In this case study, you’ll learn
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Unlocking the digital future of insurance
Digital transformation for insurance companies. Discover how modernizing your DXP through migration to a composable architecture, flexible authoring, and seamless integrations can improve user experience, boost efficiency, and reduce costs. (English version only)
Our client, one of the largest US insurance companies and a Fortune 500 member, has built strong customer loyalty over two centuries by continuously evolving.
Today, digital channels are key for delivering exceptional customer experiences, from personalized product information and quotes to outstanding claims service.
To address this, the company’s board prioritized modernizing its digital approach by replacing its legacy CMS and migrating to a best-of-breed, cloud-hosted ecosystem with Magnolia providing the composable content foundation and Cloudinary powering the visual media layer. The goal was to create a more flexible, scalable, and high-performing digital experience platform that could adapt to market trends, integrate new technologies, and reduce maintenance costs and effort.
With over 30 websites and more than 120,000 assets, modernizing both content and visual media management was critical. The company’s monolithic CMS was costly and limited its ability to innovate as the market evolved.
part 1
The project goals
Improved User Experience
Enhanced interfaces for internal teams and customers now provide convenient, highly personalized content and visual experiences, leading to increased customer engagement and satisfaction.
Improved Integration
The adoption of a best-of-breed, cloud-based ecosystem seamlessly integrates content, visual media, and the company’s existing systems, supporting specialized tools for analytics, marketing automation, and customer relationship management.
Cost Efficiency
Lower operational costs by reducing reliance on on-premises infrastructure and maintenance. The company moves away from legacy licensing models, paying only for features that deliver business value.
Long-Term Confidence
A future-proof platform designed to support ongoing improvements, such as enhanced user experiences, seamless integrations, intelligent visual media, and personalization, ensuring the company stays competitive in an evolving digital landscape.
Faster Time to Market
A user-friendly interface with modular content techniques and integrated visual media workflows enables faster updates and feature rollouts, keeping content and media fresh and relevant. The platform’s simplicity shortens the learning curve, allowing teams to quickly adapt while being easier to navigate than the previous system.
part 2
The solution: Discovering Magnolia DXP
The web teams deeply evaluated several DXP and CMS vendors highly rated by Gartner, and Magnolia emerged as the best fit for the company’s goals:
Composable Architecture
Magnolia is designed for a best-of-breed ecosystem, which makes it very easy to integrate with the company’s existing systems to create seamless, end-to-end digital experiences. It provides internal development teams with flexible, powerful customization options, while the PaaS (Platform-as-a-Service) model greatly reduces the need for in-house management and maintenance.
Intelligent Visual Media
Cloudinary provides the DAM and intelligent image and video capabilities within the composable DXP. Its integration with Magnolia gives authors direct access to approved visual media within the DXP, creating a connected workflow for structured content and visual media.
Improved Authoring
Magnolia DXP empowers content authors to easily create and manage visually rich pages and templates, combining traditional and headless content approaches. It offers the flexibility needed to manage more than 30 different websites while providing a single, integrated platform to keep everything manageable for the web team at the scale the company requires.
Increased Cost-Efficiency
As well as the strongest feature set, Magnolia also provided the best ROI of all the platforms evaluated. With its DX Cloud PaaS deployment, it requires fewer internal and external resources for implementation and ongoing management, making it more cost-effective compared to other solutions.
part 3
Seamless migration to Magnolia DXP and Cloudinary with TBSCG
Enterprise-scale DXP migrations are complex projects with significant risks if not managed properly. That’s why the customer decided to partner with TBSCG. TBSCG’s status as a Magnolia Gold Partner, combined with over 20 years of experience migrating critical business applications to the cloud, gave them the expertise and experience to ensure that the transition was successfully delivered on schedule.
The project began with a comprehensive discovery phase to identify user needs, content types, and workflows. This step was crucial in ensuring that the new system and infrastructure aligned perfectly with the organization’s goals. Throughout the process, TBSCG worked closely with the customer’s technical teams to design the target architecture and establish a multi-wave implementation roadmap that allowed for phased rollouts. As part of that architecture, TBSCG integrated Cloudinary with Magnolia using Magnolia’s standard DAM connector and Cloudinary’s Media Library widget, extending the integration to support the site’s component architecture and give authors direct access to approved visual media within Magnolia. The wave-based approach, applied across 17 traditional sites and 17 headless content repositories, ensured a smooth transition with zero downtime for end users.
With the insurance company, TBSCG defined and applied a set of best practices to ensure consistency across a huge range of sites. This approach improved content quality, enhanced user experience, and prevented technical debt.
TBSCG provided a comprehensive training program for the client’s content management and technical teams, enabling the staff to efficiently operate the new platform from day one.
After implementation, TBSCG continued to offer support, allowing the customer to fine-tune the system as needed. The result was a highly successful migration completed in under a year, with no impact on customer access or internal site users.
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part 4
The result
Streamlining Content Creation at Scale
Magnolia offers a more intuitive and user-friendly interface than the previous solution, enabling web teams to accelerate content creation and management workflows. With Magnolia DXP functioning as a headless CMS, teams can now use a single content source to deliver content across multiple websites in various formats, saving significant time and effort. Cloudinary extends that model to visual media: authors can upload a single high-resolution asset and use it across experiences, with component-specific transformations automatically adapting the asset based on where it appears. Authors don’t need to manually manage sizing, formats, or separate variants. These efficiency improvements are critical when managing a large volume of assets and pages.
Cutting Costs and Seamless Migration from Legacy Systems
By moving to the modern Magnolia DX Cloud platform on AWS, the customer’s web teams can focus more on delivering business value and less on managing and maintaining an outdated system. The web teams no longer need to dedicate extensive time to patching an on-premises platform. The migration to Magnolia DX Cloud also helped the company cut costs by avoiding the high expense of a legacy on-premises system and inefficient license models. They anticipate significant reductions in operational costs and ongoing maintenance.
Building End-to-End, Personalized Experiences
The insurance company leveraged the composability of Magnolia to quickly implement audience-based content personalization, enabling web teams to deliver highly tailored user experiences. This was achieved by personalizing website content based on user navigation, displaying relevant products intuitively, and providing customized product content in the customer portal based on segmentation and data. The creation of an API Framework enabled the integration with other systems (policy administration, CRM), allowing the company to create seamless, end-to-end customer journeys.
Continued training and support
The insurance company’s teams accessed Magnolia Academy for platform training and received tailored support from TBSCG, ensuring a smooth onboarding process for new users. This empowered them to confidently and quickly deploy changes and publish new content for their customers.
part 5
Moving forward with Magnolia and Cloudinary
With Magnolia DX Cloud in place, the insurance company has a modern, stable, and scalable platform that is truly composable. This new system efficiently supports its digital channels and is built to adapt to future needs. Web teams can now easily create stronger, personalized, end-to-end experiences for both new and existing customers, providing the company with a significant advantage in a highly competitive market.
