Powering the Financial Leader's Acquisition Engine
1
The Background
J.P. Morgan, the largest bank in the U.S., provides indispensable intelligence and personalized insights to individuals and families across the globe.
To reflect the breadth of the bank’s mission and the company’s imperative to target and acquire new audiences for the J.P. Morgan Private Bank, we started by redesigning the primary touchpoint client experience: the Private Bank Website.
We immersed ourselves in J.P. Morgan’s world to understand the experience high net-worth clients have with the bank, and reframed the bank’s approach to acquisition to be centered from the client’s perspective—a first for the company.
2
The Challenge
J.P. Morgan Private Bank faced a few challenges from both brand and audience perspectives:
Lack of Identity and Expressed Mission
Historically known for an insular, almost esoteric approach to content, we wanted to demonstrate the value that the Private Bank and the Financial Advisors can provide to prospective clients, educating new audiences on the benefits of working with J.P. Morgan Private Bank.
Shallow Content and Poor SEO
In addition to requiring a stronger foundation for enhancing the brand’s perception and amplifying awareness of what J.P. Morgan Private Bank can do, the previous site’s shallow depth of content did not present users with any reason for exploratory visits. It also did not provide opportunities for diving deep into rich, thought provoking content. From an SEO perspective, the lack of site content also had the adverse effect of ensuring the bank was invisible to search.
Lack of Meaningful Data Capture & Personalization
Finally, as a primary connection point between J.P. Morgan Private Bank and potential clients, the previous website did not provide internal teams with meaningful ways to capture data about site visitors in order to improve audience analysis, tailor content creation efforts, or generate more marketing qualified leads.
3
The Solution
Enhanced Brand Perception & Amplified Brand Awareness
Key to the new website’s success is an in-depth showcase of J.P. Morgan Private Bank’s wealth management capabilities, consequently increasing brand awareness and allowing online customers to make well-informed investment decisions.
A Lead Acquisition Machine
J.P. Morgan Private Bank needed to drive both new client acquisition and deepen existing relationships at scale—and we’ve designed our new website to do just that. Expanding the site’s content increased visibility from an SEO perspective and once on site, visitors were able to actively tailor the experience to find content most relevant to their interests (thanks to behind-the-scenes content based on user personas).
Our design system enabled J.P. Morgan Private Bank to attract & capture qualified leads by delivering relevant, valuable information, and providing pathways through rich content in an effort to build a relationships and appreciation for the bank’s pioneering strategies and thought leadership.
Rewarding a Rich Content Experience with a Rich System
The new site is 600+ pages deep, including prominent thought leadership and 70+ pages detailing J.P. Morgan Private Bank’s service offering. Powering the new content-rich site is a system of templates and modules that are both functional and built for enhanced editorial control of translations, curation and recirculation within the site.
This system streamlined creation and publishing of a unified, cross-departmental effort across the bank—the result of our efforts working with J.P. Morgan Private Bank to align internal efforts around a new audience.
Moving Beyond the Site to a Broader View of a Client’s End-to-End Journey
In addition to redesigning the website—a critical touchpoint for prospects—we researched and discovered the full journey that U.S.-based, high net-worth individuals experience with the private bank. Our goal was to identify all touchpoints and strategically inform marketing & technology roadmaps and efforts resulting from gaps/opportunities across the end-to-end journey.
In addition to resulting planning documentation and socialization materials, our discussions fostered alignment among the organization as we helped them transition to a more client- and value-focused model.
4
The Results
The new digital home for J.P. Morgan Private Bank will be a powerful tool for potential and established customers alike, as well as a deep well of wealth management knowledge for bankers, for family offices, for small business owners and more.
We are currently working with internal teams to iterate and strategically build on the foundation we’ve established, continuing to push the site forward and set J.P. Morgan Private Bank up for continued success as they optimize their content offering, offer deeper personalization opportunities, and increase interactivity and data visualizations throughout the site.
