How to Add, Enrich, and Organize Companies in Carta CRM

A company is the standing record for an organization: its name, website, industry, and the people who work there. A deal is a specific opportunity tied to a pipeline and a stage. The same company can sit behind more than one deal over time, for example a first financing round and a later follow-on, without losing its history in between.

To access Companies, navigate to Carta CRM → Companies. The main view lists every company in your workspace.

Search by keyword, or select a list or report from the sidebar to see a specific segment.

Key navigation elements:

• All companies (main view): Select a company to open its record. Add or remove columns from the column menu, then save your layout as the default view.

• Search bar: Search by keyword across every company in your workspace.

• Reports (left panel): A saved, filter-driven query. A report dynamically surfaces whichever companies match its criteria, so companies move in and out of it automatically as your data changes.

• Lists (left panel): A manually managed, static group of companies you've chosen yourself, for example by target company or M&A Adviser type. Unlike a report, a company only leaves a list if you remove it. Both lists and reports display as a grid, support custom columns, and export to Excel or PDF.

1. Go to Companies: Select Companies from the left navigation.

2. Click + Add: Select the button in the top right of the All companies view.

3. Search by name: Type the company's name into the Company field at the top of the panel.

4. Select a match: Choose the correct company from the dropdown. Carta auto populates the record's Business fields, location, industry, employees, founded year, and website, from that match.

If the company isn't in the list:

5. Enter it manually: Add the company's name and website yourself. The website is what enables enrichment.

Fields on a company record are inline-editable as soon as you open it. There's no separate Edit button, and changes autosave as you make them.

To refresh a company's enriched data, right-click the company and select Enrich. Carta re-fetches firmographic data from the company's website in the background.

Carta CRM organizes company data into native fields built into the platform and custom fields configured by your firm.

Native fields

• Name: [required] Company's name

• Website: [triggers auto-enrichment when provided] Company's website URL

• Location: [populated by enrichment] Headquarters or primary location

• Industry: [populated by enrichment] Company's industry classification

• Employees: [populated by enrichment] Approximate headcount

• Founded: [populated by enrichment] Year the company was founded

• Tags: [populated by enrichment]Free-form labels applied to the company

• About: [populated by enrichment] Short description of the business

• Image: [populated by enrichment] Company logo

• Lists: [populated by enrichment] Lists the company belongs to

• createdAt: [populated by enrichment] Date the company was added to Carta CRM

Your firm may have additional fields configured during implementation, for example an industry classification your team uses for reporting, or a priority tier for tracking target companies. These appear in the company record alongside native fields. Custom fields are firm-specific and vary by configuration.

Administrators can manage fields themselves without the AI agent. Right-click any field on a company record to modify or hide it, or to add a new one. For broader changes, like reordering fields or editing several at once, use Configure fields from the record's menu in the top right.

Lists let you group companies into segments, for example by target company or M&A Adviser type, so your team can focus on the right group at the right time.

Creating a list

1. Go to Companies: Select Companies from the left navigation.

2. Click the + icon: Select the create list button next to Lists in the sidebar.

3. Name your list: Enter a name for the list. It will appear under Lists in the sidebar.

Adding a company to a list

4. Go to All companies: Select All companies in the sidebar to see your full directory.

5. Right-click the company: Right-click the company's row to open the context menu.

6. Select Copy to List: Choose the target list from the submenu.

A report is a saved, filter-driven view: build it once with the columns and filters you want, and it keeps itself current. Companies move in and out of a report automatically as they start or stop matching its filters, unlike a list, which only changes when you add or remove a company yourself.

To create a report:

1. Set up your view: Add the columns and filters you want in All companies.

2. Save as Report: Select Save as Report in the top right and give it a name.

The report appears under Reports in the sidebar. Update it anytime by changing its columns or filters and saving again. Reports filter and group by any company field, including custom fields, and export to Excel or PDF the same way any list does.

A company is most useful when it's linked to everything happening around it. Carta connects a company to its deals, its contacts, and its notes automatically or with a quick link.

Deals

Carta matches a deal to a company by URL: when the website on a deal and a company's website are the same, Carta links them automatically. The deal appears on the company's record, and the company's details appear on the deal.

Contacts

Carta matches a contact to a company by URL: if a contact's email address and the company's website share the same domain, the contact's interactions with your team appear automatically under the company's Activity.

Notes

Link a note to a company the same way you would to a deal or contact, from the note's link panel. The note then appears on the company's activity history.

Add a website and Carta does the rest. Enrichment fills in location, industry, employees, tags, about, and the logo, all pulled from the company's website domain, so your team spends less time on data entry.

Enrichment runs in the background after a company is saved or re-enriched. Give it a few seconds before reviewing the record.