Salesforce adds mortgage-focused features to Financial Services Cloud

▤ Summary

Salesforce on Tuesday announced a series of updates to its Financial Services Cloud designed to streamline the mortgage application process. Salesforce rolled out its Financial Services Cloud in 2016 for banks, insurers and fintech companies. Since then, the CRM giant has added industry-specific updates, helping various lines of financial services modernize their complex processes. Applying for a mortgage, however, remains an arduous process that relies on many fragmented pieces of data. Pressure is building for traditional mortgage brokers to streamline the process, given that homebuyers are increasingly accustomed to a fast, digital-first experience.

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