Creatio and Merble Help Banks Shift from Reactive to Proactive Lending
Creatio, an AI CRM and workflow platform where people and AI agents work together — with no limits on users, agents, or scale, today announced a new partnership with Merble, an AI growth platform that helps financial institutions uncover lending opportunities by identifying life-event signals.
The partnership enables community banks, credit unions, and independent mortgage banks to move from reactive to proactive lending by turning real-time customer insights into coordinated actions. By integrating Merble's life-event intelligence with Creatio's AI-native CRM and workflow automation platform, financial institutions can identify lending opportunities earlier, automatically route them to the right teams, and engage borrowers at the right moment, while streamlining collaboration across lending, marketing, and customer experience teams.
Merble continuously detects signals that indicate a customer's evolving financial needs, including home purchases and renovations, home equity opportunities, emergency expenses, career changes, promotions, and retirement planning. These high-intent opportunities are seamlessly delivered into Creatio, where AI-powered workflows, AI Twins, and intelligent automation help relationship managers prioritize opportunities, coordinate follow-up, and manage every interaction from a single platform. Together, the two companies will help financial institutions move beyond reactive lending models by enabling faster outreach and more personalized engagement.
“Banks and credit unions already own deep relationships with their members. What they have been missing is timing. By the time someone fills out an application, they have often already shopped elsewhere. Merble watches for the life events that create a borrowing need and puts that opportunity in front of the right team while it still matters, and Creatio is where that opportunity turns into action,” said Sabhya Katia, Co-Founder of Merble.
Creatio is an AI-native CRM and workflow platform built for the AI era. Financial institutions use Creatio to orchestrate customer journeys, automate lending and service workflows, and empower employees with AI that helps them work faster and make better decisions. Through its Unlimited Enterprise operating model, organizations can scale execution freely across teams, AI agents, and operations without the constraints of traditional enterprise software.
Creatio combines CRM, industry workflows, AI-native capabilities, and no-code tools on one unified platform to help organizations automate processes, adapt faster, and continuously evolve how work gets done. Genuine care for customers and partners remains at the heart of Creatio’s approach to innovation. Creatio is recognized as a Leader and Strong Performer in multiple Gartner and Forrester reports, and its products consistently receive outstanding end-user reviews on peer-to-peer platforms.
"Every financial institution already has trusted customer relationships. The challenge is identifying the right moment to engage before that opportunity is lost. Merble helps uncover those moments, and Creatio helps financial institutions act on them. Together, we're enabling banks and credit unions to identify lending opportunities earlier, coordinate outreach through AI-powered workflows, and deliver more timely, personalized experiences for every borrower," said Alex Donchuk, Senior Vice President, Global Channels at Creatio.
About Merble
Merble is an AI growth platform that helps community banks, credit unions, and independent mortgage banks expand lending by identifying life-event signals that indicate borrowing needs. The platform uncovers high-intent lending opportunities, supports customer engagement across channels, and connects these opportunities with the operational systems financial institutions already use.
To learn more, visit www.merble.ai
About Creatio
Creatio is an AI CRM and workflow platform where people and AI agents work together — with no limits on users, agents, or scale. We help midsize and large organizations run customer workflows in the AI era. Headquartered in Boston, MA, with a global team and a large ecosystem of partners, Creatio serves thousands of customers in over 100 countries and automates tens of millions of workflows daily. Genuine care for our clients and partners is at the heart of our DNA.
