An analysis of website evolution in the pensions sector

Considerable commentary exists on the potential of the internet for transforming the financial services industry but there is limited longitudinal research into changing website configuration. Studies have investigated online banking ignoring more complex financial services such as pensions. This paper proposes a model of financial services website evolution and applies it to a longitudinal content analysis of 30 pension provider websites, spanning eight years of web development from 1996 to 2003. The study finds that pension websites have evolved over time with apparent links between phases of development and external drivers. The findings indicate that websites support new business transactions rather than existing account management and provide more information on company strength and market position than detail on product and services. Marketing opportunities are present for improved online information provision, business-to-business communication and customer servicing.