Pacific Life Partners with Salesforce for Digital Transformation

The Fortune 500 financial services institution will deploy Salesforce as its enterprise-wide, integrated CRM platform to support seamless engagement with its network of financial professionals

(Image source: Pixabay.)

Pacific Life, the Newport Beach, Calif.-based Fortune 500 insurance and retirement solutions company, has selected Salesforce (San Francisco) as one of its strategic technology partners to develop a 360-degree customer view and deliver seamless and integrated experiences across its entire U.S. retail businesses, according to a Salesforce announcement.

Brian Woolfolk, SVP, Sales and Chief Marketing Officer, Pacific Life.

Pacific Life, established in 1868, provides life insurance, annuities and mutual funds through independent financial professionals, who then sell these services directly to consumers. Prior to Salesforce, Pacific Life’s employees across regions and departments did not have a single platform to view and manage every customer relationship and interaction, according to a Salesforce statement. To address this challenge, Pacific Life has partnered with Salesforce on a new initiative it calls the NextGen CRM Program, designed to bridge the gap between Pacific Life’s sales, service and marketing teams and reimagine how they engage with financial professionals.

“Pacific Life recently celebrated its 150-year anniversary and I firmly believe that the next 10 years will involve more change than those 150 years combined,” comments Brian Woolfolk, senior VP, sales and chief marketing officer for Pacific Life’s Retirement Solutions Division. “We are coming together to digitally transform and build the future of our organization, and we are thrilled that Salesforce is one of our partners in this journey forward.”

Pacific Life is deploying Salesforce as its enterprise-wide, integrated CRM platform to support what the vendor characterizes as seamless customer engagement and deliver high-value, differentiated experiences by better collaborating and connecting across teams. With a single view of the customer and data in Salesforce, Pacific Life will be able to intelligently prioritize and tailor digital interactions to each individual customer based on their needs, and more effectively measure impact across the business, the vendor asserts. The company will also be able to connect with customers on their preferred channels, including traditional call centers and digital channels such as email, social chat and text, according to the vendor.

Rohit Mahna, SVP & General Manager, Financial Services, Salesforce.

Pacific Life is also modernizing its approach to how it offers its products and services to digitally-minded consumers by tapping into an ecosystem of distribution partners using APIs. By building an application network of reusable APIs, Pacific Life will be able to easily integrate with new partners on digital platforms like Blueprint Income and reach new customers with their innovative products, according to Salesforce.

Personalized Touchpoints

“Financial professionals expect the same personalized touchpoints and convenience when working with institutions as they get from their favorite consumer app experiences,” comments Rohit Mahna, SVP, Financial Services, Salesforce. “For companies like Pacific Life, that means offering a seamless, convenient experience across the entire organization. Pacific Life is well on its way to becoming an even more engaging and personalized organization, and we are excited to help enable this shift.”

Salesforce offerings Pacific Life’s will use for its digital transformation include Financial Services Cloud, Einstein Analytics, Einstein Data Discovery, Marketing Cloud, MuleSoft, Quip, the Salesforce Lightning Platform and Success Cloud advisory services, Salesforce reports.

Pacific Life Modernizes Customer Communications with Quadient Inspire

Anthony R. O’Donnell // Anthony O'Donnell is Executive Editor of Insurance Innovation Reporter. For nearly two decades, he has been an observer and commentator on the use of information technology in the insurance industry, following industry trends and writing about the use of IT across all sectors of the insurance industry. He can be reached at or (503) 936-2803.

Leave a Comment