How a spa day helped financial services execs rethink salesforce strategy and adoption
What takes the anxiety out of digital transformation faster than a day in robes, sipping champagne at a spa?
That was the setup for a recent event we hosted for women in financial services in Texas—designed to unwind, reconnect, and talk candidly about what’s working (and what’s not) when it comes to Salesforce, AI, and building smarter financial institutions. We were joined by inspiring leaders from institutions across the region, including Texas Capital Bank, Susser Bank, Credit Union of Texas, State Bank of Texas, Texas Trust Credit Union, American National Bank of Texas, and others, all navigating the intersection of customer expectations, AI, compliance, and business growth.

Laura Sullivan Ethridge, a Zennify Industry Advisor who brings 30+ years of leadership across Hancock Whitney, Wells Fargo, and American Express, knows how to cut through complexity and focus on what actually moves the needle. Below is a recap of her top takeaways, refined from her prep notes and shaped by real conversations in the room.