Everyone wants quick, personalized, and secure experiences, especially in a rapidly evolving digital-first world. Customers expect their banks, wealth managers, and insurance companies to understand and anticipate their needs, with consistent and targeted messaging across all channels. But here’s the truth, many such institutions are still grappling with outdated systems, clunky processes, and scattered data.
To really meet today’s demands, businesses need to take a more unified approach to their data. And that’s where Salesforce comes into play. By pulling all data sources together in a seamless unified view, Salesforce helps financial institutions make their processes more efficient and deliver the smooth, smart experiences that customers are looking for.
What’s the Deal with Financial Businesses Today?
A lot of the firms are still stuck with disconnected systems and data silos that don’t give them a full view of their customers. When it comes to data management, financial organizations often face a few big challenges:
• Unreliable Data: Inaccurate or outdated customer information can complicate decision-making, cross-selling and personalization.
• Fragmented Data Storage: Disconnected systems make it hard to get a unified view of customer profiles and become a hindrance in predicting customer needs and proving a seamless experience across channels.
• Data Protection Risks: Protecting sensitive financial data from increasing number of cyber threats is a huge concern.
• Human-Dependent Processes: Old-school legacy systems often rely on slow, error-prone manual tasks.
How Salesforce Tackles These Challenges?
Salesforce has some powerful tools that help financial institutions tackle these issues head-on:
Salesforce Financial Services Cloud: This platform caters specifically to the financial services industry, helping with client relationships, wealth management, and compliance, all in one spot.
360-Degree View of Customers: With Salesforce, businesses can pull together data from various touchpoints to create a complete customer profile that enables quicker insights and recommendations.
Einstein AI: It is Salesforce’s powerful artificial intelligence tool that analyzes vast volumes of customer and business data in real time. It goes beyond basic analytics by identifying patterns, predicting outcomes, and offering intelligent recommendations tailored to each business scenario.
Compliance Tools & Audit Trails: Salesforce comes equipped with compliance management tools that keep financial institutions in line with ever-changing laws.
MuleSoft: This integration platform helps financial firms connect their systems and unify data across different platforms.
Secure Data Storage: Salesforce prioritizes data security, providing cloud storage solutions that safeguard sensitive customer data from breaches.
At Extentia, a Merkle Company, we’ve had the chance to team up with Salesforce and explore the possibilities it holds for our clients in the Financial Services sector.
Here are a couple of stories that highlight our expertise with Salesforce:
1. A private wealth management firm was struggling with disorganized, hard-to-access, and non-scalable data, lacking a single source of truth. By collaborating with Salesforce, we helped them create a 360-degree view of their client’s financial landscape, allowing for clear insights into customer profiles and holdings. This not only helped them make smarter decisions but also significantly improved client service.
2. An investment services firm was bogged down by manual processes and error-prone Excel sheets. We stepped in and replaced that with a custom Salesforce solution, automating workflows, cutting down errors, and boosting both accuracy and productivity.
These examples really show how our Salesforce solutions are helping financial organizations modernize their operations and engage better with customers.
Conclusion
To wrap it up, Salesforce is a game-changer for unifying data in the financial services world and enhancing operational intelligence. It helps institutions tackle the challenges they’re facing today by providing integrated solutions that boost personalization and helps you serve your customers quicker and better.
Curious for more? Explore the latest with Experience Design Trends Report for Fintech, 2025 that provides insight into how emerging experience trends will influence financial services in the future.
In today’s rapidly evolving financial landscape, there’s no better time to explore how Salesforce can help you modernize legacy systems or maximize the value of your current implementation. Extentia has deep expertise in Salesforce, delivering end-to-end solutions across various Salesforce Clouds including Sales, Service, Experience, Marketing, and the Data Cloud. To learn more about how we can help you get a more unified and intelligent approach to customer data, just reach out to us. We’re here to help!
