Grupo Security

The Client

Grupo Security SA is a leading Chile-based company dedicated primarily to the financial sector. The company’s activities are divided into various businesses: banking, investments, life insurance, general insurance, services, tourism, and real estate. Grupo Security’s value proposition has followed the line of maintaining high standards of service quality, excellence, and ethics with employees, clients, and suppliers. This has resulted in ongoing value creation for shareholders and has been accomplished in compliance with a strict regulatory framework that governs its companies.

The Situation

Each of Grupo Security’s businesses had different marketing and IT departments, with various technologies and suppliers. The company needed a way to allow each business to go to market in a simplified and optimized way with reliability and governance, ultimately facilitating promptness and scalability. A technological convergence model was required that would facilitate efficient management and a consistent user experience across the different digital assets of each business.

The Challenge

From a technological perspective, Grupo Security had on-premises infrastructures and needed to migrate to the cloud to achieve greater flexibility and operational efficiency. The company wanted technology that was easy to use and capable of satisfying stakeholders and internal collaborators to create and update content in a timely manner, in addition to eliminating the high dependence on IT for the simple publication of content for clients. In addition, Grupo Security considered the potential to integrate with the variety of digital marketing tools that would be necessary to fulfill its digital experience strategy, as well as implementing a design system and security guidelines that would protect public sites as a “gateway”. 

The Solution

After an internal evaluation, Grupo Security chose Drupal as their CMS and began the migration process for all sites. The team provided weekly progress reports and monthly updates outlining the project’s results, achievements, design concerns, and functional adjustments. Design components were defined and documented in a system supported by Acquia Site Studio, allowing each site to be delivered on time with integrations in four to six weeks each.

When the project began in August 2020, the first milestone was the migration of “Vida Security” and then “Grupo Security.” In 2021, the migration of Investments, Lending, Real Estate, Corporate Insurance, and Home Lending continued. In 2022, Banking was migrated, which represented a significant milestone due to the importance of the business, the number of visits, and the internal demand for requirements. 

In the subsequent two years, the process was completed with the incorporation of Mortgage and other mini-sites such as Automotive Lending, Sustainability, and Investor Relations. There are currently 13 sites deployed with Acquia, with Marketing and UX departments that manage their content autonomously and efficiently on a daily basis, with corporate governance that facilitates the development of evolutionary processes and safeguards guidelines that provide internal consistency.

Grupo Security’s sites are created in a multisite architecture using Acquia Site Studio as a front-end layer, which allows the creation of standardized components that all companies in the Group can use to create a unified identity across the corporation. Their sites are integrated with tools such as HubSpot, Salesforce, private APIs, and financial APIs. Users appreciate that it is much easier to update and publish new content, allowing them to implement new sites in less time. 

The Results

In this process, together with Acquia, Grupo Security developed the necessary capabilities to continue growing efficiently, both in methodology and processes. 

Once the new sites were deployed, significant changes were seen in content creation and update times, as well as the freedom to start customizing and generating new components. Each company site can now adapt its site to meet its business needs, helping to improve customer experience and digital sales. And following the first stages of site migration and integrations, Grupo Security has progressed to optimization in performance, SEO, and UX. Key project highlights include:

• Speed and time to market: The time for new websites has been significantly reduced from six months to six weeks
• Efficiency and productivity: The time for updates has been reduced from 22+ days to just hours. The company is now able to reach customers with greater speed and has gained autonomy and flexibility for the marketing team, freeing up time for the IT team.
• Security and regulatory compliance: The implementation of a security layer has been crucial to protect both customer and company data, resulting in more reliable sites. In addition, Grupo Security was able to deploy data privacy and cookie policies in a short time, enabling the company to advance its regulatory compliance position.
• SEO improvement: A 55% increase in organic visits to the sites has been observed (2024 vs 2023).
• Synergy and scalability: Components have been developed in which 72% of them are shared between companies, aiding efficiency and scale between businesses.
• Implementation of marking on all sites: The rapid progress in collecting and labeling digital information on the behavior of customers and prospects facilitates the traceability of digital sales processes, allowing data-based decisions to be made.
• Facilitation of the company’s digital strategy: Connection with 18 tools for digital analytics, advertising, social networks, blogs, visualization, security, and data storage, among others.
• Change management: More than 200 people using SMS and more than 100 hours of training, ensuring successful adoption of the new platform.