CaixaBank streamlines workflows with Agentforce.

A mission to contribute to the financial wellbeing of all people requires constant evolution and innovation.

CaixaBank is a pillar of Spain’s financial industry. Their unique banking model helps them deliver on their strong commitment to sustainable economic growth and the financial inclusion of vulnerable groups and rural areas.

“As leaders, we have the responsibility to provide the best service for our customers,” said CaixaBank’s Chief Operating Officer Luis Javier Blas Agüeros. “Our customers and society are changing very quickly, and we need to meet our customers where they are.”

CaixaBank is a leader in digital banking, with more than 12 million customers who regularly use their digital services. CaixaBank manages over 500 million customer visits to their website and branches each month, and their catalog includes more than 100 products  — from credit cards and checking accounts to insurance and mortgages. Their high traffic and vast offerings, while necessary to meet diverse customer needs, create complexity for front-line teams.

CaixaBank needed a way to unify their customer profiles, product data, and interaction history across Salesforce and external systems. With a single, trusted view, they knew every team would have what they needed to deliver fast, accurate support no matter the channel and improve key processes like mortgage applications.

To empower employees, streamline complex journeys, and deliver personalized service to every client, CaixaBank needed a solution that could unify their data, support teams intelligently, and scale securely into the future. “We would like to be as agile as a startup, but maintain the quality and trust of the great bank we have been for over 150 years,” said Agüeros.

Agentforce brings speed and personalization to every customer interaction.

To offer personalized assistance to both employees and customers and provide faster, more efficient responses across their broad portfolio, CaixaBank is implementing customer service assistants built with the Agentforce 360 Platform. “We see Agentforce as a super assistant for our human agents,” said Rubén Morín, CaixaBank’s Salesforce Center of Excellence Director.

For example, one use case supports more than 300 employees on the remote support team. When a customer clicks the "Can we help you?" button found in the app and on the website, CaixaBank is committed to connecting that customer with a manager in two minutes or less. Agentforce helps managers by streamlining call prep with on-demand insights and providing instant answers to their questions during the call, boosting productivity.

Soon, this digital assistant will evolve into an autonomous customer service agent that will not only respond to inquiries responsively, but also proactively suggest other products of interest to the customer. CaixaBank envisions expanding Agentforce’s capabilities to schedule appointments, remind customers of current promotions, and much more based on their profile information.

Data 360 consolidates diverse data sources to help CaixaBank deliver fast, accurate, and compliant service.

Data 360 is one of the pillars of CaixaBank’s agentic AI strategy — enabling both Agentforce and human teams to work smarter and faster. This unified view brings together customer interaction history on the website and the app, as well as the browsing behavior and transaction records from the bank's systems. With Salesforce’s zero-copy architecture, CaixaBank can mirror data across their systems into Data 360 without actually moving it, then combine it with Agentforce Financial Services records, cases, and customer history to create a comprehensive customer view while staying compliant in a highly regulated sector.

“Our teams have all the information and sales documentation they need, which until now was very difficult for them to find. Thanks to Data 360, we have become more efficient and more productive,” said Morín. 

CaixaBank unifies teams, channels and data on Salesforce to deliver personalized experiences at every touchpoint.

Over 38,000 employees — 93% of CaixaBank’s workforce — use Salesforce to deliver faster, more personalized service across their call centers, retail banking, corporate and investment banking, and back-office operations. “The Agentforce 360 Platform allows us, in a very effective and efficient way, to bring together all the customer interaction points across multiple channels — physical branches, contact centers, and digital channels,” said Mariona Vicens Cuyàs, CaixaBank’s Chief Digital Transformation and Advanced Analysis Officer. 

Agentforce Financial Services, their primary CRM, now supports tens of thousands of relationship managers across more than 4,000 branches with industry-specific workflows and data models. The goal is to give every banker a complete, real-time view of each customer — including sales opportunities, service history, and financial data — all in one place.

To build on that personalization, CaixaBank is also transforming its marketing operations with Agentforce Marketing. By replacing multiple legacy tools with one connected solution, they’re bringing their customer data and campaigns together to send more relevant messages based on each person’s financial profile and behavior across email, app, and more. In the future, customers will be able to purchase mobile phones, home security systems, and other products bundled with financial services like insurance or financing through CaixaBank’s B2C portal, run on Agentforce Commerce.

From marketing to service, CaixaBank is orchestrating a seamless customer experience across the entire lifecycle on one deeply unified platform. They’ve eliminated silos, connected systems, and created a real-time, 360-degree view that puts the customer at the center of everything. The result is a bank that moves at the speed of its customers — and is ready for whatever comes next.

CaixaBank had previously explored agentic AI with Microsoft, even building a 100-person team around the effort. But that approach wasn't grounded on the data and metadata needed to provide accurate answers.

"We realized we were much more effective at developing solutions using the Agentforce 360 Platform  — even before we had access to Agentforce. It became clear that everything was much more efficient for both the business and technology teams,” said Cuyàs.

When CaixaBank set out to modernize digital experiences and adopt AI, Salesforce stood out as the secure, unified platform they needed. Unlike other solutions that require stitching together separate systems, Salesforce offers everything in one place. With Agentforce and Data 360 running inside their existing setup, CaixaBank could move fast and tap into years of trusted customer data.

“The power is in the combination with Data 360, because for all of this to work, the most important thing is having the data available in a platform where it’s integrated,” said Cuyàs. “It is a fast and effective way of becoming a bit superhuman.” With Data 360, CaixaBank is turning complexity into clarity, and laying the groundwork for faster, smarter, more connected service at every step.

Security and compliance were top priorities. As a company handling sensitive data, CaixaBank couldn’t afford to get AI wrong. Salesforce gave them peace of mind with built-in protections like the Trust Layer, encryption, and zero-copy data integration — all critical for meeting strict regulations. Because everything stays within Salesforce’s secure environment, there was no need to risk splintering solutions to a third party.

Speed was another big win. CaixaBank saw how slow it was to build AI tools using other platforms — building intelligent document processing on another platform took three or four months in a previous effort, but only took half an hour with Prompt Builder. Because Agentforce is built into the same system their teams already use, deploying it was easier and faster. Their in-house IT team’s deep Salesforce expertise, combined with support from Salesforce Professional Services, ensured they could hit the ground running.

“In my experience of over 12 years working with Salesforce, I’ve seen three important aspects of our partnership,” said Morin. “First, reliability that the data is never misused or shared with third parties, that data is only used for what our customers ask us to use it for. Second, the technology itself. And third, the speed of innovation and the products Salesforce delivers. We can always be at the forefront of innovation.”