HUB
HUB Builds an AI-Forward Digital Presence on SitecoreAI
Challenges
HUB International’s sustained growth and acquisitions over the past decade have created an increasingly complex digital footprint. HUB needed to streamline its digital experience to better enable users to discover relevant content, learn about HUB’s solutions and connect with the right experts, regardless of what channel they originated from.
Changing search behaviors also required HUB to strengthen its visibility and authority across traditional search engines, LLMs, and emerging AI-driven discovery platforms.
HUB sought a scalable, next-generation website and digital ecosystem that would elevate its role as a strategic advisor, simplify its extensive service portfolio, strengthen connections to advisors and local offices, and accommodate future acquisitions.
Solutions
HUB partnered with Americaneagle.com to reimagine and rebuild HUBInternational.com on SitecoreAI, creating a modern digital experience focused on customer needs, enterprise performance, and long-term scalability.
Extensive stakeholder and customer research informed the project from strategy through launch. User interviews, persona development, analytics, journey mapping, and usability testing guided the information architecture, content strategy, personalization framework, and implementation roadmap. These insights helped simplify HUB’s complex offerings and create more intuitive customer journeys.
The redesigned website highlights HUB’s consultative expertise through a responsive, accessible design system with optimized pathways to services, thought leadership, advisors, and local offices. The branded design system, reusable components, structured content models, and governance workflows strengthen brand consistency while allowing teams to deliver flexible, localized experiences.
Americaneagle.com implemented a headless architecture leveraging SitecoreAI and Vercel, modular Next.js components, and standardized development practices to support performance and rapid innovation. Integrations connect SitecoreAI with enterprise Microsoft Dynamics CRM, search, digital asset management, analytics, privacy, and marketing technologies. Personalization and enhanced content discovery guide users toward relevant expertise and next steps.
Throughout development, Americaneagle.com and HUB International leveraged SitecoreAI’s MCP to rapidly create components, content pages, and translate content.
Search optimization was embedded throughout the project, including improvements to content structure, metadata, redirects, structured data, and performance. An AI discoverability initiative enables HUB to monitor how AI platforms find, interpret, cite, and represent its brand. Prompt analysis, competitive insights, citation tracking, and topic monitoring establish a repeatable framework for improving AI visibility and authority.
SitecoreAI Studio and Marketplace further extend the platform with purpose-built applications and intelligent capabilities, enabling faster integration of new content, components, business lines and acquisitions. Comprehensive training, documentation, and knowledge transfer have empowered HUB’s teams to manage and evolve their digital experience with greater independence.
