Success Story
Industry
Financial Services
The Most-Used Tool in Kasasa’s Salesforce Stack
80+ hours
saved per month across Kasasa’s client-facing teams
400+
client websites managed with FormAssembly-powered data
#1
most-used technology integration in Salesforce stack
Overview
Kasasa partners with community financial institutions (FIs) to help them compete against the largest names in financial services. That means providing the financial products, marketing, technology, and analytics that smaller institutions can’t always build on their own.
Managing those relationships means managing enormous amounts of data. Getting that data collected through Salesforce client onboarding forms, distributed across teams, and retained across years of a client relationship is what FormAssembly has made possible for Kasasa for 7+ years.
The Challenge
When Kasasa first adopted FormAssembly, collecting information from FIs was manual, scattered, and difficult to share across a growing team with a growing number of spreadsheets.
Seven years later, Melissa Lee, Kasasa’s VP of Business Process Integration, describes the problem differently. It was never just about modernizing how data was collected. The deeper problem was what happened when data wasn’t retained.
“It’s really ridiculous that we would ask clients the same question every time they talk to us,” Melissa says. Every time a support ticket opens, every time a new product is introduced, every time a new Kasasa employee engages with that account, the institutional knowledge accumulated about that client should already be there. The goal of a modern data operation isn’t just to collect better. It’s to never have to ask twice.
“We probably utilize this tool more than any other tool we integrate in Salesforce.”
The Solution: Automation Takes the Lead
Over seven years, FormAssembly has become part of the standard operating procedure at Kasasa, embedded at every stage of how the company manages its client relationships, from the moment a financial institution signs on to the day-to-day of serving them.
Salesforce Client Onboarding Forms as Standard Operating Procedure: Every new product or program Kasasa brings to a client now triggers the same first question internally: what data does FormAssembly already collect, and what do we still need?
Take a new client beginning to launch with Kasasa’s marketing program: based on which products they’ve purchased, the client onboarding form surfaces a different set of questions and reveals or hides entire sections of the form based on what that institution actually needs to configure. An FI adding one product sees one experience; an FI adding three sees another. The form adapts, the data collected is always exactly what’s needed for that client, and it flows directly to Salesforce as well as the next team member who needs it.
Sharing a form link across an entire client project team gives Kasasa real-time visibility into who has completed what. Before FormAssembly, the alternative was a PDF attached to an email. There was no way to know if it had even been opened, let alone filled out.
“It’s just an integral part of our world today and how we onboard a client,” Melissa says.
Data That Powers Consumer-Facing Products: What Kasasa collects from an FI doesn’t stay inside Salesforce. Via data extensions and APIs, FormAssembly-collected data flows into lifecycle marketing programs, consumer-facing landing pages that power online experiences, and other platforms that directly serve the FI’s customers. The operational data an FI shares with Kasasa (their branding and other implementation details) at the beginning of a relationship becomes the raw material for the products Kasasa builds on their behalf.
“Because everyone knows that once we collect this data we can make it available to our development and product teams, we can drive efficiency and data accuracy in our product and software development cycles.“
— Melissa Lee, VP, Business Process Integration, Kasasa
Two Internal Use Cases Built for Teams Without Salesforce Access: Not everyone at Kasasa needs to live in Salesforce to do their job, and FormAssembly has become the bridge for teams that don’t.
One form Kasasa built internally helps client success and legal teams use a read-only contract lookup: enter a client’s ID, and the form surfaces all relevant contract data on a single page without requiring anyone to navigate Salesforce’s full architecture. It exists for one reason: making the answer easier to find when it’s needed quickly.
The front-end development team that manages websites for more than 400 financial institutions has a different need. Those developers don’t regularly access Salesforce, so a form connected to FormAssembly’s Excel connector rather than directly to Salesforce creates a live, always-current spreadsheet of what codebase each client’s site runs on and what features are enabled. When a support ticket comes in, the information is there, no Salesforce login required.
“The Excel connector gives us a lightweight and user-friendly way to help our internal teams to create a database. They know they can submit a simple form at any time, and the information will be there,” says Melissa.
What Retained Data Does for the Client Relationship: There’s an outcome Melissa mentions that no time savings metric quite captures: what it feels like to an FI when Kasasa already knows who they are.
When a support call opens and the team already has the client’s logo, branding preferences, contract terms, and product configurations available and current, not re-asked from scratch, it changes the nature of the relationship.
“It makes them feel that we’re a partner, not just a vendor that they work with,” reflects Melissa.
“It makes them feel that we’re a partner, not just a vendor that they work with.”
— Melissa Lee, VP, Business Process Integration, Kasasa
Spotlight:
The Most Complex Form Kasasa Has Ever Built
Among all active forms in Kasasa’s FormAssembly instance, one stands apart: the configuration form for the Kasasa Checking System, the company’s flagship financial product.
Launching an FI on the Kasasa Checking System isn’t a simple intake. It requires working directly with the FI’s CFO and CEO to make a series of strategic decisions, configurations that define exactly how the product will function for that institution’s customers. Those configurations feed into a custom object in Salesforce, which passes them to Kasasa’s proprietary software and powers the live product.
All of that now runs through a FormAssembly form. But it doesn’t work the way most forms do. The form is pre-filled with Salesforce data ahead of time and walked through live on a call with the client’s leadership. It’s part intake tool, part collaborative workspace, with contextual hints and best practices built into the form itself to help the FI make the right decisions in real time. When the form is submitted, it doesn’t just record answers; it writes to the custom Salesforce object that activates the product.
It’s the most technically demanding thing Kasasa has built in FormAssembly, and the one with the most time savings. Kasasa’s client success team, which Melissa describes as managing “one of the most challenging jobs in our company,” is the primary beneficiary. Saving that team time on one of their most important recurring tasks compounds across every client relationship in the portfolio.
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