Refinitiv – The Unified Customer Journey.

Refinitiv – formerly the Financial and Risk business of Thomson Reuters – is a global provider of financial markets data and infrastructure. The new company is jointly owned by Blackstone Group LP which has a 55% stake in the business and Thomson Reuters which owns 45%. The company has an annual turnover of $6bn with more than 40,000 client companies in 190 countries.


Our target audience was financial professionals interested in financial analysis tools. These range from a wide range of sectors: corporate treasury, hedge funds, investment banking, investment management, private equity, research, and wealth management.

Additionally, we targeted professionals interested in the following asset classes: commodities, agriculture, energy, metals, equities, fixed income, FX. Acquisition budgets were 7+ figures (USD).

The objective was transforming a lead to a loyal customer, focusing on the below steps of the user journey.

  • Awareness – Interaction and awareness with online social content.
  • Lead Gen – Acquiring the customer through organic search.
  • Sale – Turning the lead into a customer: Welcome Stream.
  • On-boarding & Retention – Digital user experience team – offering ongoing training & support to all new users.
  • Support & renewal – Customer benefits from automated, personalized suggestions based on the user’s profile and site usage.


We set out to create user experiences that are tailored to the behaviours and interests of a customer as they progress through the sales cycle. Each time the user status changes, a new experience is implemented:


  • 6% YoY increase in site visitors
  • 9% YoY increase in natural search leads.
  • 39% YoY increase in Paid Search leads
  • 11% YoY increase in site conversion rate (lead to sale)
  • 19% YoY increase in overall leads
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