Creating a future facing website for Ascentric
Ascentric is part of the Royal London Group, the largest mutual insurer in the UK. The Ascentric wrap platform allows financial advisers to manage investments on behalf of their clients.
The platform market has seen a great deal of consolidation in recent years, with competition from major financial brands intensifying under increased legislation and the watchful eye of the regulator.
Our challenge was to create an online experience that clearly differentiates Ascentric from the rest of the market, showing empathy, understanding and unparalleled support for Financial Advisors, adding value for current clients and offering a compelling advantage for new prospects.
Extensive market and stakeholder research revealed that Financial Advisors look for three key qualities in a platform partner:
Human – a service built around people, communicating clearly with character and warmth
Ownership – helpfully assertive, putting the advisor and their client at the heart of everything they do
Steadfast – quietly confident, with strength and credibility to build lasting, profitable relationships
Our creative approach put Ascentric firmly at the heart of the relationship between Financial Advisers and their clients by putting the platform in their hands with the message: It’s not our platform. It’s yours.
This positive reassurance reinforced the breath of access and impressive customisation that Ascentric offers, and the promise that it will change and grow with your business and with your clients needs.
Designed to deliver an elegant experience on any device, every aspect of the new website, from colour choices and typography to interaction design to tone of voice and brand character, feels bold, confident, assertive and approachable. Financial advisers and their clients are in safe hands.
Site success was measured in 3 areas: engagement, acquisition and retention.
Since launch, engagement has grown with a 12% year on increase in pages views, 8% increase in sessions, and an impressive 86% reduction in bounce rate.
Acquisition data is confidential but fund factsheet downloads and sales team enquiries have far exceeded targets.
Early retention data suggests that the solution is driving higher levels of platform login, and this is growing month on month.
True’s thinking and execution is exemplary. They really care about the craftsmanship and quality of their work. My team and I enjoy working with them. Rachel Allen, Head of Digital Transformation, Ascentric