Bibby Financial Services’ Sitecore implementation had become increasingly restrictive over time. Years of customization and dependency on external agencies left internal teams with limited control over content management and digital experiences. “The previous platform limited our ability to create audience-specific journeys, optimise conversion paths and rapidly test new acquisition strategies”, Sean Casey, Head of Corporate Communications at BFS, explained.

“As customer expectations evolved, we needed the ability to deliver relevant experiences across different audience segments, industries and stages of the buying journey rather than serving largely static experiences to all visitors. It meant we lacked the agility to produce and adapt content at the speed required to support SEO, campaigns and regional initiatives.” 

As the platform approached end-of-life, the organization used the opportunity to reassess its broader digital experience strategy and evaluate modern alternatives through a formal RFP process. The goal was not only to modernize infrastructure, but also to reduce operational complexity and improve speed to market across regional teams.

Content workflows had become highly centralized, creating delays for marketing teams and increasing reliance on outside development resources. “Making even minor updates or content changes was far more complicated than it needed to be,” said Casey. “Changes had to go through a central process and, in some cases, be handled by an external agency. It created bottlenecks and reduced our ability to move at the pace the business required.”

The company also wanted a platform capable of supporting future personalization initiatives, localization strategies and more adaptive digital experiences as customer expectations evolved.

After evaluating several CMS vendors, Bibby Financial Services selected Contentstack as the foundation for its modernization initiative. Working alongside implementation partner iO Digital, the company launched a phased migration strategy focused on modernizing its global websites while establishing a scalable framework for future growth.

As part of the migration effort, Bibby Financial Services audited and consolidated more than 5,000 pages into approximately 1,200 optimized pages aligned to SEO best practices and customer journey goals. The implementation also introduced a more flexible governance model that empowered regional marketing teams to manage and publish content independently while maintaining centralized oversight and brand consistency.

The move to Contentstack also reduced operational overhead tied to hosting, maintenance and infrastructure management. At the same time, the new platform created a more agile operating model that allows teams to launch campaigns and update experiences faster across markets.

The modernization initiative has already delivered meaningful operational improvements across Bibby Financial Services’s global marketing organization. By enabling regional teams to manage many content updates independently, the company reduced average content update turnaround times by 50%, improving responsiveness and accelerating campaign execution across markets. “Our SLA with internal teams is five days and on average, we’re now closing tickets in around two and a half days,” Casey said. “The international teams themselves can go in, build and edit pages, and submit changes for publication directly through the workflow. It’s really slick.”

The platform has also improved collaboration between international marketing teams, making it easier to share and adapt successful content and experiences across regions. “Contentstack has enabled us to create a scalable operating model, allowing successful content, landing pages and customer journeys to be quickly adapted across markets while remaining locally relevant. Our marketing team in the Netherlands, for example, might say to the team in Germany, ‘I love that page, I’m going to borrow it and rework it,’” Casey said. “Being able to do that quickly is hugely efficient and helps us get our content to market faster.”

Beyond operational efficiency, Bibby Financial Services is now building the foundation for more adaptive digital experiences, powered by audience insights and personalization capabilities, using Personalize and Lytics. The organization is actively exploring ways to tailor experiences based on industry, traffic source and customer behavior to improve engagement and conversion rates over time.

Bibby Financial Services credits both Contentstack and implementation partner iO Digital for helping guide the transformation process and aligning technology decisions with long-term business goals.

The partnership extended beyond implementation support and into strategic roadmap planning for future personalization and optimization initiatives. “We’ve got a great relationship with iO Digital,” Casey said. “They’re excited about deploying new features, optimising the site further and helping us think strategically about our digital roadmap long term. It’s an exciting time for us.”

With its global rollout complete, Bibby Financial Services is now focused on expanding personalization, localization and audience segmentation capabilities across markets. The organization plans to build more adaptive digital experiences based on customer intent and regional audience needs while continuing to streamline operations for marketing teams across its international footprint.

“The long-term goal is to move beyond generic website experiences”, Casey added. “As a team, we want to deliver more targeted content journeys that improve engagement, increase conversion and support lead generation across key audience segments.”

By modernizing its digital foundation with Contentstack, Bibby Financial Services has positioned itself to move faster, scale more efficiently and deliver more relevant customer experiences across every market it serves.

For more information, visit www.bibbyfinancialservices.com