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The scene

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Canaccord Genuity are a global full-service investment bank operating across Capital Markets & Investment Banking, Wealth Management and Fund Management. They dominate the middle market segment with 35% market share in deals ranging from $50 million to $500 million and are recognised as a top 10 wealth management firm in the UK. Canaccord Genuity had a large digital estate that had grown organically over time. This had led to inefficiency for the global team who were responsible for maintaining the system, increased development costs, and lots of manual overhead for the CMS users.

The story

Canaccord knew they needed a streamlined solution built in an enterprise platform that would enable them to deliver seamless customer journeys and a best-in-class digital experience for their customers.

Following an RFP process, they selected Optimizely and embarked on global redesign and development project. Initially engaged as a local Optimizely partner to help the London team to define their requirements, Appius’ UX work and understanding of how to get the best out of the platform investment impressed other global stakeholders and we were appointed to design and deliver the whole project.

Appius created an architecture and design toolkit that had the flexibility to support local market needs plus the consistency of a high impact, global brand experience.

The technical transformation

Appius built the site using the Optimizely (then Episerver) DXP. The architectural approach separated out the component base from the front-end look and feel allowing specific markets to tailor their branding to their audiences whilst keeping the experience for CMS users simplified and easy to maintain. Optimizely personalisation capability was used from the start, routing users through to their local content and tailoring the experience. Appius integrated data feeds to create people finder and specialism finder capability that was automatically updated, reducing overhead on the content team. Out of the box Optimizely capability was leveraged to manage multi-lingual content and forms for subscription management allowing Canaccord to deliver dynamic programs of thought leadership.

Key Highlights

  • Personalisation capability leveraged to deliver a curated, seamless user experience at both a global and local level
  • Single codebase and DXP environment cut speed of development and maintenance costs
  • Wealth Confidence tool commended by the Financial Services Forum for Most Effective Digital Marketing award
  • Developed and delivered a full paid digital marketing strategy with Google Ads, LinkedIn and Programmatic rich media campaigns
  • A highly optimised site delivering global SEO performance gains and an uplift in leads

Results:

  • New Google page 1 rankings for ‘personal wealth management’, ‘wealth management UK’ and ‘inheritance tax services’
  • 50% increase in natural search visitors
  • Site converted to a genuine lead generation tool

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