Digital transformations continue to disrupt industry after industry. For financial services in particular, buyers are often customers for life, and brand experiences must be on par with customer expectations. So, how do you set a digital standard that meets the needs of the modern customer? Two well-known finance brands are finding a solution to these needs in open source technology. While the brands’ approaches vary greatly, from forward-thinking to conventional, their focus is the same: building better, richer customer experiences while simultaneously reaching organizational goals. Join Acquia and Third and Grove in this webinar, hosted by WBR Digital, to learn how two leading financial services firms are using digital to: - Re-platform in six weeks, ft. Mint.com moving over 1,000 pages from its legacy site - Create a more engaging experience for visitors, ft. TPG Capital (with over $75 billion under management) - Automate A/B testing and determine the right content for the highest conversions - Deploy a responsive theme to keep pace with a rapidly expanding mobile payment market

1. Speakers:
- David Aponovich: Senior Director of Digital Experience, Acquia
- Tony Severo: Chief Strategy Officer + Founder, Third & Grove
- Mark Lavoritano: Strategy and Design Manager, Third & Grove
- Justin Emond: CEO + Founder, Third & Grove
March 30, 2016

2. → Introductions: Acquia and Third & Grove
→ Digital has changed everything
→ Customer experience demands are expanding
→ Who’s getting ahead with digital experience?
▪ TPG Capital
▪ Intuit’s Mint.com
→ Q&A
Agenda

3. →
→

9. Customers Are Setting High Expectations
Omni Channel Experiences are expected
As digital expands, customers demand you to deliver content and experiences not
just in person, but also across:
↳ Sites
↳ Mobile experiences
↳ Retail kiosks
↳ Smart watches, etc.
Customers want always-on, always-personalized experiences that move them
forward.

10. Real-time Experiences Are Essential
Customers stress immediacy in all business relationships because of digital
engagement
↳ e.g. Current financial information delivered on the spot
↳ Immediate transaction info and communications
↳ Real-time transfers, payments and investments
Forrester Research says: “Real-time information will enable context-based digital
offerings,” e.g. combining real-time data with predictive analytics to offer
personalized investment opportunities or loan products.
(Source: Forrester Research, Predictions 2016: Financial Services Execs Wake Up to Digital Transformation, Nov. 10 2015)

11. Human & Digital Touch Points Combine
For selling and ongoing relationship interaction:
→ Firms must blend physical and digital touchpoints seamlessly to deliver better
customer experiences
→ Digital tech investment will occur in areas like mobile apps, guided selling
tools, on boarding customers with human guidance with two-way video, and
many more areas of innovation
→ It’s all part of a more tailored approach to customer experiences that will
seem natural (and expected) to customers.

12. Personalization is a Requirement
→
→

13. San Francisco | Boston | Barcelona

14. saltbranding.com

16. TPG Capital (formerly Texas Pacific Group)
→ Biggest of the small firms, smallest of the big firms
→ Over $70B under management; 16 global offices
→ Investments in over 300 companies, including Box, J.Crew, Airbnb, Uber,
Neiman Marcus
→ Supportive, modern investors who help build companies
→ Consider themselves INNOVATORS
→ Elite and need to quickly establish credibility at the C-Level (as more than
private equity)

18. Their existing digital presence was...
→ Not authoritative
→ Not inspiring
→ Not flexible
→ Not fully responsive
→ Not representative of their brand

20. TPG needed to be able to tell their stories

22. Not just private equity...

24. TPG was re-platformed with Drupal 8, giving the
team flexibility:
Longevity of platform (strategic IT platform - extensible) and easy for editors
over Drupal 7. It was the right choice for them. ( modern, extensible)
→ Fully responsive
→ Easy publishing
→ Content variety (case studies, videos, press)
→ In-line editing

26. TPG’s new site gives
the brand:
→ Consistent, quality branding on
any device
→ Unprecedented publishing
flexibility
→ Room to grow
→ Best-in-class security and
uptime
TPG’s new site
gives users:
→ Lots to explore -- Custom
site-search, videos, stories
→ Clear navigation
→ Easy access for press
→ Crisp experience on mobile
devices

29. Like TPG, Mint is focused on the top of the funnel, giving users a
consistent and engaging experience.
...but Mint’s business model meant that they had to take the funnel
one step further, focusing on customer acquisition and conversion.
The success of the site, therefore, was easy to measure by one metric:
The conversion rate of new visitors to registered Mint app users.
Clearly defined KPIs

30. To drive conversions, the site needed:
→ A Robust CMS platform to empower team members
→ Mobile support: Target audience was Millennials + GenX
→ Content personalization for testing and optimization
→ New logo & site theme to refresh the brand
Unpacking the main KPI

31. Mint.com Before
→ WordPress platform not scalable
→ Difficult content workflow
→ Not responsive or mobile-friendly

32. → New logo and modern design
→ Enterprise Drupal CMS
→ Responsive, Mobile-friendly
→ Easy content personalization
Mint.com After

33. → Over 100MM Mobile Pageviews per month
→ Speed is a major driver of engagement, and
therefore conversion
→ Bi-directional content roadmap →
distributing from Drupal to the app
Mobile first and mobile fast

35. The Benefits
“Things we normally had to put in backlog or
onto a build schedule, we can now do in
minutes.”
Janin Kompor, Mint’s Sr. Mgr. of Marketing and Web Strategy

36. → Big savings in ongoing developer resources
The Benefits

37. → Big savings in ongoing developer resources
→ Mobile site drives engagement with millennials on
their device of choice
The Benefits

38. → Big savings in ongoing developer resources
→ Mobile site drives engagement with millennials on
their device of choice
→ Data driven decisions on AB testing of CTAs; Higher
conversion as content adapts to visitor profiles
The Benefits

39. “The site looks so amazing, and is performing
at an amazing level. Way beyond even the
highest expectations.”
Michael Daniels, Sr. Web Engineer for Mint
The Results

40. Thank You