Asset management, corporate website
Victory Capital Management
One website for very different investors. It asks a single question first, then shows each person the products, tools and documents that matter to them.
Visit the live siteTell us who you are, and we’ll show you what’s relevant to you.
Try it: pick an investor type. A simplified recreation of the live homepage.
A lot to say, to a lot of different people
Victory Capital runs many independent investment brands on one shared platform. Its website has to serve people with completely different goals, without overwhelming any of them.
- 4audiences with different needs, from first-time savers to pension funds
- 9investment franchises, each with its own brand and approach
- 7product lines, from mutual funds and ETFs to 529 education savings plans
- 1homepage that has to make sense to all of them
Different questions
An individual wants to check their account. An advisor needs fund documents. An institution wants strategies. Showing everything to everyone helps no one.
Regulated content
Prospectuses, fund documents, tax forms and disclosures must always be easy to find, without crowding everything else.
Many brands, one company
Each franchise keeps its own identity, but visitors still need to feel they’re in one trustworthy place.
Same site, different front door
Choosing an investor type changes what comes first. Pick one to see how the experience shifts.
Groupings simplified from the live site’s navigation.
Nine brands, one platform
Each investment franchise has its own name, style and philosophy. The site gives every one a home, while the shared platform keeps navigation, trust and service consistent.
Value-oriented equities with a fundamental process.
EquitiesClean energy infrastructure projects and companies.
AlternativesConviction-driven active management across asset classes.
Multi-assetGrowth, value and global equity built on deep research.
EquitiesMid and small cap value specialists.
EquitiesQuantitative and fundamental international equities.
InternationalFixed income portfolios matched to client needs.
Fixed incomeHigh-conviction strategies driven by macro research.
MacroMulti-asset, quantitative and custom portfolios.
SolutionsA menu that scales
Hundreds of pages, grouped into a handful of clear sections, so every audience can find what they need in two clicks or fewer.
Invest with us Individuals
- Portfolio solutions
- Wealth advisory
- 529 education savings
Products Advisors
- Mutual funds
- VictoryShares ETFs
- Separately managed accounts
- ETF portfolios
Solutions Institutions
- Strategies
- Custom solutions
- Investment franchises
Tools and resources Everyone
- Support FAQs
- Tax center and forms
- Fund performance
- Safeguarding accounts
Literature Everyone
- Mutual fund prospectuses
- ETF prospectuses
- Fund documents
Insights Everyone
- Market insights
- Investor learning
- Military financial readiness
About Everyone
- Leadership
- News and community
- Responsible business
Secure account Account holders
- Profile and preferences
- Document center
- Message center
Four ideas that shaped the site
Based on stakeholder workshops and an audit of the existing site, we focused on four principles.
- 01
Ask before you show
One question on the homepage, “What type of investor are you?”, routes each visitor to content made for them, and explains why it’s asking.
- 02
Brands keep their voice
Every franchise gets its own space and identity, while shared navigation and layout keep the whole site feeling like one trusted company.
- 03
Compliance without clutter
Prospectuses, fund documents and forms live in one dedicated literature hub, always one click away from any page.
- 04
Public and secure feel connected
Account holders move from public pages into their profile, documents and messages without feeling they’ve left the site.
My contribution
- UX research
- Information architecture
- Wireframes
- UI design
- Prototyping
- IMPACTa result, such as faster task completion or fewer support calls
- IMPACTa result, such as engagement with the investor chooser
- LiveThe site is in use today at vcm.com
- Designing one entry point for very different audiences.
- Balancing many brand identities inside one system.
- Making regulated content easy to find, not easy to ignore.
See it live at vcm.com
Victory Capital is a registered trademark of its owner. This case study describes my design work and is not an official Victory Capital publication.