Insignia Financial transforms CX with Sitecore

Today Insignia Financial is an ASX Top 200 company, with offices in Melbourne, Sydney, Adelaide, Brisbane, Perth, and Hobart. When the business rebranded from IOOF Holdings to Insignia Financial, it was an opportunity to rebuild the entire digital approach bringing Insignia Financial, IOOF, and the recently acquired ANZ Smart Choice on to a single platform. 

Insignia Financial approached Australia-based Sitecore partner, Deloitte Digital to capture the company’s heritage brand and reputation for personalized service, while also building a modern, enterprise level CMS on a single, scalable digital platform. Insignia Financial needed a solution that communicated the breadth and depth of services it offered and addressed the growing and changing needs of customers. The solution also needed to encompass multiple brands, be compliant, and enable the brand to provide new services and personalized experiences to customers. 

With Deloitte Digital and Sitecore, Insignia Financial has developed a digital platform on a managed cloud deployment and delivered a new corporate website in just four weeks. The Sitecore platform, powered by Sitecore Experience Accelerator (SXA) is called the Intelligent Ecosystem and is designed to support everyday modern content management and user experiences. 

Sitecore gives Insignia Financial control of its platform, using modular components for different layouts and brands. Users can create content and add, remove, and rearrange webpages without the need for developer assistance. Components on all three sites were developed in parallel, enabling Insignia Financial to deploy a new set of out-of-the-box features quickly and easily. Content Hub played a key role in maintaining brand integrity across Insignia Financial’s brands, as a one-stop-shop for all digital content.

The company has also chosen Sitecore to help deploy new products and services in the future. Monocle, currently in development, is a flexible, composable app and website that will use AI, chat, and marketing automation to deliver curated content, insights, and the right, personalized financial advice to individuals.

With Sitecore, Insignia Financial is delivering high-quality customer experiences faster and is achieving hyper-personalization at scale. Sitecore helped the company reduce costs by using re-built components from the framework to accelerate development. The proven, pre-built code meant the sites were qualified, tested, and production ready. The team was able to get minimum viable sites to market quickly, then iterate to improve functionality using Sitecore analytics and optimization, alongside Deloitte Digital’s customer behavior expertise. 

The Sitecore solution also makes it easier to manage, maintain, and leverage the digital platform, allowing employees to focus on business and customer needs. Cross-site content management means Insignia Financial can share content between their sites in their information architecture, making content management and information exchange easy.

As a result, customer engagement has improved with pages per session increasing by 5.1%, average session times are up by 10.1% to almost two minutes, and pages viewed per visit have risen by 4.9% to almost five pages. Returning visitors increased by 25.3%.

“We’ve had a seamless experience in terms of responsiveness, and now with Sitecore we know 25% of traffic is from mobile, so we can be confident we’ve got a strong mobile responsive website,” said Anthony Caneva, General Manager at Insignia Financial.