IAG cuts 15 websites to one platform in digital overhaul

IAG has overhauled the digital platform across its insurance brands, consolidating 15 websites into a single content management system.

The project covered brands in Australia and New Zealand. It included the migration of eight New Zealand brands before the group moved its largest brand, NRMA, onto the new setup. IAG worked with consultancy Slalom on the programme and used Adobe Experience Manager Sites, Adobe Experience Manager Assets and other Adobe tools to rebuild its web estate.

Before the overhaul, IAG's websites were spread across different content management systems, including Drupal and SharePoint. The group had nearly 300 separate components and 50 templates across its digital estate, making updates harder, raising costs and increasing regulatory risk.

As part of the overhaul, IAG reduced its web footprint from 7,000 pages to 4,500. It also cut site content components by 83% and page templates by 84%, creating a common set of components and services for use across brands.

One of the clearest examples of the shift came at NRMA, where a full website rebrand was completed in three months. That process had previously taken as long as a year, according to IAG.

"Adobe has been central to our transformation. It's helped us eliminate complexity, reduce risk, and deliver secure, high-performing digital experiences at speed and at scale," said Kim Bui, head of digital at IAG.

IAG linked the new platform to faster publishing cycles and a greater ability to update campaigns while they are live. It said cloud-based tools, real-time authoring and reusable content fragments had made it easier to publish information quickly and meet regulatory requirements.

Craig Le Patourel described the operational impact on campaign changes.

"The speed has been a game changer. Site updates that used to take us months now take weeks. We can update a campaign two or three times during its run, giving customers a much more dynamic experience," said Craig Le Patourel, manager - growth, experience & delivery at IAG.

Traffic and quotes

IAG said improved search visibility and faster page load times helped lift unique visitors across its websites from 15.6 million to more than 20 million. It also reported a 5% increase in insurance quotes on its mobile site, which it attributed to an improved mobile experience.

The insurer also expanded its use of analytics and testing tools as part of the programme. Adobe Analytics now acts as a shared data model across 55 web and mobile apps, while teams in digital, marketing and product use the system for real-time insight into customer activity.

IAG said it uses Adobe Target to tailor offers and page content for different customers. One example was showing home insurance promotions to existing NRMA car insurance customers, including offers that combine several insurance products on one account.

Testing has affected the performance of some products, including landlord insurance, after changes to its placement on a home and property insurance page, the company said. Le Patourel said experimentation had become routine.

"We do A/B testing on everything we can. Adobe gives us customer satisfaction feedback in real time so that we can quickly identify how to make the customer experience even better and maintain strong performance at the top of our sales funnel," he said.

Training push

The programme also included a large staff training effort aimed at embedding the tools across the business. More than 400 employees were trained to manage and improve digital experiences, including 100 team members in Target and more than 300 in Analytics, according to IAG.

Of those trained in Analytics, 32 gained advanced certifications. IAG said its content teams can now build and test digital experiences without waiting for developer support, while branded templates in Adobe Express have also been introduced for wider internal use.

Zoe Trueman said the design changes had reduced pressure on specialist teams.

"Adobe Express has taken the pressure off our design team and given us the freedom to create high-quality content quickly and confidently," said Zoe Trueman, group employee communications manager at IAG.

Slalom said its work with IAG covered governance, process changes and the development of reusable design systems intended to reduce duplication. The consultancy added that the programme helped build Adobe skills inside IAG for ongoing maintenance.

"The Adobe ecosystem was the right fit for what IAG wanted to achieve with content management, personalization, experimentation, and content syndication. Our collaborative approach with IAG not only delivered the required capabilities but also helped to build Adobe skills within the organization for future maintenance," said Lucy Easter, principal at Slalom.

Bui framed the programme as part of a broader effort to make the insurer's digital services more reliable for customers.

"When your purpose is to make the world safer, you can't afford digital uncertainty. We had to rebuild our platform in a way that aligned with our responsibility to our customers.

"When we say we want to make your world a safer place, that means ensuring every page, interaction, and update is accurate, responsive, and built for trust. That's what this transformation has allowed us to do," she said.