Valentina Vitali

Head of Origination

Company Bio
Founded: 2015
Industry: Private Equity
AUM: £510M
Carta products featured: Deal CRM

How Limerston Capital improved pipeline tracking and origination with Carta Deal CRM

London-based Limerston Capital pursues control investments in UK mid-market companies and seeks to create value through the firm’s buy-and-build and operationally focused model.

Limerston Capital previously relied on a combination of legacy tools to manage its deal pipeline. This setup led to inefficiencies, inconsistent data handling, and limited visibility across investment teams, making it harder to scale origination efforts and maintain a unified investment process.

Limerston migrated to Carta Deal CRM to streamline its origination and deal tracking and to enhance M&A advisor oversight. The Deal CRM onboarding team transferred all of the legacy data across various object types and performed extensive cleaning and de-duplication exercises.

“The Deal CRM team has been very supportive in developing new features and customizing the platform for our use case,” says Valentina Vitali, head of origination at Limerston.

Deal CRM enabled improved visibility across the deal pipeline and centralized advisor interactions. The platform also allowed the deal team to have a better view of key investment bankers in tier 1 and tier 2 origination relationships.

As part of the implementation, Carta also developed custom task and reminder management features to support the ability to follow-up with deal targets and to delegate tasks internally.