Table of Contents
Use Power BI Connector for Salesforce by Metrica Software to bring client, household, opportunity, referral, financial account, application, policy, and service data from Salesforce into Power BI.
Create reusable Salesforce data sources for banking, wealth management, lending, insurance, and financial services reporting without developing and maintaining a custom Salesforce API integration.
Sales Cloud · Service Cloud · Financial Services Cloud Data · Power BI
Bring Financial Services Client and Relationship Data From Salesforce Into Power BI
Financial services companies manage complex relationships between individual clients, households, businesses, financial accounts, advisors, products, applications, policies, referrals, and service interactions.
Salesforce may contain different parts of this client picture:
- Leads and prospective clients
- Individual and business Accounts
- Households and relationship groups
- Opportunities and financial products
- Referrals and referral sources
- Financial Accounts
- Financial Goals
- Loan or financial applications
- Insurance policies and renewals
- Client Activities and Interaction Summaries
- Service Cases and complaints
- Custom onboarding, KYC, risk, or suitability records
Reporting on these records separately makes it difficult to answer important questions:
- Which acquisition channels generate qualified clients and revenue?
- How much pipeline is associated with each financial product?
- Which referrals convert into clients or Opportunities?
- What relationships exist across individuals, households, and businesses?
- Which advisors, bankers, agents, or teams are contributing to growth?
- Where are clients approaching renewal or showing signs of attrition?
- Which applications are delayed or failing to convert?
- Where are service problems affecting valuable client relationships?
- How does Salesforce relationship data compare with balances, transactions, portfolios, loans, policies, or claims held in core systems?
Answering these questions in Power BI requires complete Salesforce data with the correct objects, fields, filters, and relationships.
Solve Salesforce-to-Power BI Integration Challenges in Financial Services
The Integration Challenge
Financial services client data is rarely stored in one Salesforce object or report.
Accounts and Contacts identify clients and organizations. Household and relationship records connect family members and related businesses. Opportunities represent potential financial product sales. Referrals identify sources of new business. Financial Accounts and Goals provide additional relationship context. Applications, policies, Interaction Summaries, and Cases describe different parts of the client lifecycle.
Financial institutions may also use custom objects and fields for onboarding, KYC reviews, risk classifications, beneficiaries, advisors, products, applications, policy servicing, compliance processes, or internal client segmentation.
These Salesforce records must be connected correctly before they can support reliable reporting in Power BI.
Manual exports create temporary snapshots and must be repeated whenever Salesforce data changes. Separate exports can also lose relationships between clients, households, products, advisors, applications, policies, referrals, and Cases.
A custom Salesforce API integration requires development, authentication management, monitoring, and ongoing updates as Salesforce objects and reporting requirements change.
A further challenge is that Salesforce frequently contains relationship and workflow data, while balances, transactions, holdings, loan performance, policy values, claims, and accounting data remain in core financial systems.
Power BI needs a reliable Salesforce data source before it can combine CRM data with these operational and financial records.
How Power BI Connector for Salesforce Solves It
Power BI Connector for Salesforce provides a managed connection between Salesforce and Power BI.
Teams configure the required Salesforce data inside the connector and make it available as reusable Power BI data sources.
With the connector, teams can:
- Select the standard and custom Salesforce objects required for financial services reporting
- Choose the exact fields needed in Power BI
- Include relationships between Salesforce entities
- Apply filters before transferring data to Power BI
- Create data sources from existing Salesforce reports
- Preview the selected Salesforce data
- Review relationships between clients, households, Opportunities, products, referrals, financial accounts, applications, policies, and Cases
- Reuse the same Salesforce data source across multiple Power BI reports
- Update the data source as the Salesforce implementation changes
- Use incremental refresh for growing Salesforce datasets
- Review Data Source History, Export History, and Access Token History
- Embed secure Power BI reports inside Salesforce
Only Salesforce data available to the authorized Salesforce user can be included in the configured data source. Once the data is used in Power BI, Power BI controls access to the semantic model, reports, and dashboards.
The connector supplies the Salesforce side of the Power BI model. Core banking, portfolio, loan, policy, claims, payment, and financial systems remain connected to Power BI separately through the institution’s existing data architecture.
This gives financial services companies a repeatable Salesforce-to-Power BI integration without maintaining a separate custom API pipeline for every reporting requirement.
Salesforce-to-Power BI Reporting Use Cases for Financial Services Companies
Analyze Client Acquisition and Opportunity Pipeline
Financial services companies may acquire clients through marketing campaigns, advisors, branches, digital channels, partners, or referrals.
Bring Salesforce Leads, Campaigns, Accounts, Contacts, Opportunities, Products, Activities, and custom client segment fields into Power BI.
Analyze:
- New Leads and prospective clients
- Lead-to-client conversion
- Lead-to-Opportunity conversion
- Opportunity pipeline
- Weighted pipeline
- Expected revenue
- Pipeline by financial product
- Pipeline by client segment
- Pipeline by branch or region
- Conversion by acquisition channel
- Average Opportunity value
- Sales cycle length
- Won and lost Opportunities
- Advisor, banker, or agent performance
Sales and relationship teams can compare acquisition sources, product demand, and conversion performance in one Power BI model.
Power BI Connector for Salesforce allows the data source to follow the client stages, product classifications, relationship roles, and custom sales processes already configured in Salesforce.
Measure Referral Sources and Referral Conversion
Referrals are an important source of new business for banks, wealth managers, lenders, insurers, and advisory firms.
Bring Salesforce referral records, referring clients or partners, Leads, Accounts, Opportunities, Products, and Activities into Power BI.
Track:
- Referrals received
- Referrals by source
- Referrals by advisor or employee
- Internal and external referrals
- Referral-to-client conversion
- Referral-to-Opportunity conversion
- Revenue associated with referrals
- Products generated from referrals
- Time from referral to first contact
- Time from referral to conversion
- Open referrals without follow-up
- Referral performance by branch, region, or team
Managers can identify which clients, partners, advisors, branches, and channels generate valuable relationships.
The connector preserves the Salesforce relationships between referrals, clients, employees, Opportunities, and products so the complete referral journey can be analyzed in Power BI.
Analyze Clients, Households, and Related Businesses
A financial relationship may include an individual client, a spouse or partner, dependants, trusts, businesses, beneficial owners, or other related parties.
Analyzing only individual Account or Contact records can understate the complete client relationship.
Bring Salesforce Accounts, Person Accounts, Contacts, households, groups, relationship records, Financial Accounts, Opportunities, Activities, and custom relationship data into Power BI.
Analyze:
- Clients by household or relationship group
- Products held across a household
- Opportunities across related clients
- Revenue by household
- Client and household segmentation
- Relationship coverage
- Primary and secondary relationship owners
- Clients connected to multiple businesses
- Households with limited product penetration
- Cross-sell opportunities across related clients
- Service Cases across a household
- High-value relationships with limited recent engagement
Advisors and relationship managers receive a broader view of the client relationship than a report based on individual records alone.
Analyze Wealth Management Growth and Client Portfolios
Wealth management firms may use Salesforce to manage prospects, households, advisors, financial goals, financial accounts, referrals, Opportunities, and client interactions.
Bring this Salesforce data into Power BI and combine it with portfolio, custody, transaction, or investment management data connected separately.
Analyze:
- New wealth management clients
- Assets associated with clients or households
- Net new assets
- Assets by advisor or team
- Assets by client segment
- Product and asset class penetration
- Client acquisition pipeline
- Referral contribution
- Financial goal coverage
- Advisor book growth
- Clients with declining assets
- Clients with limited recent interaction
- Cross-sell and consolidation opportunities
- Revenue by client or household
Power BI Connector for Salesforce supplies the client, household, relationship, Opportunity, goal, and Activity data maintained in Salesforce.
Portfolio values, holdings, transactions, fees, and performance data can remain connected through the firm’s existing Power BI architecture.
Monitor Loan and Financial Application Pipelines
Banks and lenders may use Salesforce to manage prospective borrowers, loan Opportunities, applications, required documents, review stages, decisions, and client communication.
Bring Salesforce Leads, Accounts, Contacts, Opportunities, financial application records, Products, Activities, Cases, and custom lending objects into Power BI.
Track:
- Applications started
- Applications submitted
- Application value
- Applications by lending product
- Application stage
- Approval and decline rates
- Time spent at each stage
- Applications awaiting documents
- Applications requiring follow-up
- Conversion from application to funded loan
- Application performance by branch
- Application performance by relationship manager
- Pipeline by borrower segment
- Reasons for withdrawal or decline
Lending teams can identify process delays, conversion problems, and segments with growing demand.
If funded loans, payments, balances, or delinquency data are held in a loan servicing or core banking system, they can be connected separately to Power BI and combined with the Salesforce application data.
Analyze Insurance Sales, Policies, and Renewals
Insurance organizations may use Salesforce to manage prospects, policy Opportunities, products, agents, policyholders, policies, renewals, service requests, and claims-related interactions.
Bring Salesforce Leads, Accounts, Contacts, Opportunities, Products, policy records, renewal Opportunities, Activities, Cases, and custom insurance data into Power BI.
Analyze:
- New business pipeline
- Premium or policy value represented in Salesforce
- Opportunities by insurance product
- Quote-to-policy conversion
- Policyholder acquisition
- Upcoming renewals
- Renewal rate
- Cross-sell opportunities
- Agent and broker performance
- Policies by customer segment
- Service activity by policy or product
- Clients with open service or claims-related Cases
- Revenue associated with at-risk renewals
Sales and account teams can analyze acquisition, policy relationships, and renewals using the Salesforce data structures already available to the business.
Policy administration, billing, premium, and claims systems can remain connected separately to Power BI.
Track Client Retention and Cross-Sell Opportunities
Client retention depends on more than an upcoming renewal date.
Declining engagement, unresolved Cases, limited product usage, changes in balances, or incomplete financial relationships may indicate a risk or opportunity.
Bring Salesforce Accounts, households, Financial Accounts, Opportunities, Activities, Interaction Summaries, Cases, referrals, products, and custom client status fields into Power BI.
Analyze:
- Clients approaching renewal or review
- Clients without recent interaction
- High-value clients with open Cases
- Clients with declining Salesforce relationship indicators
- Product holdings by client or household
- Product penetration
- Cross-sell and next-product Opportunities
- Clients with incomplete product relationships
- Retention by advisor, branch, or segment
- Lost clients and recorded reasons
- Revenue associated with at-risk clients
- Open expansion Opportunities
Power BI can combine these Salesforce indicators with balances, transaction activity, portfolio changes, policy status, or payment data from external systems to extend the retention model.
Monitor Client Service, Complaints, and Follow-Up
Service quality can influence retention, referrals, renewal decisions, and the overall value of a financial relationship.
Bring Salesforce Accounts, Contacts, households, Financial Accounts, policies, Cases, Activities, Interaction Summaries, and custom complaint or escalation records into Power BI.
Track:
- Open and resolved Cases
- Cases by client segment
- Cases by financial product
- Complaints by category
- Escalated Cases
- Response time
- Resolution time
- Repeat service issues
- Clients with multiple open Cases
- Cases associated with high-value relationships
- Required follow-up Activities
- Service performance by branch or team
- Client relationships affected by unresolved issues
Service and relationship teams can identify which client issues require attention and how service activity relates to retention or commercial Opportunities.
The connector provides access to the relevant Salesforce records. Any compliance, suitability, or risk assessment remains governed by the institution’s established policies and systems.
Compare Salesforce Relationship Data With Core Financial Data
Salesforce usually provides the client relationship, acquisition, Opportunity, referral, Activity, and service view.
Core financial platforms may provide:
- Account balances
- Deposits and withdrawals
- Card or payment activity
- Loan balances and repayment status
- Investment holdings
- Portfolio performance
- Policy values and premiums
- Claims
- Fees and commissions
- Recognized revenue
- Profitability data
Power BI can combine Salesforce and core system data to analyze:
- Opportunity pipeline versus funded business
- Application value versus originated loans
- Client relationships versus actual balances
- Advisor pipeline versus net new assets
- Salesforce product Opportunities versus products held
- Policy Opportunities versus active policies
- Referral sources versus realized revenue
- Client service activity versus retention
- Revenue and profitability by client or household
- Cross-sell pipeline versus existing product penetration
Power BI Connector for Salesforce remains responsible for delivering the Salesforce data. Core financial data remains connected through the institution’s existing Power BI connections and data architecture.
Salesforce-to-Power BI Reporting Across Financial Services Business Models
Retail and Commercial Banking
Connect Salesforce client, business Account, Opportunity, product, referral, application, Activity, and Case data to Power BI.
Analyze acquisition, deposit and lending Opportunities, relationship coverage, application conversion, branch performance, cross-sell, and client service.
Wealth and Asset Management
Connect Salesforce household, relationship, advisor, Financial Account, Goal, Opportunity, referral, Activity, and service data to Power BI.
Combine it with portfolio data to analyze assets, net flows, advisor performance, product penetration, client engagement, and attrition risk.
Lending and Consumer Finance
Connect Salesforce borrower, Opportunity, application, product, document, Activity, and Case data to Power BI.
Analyze application volume, value, conversion, processing time, approval results, funded business, and borrower service.
Insurance
Connect Salesforce prospect, policyholder, Opportunity, product, policy, renewal, agent, Activity, and Case data to Power BI.
Analyze new business, policy conversion, renewals, cross-sell, agent performance, and customer service.
Salesforce and External Data Available for Financial Services Reporting in Power BI
The Power BI model can follow the structure of the institution’s existing Salesforce implementation.
Standard Salesforce Objects
Connect Leads, Accounts, Person Accounts, Contacts, Campaigns, Opportunities, Opportunity Products, Products, Quotes, Contracts, Assets, Tasks, Events, and Cases.
Salesforce Financial Services Cloud Data
Depending on the Salesforce configuration, the Power BI data source may include:
- Individuals and Person Accounts
- Households and groups
- Client and business relationships
- Financial Accounts
- Financial Account roles
- Financial Goals
- Assets and liabilities represented in Salesforce
- Referrals
- Interaction Summaries
- Financial applications
- Insurance-related records
- Related standard and custom Salesforce fields
Power BI Connector for Salesforce can access Financial Services Cloud objects when they are available through Salesforce APIs and accessible to the authorized Salesforce user.
The exact Financial Services Cloud objects and relationships required for a Power BI model can be validated during the connector evaluation.
Custom Salesforce Objects and Fields
Include custom data used for:
- Client onboarding
- KYC and identification processes
- Risk classifications
- Suitability reviews
- Beneficiaries
- Financial products
- Applications
- Lending processes
- Policies and renewals
- Advisor or banker hierarchies
- Branch structures
- Client segmentation
- Internal service or compliance workflows
Custom and installed application objects can be used when they are available through Salesforce APIs and accessible to the authorized Salesforce user.
Existing Salesforce Reports
Create Power BI data sources from Salesforce reports already used by sales, relationship, advisory, lending, insurance, and service teams.
Power BI Connector for Salesforce supports tabular, summary, matrix, and joined reports.
Teams can reuse existing Salesforce report logic and make the data available for further Power BI modeling and analysis. The connector can also process report results beyond the 2,000-detail-row limit returned by the Salesforce Reports API.
Data From Core Financial and Business Systems
Combine the Salesforce data with:
- Core banking data
- Account balances and transactions
- Loan origination and servicing data
- Portfolio and custody systems
- Investment holdings and performance
- Policy administration
- Premium and billing data
- Claims systems
- Payment platforms
- KYC and AML systems
- General ledger and finance data
- Revenue and profitability data
Power BI Connector for Salesforce delivers the Salesforce data. Other financial systems remain connected to Power BI through the institution’s existing connections and data architecture.
How Financial Services Teams Use Salesforce Data in Power BI
Sales and Relationship Leadership
Use Salesforce Lead, Opportunity, product, referral, client, and Activity data in Power BI to monitor pipeline, conversion, expected revenue, acquisition channels, and relationship manager performance.
Advisors and Wealth Management Teams
Use Salesforce household, relationship, Financial Account, Goal, Opportunity, referral, and Interaction data in Power BI to analyze client coverage, product penetration, advisor activity, and growth Opportunities.
Banking and Lending Teams
Use Salesforce client, business Account, Opportunity, application, product, Activity, and Case data in Power BI to monitor lending demand, application conversion, processing stages, and branch performance.
Insurance Sales and Service Teams
Use Salesforce policyholder, Opportunity, product, policy, renewal, agent, Activity, and Case data in Power BI to analyze new business, policy relationships, renewals, cross-sell, and service performance.
Client Service Teams
Use Salesforce client, household, product, Case, complaint, and Activity data in Power BI to track service demand, escalations, response time, resolution time, and affected client relationships.
Executives
Combine Salesforce acquisition, relationship, product, referral, application, policy, Activity, and service data with core financial and profitability data in a consolidated Power BI model.
How Power BI Connector for Salesforce Delivers Financial Services Data to Power BI
1. Select Salesforce Objects or Reports
Choose the Salesforce objects, fields, relationships, and records required for the Power BI report.
Teams can select standard Salesforce objects, Financial Services Cloud data, custom financial services objects, or an existing Salesforce report.
2. Configure the Power BI Data Source in Salesforce
Create and manage the data source inside Power BI Connector for Salesforce.
Preview the selected data, review entity relationships, and apply filters before connecting the source to Power BI.
The configured data source can be updated and reused without developing a separate Salesforce API integration.
3. Connect the Salesforce Data Source to Power BI
Use the generated Power Query connection to load the configured Salesforce data into Power BI.
Build Power BI relationships, semantic models, calculations, visualizations, reports, and dashboards based on the institution’s reporting requirements.
4. Combine Salesforce Data With Core Financial Data in Power BI
Connect balances, transactions, portfolios, loans, policies, claims, payment, revenue, and profitability data through existing Power BI or data warehouse connections.
Combine this operational data with the Salesforce data delivered through Power BI Connector for Salesforce.
5. Refresh Salesforce Data in Power BI
Configure scheduled refresh in Power BI.
Incremental refresh can be used for growing Opportunity, Activity, Application, Policy, Interaction, Case, and custom object datasets so that Power BI processes new and updated records without repeatedly loading the complete history.
6. Embed Power BI Reports Back Into Salesforce
Add secure Power BI reports to dashboards managed through Power BI Connector for Salesforce.
Share the dashboards with selected Salesforce users and groups. Power BI continues to control access to the embedded report content.
Frequently Asked Questions
Do We Need Salesforce Financial Services Cloud?
No. Financial services reporting in Power BI can be built from Sales Cloud, Service Cloud, standard Salesforce objects, custom objects, and existing Salesforce reports.
Financial Services Cloud adds industry-specific data structures for households, financial relationships, Financial Accounts, Goals, referrals, and other financial services processes.
Can Power BI Connector for Salesforce Export Financial Services Cloud Objects?
The connector can access standard and custom Salesforce objects that are available through Salesforce APIs and accessible to the authorized Salesforce user.
This can include objects used by Financial Services Cloud. The exact objects and relationships required for the Power BI model can be validated during the connector evaluation.
Does Power BI Connector for Salesforce Import Core Banking or Portfolio Data?
No. Power BI Connector for Salesforce delivers Salesforce data to Power BI.
Core banking, portfolio, loan, policy, claims, payment, and financial data are connected to Power BI separately. Power BI then combines the Salesforce and external data in one model.
Does the Connector Calculate Assets Under Management, Client Risk, or Profitability?
The connector delivers the required Salesforce data to Power BI.
Assets under management, client risk, profitability, conversion, retention, and other institution-specific metrics are calculated in Power BI using Salesforce and external financial data where required.
Can the Connector Use Existing Salesforce Reports?
Yes. Power BI data sources can be created from tabular, summary, matrix, and joined Salesforce reports.
This allows teams to reuse established Salesforce report logic and analyze the resulting data in Power BI.
Can the Connector Export Custom Financial Services Objects?
Yes, if the objects and fields are available through Salesforce APIs and accessible to the authorized Salesforce user.
This can include custom data for onboarding, KYC processes, applications, policies, beneficiaries, risk classifications, client segmentation, or internal workflows.
How Is Access to Financial Services Data Controlled?
The connector can access only the Salesforce data available to the authorized Salesforce user.
After the data is loaded into Power BI, Power BI permissions and security settings control access to the semantic model, reports, dashboards, and embedded content.
Do We Need to Build a Salesforce API Integration?
No custom Salesforce API pipeline is required.
The required Salesforce objects, fields, relationships, reports, and filters are configured in Power BI Connector for Salesforce and made available as reusable Power BI data sources.
Can Power BI Reports Be Embedded in Salesforce?
Yes. Power BI reports can be added to dashboards managed through Power BI Connector for Salesforce and shared with selected Salesforce users or groups.
Power BI continues to control access to the embedded report content.
Evaluate Power BI Connector for Salesforce With Your Financial Services Data
Bring an existing Salesforce report, a list of required Salesforce objects, or a Power BI reporting requirement for client acquisition, referrals, financial relationships, applications, policies, retention, or service performance.
We will show how Power BI Connector for Salesforce can deliver the relevant Salesforce data to Power BI, preserve the required relationships, apply filters, and create a reusable data source for your financial services reports.
