In this case‑study video, representatives from HBF Health, Salesforce, and AWS discuss how HBF, a not‑for‑profit private health insurer, leveraged Agentforce—purchased through the AWS Marketplace—to quickly provision AI agents that augment their customer‑service staff. By integrating Agentforce with Salesforce and running Anthropic models on Amazon Bedrock, HBF achieved rapid procurement (days instead of months), ensured data stayed within the Salesforce trust boundary for compliance, and enabled agents to surface member‑specific information in seconds. The AI assistants handle high‑volume, repetitive tasks, freeing agents to focus on high‑empathy, complex health conversations, which improves the member journey while maintaining strict regulatory compliance. The collaboration among HBF’s vision, Salesforce’s platform, and AWS’s cloud infrastructure is highlighted as a fast, team‑sport approach to delivering value to members in moments that matter.
Chapters
Every time a member has an interaction with us, we want to provide them reassurance and provide them certainty on what we can do to help them. HBF is a not-for-profit private health insurer, and we've been supporting Australians since 1941. HBF has a long and successful relationship with AWS in addition to Salesforce.
From a commercial perspective, they purchased Agentforce through AWS Marketplace. They could align their AWS and Salesforce agreements, really deriving the value from the partnership.
Customers like HBF Health can now discover, procure, and deploy their AI agents right from the AWS Marketplace.
We're able to use our existing trusted relationship with AWS to get our procurement process done in a matter of days, not months. And when members are going through their health journey, there are times of real stress, and we see our role at HBF is to deliver for our members in the moments that matter. We can do that quickly and seamlessly using Agentforce.
They can really focus on high-empathy, complex health conversations with their customers. Meanwhile, in the background, that agents were doing those high-volume repetitive tasks that were previously taking up a lot of their employees' time.
The agent will be like an assistant that sits right next door to that colleague with context-specific information that's grounded in the data of that member.
By implementing Agentforce, they found that the customers had a much more positive journey. They had a personal interaction while still ensuring strict compliance in the background.
What used to take 2 to 3 minutes of searching through multiple systems will be able to present to a colleague in a matter of seconds. It's a really exciting time for HBF. Not only are we investing in AgentForce, which is starting to play a really important role in our interactions with our members, but HBF is also starting to think about what the future looks like for Amazon Bedrock.
Using the Anthropic models on Amazon Bedrock, all of their data remains within the Salesforce trust boundary so that customers like HBF can maintain compliance.
Success in this AI era is really a team sport. You had HBF's vision, Salesforce's platform, AWS's cloud infrastructure. By bringing all of those together, HBF really got to where they needed to go, and they got there fast.
And that's what we wanted to do— get value to our members quickly.
