Why is Twilio the most integrated system for Salesforce?

Zennify Team

A recent Guggenheim partner survey found that Twilio is the most implemented adjacent platform for Salesforce, cited by more than a third of partners, beating out Genesys, Zoom, and others. For financial institutions, that’s a striking signal: among all the options that could extend Salesforce, Twilio has emerged as the system most often chosen to drive engagement.

Financial institutions have spent years investing in data strategy, consolidating records, building 360° customer views, and modernizing their Salesforce stacks. But data alone doesn’t build trust. Today, clients judge institutions not by how much they know, but by how well they engage, whether that’s a fraud alert delivered instantly, an advisor text that’s compliant and contextual, or an AI-powered assistant that resolves a question in seconds.

This is where Salesforce and Twilio fit together so naturally. Salesforce centralizes the data. Twilio activates the conversation. Together, they bridge the gap between information and interaction, turning a unified customer record into trusted, compliant, and personalized dialogue. And for financial service leaders caught between rising compliance demands and sky-high customer expectations, that combination is increasingly becoming the standard for engagement.

A layered approach: Salesforce + Twilio

Think of Salesforce and Twilio as complementary layers that together power trusted engagement in financial services:

Salesforce as the Data Layer – the system of record that centralizes customer profiles, transactions, preferences, and cases.
Salesforce as the Memory Layer – the “memory” of the organization, capturing every past interaction across channels for true continuity.
Twilio as the Communications Layer – the omni-channel fabric (SMS, voice, WhatsApp, email, chat) that connects businesses and customers in real time.
Twilio as the Action Layer – not just transmitting messages, but powering proactive outreach, dynamic routing, and seamless escalation into Flex with full Salesforce context.

Together, these layers turn Salesforce data into real-time conversations, conversations that are both compliant and personalized.

Why this matters now

The climate for financial services engagement has never been more demanding. On one side, compliance costs and regulatory pressure continue to climb, forcing firms to find efficiencies. On the other, client expectations are higher than ever: real-time updates, omni-channel access, and personalized service are now the baseline.

A recent survey found that 88% of bank customers consider customer experience as important as product offerings when choosing their bank.

Twilio’s State of Customer Engagement 2025 reports that only 44% of consumers feel understood by the brands they interact with, underscoring how much work remains to close the personalization gap.

And now, Twilio stands out as the top Salesforce integration across industries, according to Guggenheim’s partner survey, a sign that firms are betting on Salesforce + Twilio to meet these rising demands.

This mix of rising expectations, compliance pressure, and clear partner preference is why Salesforce and Twilio together matter now.

Why the world’s leading financial institutions are moving to Twilio + Salesforce

1. Because they trust it at scale

Trust is the foundation of financial services, and Twilio has earned it at scale. Eight of the top ten U.S. banks and nine of the top ten U.S. insurers rely on Twilio for secure, compliant customer engagement.

Morgan Stanley Wealth Management partnered with Twilio to enable advisor–client texting, modernizing communications while maintaining regulatory rigor.
ING chose Twilio to transform its global contact centers, ensuring secure, high-quality service while meeting strict compliance standards.

When integrated with Salesforce, every one of these interactions becomes part of the client record, giving advisors continuity, institutions auditability, and customers confidence.

2. Because personalization has never been more important

Salesforce may hold the unified profile, but Twilio ensures that profile comes alive in the channels clients actually use: SMS, WhatsApp, voice, email, and chat.

Chime used Twilio to personalize IVR and messaging flows, boosting CSAT by 12% in four weeks.
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Credit unions deliver instant balance updates and account notifications through Twilio-powered alerts, reducing inbound calls and improving member satisfaction.
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According to Twilio’s State of Customer Engagement 2025, 88% of consumers are more likely to make a purchase when engagement is personalized in real-time.

In financial services, personalization isn’t a nice-to-have, it’s a a necessity. Salesforce organizes the data. Twilio delivers it in the moments that matter.

3. Because AI must be designed for compliance

The next frontier of client engagement is AI. But in financial services, it can’t be AI at any cost. It has to be transparent, auditable, and designed to build trust rather than risk it.

That’s where Twilio Flex comes in, the programmable contact center platform that now includes AI-powered capabilities like Agent Copilot, and CustomerAI. Together, these features help institutions:

Automate routine inquiries through conversational AI while escalating seamlessly to human advisors.
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Reduce average handle times with real-time assistance and after-call summaries.
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Deliver consistent omni-channel service across voice, chat, SMS, WhatsApp, and more, while keeping every interaction logged for compliance.

Twilio’s 2025 research shows that 96% of companies say AI is already improving customer-facing operations. By embedding AI directly into Flex, institutions gain the efficiency of automation without sacrificing the governance and transparency regulators demand.

See how we helped PrimeStreet doubled response rates with AI-powered SMS campaigns on Twilio Flex.

Salesforce + Twilio accelerators you should know about

The surge in demand for integrated Salesforce + Twilio solutions has led us to build accelerators that fast-track success. With more than 300 successful Twilio implementations, we have the experience to know what works, and how to launch it fast. These accelerators help financial institutions deploy in weeks, not months, while ensuring compliance and scalability are built in from day one.

Twilio Flex Kickstarter
Our fastest path to a modern contact center. In just 2–4 weeks, firms can launch a production-ready Twilio Flex instance with prebuilt IVRs, routing, and SSO. It’s a scalable foundation designed to grow as your engagement strategy evolves.

Twilio AI Assistant
Conversational AI built for modern contact centers. Configured directly in Twilio Flex, it delivers intelligent self-service across voice, chat, SMS, WhatsApp, and more. Generative AI powers real-time automation, while seamless escalation ensures customers can move from bot to human without losing context.

These accelerators take the guesswork out of implementation, helping institutions harness Salesforce + Twilio for measurable results faster, while keeping governance and trust at the center.

The opportunity ahead in financial services engagement

The story isn’t just about solving today’s pressures, it’s about building the foundation for what comes next. Salesforce and Twilio together are setting a new standard for how financial institutions engage: trusted, personalized, and increasingly AI-powered.

With our accelerators, firms don’t just keep up with rising expectations, they get ahead of them. They can launch new engagement models in weeks, prove ROI quickly, and scale with confidence. The result isn’t just efficiency; it’s differentiation in a market where trust and personalization decide who wins.

Meet us at Money20/20

We’ll be at Money20/20, October 26–29, sharing how financial services firms are using Salesforce + Twilio to operationalize real-time personalization, deploy compliant AI assistants, and measure engagement in ways that move the business.

If your firm is ready to unlock advisor productivity, deliver next-gen customer experiences, and operationalize AI responsibly, let’s connect in Las Vegas.

Can’t wait till October? Chat with us now.