A Digital Experience Platform
for new Baloise brand identity

Baloise Webseite Desktop, Tablet, Smartphone

Collaborative and agile: IBM iX and the European insurance group Baloise have been working together for almost ten years.


In the course of the global rebranding of Baloise, IBM iX implemented the technical redesign of several digital presences of the Swiss insurer. The websites for Germany, Switzerland, Belgium, and Luxembourg, as well as the Scout app, now have a uniform digital brand look that makes it possible to experience the smart financial and insurance solutions of Baloise.

The new digital experience platform is based on the CMS Magnolia, which is extremely flexible and scalable. With its modular structure and integrated analysis function, the system can be constantly optimised, change requests incorporated, and maintenance and support carried out in an agile manner. The implementation of the uniform design was carried out through the interaction of the Figma design tool and the collaborative use of Baloise’s design system. This resulted in a new digital presence that focuses on users and their digital experience. The relaunch of the website, the improvement of the digital offer structure and the creation of user-friendly applications lay the foundation for a successful and secure future of the new Baloise brand.

“It was crucial for us to have a reliable partner at our side for the implementation of our complex project. Together with IBM iX, we were able to successfully master the challenges.”
Michael Besel
Head of Digital at Baloise

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