BCU is a leading member-owned credit union with over $6 billion in assets, empowering more than 360,000 members through secure banking, lending, and lifelong financial well-being programs.
To modernize their member service experience without compromising trust, BCU needed to evolve its digital service. Their legacy chatbot relied on rigid, static flows that often frustrated members with long articles instead of direct answers. The result? High escalation rates and a digital experience that didn’t meet BCU’s service standards.
To solve this, BCU partnered with Salesforce consulting partner NeuraFlash to implement Agentforce — the agentic layer of the Agentforce 360 Platform. Together, they launched Freeda, an autonomous virtual assistant capable of understanding nuance and taking real action. Within just 90 days, Freeda was resolving 84% of inquiries independently, allowing BCU to scale its personalized service without losing the human touch.
See what BCU learned from partnering with NeuraFlash to launch Agentforce.
BCU’s legacy technology was limited to returning knowledge articles. Leaning on NeuraFlash’s expertise in conversational agentic design, BCU was able to make the shift from scripted bots to natural, member-friendly conversations. Freeda doesn’t just point members to a link; she unifies data, knowledge, and workflows within Salesforce to take action instantly. With this innovation, members can get immediate assistance, whether that’s for checking loan statuses or account details.
Takeaway: Don’t settle for an AI solution that just summarizes text. Team up with a partner who has expertise in agentic solutions and your industry to design an agent that can complete tasks, not just answer questions.
Rather than trying to boil the ocean, NeuraFlash encouraged BCU to prioritize a use case where members expected immediate answers. By identifying friction points where data already lived in Agentforce Financial Services, they were able to create a clear technical roadmap for delivering a contextual Q&A experience that felt seamless from day one.
Takeaway: Identify the use cases that have the data to support them and the potential to scale. Solving high-volume, routine queries first builds immediate ROI and member confidence.
For a regulated financial institution, security is non-negotiable. NeuraFlash ensured Freeda was grounded in Salesforce’s Trust Layer, using audit logs, data masking, and encryption. This allowed BCU to scale its digital operations while ensuring every response remained compliant and grounded in curated knowledge.
Takeaway: Trust is the foundation of AI adoption. Work with partners who know how to utilize Salesforce’s Trust Layer to ensure your agent stays on-brand and compliant with industry regulations.
BCU didn’t view Freeda as a one-and-done project. By treating the agent as a product that requires continuous feedback and optimization, they were able to see measurable value within 90 days. They started with a strong data foundation and rolled out in manageable steps, ensuring they could pivot based on real member interactions.
Takeaway: Start small, measure everything, and scale with confidence. Use repeatable design patterns to accelerate the rollout of subsequent agents across the business.
Since implementing Agentforce with NeuraFlash, BCU has seen a transformation in their member service metrics:
With Freeda successfully handling service, BCU is looking toward the entire member lifecycle. With the continued support of NeuraFlash, they are extending Agentforce into the product sales lifecycle with lead nurturing agents, with plans to launch multiple new agents each quarter.
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