A lead-generation platform that’s efficient to manage and provides an engaging experience for the target users.
FMG.
FMG Suite was started in San Diego, CA, in 2011. They started with a handful of advisors and creative thinkers who dared to ask the question, “How can we make a remarkable difference for advisors?” Since then, their service offerings have grown from websites to a sophisticated, automated “suite” that supports advisors’ success, day in and day out.
They are a SaaS offering with a mission to help financial advisors build and promote their own brands, by providing marketing automation and content. They recently acquired a number of competitor businesses. The project was to relaunch FMG Suite into the American market and consolidate their market leadership, positioning them as the number 1 SasS provider in the category.
The challenge.
With the goal of becoming the number 1 SaaS provider to Financial Advisors, FMG Suite had their work cut out for them.
To complicate matters, they were working with a strategy agency, RDCL, in California, and a brand agency, M35, and Devotion in Australia, when they themselves were headquartered in California, but were scattered all across the US.
In Devotion, FMG were looking for a partner that would help them make sense of their offering and present it in an easily digestible way, with the goal of increasing conversions. At the same time, it needed to be easy for them to manage, and extensible for future requirements.
The solution.
To deliver a broad strategic repositioning and significant rebrand, with a consolidation of a number of businesses and a service offering rationalisation, FMG Suite relied on a team of agencies who had partnered successfully in the past on large-scale projects similar to this.
The critical repositioning work was led by RDCL out of California. They were responsible for the strategic insights that served as the foundation for the complete brand reinvention and service offering consolidation.
Leading Australian brand agency and long-time collaborator of Devotion, M35, were responsible for reimagining the brand aesthetic.
Devotion then leveraged the work of both agencies to architect the digital platform. Devotion undertook detailed user journey analysis, aided by LoFi wireframing and customer surveying. This provided valuable insights into how FMG needed to structure their offering to lead to an increased rate of conversion.
FMG relies heavily on customer testimonials, and actual marketing automation and content examples, used to promote their customers’ brands. The overall look and feel is clean and uncluttered, with clear conversion paths.
Kontent.ai provided FMG with the flexibility and ease of use that they needed. Given they were starting from scratch with their copy, the headless infrastructure allowed them to build out their content, while the site presentation was being developed, saving on time.
Kontent.ai was easily integrated with the services FMG was already using, and can easily be extended further for any future needs.
Services performed:
- UX research and design
- UI design
- Technical architecture and development
- Ongoing support and performance optimisation
Learn more in:
Development.
The results.
