How Salesforce Is Transforming Financial Services With Michelle Feinstein

Michelle Feinstein is the General Manager and Vice President, Global Financial Services at Salesforce, a company that provides cloud-based CRM and enterprise software to help businesses connect with customers. She leads global solutions and strategy for the financial services sector, focusing on wealth and asset management. With over 25 years of experience in the industry, Michelle guides firms in digital transformation, data usage, and advisor-client engagement. She works across product, partner, and client teams to modernize the technology and operations of financial firms.

In this episode…

Financial services firms face challenges in unifying technology, streamlining advisor workflows, and adopting AI to improve experiences. Legacy systems, fragmented data, and slow governance often block innovation. How can firms modernize, improve adoption, and leverage AI while maintaining trust?

Michelle Feinstein, an expert in digital transformation and client experience, explains that success begins with a clear strategic purpose — identifying the specific business outcomes technology should achieve. She shares how leading firms streamline advisor experiences by integrating data, simplifying workflows, and leveraging AI to automate repetitive tasks such as meeting prep and client summaries. Michelle also emphasizes adopting open, flexible systems that allow firms to plug in specialized AI tools while keeping human oversight central to innovation.

In this episode of The Customer Wins, Richard Walker interviews Michelle Feinstein, General Manager and VP of Global Financial Services at Salesforce, about transforming financial services with AI and customer-centric design. Michelle discusses how firms can build unified experiences, leverage AI agents for automation, and transition to consumption-based pricing models that drive efficiency. She also shares insights on advisor retention, data integration, and the future of AI adoption.