September 2020

Web Design & Content Management (CMS) for Genworth

Genworth is a leading provider of lenders mortgage insurance (LMI) in Australia. Genworth also provides tailored risk and capital management solutions for lender customers in the Australian residential mortgage market.

Sector: Financials - ASX: GMA - Market Cap: 1.52B - Website:

What we did:

  • Structural Proposal and Sitemap
  • Visual Design and Interface
  • Content Management and administration
  • Hosting Infrastructure
  • Marketing Analytics & Search Optimisation


  • Microsoft Windows Server
  • Microsoft SQL Server
  • Umbraco CMS & C# .NET
  • Bootstrap3 & jQuery front-end
  • Git Source Control


Genworth Australia wished to redesign their public brand and marketing website with a refreshed user experience and navigation structure.

Since the entire website was to be redesigned and modernised, Genworth Australia wished to take the opportunity to optimise and simplify the Content Management System (CMS) to lower the ongoing time/cost ratio for content editors.


Genworth Australia had been utilising Sitefinity CMS to support their digital presence on the web. The Sitefinity implementation had been substandard and much of the content was either difficult to edit, requiring knowledge of HTML and CSS or was hard-coded into the page templates and not editable by CMS administrators.

In addition to the cumbersome editing experience, which added unnecessary development costs for basic content changes, Sitefinity has ongoing licensing expenses that presented nominal business value compared to other potential enterprise CMS platforms.

The new website had to be supported by an enterprise grade CMS that was easy to use, provides flexible content layouts, can accommodate smartphones and tablets, and offer industry maturity with a reasonable Total Cost of Ownership (TCO).


PurcellYoon proposed an Umbraco CMS 7 solution to deliver Genworth Australia’s content management requirements.

By developing the new Genworth Australia website utilising Umbraco CMS, not only would Genworth achieve an industry-best content editor experience, they would have complete control over all copy and media elements per page.

Umbraco offers maturity, stability and security at incredibly low cost, has access to a large, world-wide pool of developers and is financially backed by the profitable Umbraco HQ corporation.


PurcellYoon completed all aspects of the project, including user experience (UX) planning, visual design, Umbraco CMS integration and Search Optimisation (SEO), plus designed and provisioned secure hosting infrastructure.

The operational costs for the new website were reduced by 80% in comparison to the previous version. This cost reduction applied to licensing fees, hosting and time invested in content management.

The refreshed Genworth Australia website was successfully completed on time and within the expected budget, including a competitive and flexible on-going service agreement supporting the Genworth marketing team.

Everything we create is personal, unique and lovingly conceived with you as our partner.


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