State Trustees Limited is a government-backed company providing financial and legal services to all Victorians during significant life moments. State Trustees’ skilled and experienced team assists Victorians with their financial and legal affairs including preparing wills and power of attorney documents, estate administration, and financial management for individuals who are unable to manage their own affairs due to disability, illness, or other reasons.
Reduce the complexity of service delivery to efficiently deliver better client outcomes.
State Trustees is a diverse and multifaceted organisation with deep expertise in a range of different areas. To collaborate and deliver on client outcomes, State Trustees has adopted a holistic approach to truly knowing and understanding client needs.
The organisation has partnered with Salesforce to achieve this goal and reimagine its support processes and systems. It sought to reduce complexity and establish a unified practice and delivery model.
On top of these goals, State Trustees wanted to empower its people to work more efficiently and have more effective client conversations.
“Our clients are at the heart of everything we do. By simplifying how we work, our people can spend less time navigating systems and more time on what matters most – supporting clients to achieve better outcomes,” said Melissa Reynolds, Chief Executive Officer, State Trustees.
Agentforce Financial Services underpins a unified service delivery platform, enhancing productivity and client support.
With support from Salesforce Professional Services, State Trustees has launched InTrust, an enhanced service delivery platform that will enable the organisation to better understand, communicate with, and respond to clients.
The launch of the platform, built on Agentforce Financial Services, supports the beginning of a new era at State Trustees, with enhanced system support tools, faster access to information, and smarter use of data.
“InTrust is the embodiment of the client experience in a system that supports our team in delivering the best outcomes for our clients. It enables a holistic view of the client, supports collaboration, and empowers us to deliver on our clients’ expectations,” said Hannah Burton, Head of Transformation and Platforms, Technology and Transformation at State Trustees.
Here’s how it works:
A client contacts their personal financial consultant for information or assistance; for example, a request to access funds. State Trustees’ consultants log into the client’s record via a portal built on Agentforce Service, which integrates client data and provides a single view of their status and interaction history, including key milestones like the client's onboarding date, payments history, and recent services provided.
Multi-team processes are coordinated into a single, streamlined workflow that enables transparent tracking of decisions and ensures seamless collaboration. MuleSoft integration functionality powers automation that supports consultants with the payment process, and in-app guidance and a self-service database eliminate the need for consultants to switch between systems to access information or procedures, helping consultants focus on their clients.
Customer Service AI helps State Trustees triage client queries and route them to the appropriate team member for efficient resolution. The new streamlined process has eliminated duplicates and reduced the number of individual email inboxes from 17 to one.
CRM Analytics is used to provide budgeting insights, including real-time affordability checks, and helps the team maintain service levels and transparency. Based on user feedback, State Trustees plans to enhance this functionality to populate budgets with actual spending data, rather than requiring manual entry. This will significantly reduce the time needed to complete a client’s budget.
State Trustees is now in the process of bringing its professional services teams on to InTrust. This will provide a clear engagement model for internal referrals related to tax, financial planning, property, and pensions work, ensuring the right work is allocated to the right people and increasing visibility of the end-to-end client relationship.
Salesforce and InTrust provide a foundation for smarter, more efficient service enabled by AI.
Starting with case classification and triage of emails, State Trustees is embracing AI responsibly to increase efficiency and empower its people to focus on high-value client work. "We see AI as a partner that will work alongside our people to enable better decisions and more meaningful conversations with our clients,” said Reynolds.
Future use cases could include reporting and summarisation of client cases or histories. This would reduce manual workload and speed up the process of reporting back to stakeholders. State Trustees could also use AI to automate communication, ensuring clients and beneficiaries are kept informed of key milestones.
State Trustees also sees opportunity for AI to help its people find the right information at the right time, enabling them to navigate vast amounts of regulatory and legislative data to solve client problems.
State Trustees began its journey with a strategic planning exercise supported by Salesforce Professional Services to create a human-centred design solution for clients and customer service consultants. Together, they co-designed the CRM strategy, implementation roadmap and success measurement framework.
The organisation adopted a ‘configure don’t code’ principle, which helped shape the roadmap and inform architectural design decisions. It also ultimately enabled the go-live of the State Trustees’ new Service Centre with only one line of code.
State Trustees prioritised change management throughout the initial implementation and continues to enhance its service delivery platform based on user feedback. Some of these enhancements have involved user-led pilots, further encouraging adoption.
While State Trustees continues to partner with Salesforce and access ongoing support and advice through Signature Success, the organisation has built up its internal Salesforce skills and knowledge. As a result, it has reduced its reliance on partners and is now leading the strategy and implementation of new features and functionality.
State Trustees chose Salesforce to modernise its service delivery and ensure a client-first approach. The unified platform provides a single, holistic view of clients and supports streamlined and consistent service delivery. With features like Shield, Salesforce also provides a secure and trusted foundation for managing clients’ financial and legal affairs.
By adopting Salesforce and centralising all its data in one place, State Trustees is now positioned to improve service delivery, automate streamline routine tasks, and empower its people with AI.
The InTrust platform, by the numbers:
774,000 accounts created
31,000 client budgets created
24 client life events created
27,500 interactions per month
4,200 payments handled each week
360 new users trained and using the platform
12 workflows launched (and decommission of legacy solution for workflow management)
45 knowledge articles created
