Sarasin & Partners manages £17bn for private clients, charities, institutions and intermediaries (as at 30 June 2026). Its digital presence had grown over time across a number of separate sites, each serving a different audience.

The brief set a clear ambition. One destination where clear navigation enables visitors to select their investor type and jurisdiction. Above-the-fold space that tells each audience what Sarasin & Partners can do for them. Fund pages, insights and the people behind the work brought to the surface. Structured journeys, confident calls to action and strong SEO foundations designed in from the start.

Sarasin & Partners set out to achieve three things at once: serve a complex mix of audiences from one coherent platform, adopt and reflect their new brand relaunch, and hand the marketing team a genuine lead-generation and business development asset that they could run and evolve themselves.

We led with insight. The process moved deliberately from understanding to architecture to design to build, so that every decision traced back to a real audience need.

We began by mapping Sarasin & Partners audiences: private clients, charities, institutions, investment professionals and journalists, alongside intermediaries, career seekers and regulators. For each group we built personas that captured why they would use the website and what the website needed to deliver for them.

We traced the path for every audience from awareness to conversion, designing for individuals who were at an early information gathering stage as well as the high-intent visitors who want to make contact quickly. Every journey now has an obvious next step.

We designed the information architecture and wireframed the key page types, pressure-testing each one before any visual design began. Content is shared across audiences and regions to ensure relevance and differentiate when needed, as this gives the team a straightforward editing experience in the back office.

From here, we took initial brand concepts and translated their essence into a functional website experience – reworking them for the realities of responsive layouts and component systems, all aligned with user journeys.

We applied the new visual identity across mobile and desktop, with accessibility, SEO and AI visibility designed into the build from the outset.

The site is built on Umbraco CMS and launched on Umbraco Cloud: secure, automatically patched, always-current hosting on Microsoft Azure, with predictable costs and a clear upgrade path.

For Sarasin’s audiences, each visitor now lands in a space built for them. A trustee finds reassurance and guidance, an adviser finds fund data and due-diligence material quickly, and a journalist finds accurate, current information. Clear journeys and calls to action give every visitor an obvious route to making contact.

For the business, the website turns a complex multi-region offer into one clear lead-generation and business development platform. It gives every audience a more relevant path to action, making the site easier to manage, easier to measure and far more useful commercially.

For the marketing team, the modular system and shared-content model gives them one site they control directly. They can reorder content by audience interest, respond to analytics and publish across regions without rebuilding pages.

For discoverability, structured, semantic and accessible content gives search engines, and increasingly AI answer engines, a clean and well-described site to understand and surface. Technical SEO foundations are built into the structure of the site.

For the future, Umbraco Cloud hosting, a clear upgrade path and a Salesforce-ready architecture mean the platform can grow with the business, including the planned Phase 2 work.

Embrace is an Umbraco Platinum Partner, and members of our team sit on three Umbraco advisory boards: CMS, AI and Cloud.