A Centralized Digital Ecosystem for Member Agencies
Independent Insurance Agents & Brokers of America
From Fragmented Web Presence to Unified Member Hub
The Independent Insurance Agents & Brokers of America (Big “I”) is the national voice for over 25,000 independent insurance agency locations. Their websites serve as a critical gateway for members, industry partners, and educators to access tools, research, and resources.
Over time, Big “I”’s digital footprint had grown into a hodgepodge of disconnected sites, each with its own navigation, branding, and backend intracacies. Members struggled to find resources, staff faced bottlenecks in the publishing process, and SharePoint’s outdated backend slowed everything down.
It was time for a transformation — one that would unify the brand, simplify management, and create a scalable foundation for personalized member experiences.
The Challenge
The Goal: One Network, Many Audiences
Big “I” was managing 37 separate site instances with inconsistent design, siloed content, and duplicated effort across teams. Members found it difficult to navigate between sites and access the right resources, while staff wasted hours updating the same content in multiple places.
SharePoint’s backend compounded the issue, creating technical bottlenecks and slowing the publishing cycles. At the same time, accessibility standards were increasingly difficult to maintain across so many fragmented properties.
The challenge was clear: Big “I” needed a centralized ecosystem that could serve many audiences — members, partners, consumers, and policymakers — without sacrificing flexibility.
The Initial Design Exploration
WDG’s Approach
Member-Centric By Design
WDG partnered with Big “I” to design a member-first, future ready framework. Our approach centered on four key strategies:
Building a Branded Multisite Framework
- Developed a WordPress Gutenberg-powered network supporting:
- IndependentAgent.com (5,300+ pages)
- IAMagazine.com (6,300+ pages)
- InvestProgram.org (275+ pages)
- 30+ co-branded state association sites
- Shared themes, navigation, and content blocks ensured brand consistency and reduced duplicate work.
Restructuring Navigation Around Member Needs
- Shifted from program-based content to audience-driven journeys.
- Introduced tiered content access, personalized dashboards, and gated resources for premium members.
- Clearer calls-to-action guided members to join, renew, or explore benefits.
Connecting the Ecosystem
- Integrated the new CMS with Big “I”’s AMS/CRM, HubSpot for marketing automation, and Google Analytics for insights.
- Built single sign-on (SSO) and federated search to deliver seamless, unified experiences across all properties.
Migrating 10,000+ Content Assets
- Combined automated bulk migrations with manual curation for high-value pages.
- Preserved SEO rankings through URL redirects and metadata mapping.
The Solution
From Patchwork to a Unified Platform
The result was a centralized, branded digital ecosystem that brought together national, program, and state association sites under one unified framework.
- One multisite network powering 30+ association sites with shared governance.
- Reusable blocks and patterns enabling fast publishing and consistent design.
- Integrated systems connecting membership data, marketing, and analytics.
- WCAG 2.1 AA compliance across all properties.
The platform reduced complexity, eliminated inefficiencies, and gave Big “I” the tools to scale digital engagement across audiences.
Results & Highlights
Delivering Measurable Change
Before: 37 disconnected sites, inconsistent branding, siloed content, and IT bottlenecks.
After: One centralized, member-first hub powering a seamless digital experience.
Impact Highlights:
- Scalable architecture ready to support personalization and future initiatives.
- 25,000+ agencies now served through a connected platform.
- 30+ state association sites unified under a shared, branded framework.
- Thousands of staff hours saved annually through centralized governance.
- WCAG 2.1 AA compliance ensuring accessibility for all users.
Big “I”’s transformation wasn’t just a CMS migration. It was a strategic investment in their members. Resources are easier to find, staff publish content in minutes instead of days, and the brand is stronger across every touchpoint.
With their multisite network in place, Big “I” is now positioned to expand personalization, scale new initiatives, and strengthen engagement for years to come.
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