Brooks MacDonald
Amplifying Growth with Insightful Digital Evolution
Creating a future-facing digital platform for Brooks Macdonald’s ambitious growth.
Brooks Macdonald is a leading provider of wealth management services across the UK, with over £17 billion in discretionary funds under management. Known for their client-focused ethos and deep industry expertise, they serve private clients, trusts, charities, and institutions. As part of a broader transformation initiative, they set their sights on modernising their digital ecosystem to meet the evolving needs of their audience and support strategic growth.
The Challenge: A Platform for the Future
To drive growth and elevate its digital presence, Brooks Macdonald required a website that not only reflected its premium brand but also delivered against the complex demands of a regulated industry. The challenge was twofold: modernising the site’s UX and content infrastructure while ensuring compliance with evolving wealth management regulations. A key objective was creating a personalised, accessible experience for a diverse set of users — from individual investors to professional advisers.
Our Strategy: Discovery-Driven Transformation
We began with an in-depth discovery phase, including stakeholder interviews, audience research, and persona development to uncover the needs and journeys of Brooks Macdonald’s varied user base. This insight informed a detailed content audit and user-flow analysis, allowing us to identify gaps and opportunities across their existing digital touchpoints. Our strategy focused on aligning user needs with business goals — building a scalable framework capable of adapting to future content and regulatory requirements.
The Solution: A Scalable, Insight-Led Digital Platform
Built on Drupal 10, the new Brooks Macdonald website delivers a modern, intuitive, and highly accessible experience. Flexible page-level content personalisation ensures relevance for each user segment, while the robust backend structure supports content governance and scalability. Post-launch, our collaboration extended into campaign strategy — developing a comprehensive content calendar and digital activation plan including SEO, programmatic, and AdWords initiatives to increase reach across UK advisers. The result: an intelligent platform poised for growth and engagement.
