The Situation
The Marlborough Group manages more than £18bn of assets and employs over 250 people across six UK sites.
Following a comprehensive rebrand led by Bert, Marlborough needed to translate its new identity into a single, high-performing digital platform.
The Group had previously operated across seven independent WordPress sites, each serving different audiences, business units and regulatory needs. This created duplication, inefficiency and a fragmented experience for users and internal teams alike.
The task was significant. To create a single, scalable digital ecosystem that unites the Group, drives growth, and brings the new Difference Made brand to life online.
The Change
Working closely with the Group’s leadership and marketing teams, we began by defining the needs of Marlborough’s diverse audiences. Distinct user journeys were mapped and developed for three core profiles, Individual Investors, Intermediaries and Institutional Investors. Each journey had to balance strict compliance and regulatory standards with a slick, seamless experience.
To meet regulatory requirements, we designed gated content experiences, allowing specific documents and data to be securely accessed based on user type and permissions.
From there, we architected and built a unified Webflow platform, consolidating seven separate WordPress sites into one high-performing, modular system. The new site brought together over 1,000 pieces of content, including 350+ blogs, each enhanced with a five-way filtering system to help users explore insights by topic, author, audience, fund and date.
The Fund Centre became the beating heart of the new platform, a best-in-class data experience powered by over 250 dynamic fund displays, presenting live performance data, pricing, documents and analytics in an intuitive format.
Every element of the site was engineered for performance, accessibility and precision. The result: a 99 overall site performance score and a 98 Google PageSpeed score, surpassing the next-best competitor’s 76.
The Growth
The new Marlborough Group website launched as the single home for the business, bringing together strategy, brand and data in one intelligent, scalable platform.
Within 6-months of launch, the brand and site helped contribute to the Group’s growth, playing a role in securing strategic partnerships which added a further £5bn in assets under management.
Key outcomes include:
- 25% faster load-time than the nearest competitor, despite Marlborough having a vastly superior site in terms of content depth and visual sophistication.
- Over 11,000 data feeds from 43 funds and 256 fund variants.
- Almost 1,000 pieces of content migrated and restructured for clarity and SEO performance
- 370+ blogs delivered with advanced five-way filtering for deeper engagement
- Distinct user journeys for three key investor audiences, improving navigation and engagement.
- Gated content frameworks ensuring regulatory compliance and secure data access.
- 99 site performance score and 98 Google PageSpeed, leading the category.
- 250+ dynamic fund displays powering a fully interactive, data-driven Fund Centre.
- 30% faster content management through a modular, Webflow-based CMS.
The platform now underpins every element of Marlborough’s marketing and business development activity. It is bold, confident and built for scale - reflecting the Group’s purpose of Difference Made across every digital touchpoint.
“This was a huge project and we needed to find the right agency, so we conducted a UK-wide pitch process. Bert were different. Their process of CoCreation really stood out. As a group, we were committed to our rebrand and we knew that the whole business, not just the marketing team, would benefit from being involved in a deeply collaborative process. Bert were true to their word. They took us all on the journey and the process was engaging, challenging and very enjoyable. The key to their success is that they cared as much as we did.”
Nathan Glynn, Associate Director, Marlborough Group
