The business of agricultural lending is evolving. As farmers increasingly adopt digital tools to optimize their operations — from precision farming to resource management — traditional lenders face mounting pressures to modernize their customer experience. To continue fulfilling their mission, banks and associations in the Farm Credit System must adapt to growing member expectations. This enables them to help producers secure the loans, insurance, and financial services they need — when and where they need them.

Farm credit institutions are at a pivotal crossroads and must embrace new omnichannel strategies to remain competitive, relevant, and aligned to producer needs. At Adobe, we believe our deep experience within the Farm Credit System makes us the ideal strategic partner to help banks and associations navigate this journey of digital transformation.

Producers are adopting — and expecting — digital.

Farmers, producers and, agribusinesses are no longer relying solely on manual processes and analog solutions. In fact, about two-thirds of farmers globally already use digital tools for a variety of purposes — such as forecasting, precision applications, resource management, and optimizing overall farming decisions . As more producers make digital technology a standard part of their farming practices, the agriculture industry is seeing a clear shift in expectations toward faster, more personalized services from financial partners.

Despite this shift, many lenders still operate on legacy systems and processes — and, many who have begun to digitize have done so only partially. A 2024 MeridianLink study found that less than half of banks’ products could be managed digitally end-to-end. And although more than 50% of these financial institutions offered a digital lending process, customers found the process slow, disjointed, and impersonal.

The desire for seamless digital experiences is especially strong among younger producers — with 45% of millennials and Gen Zers preferring to conduct all their banking via digital channels.

As digital natives comprise an expanding share of the borrower pool, these capabilities will shift from competitive advantage to industry expectation — one that no institution can afford to overlook.

2025: An opportune time for agricultural lenders.

Recent forecasts suggest this is an opportune time for the Farm Credit System to accelerate digital initiatives. After a challenging two-year period marked by volatility, farm incomes are projected to rebound robustly, reaching over $180 billion in 2025 — an increase of approximately 30% over the previous year.

Producers will have more capital to invest in land, expansion, new equipment, and other business improvements. Without a doubt, they’ll need the help of farm credit lenders to act on these opportunities. By investing in modern platforms, the Farm Credit System can streamline engagement with members, offer tailored product recommendations, and facilitate faster transactions — all crucial for capturing the current growth momentum.

The advantages of omnichannel customer engagement.

While human relationships have always been foundational to the agricultural lending industry, more farmers today prefer a mix of human and digital interactions. This allows them to conveniently perform certain tasks online while still having access to guidance from a trusted expert when needed. A strategic focus on omnichannel experiences enables these seamless, digital interactions that producers are seeking — both online and offline.

Adopting an omnichannel approach isn’t about replacing financial officers — it’s about enhancing their capabilities to drive loyalty, trust, and sustainable growth. A purely digital or solely in-person approach won’t suffice. Instead, a well-orchestrated omnichannel strategy offers the best of both worlds.

What does a modern omnichannel approach deliver?

1. Higher producer satisfaction

   Farmers want the flexibility to connect through their preferred channels — whether it’s a mobile app, a phone call, or an in-person meeting — without experiencing disjointed interactions.

2. Increased loan volume

   Simplified online application and onboarding processes encourage more farmers to engage with lenders and access the funding they need.

3. Enhanced product offerings

   Unified data collection across channels enables a holistic view of each producer, allowing you to tailor and recommend products and services that are right for them.

4. Efficient loan processing

   Digitizing processes and offering easy-to-use self-service tools reduce manual activities, accelerate loan approvals, and minimize administrative burden.

Why Adobe is the right partner for your digital transformation.

Adobe’s suite of digital solutions is uniquely suited to support Farm Credit institutions through every stage of their modernization journey. Our proven track record demonstrates tangible impact — helping organizations automate workflows, enhance producer engagement, and deliver value to their members.

How Adobe enables Farm Credit institutions to innovate, engage, and excel.

• Automation and content management: Adobe’s intelligent automation tools streamline content creation, approval workflows, and omnichannel publishing. This reduces time-to-market and ensures timely, relevant messaging.

• Customer analytics and personalization: Advanced analytics provide a deep understanding of borrower behaviors and preferences, empowering targeted engagement and cross-sell opportunities.

• Modernized workflows: Digital workflows — such as transitioning to paperless processes — cut operational costs, improve productivity, and reduce manual errors.

• Extensible CRM integration: Adobe enhances the experience for financial officers and producers by offering key integrations to solutions like Salesforce and Snowflake, enabling associations to maximize their existing CRM and Data Warehouse investments.

• Data privacy and security: Robust tools protect sensitive producer information, ensuring compliance with industry regulations while extracting insights that drive strategic decision-making.

Build connections and a competitive edge.

Embracing a seamless omnichannel strategy is key to staying competitive in a rapidly evolving agricultural finance landscape. By connecting with producers across more channels and touchpoints, you’ll not only open the door to new relationships — you’ll strengthen the ones you already have.

To discover what Adobe can do for your organization, contact Phil Keiken at pkeiken@adobe.com or visit our unified customer experience solutions page.

Formerly the senior vice president of digital strategy at Farm Credit Services of America (FCSA), Phil Keiken now brings his expertise to Adobe, where he advises the Farm Credit System on digital experience and transformation. With a keen understanding of producers' needs and the unique dynamics of the system, Phil is passionate about driving innovation that delivers meaningful value to rural communities and the agricultural industry.

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