A Return Engagement and a Bigger Build

BFT’s relationship with Madison Investments began with the Madison Funds website, the digital home for the firm’s mutual funds and ETFs. When it came time to rebuild the flagship Madison Investments site, the marketing team came back—this time for a much larger undertaking. For a 50-year-old, employee-owned firm serving financial advisors, RIAs, bank trusts, credit unions, and institutional consultants, the corporate site is the front door, and it needed to work as hard as the firm does.

Madison Investments’ asset manager website redesign features a sleek header, a prominent call-to-action button, and an engaging section about investment strategies, all set against a dynamic background image of people working collaboratively at a desk.

A website design mockup featuring a modern asset manager website redesign for an investment firm’s homepage, color palettes, photos of people in meetings, icons, and branding elements on a blue-gray gradient background.

Animated story of how Madison Investments’ marketing and development teams tackled a large site redesign: easier no-developer management, a better sitewide experience, a consistent value proposition on every page, and the scale of the undertaking.

Marketing had a clear ask.

Ease of management and control, with reliable tech support — updates that didn’t need a developer.

Self-serve updates

Reliable tech support

Full editorial control

Starting With Discovery, Not Design

Rather than jumping straight into design, we ran a full website discovery with the Madison team to make sure every need was captured first. That groundwork shaped the sitemap recommendations, which in turn guided design and copywriting. So by the time pages were being built, both teams were working from the same blueprint rather than reacting to surprises mid-project.

Putting the Strategies Front and Center

The most important part of the build was featuring Madison's investment strategies. Every strategy—across fixed income, equity and multi-asset solutions—got its own product page, giving advisors and institutions a clear path from a high-level category to the specific strategy details they came for.

Just as important, the new site needed to function and feel like the Madison Funds site we'd built previously, so the two act as one connected ecosystem: a visitor moving between the strategies and the funds never has to relearn how the site works.

A webpage titled Insights from Madison Investments, featuring three highlighted video articles with preview images of people, dates, summaries, and Read More buttons—showcasing the impact of a recent asset manager website redesign that emphasizes user engagement and clarity.

A webpage for Madison Investments features text about client alignment, participation, and intentional strategies, complemented by images of people collaborating in modern office spaces and a view of a contemporary building. This asset manager website rebuild showcases Madison’s commitment to partnership and innovation through both design and content.

Four professionally dressed people stand side by side, smiling, in business portraits. Below, three article previews are shown with titles, descriptions, and read more links on a white background—highlighting topics such as an asset manager website rebuild and other industry insights.

The Payoff: An Asset Manager Website Redesign & Rebuild

Madison Investments now has a flagship site that matches the caliber of the firm: easier to manage, easier to navigate, and built around the strategies that define it—all backed by BFT's managed hosting and ongoing support. The new site now offers a consistent brand experience between both sites. By rebuilding using best web development practices, we made the site easier for the client to update on the back end.

The client's reaction says it best:

“The site looks great! Excellent job all around. It was such a pleasure to see this come together over the past months…We're already getting a lot of praise.”

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