Söderberg & Partners – from vendor transition to long-term digital strength
When Söderberg & Partners decided to change digital partner, the starting point was clear: the website is business-critical and cannot lose momentum. The transition needed to be controlled, secure, and without disrupting the business.
The takeover of the existing Optimizely solution was carried out in close collaboration between the teams and was experienced as very smooth, both by the client and by us. Thanks to an engaged and highly competent client team, we were able to quickly understand both the platform and the business needs, while at the same time laying the foundation for a long-term and sustainable way of working.
A close partnership with shared responsibility
Söderberg & Partners is an organisation with high digital maturity, clear goals, and strong internal capabilities. This has shaped the collaboration from day one. It has also turned the partnership into a true collaboration, where we work closely together and share responsibility for the development of the website.
Instead of rebuilding from scratch, we have focused on:
- taking control of the existing solution
- gaining a deep understanding of structure, technology, and ways of working
- continuously improving quality, user experience, and business impact
The website evolves continuously based on jointly prioritised goals and roadmap, not as a series of isolated projects. Everything we do serves a clear purpose and contributes to defined business objectives.
Key results
- +14% increase in quality and +20% improvement in accessibility (Siteimprove)
- Improved conditions for conversion through clearer structure and UX
- More and higher-quality leads through improved self-service flows
- Data-driven decisions on content, structure, and prioritisation
- Reduced friction in day-to-day work for marketing and web teams
- A platform that enables continuous optimisation, not one-off initiatives
Continuous development that supports the business
Since the transition in early 2024, we have been responsible for the ongoing development of the website in Optimizely (headless). The work is carried out in close collaboration with the Söderberg & Partners team and focuses on improvements that create real, measurable impact.
Alongside the continuous development, we have also carried out important technical advancements and modernisation of the platform. This includes a major implementation of Microsoft Dynamics, as well as upgrades to the underlying frontend architecture to enable continued development and future-proofing.
This includes:
- clearer structure and navigation based on data and user insights
- systematic work with accessibility and quality, delivering measurable results
- technical SEO/GEO and stable performance
- a solution that is easy to manage and evolve
- value-creating self-service services for end users
- scalable integrations with internal systems
Accessibility has been an integrated part of everything we build, not something addressed afterwards. With accessibility specialists in both design and frontend, we ensure that new functionality meets legal requirements and works for all users. This has been particularly important in the development of several core, form-driven services such as the salary exchange calculator, insurance guide, and other self-service flows.
User experience has been driven through workshops, user testing, and design sprints, combining real user insights with data and best practices to continuously improve the solution.
For web managers, this means less friction. For sales, more and better leads. For CMOs, stronger ability to steer towards business goals. For IT, a stable and sustainable platform to rely on. And for us at Epinova, a platform we are truly proud of.
Epinova quickly entered both our platform and our organization, which made the takeover safe and uncomplicated. Since the web is business-critical for us, we needed a partner who can develop as well as they manage. The collaboration has grown into a true partnership where we share goals, responsibilities and commitment to create long-term value."
Matts Frost, Head of Digital Marketing Söderberg & Partners
A solid foundation for what comes next
The collaboration with Söderberg & Partners shows that changing digital partner does not have to be risky. With the right approach and close collaboration, it can instead become the starting point for increased control, higher quality, and long-term business value.
For us, a successful transition is never the end goal, it’s the starting point for what comes next.
About Söderberg & Partners
Söderberg & Partners is one of Sweden’s leading financial advisors and intermediaries of insurance and financial products. They offer services within occupational pension advisory, insurance advisory, wealth management, and capital management. For private individuals, services include wealth advisory, investment advisory, and mortgages.
Visit Söderberg & Partners' website
