Imagine you’re launching a FinTech startup. You’ve got the idea, the investors are interested, and you’re ready to disrupt. But the big question remains: how do you deliver a seamless, secure, and scalable digital financial experience that today’s users expect?
That’s the challenge facing thousands of FinTech companies worldwide.
According to CB Insights, global FinTech funding reached $75.2 billion in 2023, with more than 30% of startups focusing on embedded finance capabilities like buy-now-pay-later (BNPL), digital wallets, and integrated lending.
This rapid growth means one thing: success now hinges on more than just innovation. You need robust infrastructure, fast go-to-market execution, and real-time data intelligence. That’s where Salesforce comes in.
The FinTech Revolution Is Now
From digital banks and robo-advisors to embedded insurance and decentralized finance, FinTech is reshaping how people access financial services. Embedded finance is fueling this shift by integrating financial tools into non-financial platforms. Think ride-sharing apps offering microloans or e-commerce sites enabling split payments at checkout.
These digital experiences aren’t just nice-to-have. They’re becoming the new standard.
Yet, behind every great experience is a powerful backend. FinTech companies must manage complex customer data, automate compliance, personalize journeys, and integrate third-party tools- all while scaling fast.
Salesforce provides the engine to make that happen.
Why Salesforce is the Backbone of FinTech Innovation
At its core, Salesforce isn’t just a CRM. It’s a complete ecosystem of tools for customer experience, data unification, compliance, and automation – tailor-made for financial services.
1. A Unified View with Financial Services Cloud
Salesforce Financial Services Cloud gives FinTech companies a 360-degree view of each customer. It consolidates data from multiple channels, enabling personalized engagement and smarter decision-making.
With personalization becoming a key driver of retention, this is critical. Studies show 80% of customers are more likely to do business with a company that offers personalized experiences.
2. Einstein AI for Automation and Predictive Insights
Salesforce Einstein brings powerful AI to the table. FinTechs can automate onboarding, customer service, fraud alerts, and more. Its predictive analytics help teams anticipate customer needs, reduce churn, and uncover upselling opportunities.
For example, automating just one core workflow like loan approval can reduce processing time by up to 70%, freeing teams to focus on strategy and innovation.
3. Compliance and Security by Design
With financial regulations getting tighter, staying compliant is non-negotiable. Salesforce supports secure data storage, consent management, and detailed audit trails. It aligns with global standards like GDPR, PCI-DSS, and SOC 2- making it easier for FinTechs to scale responsibly.
4. Seamless Integrations via MuleSoft
FinTechs thrive on integrations. Whether it’s payment gateways, KYC providers, or banking APIs, Salesforce connects everything via MuleSoft. This allows businesses to embed financial services directly into apps and third-party platforms without heavy lifting.
5. Operational Efficiency at Scale
Manual tasks slow down innovation. Salesforce Flow and automation tools reduce redundancy, eliminate data silos, and cut operational costs. With efficient workflows, FinTechs can onboard thousands of customers without growing headcount.
Enabling Embedded Finance Experiences
Embedded finance is expected to reach a market value of $384 billion by 2029, according to Future Market Insights.
Salesforce supports this model by enabling:
- Custom Journeys: Design personalized financial experiences within apps using Salesforce Flow.
- Real-Time Data Sharing: Keep financial insights updated and accessible across systems.
- Scalable Infrastructure: Launch new financial services faster through Salesforce’s secure cloud platform.
Whether it’s embedding BNPL into e-commerce or integrating insurance into travel apps, Salesforce empowers FinTechs to do it all- faster and smarter.
Real-World Impact: Who’s Using Salesforce?
Some of the world’s top FinTech brands are already leveraging Salesforce:
- PayPal uses Salesforce to unify customer support and improve case resolution times.
- SoFi automates member engagement and enhances onboarding journeys through the Salesforce ecosystem.
- Stripe manages client relationships and support using Salesforce’s CRM and Service Cloud tools.
These companies aren’t just using Salesforce as a tool. They’re using it as a growth platform.
The Role of AI and Analytics in FinTech
With tools like Salesforce Einstein and Tableau, FinTech companies can:
- Analyze customer behavior and transactions for personalized product recommendations.
- Detect fraud patterns using machine learning.
- Forecast loan default risk and market trends in real time.
- Visualize KPIs across regions and product lines.
In a sector where milliseconds and micro-decisions matter, these capabilities can be game-changing.
Delivering Customer-Centric Financial Journeys
Salesforce is also redefining customer experience with:
- Marketing Cloud for personalized outreach based on behavior, not just demographics.
- Service Cloud for consistent omnichannel support across phone, chat, email, and social media.
- Onboarding Automation that reduces time-to-activation and improves user satisfaction.
Customers now expect banking to feel as smooth as their favorite ride-hailing app. Salesforce helps FinTechs deliver on that expectation.
The Future of FinTech: Powered by Salesforce + Brim Labs
Salesforce isn’t standing still. With innovations like Einstein GPT and Data Cloud, it’s pushing the limits of automation and personalization.
At Brim Labs, we help FinTech startups and enterprises unlock the full potential of Salesforce. From CRM configuration and embedded finance workflows to AI-powered analytics and scalable integrations, we build solutions that help financial companies move fast and compete smarter.
Conclusion
The FinTech and embedded finance revolution is here, and it’s only accelerating.
To succeed, companies need technology that enables real-time decisions, personalized engagement, and secure scalability. Salesforce delivers all of this and more.
As a trusted Salesforce development partner, Brim Labs equips FinTechs with the tools and expertise to thrive in a digital-first economy. Together, we don’t just keep up with change- we drive it.
