Transforming BFSI Customer Experiences: From Modular Architecture to Intelligent Engagement

In today’s financial services landscape, customer experience (CX) is no longer a differentiator, it’s a survival imperative. With 73% of consumers citing CX as a key factor in choosing a provider, and $1.6 trillion lost annually due to poor experiences, banking, financial services and insurance (BFSI) organizations must rethink how they engage customers.

Legacy systems, fragmented journeys, and slow decision-making continue to hinder transformation. To overcome these challenges, BFSIs are turning to composable architecture, a modular, flexible approach that enables rapid innovation, seamless integration, and personalized engagement across every channel.

The strategic value of composability

Composable CX architecture allows financial institutions to build a tech stack that evolves with the business. Rather than relying on monolithic platforms, organizations can integrate interoperable components that adapt to changing customer needs and regulatory demands.

Gartner predicts that by 2026, 70% of organizations will be required to adopt composable DXP technology. Accenture reports that companies with high interoperability grow revenue six times faster than their peers. Deloitte highlights composable commerce as a driver of loyalty and curated digital experiences.

For digital and technology leaders, composability supports compressed transformation—where multiple areas of the business evolve simultaneously.

Composable CX architecture + agentic orchestration = intelligent engagement

In a composable CX architecture, modularity provides flexibility, but true transformation comes from intelligent coordination. This is where agentic orchestration becomes essential. It enables BFSI organizations to route tasks, decisions, and interactions across a network of specialized agents, ensuring that every customer journey is seamless, responsive, and context-aware.

At the center of this is Camunda as the orchestration engine. Camunda doesn’t just automate workflows, it governs how agents interact, when decisions are triggered, and how processes adapt in real time. It ensures that every step in the journey is executed with precision, compliance, and transparency.

At Camunda Con New York 2025, our co-founder and chief technologist, Bernd Ruecker, explored how some of Camunda’s technology partners can work together in a composable digital experience architecture orchestrated by Camunda. Each partner acted as an intelligent agent or interface, fulfilling a distinct role:

• GetVocal serves as a conversational agent, blending human oversight with deterministic AI to deliver punctual, protocol-driven conversations via voice, chat, or  every time. They guide customers, take actions, answer questions, and escalate when needed- ensuring full control and visibility throughout.
  
• Taktile functions as the agentic decisioning layer, autonomously orchestrating data retrieval, executing business logic, and running the end-to-end steps required to assess risk, personalize offers, and determine eligibility. Experts define the policies and guardrails, while underwriting agents carry out the assessment process with full transparency, auditability, and consistency.
  
• Liferay provides the experience layer, acting as the unified UI where customers interact with services, content, and agents. It ensures continuity across channels and enforces governance and access controls.
  

Together, these technologies form a coordinated ecosystem, connected through Camunda which orchestrates their interactions, enabling BFSIs to deliver agile, personalized, and compliant customer experiences.

Consider a customer applying for a mortgage as an example:

1. The journey begins on a Liferay-powered portal, where the customer accesses the application.
2. A GetVocal conversational agent initiates the interaction; collecting data, guiding the user, and escalating if needed. Every step is tracked and explainable- ensuring compliance and consistency.
3. Camunda orchestrates backend workflows, triggering identity verification, credit checks, and eligibility assessments.
4. Taktile evaluates the application by pulling in relevant data and applying configurable decision logic, producing eligibility and offering terms tailored to the applicant’s risk and profile.
5. If further review is needed, Camunda routes the case to a human agent with full context.
6. Throughout, Liferay maintains a consistent, branded experience

This is agentic orchestration in action, which delivers intelligent engagement across a composable, modular technology stack.

Final thought: Orchestrating the future of financial services CX

In the BFSI sector, customer experience is no longer a siloed initiative, it’s the connective tissue of competitive advantage. Composable architecture lays the foundation for agility, but it’s agentic orchestration that brings intelligence, precision, and personalization to every interaction.

By combining modular technologies with orchestrated intelligence, financial institutions can move beyond automation to create experiences that are context-aware, compliant, and deeply human. This isn’t just digital transformation, it’s experience transformation.

Orchestration is the critical component at the core of successful enterprise agentic automation, and a strategic enabler of intelligent engagement.. The question for BFSI leaders is no longer “How do we digitize?” but “How do we orchestrate meaningful, scalable, and adaptive experiences?”

The future belongs to those who can compose with robust flexibility, and orchestrate with trust, transparency, and purpose.