Fullerton Fund Management

Navigating Finance Excellence through Fullerton's Digital Evolution


Fullerton Fund Management recognised the urgent need for a website overhaul to serve its sophisticated audience better. The existing corporate site fell short of delivering desired insights, investment ideas, and easy access to fund information. The project focused on three crucial client pain points: providing timely updates on investment insights and market trends, offering recommendations on funds and strategies, and emphasising the factors that set Fullerton apart.

The redesigned website aimed to position Fullerton as a trusted source by showcasing thought leadership pieces, market updates, and insights, conveying expertise and assuring potential clients of Fullerton's capabilities in portfolio advice and management. This strategic redesign not only enhanced the website's visual appeal but also aligned it with the specific needs of Fullerton's discerning audience, reinforcing the company's standing as a reliable and expert financial partner.

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Our Approach

Fullerton attracts high net-worth clients who expect a seamless experience in all dealings, so we knew it would be extremely important to present the website content in a clean, clear and sharp manner, through a purposeful user flow pattern, that begins at home, directs visitors to a page focused on positioning (about), then to focused product pages, then investment views, and finally, to a call to action to make contact.

It was also important that the website elevated their status and position them as an expert authority and leader in the financial services and fund management sectors in Asia pacific, targeting institutions and retail fund managers to attract them to set up their portfolios on the Fullerton platform.

The development teams main aim was to provide a rock-solid, powerful, and profitable platform that resonated with their ideal clients with a well constructed brand position and unique value proposition, helping visitors to the site quickly realise that they are in the right place, and they have finally found what they have been looking for.

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The Problem

There were three key goals that needed to be reached to ensure Fullerton could reach their goal of attracting and assisting more clients.

  1. Showcase the delivery quality of their investment and asset management.
  2. Build trust and a deep relationship, so people would feel comfortable investing their money.
  3. Grow Fullerton's reputation as a company known for their market insights

As well as these three key facets, the website also needed to project a very positive, forward looking attitude that inspires confidence and trust.

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The Solution

Marketing Website

A fresh new look and feel that is reflected in every element, using the digital real estate on the home page, how content is structured, and the types of imagery used to build trust with their ideal client.

The new site is easy to navigate and, most importantly, mobile responsive.

User-friendliness and effectiveness of the Fund Centre were vital, and now the most critical information can be easily accessed and digested.

With Chillybin’s top designers and developers on the project, the team delivered a custom, responsive, retina-ready, HTML5 WordPress child theme powered by the Genesis Framework and built with Beaver Builder that meets current best practice web standards.

By creating the website through WordPress Multisite, the key deliverable of quickly displaying insights and analysis across the site was beautifully achieved.

Fullerton Fund Management needed an asset that built trust and positioned them as Singapore's most insightful fund managers.

What the team at Chillybin delivered gives them a solid investment for the future.

Ongoing Maintenance

Since Fullerton Fund Management's digital transformation in 2021, we've been responsible for website maintenance and WordPress hosting, ensuring the website remains updated, secure, and efficient.

Ready to refresh your digital presence? Contact the team at Chillybin today to get started.

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