How Pentegra Retirement Services Thrives using Salesforce FSC & Marketing Cloud

Financial Services

Using Salesforce Financial Services Cloud and Marketing Cloud to modernize their organization.

About Pentegra Retirement Services

As one of America’s oldest independent fiduciaries, Pentegra has helped employers offer better retirement plans since 1943. Today, Pentegra has nearly $16B in assets under management and serves more than 1,000,000 participants nationwide, leading the industry with its offering of 50,000+ complex retirement plans, fiduciary outsourcing, and institutional solutions.


Pentegra first came to Zennify looking to improve and modernize how they served their clients. To meet the digital needs of today (and plan for the future), they had invested significant resources in transforming their technology infrastructure using Salesforce. However, they were not seeing the expected returns to support their revenue and growth goals. An implementation with a previous consulting partner left them with a threefold problem:

  • Poor Data Architecture
  • Technical Debt from Legacy Cloud Implementations
  • Over-Customization That Couldn’t Scale

These complex issues made it challenging to share information and streamline their processes to provide next-level service and engagement for their clients and partners.

Salesforce Financial Services Cloud, Salesforce FSC, FSC, Salesforce

The Zennify Solution

Clouds Implemented

Sales Cloud, Financial Services Cloud, CRM Analytics, Service Cloud, Marketing Cloud, Experience Cloud, Maps, High-Velocity Sales

Systems Integrated

DocuSign, Copado, Acumatica, CTI, Microsoft Outlook, Microsoft Active Directory, On-Premise Data Warehouse

Systems Replaced

MS Excel, Conga Composer, Work-Relay, PensionPro

Salesforce Financial Services Cloud, Salesforce FSC, Salesforce, FSC


To reach their business goals, Pentegra needed a system-wide technology “reset” and guidance from a strategic partner with both industry and technical expertise.

Zennify conducted a comprehensive Health Check and Discovery to understand their existing Salesforce implementation. Our team provided a detailed report of findings plus recommended solutions and a long-term strategic Roadmap, which continues to be a valuable asset for their organizational vision and Salesforce planning two years later.

We used these insights to build a new Salesforce Financial Services Cloud (FSC) org that would bring them in line with their vision for the future. We reconfigured user profiles, permissions, apps, and streamlined siloed processes while also adding new functionality for their:

  • Core Business Management
  • Solutions Center
  • Relationship Managers & Consultants
  • Client Transition
  • Outside Sales
  • Legal
  • Operations

To further amplify Pentegra’s capabilities, Zennify integrated advanced FSC features, including action plans and document checklist items, and developed templates to keep up with their operational needs. By understanding their business users, we implemented dynamic forms, actions and related lists to present the right information to the right users at the right time.

Additionally, Zennify improved Pentegra’s use of Salesforce Marketing Cloud by connecting it to their data warehouse and FSC, implemented Email Studio, and created multiple marketing journeys using Audience Builder for segmentation. This finally enabled Pentegra to send consistently branded, highly targeted email marketing to their database.

We continue to be Pentegra’s trusted advisor via our Managed Services for Salesforce optimization and innovation. We collaboratively maintain the Roadmap, which has proven to be a valuable asset for Pentegra’s organizational vision and Salesforce planning.


Dynamic Email

Easy segmentation mechanism that can generate an audience in seconds using the FSC data model, including plans, roles, and financial information.

Massive Reduction of
Manual Tasks

Significant operational efficiency gains across their business, including moving from 4+ hours per manual, small-batch email sends in Outlook to fast, personalized journeys in Salesforce Marketing Cloud.


By implementing a custom onboarding solution in Salesforce Experience Cloud, onboarding a new client dropped from weeks to less than a day.

Operational Efficiency

Pentegra is now able to utilize Salesforce to manage their full client lifecycle, from initial opportunity through active plan management. They have visibility to all critical client interactions and milestones and have seamless exchanges between their departments.

Straight from our customers.