BFSI · Adobe Experience Manager

ICICI Direct: A Unified Digital Ecosystem on AEM

ICICI Direct needed one digital ecosystem serving very different audiences — retail investors, employees, partners and sales teams — in ten Indian languages, without fragmenting into disconnected sites.

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Indian languages served with personalization

audience surfaces on one platform

Live

real-time content across branches & channels

The Challenge

A brokerage's digital estate spans public marketing, logged-in customer journeys, employee tools and partner dashboards. Built separately, they drift apart in brand, data and maintenance cost; ICICI Direct wanted them engineered as one platform with personalization and real-time content across all of it.

The Solution

We implemented AEM with a React SPA front end and a microservices architecture as the shared foundation: a multilingual corporate website in ten Indian languages with personalization and analytics; customer and employee portals with post-login journeys; dashboards for partners, regional managers and sales agents; and real-time content updates flowing across branches and channels from one authoring environment.

The Results

One platform now serves every audience — public, customer, employee and partner — with consistent brand, shared components and centrally governed content. New modules assemble from the ecosystem's building blocks instead of starting from zero.

Adobe Experience Manager
React SPA
Java
Spring Boot Microservices
Oracle DB
MongoDB
Apache SOLR

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