Shifting perceptions with a modern and progressive platform

The Challenge

Parmenion is a rapidly growing, multi-award-winning technology and investment solutions business for financial advisors. We were appointed to transform their website to better reflect their ambitious, innovative, and award-winning brand. 

The Solution 

Parmenion is a progressive fin-tech company. The previous website did not allow the business to portray the brand's progressive nature in the digital space. The new solution allows them to deliver a sense of being future focused and continuous travel towards a brighter future. true wanted to epitomise this through a clear IA design and also through the movement in the interaction design. Given the depth and detail of information, the design needed to work to help unpack this and assure visitors across their user journey. 

Parmenion provides what is essentially a white-labelled investment platform for independent financial advisors. Their primary audience is a b2b audience, however, we also needed to be able to provide assurance to the end customer that their money was invested wisely. This meant creating a content switch that quickly allowed users to flip between the detailed IFA view and the simpler, clearer client view. This allowed Parmenion’s direct customers to share content with their own customers, which made their products and company credentials easy to understand and gave them confidence in a less widely known brand from a consumer perspective. 

The interactive designs, use of texture, and illustration allowed true to deliver a look and feel that stands out in the sector, as a less corporate, and stuffy alternative to the big players. The forward's motion is not just a visual trick, it’s an essential part of delivering a digital experience that alongside key content block, tells the customer that Parmenion delivers technological upgrades to their platform at a faster rate than their competitors; they answer phone calls and customer service requests up to 15 times faster than their competitors and they have gone through a period of massive change to offer a more modern range of financial solutions.  

As a result of the shift in product portfolio, there were several stakeholders from different areas of the business that weren’t clear on how to tell the story about their different offerings to their customer base. To support this, true carried out research tasks and workshops to unpack the challenges and handhold stakeholders through the process to deliver a website that could genuinely simplify their offering and enable the client to offer the best possible onward customer service. 

All this was ultimately in aid of delivering a website that generated greater leads, maximising Parmenion’s share of their client’s portfolios. This meant leveraging the existing reputation of Parmenion’s employees, creating profiles, connecting those profiles to thought leadership pieces via authoring blogs that could easily be shared through their LinkedIn networks, and creating direct contact lines for new business connections.