we don’t know. They give feedback directly to engineers and product leads, which accelerates learning and ensures the product actually solves real problems.”
Building Ambitious Products with a 10x Team
Pageport’s highly skilled engineering team has been critical to Slant’s rapid development. Clawson said, “We have three incredible engineers pushing the limits of product development. Max, Radley, and Josh are building so much with remarkable quality and speed. We feel lucky to have an extraordinary technical founder in Max. The product capacity here is unbelievable.”
The company complements its technical strength with a customer-focused sales and service team that travels across the U.S., visiting advisors in Texas, Florida, Southern California, and smaller markets like Oklahoma and Kansas. Clawson explained, “Our biggest pockets are spread out, and we learn so much fast by shadowing advisors’ workflows. We see where they’re using nine software tools when they should only need three. They’re really thankful when we point this out.”
Market Timing & Opportunity
The advisor CRM market has historically seen little innovation, leaving room for disruption. With Redtail under Orion and Wealthbox’s recent majority sale to private equity, innovation is slowing. Pageport sees a rare window to capture market share. Metcalf said, “If we can increase advisor capacity even 25%, that’s game-changing for both the advisors and the clients they serve. The mission is about 20 million more Americans getting quality financial advice. That’s what drives us.”
As noted in McKinsey’s February 2025 report, “The looming advisor shortage in US wealth management,” the industry faces a significant shortfall of advisors, highlighting the urgency for innovative solutions like Slant to address this gap.
Slant aims to help existing advisors serve more clients without sacrificing the quality of relationships, leveraging AI and streamlined workflows.
Go-to-Market & Product-Led Growth
Pageport intends to maintain a product-led growth approach. Advisors currently on Pageport’s original platform can migrate to Slant via automated processes for Redtail and Wealthbox users, with human oversight to ensure data fidelity. Clawson said, “Trade shows are incredibly valuable; advisors want to see new products in person. Our goal is to deliver a product they love and that they can’t wait to talk about.”
The company is also actively hiring engineers and decqqsigners to expand the Slant product team while keeping the focus on quality and rapid iteration.
Looking Ahead
While advisors are the initial focus, Pageport believes its platform could eventually serve other relationship-driven professions, such as accountants, insurance agents, and realtors. For now, the company is focused on ensuring daily active use and learning from early adopters, laying the foundation for ambitious growth in the coming years.
Clawson summed up the strategy: “This is a rare storm: the right product, the right team, and the right timing. We’re excited to be ambitious and see how far we can take it.”
By leveraging AI, deep customer insight, and a mission-driven approach, Pageport’s Slant is positioned to modernize financial advisor CRM workflows and unlock new capacity, all while keeping relationships at the heart of the business.
To learn more, visit slant.app
