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Portal Strategy in a #B2B world

Posted on December 16th, 2015

Jersey City  Java Users Group

12/15/2015 @Pershing, 95 Christopher Columbus Dr.  Jersey City, NJ 07302


Roderick Thomas @Pershing spoke about his company’s techniques to customize the look and feel of a web site for a standard set of building blocks. The goal is to create different themes for a common back end or permit plug-ins or moves to an alien #web page while maintaining a seamless experience.

One of the biggest challenges for traditional financial advisers is their aging clientele and their inability to attract younger clients. Building a new set of tools with a different look and feel is one way to appeal to younger potential clients: simplify, multiple platforms, empower self-serve, collaboration, etc.

Roderick talked about how #components (= web #widget bound to data) can be customized using css from responsive designs done in concert with the server (not just client side).

Integration tools include

  1. Web components – suite of W3C specs: custom elements, shadow dom, templates; but limited adoptions – only evergreen browsers (not IE and not Safari), for Chrome and Firefox. Instead use doJo to cover more browsers.
  2. Polymer/ react / angular/… – alternative to web components. React – limited to the view: virtual dom – does a diff so it does not need to rewrite the entire page. Angular – complete framework – similar to components but does not integrate with other solutions.
  3. Open F2 – open financial framework – sponsored by Yahoo, TD, RBC, etc. and others in finance. Designed so components from multiple financial vendors mesh together.

Technical strategy adopted

  1. Dynamic page layouts & Themes – provide an alternative look and feel (like WordPress themes).
    1. Started with a conservative theme for older clients.
    2. then brought out ADA for government clients – designed for those with disabilities.
    3. Now working on theme for the millennials – everything is displayed and you scroll down for more content (ala Facebook).
    4. Eventually will have a HNW theme showing financial data differently.
  2. Branding – private label offerings. Moving from page to page on a web site, you may navigate to different vendors, but the look and feel remains the same. Use CSS to get color scheme and behavior.
  3. Omni channel support – pc, tablet, phone, tv,…

They use the html5 spec for all development.

Examples of different looks for the same data

conventional (conservative) look


more contemporary (millennial) look


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