Modernizing Digital Insurance Experiences
Enterprise Magnolia DX Cloud Migration

The challenge

Modernizing a legacy CMS across 36 websites and hundreds of thousands of assets without disrupting customer access.

The organization’s monolithic CMS limited agility, slowed innovation, and required significant on-premises maintenance. A board-level mandate was issued to modernize the digital estate, move away from aging, unsupported and increasingly insecure technology, and align the platform strategy with AWS cloud infrastructure.

As digital channels became central to delivering personalized quotes, claims services, and policy management, the enterprise needed a platform capable of scaling with evolving market expectations while meeting stringent security and compliance standards.

Managing dozens of websites and a vast library of digital assets introduced governance and consistency challenges. The legacy system made integrations complex and costly, restricting the ability to adopt best-of-breed tools for analytics, CRM, and marketing automation.

Magnolia was selected as the strategic CMS platform due to its AWS cloud-native alignment, enterprise-grade security standards, and ability to deliver the features, functionality, and connectivity required across a complex digital ecosystem. Its flexible architecture enabled integration with existing systems while supporting future innovation.

The transformation required a zero-downtime migration strategy, phased implementation, and close collaboration with internal teams to ensure continuity for both customers and internal stakeholders.

The solution

TBSCG partnered with the enterprise to deliver a seamless migration to Magnolia DX Cloud, designing a composable architecture aligned with long-term digital strategy. Key elements included:

Enterprise discovery and architecture design
A comprehensive discovery phase identified content types, workflows, and user requirements, ensuring the new DXP architecture aligned with business objectives and compliance requirements.
Phased, zero-downtime migration strategy
A wave-based migration roadmap across traditional and headless repositories ensured phased rollouts with zero downtime, preserving uninterrupted access for customers and teams.
Composable integrations across core systems
Magnolia’s composable architecture enabled seamless integration with policy administration systems, CRM platforms, analytics tools, and marketing automation solutions via a secure API framework.
Cloud-native scalability with Magnolia DX Cloud
DX Cloud deployment on AWS eliminated the burden of on-premises maintenance while enabling scalability, performance optimization, and reduced infrastructure overhead.
Personalized, data-driven customer journeys
Audience-based personalization capabilities empowered digital teams to deliver highly tailored content experiences based on navigation behavior, segmentation, and customer data.
Training, governance, and long-term enablement
Comprehensive training and ongoing support ensured rapid adoption, governance consistency, and long-term operational confidence across business and technical teams.
"Our new digital platform provides the flexibility and scalability required to deliver personalized insurance experiences while reducing operational complexity."

Chief Digital Officer, Enterprise Insurance Organization

Business impact and benefits

Seamless enterprise transition

Completed a complex enterprise migration in under a year with zero disruption to customers or internal users.

Lower operational expenditure

Reduced operational costs by eliminating legacy infrastructure and inefficient licensing models.

Faster time to market

Accelerated content publishing and feature releases through modular content and simplified workflows.

Enhanced customer experience

Enabled scalable personalization and end-to-end digital journeys, strengthening customer engagement and long-term loyalty.

About the organization

This large national insurance provider serves millions of customers across multiple lines of business, offering a comprehensive portfolio of insurance products and digital services.

With a strong commitment to innovation and customer experience, the organization continues to evolve its digital ecosystem to remain competitive in a rapidly changing insurance market.

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