Challenge
Royal London is the UK’s largest mutual life, pensions, and investment company, with around £130 billion under management. As the organisation expanded its direct-to-consumer services, its digital estate struggled to support cohesive customer journeys. The experience was siloed, hard for customers to navigate, and inflexible for internal teams to manage and develop.
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Solution
Equator collaborated with Royal London to design and deliver a scalable, future-ready digital platform suited for customers, intermediaries, and internal teams.
Built on Optimizely, the solution focused on usability, personalisation, and long-term flexibility.
- Analysed behavioural data and site analytics to identify drop-off points and friction.
- Redesigned the information architecture to support end-to-end customer journeys.
- Validated new journeys through user testing before development.
- Implemented a component-based design system on Optimizely.
- Enabled personalised experiences based on customer needs and context.
- Worked closely with in-house teams to ensure smooth implementation and knowledge transfer.
Results
- More coherent and intuitive customer journeys across direct and intermediary audiences.
- Reduced reliance on developers through improved content management.
- Quicker updates and enhanced creative freedom for internal teams
Outcome
Royal London now operates a scalable, future-proof digital platform that supports its long-term direct-to-consumer ambitions. The new experience improves customer engagement today while providing Royal London with the flexibility to adapt as products, regulation, and customer expectations evolve.
