Investment management website and app design

Bestinvest were an established investment management service with 40,000 customers but were having to adapt to market pressure in the form of other large incumbents ramping up their marketing spend and emergence of fintech rivals offering attractive, legacy free and mobile first user experiences.

Bestinvest embarked on a digital transformation programme to refresh their brand, overhaul their marketing and online investment service to align with user expectations and take advantage of the latest technologies.

Learning from within the business meant meeting with every department and asking how key touchpoints such as the marketing website and customer account management area affected them and what they hoped to change about digital experience and why.

It was important to get buy-in and establish channels of communication – sales, marketing, investment managers, directors and of course the customers had to shape the eventual outcomes. It had to work for all of them which was a challenge.

Legacy technology, siloed teams and compliance were key challenges in this space. We wanted to move fast but we couldn’t start from scratch and had to look at what investment data was available that we could display to customers and making sure that was presented in the most consumable way possible rather than working with an ‘ideal’ that would take too long to engineer.

There were some impressive numbers that helped support our work throughout:

• Traffic increased by 8% year on year
• Leads rose from 4,000 to 50,000 year on year
• Transfer requests increased by 128% year on year

There was also a lot of internal positive sentiment – the marketing and sales teams in particular were galvanised by what they felt was a new marketing website and platform that competed and outperformed their competition.