Wes Griffith

Wes Griffith joined HealthEquity in July 2026 as Vice President of Member Experiences, after roughly a decade at Amazon and five years at Coinbase, where he most recently served as Senior Director of Global Consumer Support Experience.  

During his time at Coinbase, Griffith noticed that an automated agent could give technically accurate answers to customers who had made irreversible blockchain errors, but couldn't meet those customers with the empathy the situation required. His team pulled those cases out of automation and routed them directly to specialists, improving satisfaction while giving customers space to understand what had happened and how to avoid repeating it.

That experience also helped shape a model in which the human handoff is built into the experience from the start rather than added only when automation fails. At Coinbase, automation handled close to 80% of contacts, and frontline employees were renamed from agents to specialists to reflect the product knowledge, risk awareness, and judgment. AI didn't disappear once a specialist entered the conversation. It could carry over context from the automated exchange, surface relevant account signals, and spare customers from repeating information they had already provided.

Across Amazon and Coinbase, Griffith’s approach was consistent: automate wherever it made sense, then redesign the support model around the scale and complexity that followed. He argues that some of the best support happens before a customer ever needs to ask for it. That means spotting friction early, removing recurring causes of contact, and recognizing when a situation deserves human attention before frustration compounds.