Customer Award

Insignia Financial

Insignia Financial transforms CX with Sitecore

Insignia Financial drives up customer engagement with 5% more page views, 10% longer sessions, and 25% more returning visitors
Icon Trophy SVG

Ultimate Experience Award Winner

Most Intelligent Content Optimization

5.1%

Increase in pages per session

10.1%

Rise in average session times

4.9%

More pages viewed per visit to almost 5 pages

23.3%

Increase in returning visitors to 16,000

25%

Mobile traffic share

4

Weeks to build and deploy corporate website

Project brief

Insignia Financial was established in Melbourne, Australia in 1846, at the height of the Victorian gold rush. Since then, thousands of Australians have benefited from a range of wealth management products and services that few others can match. The company is now focused on ensuring the financial wellbeing of around 2 million clients. Based on its legacy and commitment to delivering exceptional customer service, Insignia Financial has built a Sitecore-powered digital platform that takes the business from managing content to delivering AI-powered, personalized financial literacy for customers.

Insignia Financial webpage

About

Insignia Financial

Financial Services

ANZ

Products

XP

SXA

Content Hub DAM

Content Hub

Challenge

Capture the company’s heritage brand and reputation

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. 

Solution

Enhancing the digital proposition

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.


Outcome

Improved customer engagement

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.

WHAT THEY SAID
One of the big things we were able to improve for customers was information access. Our site is very document heavy as it has a huge repository of vital information for advisers to access and share with their clients. Sitecore helped us to build a content strategy which has increased returning visitors significantly. This ties in with the purpose of the website - to help all Australians increase their financial wellbeing. The site is now a foundation for our strategy, not a hindrance to it.

Deborah Bye

Senior Digital Marketing Specialist

Insignia Financial

Deloitte Digital

Deloitte Digital

Deloitte Digital helps create new growth by elevating the human experience—with connected ideas, tec