Idea

State Street Global Advisors (SSGA) is no stranger to shifting winds in the asset management sector. The organization’s parent company, State Street Corporation, is one of the world’s largest financial institutions. With increasing competition and demand for personalized content across each of its global practices, the investment management arm saw the opportunity to reimagine its digital experience to unify its global presence and more efficiently deliver localized content.

Insight

In collaboration with long-time partner IBM iX®, SSGA set out to more deeply understand their users’ needs across all points of digital engagement and to build a world-class, frictionless experience that would delight customers. The team anchored themselves around several key guiding principles, including enabling self-service and leveraging data to better understand and refine the transitional journey for their users,  while also providing measurable business insights and ROI for the firm. Just as important was identifying the right tools for its internal teams, including content capabilities to support SSGA’s expanding global digital teams and the organization’s digital centers of excellence initiatives. 

Taking an experience-led and human-centered approach, the team architected a unified global digital experience platform (DXP) customizable by region, language and investor types.

IBM iX built the multisite system on Adobe Experience Manager 6.3 (AEM), replacing a custom legacy solution. The new platform has a simplified design that leverages a responsive grid, delivers seamless integration and has minimum customizations. To facilitate internal adoption of AEM, IBM iX also created a dynamic set of templates for SSGA’s marketing managers grounded in user-centric design principles to streamline the content delivery process. IBM iX also built a digital asset library and designed a governance model to reinforce brand consistency and efficiency across State Street’s digital ecosystem.

Impact

Since launching the platform, transitioning operations and training core teams with the support of IBM iX, SSGA has realized significant savings. Enabled by the Adobe Experience Cloud suite of applications, SSGA is now making more data-driven decisions, and can easily view how customers are interacting with their content, unveiling what information is most valuable to clients.

Nearly 150 websites have been launched since the transformation, delivering a more consistent global experience in 22+ countries in more than 10 languages, serving the needs of institutional users (wealth managers), intermediaries (brokers), ETF retailers and individuals. SSGA has also seen a 3.6X improvement in content accessibility with integration services through Akamai, as well as improved customer satisfaction.

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