As Altegris expanded its financial offering to clients, so, too, did the number of web properties it was managing.. The result was a fragmented and incomplete story of the value that Altegris’ investments, experience and depth of knowledge had to offer high net worth investors and RIAs. Not only did Altegris want to create a more focused and comprehensive view of itself, but also to provide tools and content that would engage and educate a diverse group of users, with vastly different needs and attitudes.
Working as an extension of the Carpenter Group team in New York, we dug in to understand the landscape: Who were the audiences? What could they gain from a relationship with Altegris? Which of Altegris’ strengths could be better articulated online? Where were the most compelling opportunities? And how do we manage the pastiche of regulations that apply to displaying financial investments online? The result was a web site that acts as the centerpiece to the Altegris story: Users can easily navigate to content and tools most suitable to them, discover the deep bench of experts that gives Altegris tremendous credibility, and access bespoke thought leadership pieces.