Equity Trustees cuts website complexity with SitecoreAI™

Equity Trustees works in a category where confidence matters. Clients are making decisions on behalf of the futures of their families, First Nations communities, philanthropic and charitable giving, investors in managed investment schemes and superannuation fund members. The website needed to be easy to navigate and understand when dealing with such life-changing, financially important decisions.

But the platform behind it had become harder to manage over time, which made it harder for customers to understand and trust it. Content updates took too much manual effort. The site had grown larger than it needed to be. The marketing team often had to rely on help from IT for changes that should have been simple.

That created a problem bigger than workflow. In a heavily regulated financial services environment, every digital change needs to be handled very carefully and accurately. Equity Trustees needed a modern website, but it also needed to protect the trust it had built over more than a century.

As a long-time Sitecore customer, Equity Trustees chose SitecoreAI to replace a platform that had become difficult to change. The goal was not to chase new technology for its own sake. The team needed a setup that made everyday website work easier, while still giving them the governance a financial services business depends on.

With NOW Digital, Equity Trustees moved to a composable, cloud-native architecture. Content management was separated from the front end, giving teams more flexibility in how the site could be built and improved over time.

This was critical because change to available web content in financial services has to be controlled. The new platform gives Equity Trustees a clearer way to reduce operational risk and keep the digital experience consistent across devices.

The platform also connects with Salesforce and Pardot, putting the marketing team in a position to be able to work with client data and campaign activity more effectively. More advanced capabilities, including AI-powered personalization and behavioural insights, can be introduced as the team is ready to use them.

The move to SitecoreAI changed the day-to-day work behind the website. Environment builds are now 85% faster, manual updates have been cut in half, and the team has reduced the number of pages on the site by more than 60%.

That matters because a streamlined, cleaner site is easier to govern. The marketing team have less outdated content to work around and more control over the changes they need to make. Clients benefit from the cleanup, too. Improved search makes it easier for people to find the information they came for and need.

Equity Trustees is now in a stronger position to build on the platform. AI-powered personalization and behavioural insights are a priority, and now the groundwork is in place. The team can add those capabilities when there is a clear use case, not because the technology is there.