Freelance agents: The future of financial marketing

The digital transformation of the financial sector is no longer a promise: it is a reality. In a context where consumers are demanding immediacy, personalization and consistent experiences in all channels, technologies such as Agentforce from Salesforce are becoming a key pillar of innovation. But... How can financial marketing make an impact?

The new generation of intelligent agents

Agentforce is the evolution of virtual assistants. It goes far beyond a traditional chatbot: it combines generative artificial intelligence, autonomous reasoning and real-time action capabilities. In other words, it doesn't just answer questions, makes decisions and executes actions without human intervention.
While traditional bots follow fixed rules and solve repetitive tasks, autonomous agents such as those from Agentforce learn, reason and adapt. They are capable of:
-Understanding the client's context.
-Recommend financial products based on preferences and behaviors.
-Automate processes such as account openings, incident management or product requests.
-Climbing humans only when necessary.

Use case: The end-to-end experience at Finch

One of the clearest examples of the impact of Agentforce in the financial sector is the case of Finch, an institution that has transformed the way in which its agents accompany clients in their journey. Through this tool, it is possible to follow step by step how agents like Lorena -a young woman looking for her first credit card- receive the right guidance at the right time.

–Personalized attractionLorena is impacted by a social media ad based on lookalike audiences thanks to Marketing Cloud.
–Intelligent interactionThrough a freelance agent, you receive card recommendations based on your lifestyle (travel, cashback, points).
-Smooth conversionThe agent guides you to complete the discharge process, without the need for human intervention.
–After-sales supportLater, when it detects unrecognized charges on its account, it contacts the agent again, who blocks the card and escalates the case to a human executive automatically.
–Loyalty and retentionLorena receives hyper-personalized campaigns via WhatsApp and email according to her behavior, accumulated points or related products.

This experience shows how Agentforce accompanies the customer. at each point in the life cycleThe new system is designed to improve both operational efficiency and user experience.

Why is it key for the financial sector?

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  Scalability:

  Automate thousands of interactions simultaneously without sacrificing personalization.

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  Accuracy and compliance:

  Uses secure, integrated data to act reliably and in compliance with regulations.

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  Real customization:

  It uses calculated insights, preferences and customer attributes to adapt the conversation in real time.

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  Campaign optimization:

  It enables marketing teams like Ulysses (in the Finch case) to launch effective automated upsell, cross-sell and loyalty actions.

The future of financial marketing is here

Agentforce represents a firm step towards the future of financial marketing: more human, more personalized and more efficient. In an industry where every interaction can make a difference, having an ally that understands, reasons and acts is a key competitive advantage.
Are you ready to build your own agent? Contact us.