At the recent Global Roundtable on Financial Health, hosted by HM Queen Máxima and Globant CEO Martín Migoya, one message stood out:
Financial health is no longer just about access. It’s about resilience, trust, and well-being.
That conversation inspired a question:
How can technology help financial institutions not only serve their customers but also care for them?
The Reality: Vulnerability is Rising
As of late 2024, 49% of UK adults (around 26.4 million people) show signs of financial vulnerability, according to the FCA.
Common factors include:
- Health or mental challenges
- Life events such as job loss or bereavement
- Low financial resilience
- Limited financial confidence or knowledge
Even more concerning:
- 73% of those who worry about money have never sought guidance ● 56% feel too embarrassed to ask for help
Despite good intentions, traditional banking processes like collections often make things more complicated instead of helping.
The Vision: Banks as Financial Wellness Teams
Imagine if banks acted like their customers’ financial wellness teams, supporting them before, during, and after financial difficulty.
Using Salesforce and Globant’s Financial Wellness Framework, this vision becomes possible:
- Prevention – AI detects early signs of vulnerability and provides proactive education. 2. Support – Digital tools and human advisors guide customers through challenges. 3. Resolution – Personalized repayment or savings plans help customers regain control. 4. Rehabilitation – Ongoing contact and education build financial confidence. 5. Retention – Customers who feel supported stay loyal and advocate for the brand.
This approach transforms compliance into care and transactions into trust. How Salesforce Enables Financial Wellness
The Salesforce Financial Services Cloud (FSC) ecosystem gives institutions the tools to bring this to life.
- AI and Data Cloud identify customers at risk early.
- Marketing and Experience Cloud deliver sensitive, personalized messages. ● Unified customer data empowers colleagues to act with empathy.
- Automation handles tasks so people can focus on human connection.
It’s a high-tech, high-touch model where technology amplifies empathy. The Human and Business Impact
This isn’t just about doing good. It drives growth.
- $2B+ untapped opportunity in financial coaching and wellness services (US estimate). ● Stronger relationships built on trust, not transactions.
When wellness becomes part of a bank’s value proposition, customers don’t just stay. They thrive.
A Shared Responsibility
As Martín Migoya shared at the roundtable:
Technology should help people live better, not just bank better.
At Globant, that’s exactly what we’re building with Salesforce: a platform for trust, care, and inclusion.
Financial wellness is no longer a “nice to have.”
It’s how financial institutions will lead with purpose and grow with integrity. Visit our Salesforce Studio to discover how we’re transforming customer experiences across finance and beyond.
