AMP has today launched a redesigned website, reflecting our strategy of becoming a more simple, client-led wealth business.

The redesign, based on extensive customer research and digital best practice, has improved navigation and pathways, making it easier for clients to find information, including educational resources to help make informed decisions about their wealth.

AMP Australia’s Chief Client Officer, Ant Dureau, said:

“Customer research gave us great insights into how information on our website has been structured versus how our clients interact with the site, and where they expect to find the information.

“We’ve strengthened the website’s focus on goals, encouraging our clients and more Australians to think about wealth creation holistically, rather than from a pure product standpoint.

“The result is a simplified information architecture with improved access to the content most valued and relevant to our clients.

“We’ve made it easier for customers to locate practical tools, insights and resources through new information ‘hubs’, with expert research and insights, wealth calculators, and product comparison information now a simple quick click away.

“We’ll continue to listen to our clients to evolve and personalise the site, with further enhancements expected in 2020.”

The website is accessible at amp.com.au.