Sales Resource Centre Redesign (SRC) Qorus-NTT DATA Innovation in Insurance Awards 2026

Concept and Objectives

The primary goal of the project was to transform the SRC into a modern, scalable, and user-friendly platform that aligns with RBC’s brand standards and supports advisors more effectively. The initiative focused on addressing key pain points and delivering a future-proof solution. The strategic objectives included:

Modernizing the Digital Experience: Redesign the SRC to align with RBC’s brand standards, improve usability, and create a seamless digital experience.

Enhancing Advisor Support: Provide intuitive tools and streamlined content delivery to boost advisor efficiency and effectiveness.

Empowering Internal Teams: Implement a customizable Content Management System (CMS) and a dynamic Digital Asset Management (DAM) system to reduce vendor dependency and costs (estimated savings of $200k annually).

Improving Discoverability and Engagement: Introduce features like global search and AI-powered metadata to make content easier to find, saving approximately 20,000 hours of human work annually.

Future-Proofing Operations: Develop a flexible, modular design system that can evolve with changing business needs and reduce the need for frequent redesigns.

Strengthening Brand Cohesion: Ensure consistent visual language and branding to reinforce trust and professionalism.

Reasons Behind the Project

The project was initiated to address several long-standing issues with the SRC, including:

Content Overload: The platform was cluttered with dense, unstructured text, making it difficult for advisors to find relevant information quickly.

Weak Calls-to-Action (CTAs): CTAs lacked clarity and prominence, reducing user engagement and actionability.

Poor Content Discovery: The absence of search capabilities and a complex site architecture made it challenging for users to locate specific resources.

Inconsistent Branding: Off-brand visuals and fragmented design elements created a lack of cohesion and professionalism.

Cluttered Visual Language: Overuse of stock imagery and incoherent illustrations diluted the platform’s impact and usability.

These challenges hindered the platform’s effectiveness, reduced advisor productivity, and created inefficiencies in content management.

Sources of Inspiration

The project drew inspiration from several sources, including:

Best-in-Class Digital Experiences: Platforms from leading technology and financial services companies were analyzed to identify best practices in usability, content delivery, and branding.

Advisor Feedback: Direct input from advisors highlighted pain points and areas for improvement, ensuring the redesign addressed real-world needs.

RBC’s Brand Standards: The initiative leveraged RBC’s established brand guidelines to create a cohesive and professional visual identity.

AI and Automation Trends: Emerging technologies like AI-powered metadata and search capabilities were incorporated to enhance discoverability and efficiency.

Departments Involved: Design, digital product, technology, marketing, and operations.

Main Results So Far

The project has already delivered significant results, including:

Improved Usability: The redesigned platform features a clean, intuitive interface that simplifies navigation and content discovery.

Enhanced Content Management: The implementation of a customizable CMS and DAM system has reduced vendor costs by $200k annually and streamlined workflows.

Increased Efficiency: AI-powered metadata and global search capabilities have saved approximately 20,000 hours of human work annually by making content easier to find.

Stronger Brand Cohesion: Consistent visual language and branding have reinforced trust and professionalism, positioning RBC Insurance as a modern, people-first digital organization.

Future-Proof Design: The modular design system allows the platform to evolve with changing business needs, reducing the need for frequent redesigns.