Generali is a major player in the global insurance industry. For almost 200 years, the group’s business has played a vital role in supporting the growth, development and welfare of modern society. Headquartered in Trieste, Generali Group is Italy’s largest insurer and among the largest insurers in the world with nearly €500 billion of assets under management. Its corporate website is one of its most important communications tools.
With Magnolia, it now has a smart, responsive and engaging platform that allows it to offer visitors a seamless experience across multiple screens and devices. The new site has been ranked as best European insurance website by Webranking by Comprend.
We wanted to change the design and approach, and deliver a smart, responsive, modern, engaging platform for digital communications, not only to meet our stakeholders' and customers' expectations but to exceed them.
In a world filled with increasing risk and uncertainty, Generali has plenty of solid, reassuring credentials to shout about. But in the online world, success demands more than just shouting: the Internet has become Generali’s most important communications tool. A sophisticated online and digital strategy is now vital for building and maintaining relations with customers, partners, investors and other stakeholders.
Generali’s pioneering communications team wanted to develop a new, more visual style for interacting with the group’s stakeholders online. They were keen to combine rich multimedia with the latest techniques in creative storytelling. The aim was to relate Generali’s activities to the real life experiences of their online visitors.
The complex combination of requirements demanded a powerful underlying technology platform, a skilled software team and an innovative, strategic digital agency. Generali tested multiple different content management systems before choosing Magnolia for its new web platform, with Tinext working as the lead systems integrator. Tinext combines the latest digital marketing expertise with the deep technical understanding of a seasoned enterprise systems integrator.
The Generali team wanted to deliver sophisticated underlying functionality built on the latest content management technologies. This had to be combined with expert user interface design to make the site a fast, simple and powerful tool to give visitors exactly the information they required.
With the reality of today’s complex, fractured digital journeys, the new platform also had to maintain smooth, seamless communication, as visitors moved across multiple screens and devices.
Building on Magnolia as a robust, scalable base, Tinext extended the basic platform with a range of bespoke tools and functionalities. They integrated the site with SOLR, Generali’s powerful, corporate search engine. Magnolia’s document management functionality was also extended, ensuring visitors can always find the information they need.
In addition, a sophisticated media center implementation allows content to be targeted more selectively at individual users. With the ability to tag documents and rich media, Generali’s communications team can also give content items different, dynamic appearances, depending on context and where they appear on the site.
Tinext added interactive calendaring and the ability for journalists, analysts and investors to subscribe to regular updates from the group.
We needed a partner that understood Magnolia as a technology: not just what it does, but what it can be made to do. With previous experience of digital transformation in the financial sector, Tinext was clearly the right choice.
Since launching the new site, Generali has leaped up the rankings, gaining recognition in leading industry awards. The site has been a vital element in a sophisticated online and digital strategy strategy that engages Generali's stakeholders.
Generali.com was ranked best European insurance website according to the 19th annual edition of Webranking FT Europe 500 by Comprend.
The site was also one of the three best improvers, reaching the 6th position – out of 500 – in the overall ranking, as well as being highlighted in Bowen Craggs Index of Online Excellence as illustrating best practice for navigation.
The Forrester Wave™
Web Content Management Systems, Q1 2017
Magnolia’s component design leverages content pools to drive dynamic content, while back-end extensibility builds on open source and offers flexible integration.