Case Study Background

Financial Services

FormAssembly Helps Kasasa Collect Data from Financial Institutions at Scale

Melissa Lee

Salesforce Solutions Consultant

Case Study Snapshot

Kasasa partners with banks and credit unions to provide comprehensive services, including product design, marketing, financial analytics, and more. Kasasa’s end-to-end consulting for community financial institutions assists those that wish to remain competitive and agile, particularly when lined up against the largest names in the banking industry.

Because Kasasa’s old processes involved spreadsheets, lengthy emails, and detailed correspondence, it was difficult to gain a single source of truth that could be utilized, connected to Salesforce, and shared easily throughout the engagement lifecycle. FormAssembly offers a highly-connected platform that allows these data goals to become a reality.


Kasasa’s foundational purpose is to empower and support community banking. To accomplish this goal, Kasasa works alongside community financial institutions (such as banks and credit unions) to provide financial products, advisory services, technical support, and more. This work enables community institutions to be successful in their communities and to successfully compete against “mega” banks throughout the industry by providing products like free checking rewards and a unique take-back loan.

The numbers


ctive FormAssembly forms


form responses collected per day


hours of work FormAssembly saves the Kasasa Launch Team per month


of users with some exposure to FormAssembly

The Need

Securely collecting thousands of separate data points

“There was no organized way of presenting information and making it accessible for all of the people that were involved in engaging with customers.”

Replacing labor-intensive processes with a streamlined source of truth

In every part of Kasasa’s mapped customer lifecycle (especially during the active sales process), staff members collect tons of data. This cycle includes the process of launching new financial products, making important updates to marketing, and managing the customer relationship lifecycle.

Kasasa recognized a need for efficient forms that would help house available data in Salesforce in a way that was clean, organized, and user-friendly. Before FormAssembly, the team had already identified the need to improve visibility with the data that was collected, stored, and analyzed.

“There was no organized way of presenting information and making it accessible for all of the people that were involved in engaging with customers,” Melissa said.

Not only was it important to have a solution that could deliver results internally, but Kasasa also recognized the importance of being able to present certain data points back to the customer in an intuitive, digestible way. When Melissa and her colleagues first interacted with FormAssembly at Dreamforce several years ago, they recognized its potential for both efficiency and transparency.

The Solution

Managing customer engagement at every stage of the process

It’s not just about data collection, it’s also about being able to distribute information we have across teams

Choosing a platform with continuously-expanding possibilities

The first feature that attracted Kasasa and their colleagues to FormAssembly was the ability to eliminate spreadsheets and to link back to Salesforce without many restrictions. 

“That got us hooked. But as we continued to work with it and expand its functionality within Kasasa, I was bought more into it. It’s not just about data collection, it’s also about being able to distribute information we have across teams,” Melissa said.

The more forms they were able to build and publish, the more that team members across all departments began to recognize the immense value of FormAssembly. Not only did it reduce many processes from hours to minutes (as was the case with launch managers who oversaw new product releases), but it also became a go-to tool for consolidating any process that needed a revamp.

In addition to its ability to save time and resources, Ben also reports that the Form Builder itself is an intuitive and easy tool to use. The team at Kasasa takes advantage of many powerful features that help them create the most effective forms and data collection processes possible, which are highlighted here.

  • Predefined content – Predefined content allows users to quickly save and reuse form elements that they need on multiple occasions. Predefined elements are both by default and customizable.
  • Salesforce Prefill Connector – The Prefill Connector quickly and easily displays known data (from a Salesforce org) to form respondents, which improves the user experience, saves time, and can increase form completion rates.
  • PDF attachments – Enabling PDF attachments on a form allows respondents to upload PDF documents directly to the form recipient. These attachments also go directly to Salesforce, making it easy to associate them with a specific contact record.

Use Cases

Internal/External Data Collection

Internal/External Data Collection

Kasasa’s primary use case involves the forms that they use to direct the process with banks and credit unions. With these client relationships, Kasasa requires massive amounts of data (multiple thousands of data points) about every aspect of each institution’s business model.

This information includes financial statistics, branch locations, preferences, marketing backgrounds, and more. Salesforce-connected forms provide a way to collect that information seamlessly and scalably (and to eliminate massive email drafts and loose spreadsheets).

FormAssembly is the perfect platform because it gives Kasasa control over what questions are asked. In addition, it helps Kasasa maintain oversight into what users see through an incredibly clean and straightforward UX.

The immediate integration to Salesforce makes automation quick and efficient, and it eliminates the need for manual updates and tedious record-keeping.


What’s Next?

Over time, the Kasasa team has become attached to the many positive benefits of using FormAssembly for daily data collection and organization. Although it was first piloted for a small slew of projects, FormAssembly is now on the table for any customer engagement project in which the process could benefit from consolidation or improvement.

Positive data developments have allowed Kasasa to grow at scale and to continue serving customers with new products, innovative service, and high-end results. As they look to the future, Ben and Melissa anticipate the addition of new forms (such as one that helps CSMs transfer accounts) and new tools (like the addition of FormAssembly Workflow) into their form creation process.

“I would recommend FormAssembly to any organization that needs to collect data at scale,” Ben said.

Don’t just collect data

— leverage it.