Montgomery Investment Management is a boutique investment management firm with two investment portfolios, The Montgomery [Private] Fund and The Montgomery Fund.
Investors benefit from the unique insights and nine decades of investing experience offered by Montgomery Investment Management, led by Roger Montgomery, CEO David Buckland, Head of Research Tim Kelley, Portfolio Manager Russell Muldoon, and Head of Distribution Scott Phillips.
In order to stand out in a relatively crowded market place, MIM executed a brand refresh across all of its marketing materials and engaged Digital Garden to help redesign and develop its online presence. The objective was to position the firm as investors not speculators with their clients’ money – a safe pair of hands.
As the website was a source of information for prospective investors, the site also needed to capture information from enquiries into its CRM system (Salesforce.com) so that the MIM team could follow up and manage the prospect communications from there on in.
The Digital Garden team, in conjunction with the MIM marketing and Roger Montgomery himself, set out the key objectives and future vision of the new website and together mapped out key milestones in the design and development process. New information architecture was created with users journeys clearly identified for two key types of investors for two very different funds. The design followed the new branding guidelines set out by the bold rebranding exercise.
The design was a bold departure from its old site with the use of a more visual approach and duotone black and red photography and a more intuitive navigation system. The key funds were clearly identified from the home page allowing users to navigate quickly to the one that best suited their requirements/investment capability. Images, fonts and layouts brought a refreshed brand feel to Montgomery with a more personable and human face to a financial services firm.
Functionality-wise, the site is easier to navigate and works optimally across all devices – desktop, tablet and smartphone. All new enquiries are now channelled directly into the Saleforce.com CRM system allowing the firm’s new business team to respond quickly to new business opportunities and maintain clear history of each communication.
Since the launch in January 2014 the website has had:
- 20% decrease in bounce rate
- 39% increase in how long users spend engaged with the site
- 44% increase in number of pages users visit on the site
- 15% increase in applications to invest in the Montgomery Fund
The new Montgomery Investment Management website has been live since early 2014 and the anecdotal evidence is that the traffic has increased, both clients and prospects have found it easy to use and the refreshed visual design is well liked. Enquiries have also increased and the foundations have been set to grow the online features to include a client portal for their clients to be able to securely login and view their investments and performance.
Showcasing the talented team that head up Montgomery Investment Management.