Digital clarity that builds trust.
IAG modernizes experience delivery to better serve and safeguard its customers.
4X
faster rebranding of the NRMA website
83%
reduction in website components
15
separate websites consolidated into a single platform
5%
increase in insurance quotes on the mobile site
400+
employees trained to manage and optimize experiences
“Adobe has been central to our transformation. It’s helped us eliminate complexity, reduce risk, and deliver secure, high-performing digital experiences at speed and at scale.”
Kim Bui
Head of Digital, IAG
A bold reset to serve faster, safer, and smarter.
As one of Australia and New Zealand’s largest general insurers, IAG helps millions of people protect what matters most: homes, vehicles, businesses, and livelihoods. The company has a mission to make the world a safer place, through every policy, customer conversation, and even digital experience.
Years of managing fragmented content management systems and outdated tools had created a noisy, risk-prone environment that made it hard to deliver reliable experiences. Kim Bui, Head of Digital at IAG, looked at the aging ecosystem and saw an opportunity: clean up the risk with a modern digital foundation that put the focus back on the customer.
“When your purpose is to make the world safer, you can’t afford digital uncertainty,” says Bui. “We had to rebuild our platform in a way that aligned with our responsibility to our customers.”
The transformation reshaped IAG’s entire digital ecosystem. It empowered teams, reduced risk, and gave the business the speed, scalability, and consistency needed to meet rising customer expectations with confidence.
From legacy complexity to a scalable foundation.
After years of acquisitions and growth, IAG’s web infrastructure had become unwieldy: 15 brand websites spread across different content management systems (CMSs), including Drupal and SharePoint. Nearly 300 disconnected components and 50 templates made it difficult to adapt quickly to changing customer needs and market demands. This increased operating costs and elevated regulatory risk, which added the potential of millions of dollars in fines from regulators.
It was time for a change. Working with IAG’s partner, Slalom, IAG selected Adobe Experience Manager Sites and Adobe Experience Manager Assets as a Cloud Service as a digital foundation.
IAG and Slalom completed the transformation in two phases, first migrating eight New Zealand brands, then tackling NRMA, IAG’s largest and most complex brand. Slalom provided expertise in governance, process optimization, and scalable design systems, developing guidelines to consolidate content, reduce duplication, and build reusable components that support growth. For NRMA, this meant the team was able to execute a full website rebrand in just three months, a process that previously took as long as a year.
“The Adobe ecosystem was the right fit for what IAG wanted to achieve with content management, personalization, experimentation, and content syndication,” says Lucy Easter, Principal at Slalom. “Our collaborative approach with IAG not only delivered the required capabilities but also helped to build Adobe skills within the organization for future maintenance.”
Faster updates deliver dynamic experiences customers can trust.
Updating the web infrastructure was only the beginning. Bui next turned her attention to improving the customer experience with more relevant and timely information and offers. Here, speed gained from Adobe’s cloud services environment proved essential.
Faster updates, supported by real-time authoring and reusable content fragments, allow IAG to publish news quickly, meeting regulatory requirements and keeping customers fully informed. The newfound agility also helps the business respond swiftly to mergers, market shifts, and seasonal campaigns without increasing costs or pressure on teams. For instance, when IAG wanted to release a special campaign to celebrate the Olympic games, new hero banners were up in a fraction of the time it took previously.
“The speed has been a game changer,” says Craig Le Patourel, Manager – Growth, Experience & Delivery at IAG. “Site updates that used to take us months now take weeks. We can update a campaign two or three times during its run, giving customers a much more dynamic experience.”
Improved SEO and page load speeds increased unique visitors to IAG’s websites from 15.6 million to over 20 million. The enhanced mobile experience, achieved with out-of-the-box functionality, helped fuel this increase in traffic and a 5% increase in quotes for customers on the mobile site.
“Adobe has been central to our transformation,” says Bui. “It’s helped us eliminate complexity, reduce risk, and deliver secure, high-performing digital experiences at speed and at scale.”
“Adobe gives us customer satisfaction feedback in real time so that we can quickly identify how to make the customer experience even better and maintain strong performance at the top of our sales funnel.”
Craig Le Patourel
Manager – Growth, Experience & Delivery, IAG
Delivering greater impact through data.
The fast production speeds combined with deeper insights from Adobe Analytics add up to even more impactful customer experiences. Analytics now serves as IAG’s single source of truth, powering a standardized data model across 55 web and mobile apps. Teams across digital, marketing, and product use real-time insights to make smarter, faster decisions.
Based on those insights, IAG customers now see dynamic personalized experiences made just for them delivered through Adobe Target. Customers who already have car insurance through NRMA might see a hero for home insurance or even a special offer that highlights the benefits of car, home, and rental insurance on the same account. The result: much higher sales for specialized deals.
IAG continues to improve product performance with extensive A/B testing through Target and a bento-style page experience featuring a dynamic layout with multiple call-to-action elements. Testing and optimizing the design led to strong click-through rates for core products and increased engagement with less prominent or niche products. For example, sales for landlord insurance soared after it was highlighted above the fold on the Home & Property Insurance page.
“We do A/B testing on everything we can,” says Le Patourel. “Adobe gives us customer satisfaction feedback in real time so that we can quickly identify how to make the customer experience even better and maintain strong performance at the top of our sales funnel.”
Empowered teams, confident execution.
For IAG, enablement is the key to promoting long-term adoption of its Adobe applications. Adobe’s Ultimate Success team played a critical role by delivering training, strategic guidance, and hands-on support to embed new ways of working and accelerate momentum.
“The Ultimate Success team trained us on the tools and helped us reshape how we work,” says Bui. “The team’s support accelerated our ability to build capability and scale across the business.”
IAG teams quickly learned how to use Experience Manager Sites to create their own experiences, giving content producers an opportunity to design and experiment freely, without waiting for a developer. The company also trained 100 team members in Target and more than 300 employees in Analytics, with 32 earning advanced Analytics certifications.
To coincide with the launch of its new web platform, IAG also underwent a brand refresh. The design team developed branded templates in Adobe Express that teams in other departments can use to easily edit videos, create digital signage, and launch campaigns without waiting for designers.
“Adobe Express has taken the pressure off our design team and given us the freedom to create high-quality content quickly and confidently,” says Zoe Trueman, Group Employee Communications Manager at IAG.
This shift has reduced content bottlenecks, improved brand consistency, and freed creative teams to focus on high-impact work — improving efficiency and execution company-wide.
“When we say we want to make your world a safer place, that means ensuring every page, interaction, and update is accurate, responsive, and built for trust. That’s what this transformation has allowed us to do.”
Kim Bui
Head of Digital, IAG
Advancing purpose through innovation.
With its digital foundation in place, IAG is evolving its experience strategy to meet the next wave of customer expectations. That includes consolidating enterprise and web digital asset management systems, scaling use of headless content, and deepening investment in Adobe to power even more personalized, omnichannel journeys.
“When we say we want to make your world a safer place, that means ensuring every page, interaction, and update is accurate, responsive, and built for trust,” says Bui. “That’s what this transformation has allowed us to do.”
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