T. Rowe Price has spent over 85 years earning investor trust and stewards $1.79 trillion in assets (as of January 31, 2026). As the firm grew globally, its digital ecosystem splintered, resulting in 47 disparate, independently managed websites across six languages. An enterprise-wide audit uncovered hundreds of variations across core interface elements, such as typography, navigation and buttons, creating inconsistent experiences, duplicated effort and slower delivery.
In a highly regulated financial services environment, this fragmentation hindered the firm’s ability to deliver cohesive, trust-building experiences at scale. It also slowed market responsiveness and increased operational overhead.
Rather than simply redesigning a website, TRP approached its digital ecosystem with the same long-term discipline they apply to client portfolios, investing in a multiyear transformation to support sustainable growth.
Objectives focused on three areas: accelerating growth (organic traffic and conversion), improving customer experience (engagement and personalization) and increasing operational efficiency (publishing velocity and cost savings).
By embedding governance and compliance standards directly into its digital foundation, the firm aimed to increase speed-to-market while reducing risk, creating a scalable platform for sustained growth and future AI-enabled innovation.
As digital expectations rose, TRP faced a growing challenge. Teams across regions and business units built digital experiences independently, creating inconsistency, duplicated effort and slower delivery. User insights revealed that advisors, intermediaries and institutional investors needed faster, clearer pathways to evaluate products and support vital workflows.
Our big idea: Use the global brand refresh and enterprise migration to evolve Beacon — TRP’s enterprise-wide design system — into a governed operating system built for global scale. What was once a component library became an adaptive system. Compliance and risk teams were embedded early, ensuring governance accelerated innovation instead of slowing it down.
Early pilots, a successful brand refresh and an enterprise platform launch provided the proof to accelerate adoption momentum. For the first time, cross-disciplinary, regional teams delivered a global experience using Beacon, enabling consistent design and engineering at scale. This milestone demonstrated Beacon’s ability to power complex, global experiences and significantly accelerate adoption across teams.
That adoption let us migrate the corporate site content into a single enterprise site serving U.S. consumers and global B2B audiences. We could also productize advisor, institutional and intermediary workflows into two core B2B tools: Client Portal and Product Explorer. Beacon supported reuse, governance and rapid iteration, enabling delivery at scale.
With the design system in place, we focused on migrating TRP’s corporate site into a single enterprise site. In doing so, we improved the customer experience, powering faster discovery, clearer journeys and personalized content tailored by investor type.
Alongside the Beacon expansion and enterprise migration, we productized advisor, intermediary and institutional workflows with the Client Portal and Product Explorer.
By designing the new B2B Client Portal to function as a proactive productivity tool, we enabled advisors, investment professionals and institutional users to efficiently complete recurring portfolio management tasks with confidence.
We also revamped the global Product Explorer, a hub for investment professionals to search, filter and compare products. The legacy experience made it hard for users to find what they’re looking for, so we redesigned it with richer filters and faster access to performance and holdings data, improving discoverability and supporting faster product evaluation. To accompany it, we designed an internal self-service tool that lets regional associates configure and publish content on product pages themselves, cutting time-to-publish and enabling faster response to market events across regions.
Beacon now serves as the single source of truth, underpinning all digital experiences across regions. True to the system’s adaptive nature, we’re continuing to expand Beacon as the foundation that accelerates consolidation and unlocks AI-ready, personalized experiences across TRP.
This ongoing transformation is already improving experiences for investment professionals, accelerating time-to-market and reducing operational overhead. Key impact includes:
T. Rowe Price has always operated with a client-first focus. With greater speed and operational agility, it can now scale high-impact customer initiatives across its global footprint to help clients invest with confidence.
