Finlandia Group
Finlandia Group is a full-service financial group that helps entrepreneurs and entrepreneurial-minded individuals achieve their financial goals. The company offers all savings and investment services under one roof.
We revamped the Finlandia Group’s website, which serves as an important marketing communication channel and supports face-to-face sales efforts. The new website reinforces the desired brand image and convinces with its high-quality content.
Challenges
Finlandia Group’s previous website was in need of an overhaul in terms of usability, appearance, and technical solutions. The main issues were outdated technologies and difficulties in updating the site. The website lacked effective marketing tools and did not generate enough inquiries from potential customers, as usability was not optimal, and user flows were unclear. With the brand refresh, it made sense to elevate the website’s visual design to a new level as well.
Towards thought leadership in the financial sector
High-quality, up-to-date content, all consolidated under one website, positions Finlandia Group as a knowledgeable leader in the field. It sparks the user’s interest in the company and encourages them to return to the site again.
The core concept of the website was to present professional content and make Finlandia Group’s service offerings more accessible to visitors. Finlandia Group’s areas of expertise include wealth management for owner-entrepreneurs and solutions for wealth creation, which we aimed to highlight more clearly on the new website. Professional content includes articles, market updates, stories of self-made success, and articles related to investment funds, webinars, and educational materials.
Our goal was to support the development of Finlandia Group’s brand image toward a strong, knowledgeable, and passionate player in the financial sector. The website’s navigation needed to be easy and logical, while the design had to look sleek and polished. We wanted users to know exactly where to find relevant and engaging content on current financial and investment topics.
Finlandia Group’s brand and visual identity were created by Hugo D’Alte, while we iterated and refined the visual design on the website. Marketing automation was managed by Generaxion.
Service tailored to the needs of owner-entrepreneurs
Finlandia Group strives to thoroughly understand both the current challenges and future aspirations of its clients. The new, sleek website combines effective marketing with a customer-centric, holistic approach to addressing client needs. Upon arriving on the site, users are immediately presented with questions and themes related to their financial challenges or goals. These content pages serve as a starting point for addressing the customer’s needs, while showcasing Finlandia Group’s comprehensive approach and wide range of services.
One of Finlandia Group’s competitive advantages is its extensive network of offices, reaching from Helsinki to Rovaniemi, enabling personalized and high-quality service for clients across Finland. In addition to easily accessible contact details for the offices, the website allows users to browse and filter over 50 experts, helping them find the right advisor for their needs.
Targeted content and user engagement with HubSpot
The implementation of the HubSpot CMS platform has significantly expanded Finlandia Group’s content marketing capabilities. With this implementation, users can now be identified, and relevant content paths can be offered to them.
Finlandia Group’s primary target audience is small and medium-sized business owners interested in investing and growing their wealth, who are provided with a wealth of engaging and up-to-date content. With HubSpot, users can be presented with personalized landing pages based on their interests. The platform also facilitates re-engagement through marketing automation, encouraging users to return to the site for more relevant content. HubSpot thus plays a key role in supporting Finlandia Group’s goals, including user identification, building automated marketing paths, email marketing, and in the future, personalized content creation.
The website was designed to be clear and professional, offering clients a seamless touchpoint with Finlandia Group’s high-quality services. The visually appealing layout and the site’s clarity improve usability and ease of information retrieval. The new site provides a wealth of information about different client needs and Finlandia Group’s products, while offering an easy way for clients to get in touch.
The value of the content produced, the logical structure of the site, easy navigation, and quick access to information encourage users to return to the site. Visitors can easily access expert content, regularly updated market reviews, and track the value of funds. They can also subscribe to the newsletter or download educational materials if desired.
“I have experienced Evermade as a professional, agile, and reliable partner. The project team was proactive and capable of delivering even the most challenging tasks. Evermade knows how to listen to the client and make the right decisions based on the discussions.”
– Ben Bogdanoff, Director, Brand and Communication
Technical features
Finlandia Group’s website was implemented as a multisite solution, where regulated investment services can be found at finlandiagroup.fi and financial services at finlandiarahoitus.fi. The multisite approach enhances site development and standardizes practices, allowing Finlandia Group’s different websites to continue benefiting from shared modular content elements in the future.
The site also features stylish data visualization as an integral part of the design. Finlandiagroup.com site leverages stock market data from the MorningStar database. A Python script, built between the fund data API and the website, retrieves the latest data from the MorningStar API and updates the HubSpot HubDB database every hour via the HubSpot API. For presenting the data on the frontend, the Chart.js library is used, allowing fund value trends, for example, to be displayed in a clear and visually appealing way to users.
Since API calls are made to HubSpot’s own database in the frontend, any delay on MorningStar’s end does not affect the website’s loading speed. This eliminates the outdated iframe implementation from the old site, providing a modern, user-friendly solution that aligns with the new visual design. Additionally, collecting data on site usage has become more efficient now that there are no separate iframe elements.
