Dreamforce 2025: Credit Union Guide

Zennify Team

Credit unions may not always get the spotlight at Dreamforce, but that doesn’t mean the conversations aren’t happening. At the Zenn Lounge, we’ve built a lineup designed just for CU leaders, from data democratization to FSC optimization to the path toward AI-first institutions.

As member expectations rise and competition from big banks grows, credit unions have a unique opportunity to leverage their community-first ethos while embracing the tools that deliver digital speed and personalization. Dreamforce 2025 is the place to explore how to do both.

Dreamforce 2025 sessions for Credit Unions

While credit unions don’t have dedicated sessions on the official Dreamforce agenda this year, there’s still plenty of content that applies directly to your world. By leaning into the broader financial services sessions, CU leaders can walk away with insights on AI, FSC, and Agentforce that translate into real member value. Here are some highlights:

Agentforce for Financial Services
Tuesday, Oct 14 | 4:00 – 4:20 PM | Moscone West, L2, Room 2000
The future of financial services is powered by digital workers. See how Agentforce and Financial Services Cloud help credit unions deliver personalized member relationships, empower teams, and scale growth.

Beyond Basics: Unlock Features in Financial Services Cloud
Wednesday, Oct 15 | 9:00 – 9:20 AM | Moscone South, LL, Content Pavilion, Stage 4
Go beyond the basics of FSC to maximize value. Learn how an integrated homepage, AI-recommended actions, and a unified member view can help you deepen engagement and grow your book of business.

Financial Services Keynote: Agentic Service, Limitless Growth
Wednesday, Oct 15 | 11:30 – 12:20 PM | Moscone South, LL, Keynote – Hall B
Salesforce connects your front, middle, and back office on a foundation of trust and compliance. Learn how digital labor and AI agents can create new revenue, simplify work, and scale service for credit unions.

Customer Service in Financial Services: The Future of AI
Thursday, Oct 16 | 11:30 AM - 12:30 PM PDT | Moscone West, L2, Roundtable 3
Join us for a discussion on the emerging AI technologies and future trends that will have the biggest impact on customer service in the financial services industry.

Must-attend Zenn Lounge sessions for Credit Unions

The Zenn Lounge is where the credit union community will find its home base at Dreamforce. These sessions are built with CU leaders in mind:

The Credit Union Community Roundup
Tuesday, Oct 14 | 3:00 – 3:45 PM | Zenn Lounge
An open forum for CU leaders to share challenges, successes, and ideas, and leave with actionable insights from peers.

The Data Debate: Democratization with Data Cloud, Databricks, Snowflake, Azure
Tuesday, Oct 14 | 10:30 – 11:15 AM | Zenn Lounge
Banks and credit unions are making big bets on platforms like Databricks, Salesforce Data Cloud, Azure, and Snowflake. This debate unpacks how they fit together, and the fastest path from investment to impact.

Optimization & FSC: Benchmarks, Bottlenecks, and Breakthroughs
Tuesday, Oct 14 | 12:00 – 12:45 PM | Zenn Lounge
Is your FSC adoption stuck? Learn how credit unions are overcoming common obstacles and accelerating ROI. Lunch included!

From Data to Done: The Intelligent Operating Model for Marketers
Wednesday, Oct 15 | 8:30 – 9:15 AM | Zenn Lounge
Even though it’s billed for marketers, this session is highly relevant for CUs managing multiple lines of business. Learn how to align teams with a data-driven operating model. Breakfast included!

Autonomous: The Road to AI-First Institutions
Wednesday, Oct 15 | 12:00 – 12:45 PM | Zenn Lounge
AI is moving from pilot projects to the operating core. This session explores what “AI-first” means for credit unions, from operations to member engagement.

Last year, our Cognitive Credit Union Roundtable was one of the most-attended sessions at the Zenn Lounge. Leaders from PenFed, BayPort, and Valley Strong shared how they’re embracing AI and data while staying true to their missions.

Missed it? Catch the recap here: Cognitive Transformation: The Future of Credit Unions.\

Your Dreamforce social calendar = booked

The Zenn Lounge isn’t just about sessions, it’s the place to connect, recharge, and celebrate throughout the week. Here’s the full lineup of events happening in our space:

The Financial Services DF25 Tailgate Welcome Party
Monday, Oct 13 | 6:00 – 9:00 PM
Start your Dreamforce week the right way: views, ice-cold drinks, hotdogs, churros, pretzels, and the friendliest crowd in financial services. This is where networking feels more like a block party.

Annual Women in Financial Services Cocktail Hour
Tuesday, Oct 14 | 4:00 – 5:00 PM
Raise a glass with inspiring women leaders across banking, insurance, and credit unions. Expect candid insights, fresh perspective, and genuine connection.

Tequila Hour
Tuesday, Oct 15 | 4:00 – 5:00 PM
Skip the crowds before Dreamfest and join us for a top-shelf guided tequila tasting with leaders from across financial services. Great tequila, great company, and conversations you’ll actually remember. Sponsored by Altimetrik, Stensul, RelPro, and Moody’s.

Dreamfest Recovery Room
Thursday, Oct 16 | 9:00 – 12:00 PM
After a night of music and celebration, swing by for chair massages, green juice, and a quiet spot to recharge before heading home.

Explore the full agenda

Why this year matters for Credit Unions

Credit unions are at a crossroads. Members expect modern, digital experiences, but they also value the personal, community-driven relationships that set CUs apart. The challenge is delivering both.

Member expectations keep climbing: Gen Z and Millennials want seamless digital engagement, while older generations still value in-branch support.
Margins are tight: Automation and efficiency are critical to growth.
AI is moving mainstream: From fraud prevention to personalized offers, AI is now a core part of CU strategy.
Community remains the differentiator: The best CUs will blend technology and their member-first ethos to drive loyalty.

Tips for getting the most out of DF25

Lean into financial services content: Even without CU-specific sessions on the main agenda, there’s plenty of value in FSC, Data Cloud, and Agentforce breakouts.
Bring your perspective: The Zenn Lounge Credit Union Community Roundup is designed for open sharing, come ready to swap ideas, wins, and challenges with peers.
Focus on data and AI: From automation to personalization, these are the themes that will define CU competitiveness in 2025.
Make the Zenn Lounge your hub: Between sessions, it’s your space to recharge, connect, and keep the conversations going with leaders who get the credit union mission.

Find your zen @ The Zenn Lounge

Looking for a place to reset between sessions? The Zenn Lounge is the heart of financial services at Dreamforce 2025. Stop by for expert panels, fintech demos, networking, and a view that beats any crowded hallway.

Register now