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AMP has unveiled its new website and enhanced digital customer experience (CX), underscoring its commitment to evolving as a customer-centric, direct-to-consumer digital business.

The redesign, created in collaboration with Thinkerbell, brings about a new home for AMP’s banking, superannuation and retirement solutions and is one of the most significant expressions of AMP’s refreshed brand proposition since its relaunch in 2023. This milestone aligns with AMP’s purpose of empowering customers to achieve financial wellbeing by delivering a modern, intuitive and scalable digital experience.

The new environment has been built to service direct applications and adapt to AMP’s growing product mix, service offering and customer base. A measured mix of behavioural insights, thoughtful design, and scalable moments of magic have helped to set the standard for AMP’s CX identity whilst equipping the internal team with all the tools they need for future innovations.

Bonnie Thorn, head of digital and customer, says, "This work brings AMP’s refreshed brand to life with a dynamic, customer-first approach. It offers seamless navigation and streamlined content, making it easier for our customers to find the information and services they need to take control of their finances and create their tomorrow."

"This launch represents an important shift for AMP," said Reece Ryan, executive CX tinker, at Thinkerbell. "We’ve leveraged the principles of measured magic, working hand-in-hand with AMP to build a digital gateway that brings their vision to life - empowering customers, streamlining experiences and setting a benchmark for the financial services industry."

It can be experienced at https://www.amp.com.au/