Intelligent Positioning’s new Technology Platform empowers AXA-IM

AXA is one of the largest and most recognisable Asset Management companies in the world, managing €516 billion of assets globally.

With offices in over 20 countries AXA-IM is part of the larger AXA-Group, a world leader in financial protection and wealth management.
AXA offers its services to Institutional Investors, consultants and professional advisors.

The Challenge

Though AXA do not directly sell online the Investment Management company look to Natural Search as a positive brand awareness activity. AXA need to be prominent in search engines across Europe the main category search terms as well as the different funds offered to Financial Advisors. Knowing the product was available and supported in search would help with wider customer touch-points and support the overall brand architecture.

The IP Solution

From the outset Intelligent Positioning has offered AXA access to the Intelligent Positioning SEO platform which offers real time scalable rank tracking with alerts when keywords change position plus European wide search analytics and data, plus natural search optimisation recommendations. The web analytics covers positioning data based on the whole sector including competitor analysis which covers multiple search engines across nations. The aim was to focus on financial category terms such as “Investment Manager”, which investors and advisors would be searching for. With AXA’s European offerings IP look to optimise the relevant sites for globally recognised search terms as well as country specific terms that are highly competitive in the industry and give high quality brand positioning.

The Result

The IP SEO platform reduces the time it takes to do research so that AXA’s time can be spent on strategy and execution. AXA now has consistent page one positions for many financial terms including “Investment Management” and major Fund and Bond terms.

Utilising the IP SEO platform, AXA combines search metrics with business results from various analytics platforms to track the ROI from natural search optimization. With a powerful reporting platform, AXA can create C-level reports combining conversion and revenue data from analytics platforms.