A journey of reinvention

IG.com, a UK based prominent online trading provider, embarked on a transformative journey to revamp their website, which had not seen a major redesign in over seven years. Seeking to shift from a transaction-focused model to an experience-driven approach, IG.com partnered with we+, a CX-focused agency with a reputation for creating exceptional digital customer experiences. 
 
Together, they reimagined IG.com as a haven for ambitious traders, delivering enhanced flexibility, scalability, and efficiency, while embodying the principle that the customer is king. This collaboration with we+ ensured a seamless integration into IG.com’s broader business strategy, paving the way for a successful AEM transformation project. 

“Throughout the project, we+ demonstrated exceptional accountability, following an agile approach and seamlessly integrating each stage into our broader business strategy.” 

The Challenge for IG

In July 2023, after more than 7 years without a major redesign, IG.com embarked on a reinvention journey. As a globally recognized online trading provider specializing in spread betting, stockbroking, and CFD, IG.com attracts over 3.7 million prospects and 340,000 current clients monthly.

Despite its popularity, IG.com had defined ambitions in three key areas: 

• improve conversions 
• create an unrivalled user experience 
• improve the backend system flexibility & performance 

Joe Kane, Technical Delivery Manager at IG Group, explains: “To better align with the evolving IG brand, we decided to transform our site, moving from a transaction-focused model to an experience-driven approach. We aimed to provide richer content and expand our product offerings to customers. On the backend, we sought to enhance our operational efficiency by upgrading the AEM platform. Our vision for the new IG.com was to create a space for ambitious traders, with seven unique rooms catering to various needs, from investing and trading to news, analysis, and community engagement.” 

The solution by we+ 

To turn this vision into reality, IG partnered with we+, an agency with a CX-first philosophy and a strong track record in delivering exceptional digital customer experiences. Their extensive expertise, consisting of over 50 senior consultants, played a crucial role in shaping IG’s project strategy.

Together with the team at IG, a multi-layered strategy was mapped out for IG.com’s revamp. Their aims: 

1. Redevelop IG.com using Adobe Experience Manager, modernizing the codebase and transitioning to a single-page application, with reusable components, micro-frontends and services. 
2. Ensure the new site meets modern industry standards in quality, performance, user experience, and maintainability across the 28 locations IG serves. 
3. Establish a flexible platform for easy product additions and enhancements. 

The Result 

We+’s strategic insights led to better agility, scalability, low maintenance, more autonomy, resiliency, and an improved colleague experience. 

“They consistently put the customer first, engaging with us in a true strategic partnership, providing architectural expertise, and sharing valuable CX best practices.” 

The performance of we+ in this engagement was exemplary, as Dominic Bradley, Regional CTO and Head of Client & Trading Technology states: “Throughout the project, we+ demonstrated exceptional accountability, following an agile approach and seamlessly integrating each stage into our broader business strategy. They consistently put the customer first, engaging with us in a true strategic partnership, providing architectural expertise, and sharing valuable CX best practices. We have been thoroughly impressed with we+’s performance and commitment to our project and look forward to continue our journey together.“ 

“We have been thoroughly impressed with we+’s performance and commitment to our project and look forward to continue our journey together.”