In 2024, two established firms – Waverton Investment Management and London & Capital – merged to form W1M, bringing together decades of heritage, over £24 billion in assets under management (AUM), 350 professionals, and offices across five countries.

The brief for the new site wasn’t just a rebrand exercise, but a unification challenge. Two client bases, content libraries and brand identities, coming together as a single platform that felt integrated from the start.

A unified experience serving multiple audiences

The site needed to serve three very different audiences across multiple regulatory jurisdictions – high-net-worth individuals and families, financial advisers, and institutional investors. 

The core UX challenge was structural. W1M needed a brand narrative strong enough to work globally, while providing distinct pathways for personas with specific needs.

We designed the information architecture as a shared brand layer sitting above audience-specific journeys. The homepage, corporate context and investment content carry a unified W1M story, while beneath that, visitors find a tailored experience. Navigation, content hierarchy and calls-to-action were all shaped by how each audience actually engages with the firm – rather than by internal structure.

Built to publish

The W1M team publishes time-critical market commentary, regulatory updates, investment outlooks, podcasts and event content.

The site is built following ‘composable’ principles – to maximise flexibility and minimise long term development costs. Content lives in a centralised ‘headless’ CMS that feeds into different applications and websites. This is structured using a content model that defines the various types of content (such as podcasts, articles and events), while the inbuilt tagging system maintains clear relationships between relevant content, fund managers, customers  and investment vehicles.

Flexible and modular page composition gives the marketing team full control; the result is a publishing engine that keeps the site current and authoritative.

The fund centre

This important area sits at the intersection of marketing and service, providing fund information, share class data, pricing and performance reporting to both prospective and existing clients. We supported W1M’s platform partner to embed the new fund centre into the site, which now delivers effective reporting while maintaining design coherence. Consequently it functions as an integrated part of the experience rather than a bolted-on portal.

The outcome

The clearest measure of a successful merger site is whether the new platform outperforms its predecessors. W1M doesn’t just match the combined traffic of the legacy sites, it consistently exceeds it. Post-launch W1M generated up to 25% higher monthly visits than the combined traffic of both outgoing sites. This is organic growth driven by a new brand built on a stronger platform, with better content operations and improved findability.

After launch

We provide ongoing maintenance and support with a strong focus on site security, working alongside W1M’s internal technology teams to ensure the platform meets the standards expected of a regulated financial services firm.

Development continues iteratively — refining functionality, responding to how the site is actually being used, and building new capabilities as the business evolves.

What this demonstrates

The W1M project required strategic brand architecture to support a complex merger, composable technical delivery, deep understanding of the markets being served, and a commitment to ongoing development and support. The result is a platform that doesn’t just represent the new business, it actively performs better than what came before it.

“Organic created an elegant and intuitive solution to our primary UX challenge – presenting a single global identity while preserving clear journeys for key audiences. We’re immensely proud of our new site and we enjoy working closely with the Organic team to keep it moving forward.”

“In the months following our initial launch in June 2025,  the first major upgrade to the site was an integration of the new Fund Centre. Organic worked closely with our data partners Instinct to deliver a solution that was both technically and aesthetically seamless within the wider digital experience.”

Jennie Randall, Senior Marketing Manager / Senior Associate