Dreamforce Decoded

Fueling Financial Futures: A Banking & Credit Union Executive Conversation

Client expectations are rising, advisors are burning out, and AI is rewriting the rules. See how banks and credit unions are rethinking service, growth, and engagement.

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What We’ll Cover

Banks and credit unions face a perfect storm: intergenerational wealth transfer, digital-first clients, and overwhelmed advisors.

In this session, Salesforce and Coastal leaders outline strategies for the future—followed by a panel with executives from Peoples Bank, First Community Bank, and PenFed Credit Union.

How wealth transfer, personalization, and holistic well-being are redefining client service
Why advisor turnover is accelerating—and how smarter systems can reverse it
Strategies for simplifying fragmented tech stacks to improve CX and team efficiency
“Orchestrated intelligence”: unifying data, applications, and AI agents into one system
Executive perspectives from leading banks and credit unions on what’s working now

Meet the Panel

JP Owens
Coastal
SVP, Regulated Industries

Erin Weissinger
Peoples Bank
VP Digital Solutions

Greg Blausey
Salesforce
Senior Director, Global Banking Industry Solutions & Strategy

Jason Belcher
First Community Bank
COO

Jim Collins
Salesforce
Industry Advisor, Financial Services

Olivia Boles
PenFed Credit Union
Assistant VP of Solution Architecture

What’s Really Changing in Banking