As a retail investing wave reshapes India’s capital markets, Motilal Oswal Financial Services is seizing the opportunity to modernise its digital front door. The company has been a trusted name in India’s financial sector for more than 35 years and is witnessing a clear shift towards mobile-first, self-directed investing, driven by rising financial literacy and smartphone adoption among younger investors.

“First impressions online must keep pace with how millennials and Gen Z in India now invest,” says Vipul Nirwani, Head of Digital Products at Motilal Oswal. “But we were struggling with technical SEO issues and delays in publishing content. Those limitations held us back from ranking higher and engaging audiences effectively.”

The scale of the business added even more urgency. With more than 13,000 employees serving nearly 14 million customers, Motilal Oswal spans everything from wealth and asset management to capital markets, housing finance and investment banking.

To overcome these hurdles, the company decided to unify its six separate business websites — covering wealth management, asset management, housing finance, private equity, capital markets and treasury investments — on a single CMS platform. This would simplify site management while ensuring a consistent brand experience. After reviewing its options, Motilal Oswal selected Adobe Experience Manager Sites as a Cloud Service, supported by Edge Delivery Services.

“We wanted superior performance in terms of page speed and the ability to publish content seamlessly,” says Nirwani. “Adobe Experience Manager Sites exceeded our expectations, delivering PageSpeed Insights scores of more than of 95 out of 100 on mobile and close to 100 on desktop.”

Investing in digital speed and security.

Motilal Oswal’s shift to Experience Manager Sites transformed how its teams collaborate. Marketing, product and IT teams now work more closely, with the marketing team defining requirements and the product team working with Adobe to deliver.

“There was a lot of dependence on product and technology teams to make changes,” says Nirwani. “Now, the marketing team can create and publish content themselves, without waiting weeks for updates.”

Market news, product launches and insights that once took weeks to appear online can now be published in hours. This helps Motilal Oswal’s customers act on timely information and feel more connected to the brand.

Site performance has also improved dramatically, with server response times dropping from three seconds to between 200 and 300 milliseconds. This means clients can access research reports, product information or account services without delays — even during peak trading hours.

Security has improved, too. A web application firewall built into Experience Manager Sites as a Cloud Service, provides protection against common threats.

“It’s been a blessing,” says Nirwani. “Adobe manages the firewall so our teams can focus on growth instead of firefighting.” This proactive layer of defence keeps customer journeys safe and uninterrupted, ensuring trust in every digital interaction.

Returns delivered in just four months.

The pace of implementation was as impressive as the platform’s performance. Motilal Oswal’s first site went live in just four months — a rapid turnaround in an industry where major technology projects often take years. This agility allowed teams to demonstrate value quickly, including SEO improvements, which helped secure leadership buy-in and accelerate adoption across the business.

Adobe supported the rollout with hands-on training for up to 40 people across Motilal Oswal’s marketing, product and technology teams. Priority support meant issues were resolved quickly and efficiently. “Right from the onset to delivery of the first website, the Adobe engineering and solution consulting team worked hand in hand with Motilal Oswal’s partners to deliver the digital experience and continue to support Motilal Oswal,” Nirwani says.

This has translated into smoother, more consistent customer journeys across live sites. Whether a client is exploring wealth management, housing finance or equity products, clients can now enjoy faster, more secure and consistently branded online experiences.

Adobe has been a true partner and collaborator,” says Nirwani. “Its involvement and support have been exceptional, ensuring we achieve our objectives.

Exploring generative AI for scale.

With a strong digital foundation in place, Motilal Oswal is now exploring generative AI tools — including Adobe Firefly and Adobe GenAI for Experience Manager Sites — to accelerate content creation.

“Firefly and GenAI can help us create more options, test them faster and focus on what works, boosting both conversions and SEO performance,” says Nirwani. Firefly’s indemnity also gives the company confidence that AI-generated assets are commercially safe to use, supporting compliant and customer-friendly experiences.

First impressions that count.

From static, hard-to-update websites to fast, secure and scalable platforms, Motilal Oswal is now equipped to meet the expectations of modern investors and build trust with every interaction.

“We asked for performance, security and speed; Adobe delivered with a modern, governed publishing pipeline. Tech now ships faster, lifts SEO and readies the stack for AI-led scale — driving measurable business impact,” says Pankaj Purohit, Director, Information Technology at Motilal Oswal.

“Our digital presence must meet the pace and expectations of today’s investors,” says Sandeep Walunj, Executive Director and Group Chief Marketing Officer at Motilal Oswal. “By partnering with Adobe, we’ve built a secure, high-performance foundation with personalisation at scale so that marketing can move faster, elevate every client interaction and serve savvy investors effectively.”

Learn more about how Adobe Experience Manager Sites with Edge Delivery Services helps companies unify websites and improve performance.