UMB

The Client

UMB Financial Corporation is a financial services company headquartered in Kansas City, Missouri. UMB offers commercial banking, which includes comprehensive deposit, lending and investment services, personal banking (which includes wealth management and financial planning services), and institutional banking (which includes asset servicing, corporate trust solutions, investment banking, and healthcare services). UMB operates branches throughout Missouri, Illinois, Colorado, Kansas, Oklahoma, Nebraska, Arizona, and Texas. The company also serves business clients nationwide and institutional clients in several countries. 

The Situation

As a financial services institution, UMB operates in a highly regulated industry and, as such, has strict security and oversight processes. As it looked to implement a new digital experience platform (DXP), the team had to ensure that the site met all of these requirements and that the process was set up to maintain that high level of compliance in the future.

The Challenge

UMB was leveraging an out-of-date DXP that made it difficult for content authors to easily build and maintain pages, impeding the company’s growth. Additionally, UMB wanted to redesign its site to deliver an improved customer experience, supporting its evolving business needs while joining its traditional financial services site and its healthcare services site.

UMB also wanted to expand its site’s personalization capabilities — its previous personalization studio platform was falling short. The company wanted to drive down the total cost of ownership by centralizing on a DXP that could provide a personalized content experience as a part of the overall solution.

The Solution

Working with Perficient, the teams’ first step in the project was to ensure their selected approach would meet IT security requirements, integrating with the chosen identity management solution and a specific DevOps toolset and process.

Using Acquia Site Studio, UMB ensured the site could leverage the out-of-the-box components and expand on that system, reducing the project’s overall timeline and associated implementation cost.

As a part of the implementation, the teams migrated more than 300 campaigns from the existing personalization tool, focusing on delivering market-specific imagery and messaging to customers in key geographies. For users who have interacted with a particular campaign or are in a target market, the teams highlighted specific hero images, calls to action, intake forms, and recommended salespeople. Users who begin but still need to complete application forms receive messaging on how and why to proceed forward in the process.

Perficient managed all the website redesign, CMS implementation, and personalization studio integration projects in parallel across multiple UMB stakeholder teams. Each phase of the project relied heavily on one another to achieve the desired completion dates, project hours, and budgetary guardrails.

The Results

With Acquia Site Studio, UMB enjoys a component-based website solution that allows authors to create robust customer experiences. Using Acquia Personalization significantly decreased the total cost of ownership and centralized personalization tasks. With the new platform, UMB can quickly build and maintain robust pages in order to deliver relevant regional and personalized campaign experiences.