Case Study: Pacific Life achieves unified, personalized customer engagement with Salesforce

Pacific Life enhances customer engagement across its U.S. retail businesses

Pacific Life, a Fortune 500 life insurance and retirement solutions company with more than $158 billion in assets and roughly 3,500 employees, faced a rapidly changing industry where customers and financial professionals expect seamless, personalized digital experiences. To stay competitive and improve visibility across its U.S. retail businesses, the company needed to digitize operations and consolidate customer interactions onto a unified platform that could support cross-channel engagement and better measure business impact.

Pacific Life implemented Salesforce Financial Services Cloud, Marketing Cloud, Einstein Analytics, and MuleSoft to create a central customer data hub and single view of clients (3 million served on Salesforce). The integrated platform enabled real-time data exchange, API-driven product distribution, tailored next-best-action recommendations, improved campaign tracking and lead conversion, and broader channel reach—delivering more seamless, personalized engagement and smarter, data-driven decisions while supporting employee adoption of the new ways of working.

Pacific Life

Adrian Griggs

Chief Operating Officer