Supporting Aegon in architecting an audience-centric vision and a more digitally focused business.


Aegon are a leading provider of pension, savings and investment solutions. Its existing legacy websites struggled to deliver clarity to their users as well as lacking brand consistency, personalisation and best practice aspects of UX, SEO and usability.

This was impacting business success and as such Aegon needed a new website to provide a single, cohesive public facing experience to replace the existing sites, which were on a tangled architecture, three legacy platforms and led to confused and frustrating customer journeys.

Positive were chosen as a partner that Aegon could collaborate with on the design, UX and solution, all in the knowledge that the Positive build would deliver a developed and fully aligned solution rather than the usual ‘spec & outsource’ technical arrangement through internal IT to a System Integrator.


Common Architecture

Positive crafted an AEM solution to consolidate the three disparate sites and unify audience-specific and proposition-relevant user journeys, to merge the experience into simplified experience that focuses on product support and knowledge.

A best in class navigation system and guided login feature helps users explore and access content and, directs the user to the correct target platform (of the many available) to ensure visitors see content relevant to their products and propositions as well as easily guide them to self-serve support and the new secure portal to login via a cohesive UX.

Marketing Efficiency

The key to the solution has been to reduce the ongoing costs of maintaining three public websites by combining them into one cohesive experience.

This unified site allows the marketing team full ownership with the ability to do more work at scale, creating cost savings by reducing inbound customer calls, increasing marketing efficiency of publishing news, press releases and insights thus saving costs associated with 3rd party solutions.

Insight, guides and tools with focused topical-hubs position Aegon as thought leaders in their sector.  This creates an extensive and growing knowledge beacon of high value content while further strengthening the direct brand association with Aegon.


"Thank you for all your hard work to transform Aegon’s digital experience for our customers, advisers and importantly, for our internal teams in architecting such a usable system for our new website.

We hugely value the fresh, strategic thinking and quality of work you have brought to the project - and indeed to deliver it with such a strong sense of a unified team between client and agency.

We are delighted to have Positive as a key digital partner - collaborative and flexible, you have provided elegant, creative solutions to complex challenges with a rare clarity of thinking.   Swift to deliver, you have brought us immense value in delivering such a positive outcome and a digital experience that we are truly proud of and will be the foundation for the business’ digital transformation for years to come."

Andy Manson – Chief Marketing Officer - Aegon


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