Sentinel Investments – a digitally integrated success story

Sentinel, an active asset manager headquartered in Vermont, has deep roots as part of the 167-year old National Life Group, a mutually held family of financial service companies. Its flagship investment, the ‘Sentinel Common Stock Fund,’ was created in 1934 and has lived through multiple wars, market catastrophes as well as periods of strong economic growth.

The Sentinel investment approach is based upon careful analysis, fundamental research and unique perspectives that aim to serve investors better. To this end, Sentinel’s website and digital footprint became a priority for the Sentinel marketing team to improve – with two core objectives: improving the user experience for investors; and increasing efficiency for the marketing team, freeing up time and resources.

The Business Challenge

The main business problem Sentinel faced was centered around their data and the flow of that data. Multiple vendors also meant they were spending time dealing with different processes for their website updates, fund data and fund factsheet production.

Sentinel needed a more integrated solution which would put the controls in the hands of their marketing team, and one that would negate the need for the firm to go through a third party for simple updates. Their website also needed an updated design and ‘responsive’ architecture, so that it could work across mobile devices seamlessly.

The Kurtosys Solution

Kurtosys designed and built a responsive WordPress website that enabled the Sentinel marketing team to perform updates easily with minimal training. Part of the website solution includes a ‘snapshot’ function that maintains an audit trail of all website changes for seven years, to fulfill compliance regulations. This additional functionality reduced the need for a dedicated vendor that Sentinel previously required for this process.

Sentinel Investments website

The audit function adds another layer of confidence for our compliance team, that any changes we make to the website are being captured and stored appropriately for regulation, by the same vendor.

The custom built fund pages include Kurtosys Fund Tools with fully responsive dynamic growth charts. Sentinel’s fund pages include an S&P 500 benchmark, Morningstar and Lipper ratings as well as fund philosophy and portfolio manager details.

The fund factsheets and reports are produced exactly to Sentinel’s design and the hi-res PDFs are created via industry standard Adobe InDesign software. An integrated workflow allows Sentinel to approve documents before they are generated.

The fact that Kurtosys partners with Morningstar certainly helps us, since Kurtosys ports in the market data directly (into our website and factsheets), it saves us having to provide that data separately.

sentinel factsheets

The Results

The new Sentinel website can be viewed at

Here’s a breakdown of the some of the core features integrated into the Sentinel project:

Website & Fund Data Tools:

Fully responsive WordPress website where content can be directly managed by Sentinel
Audit snapshot functionality to maintain an audit trail of any content changes
Secure gated microsite exclusively for Sentinel board of directors
Fund pages for 10 funds featuring the following components:
Dynamic growth of 10K chart
Philosophy, process and investment professional content
Morningstar ratings and style box
Lipper rankings
Fund details including Top 10 holdings
PDF downloads: factsheets, prospectus, manager insights

Document Generation:

10 factsheets showing both retail and institutional data
5 holdings and performance reports
Integrated workflow for reviewing and approving factsheets prior to submission
Luke Hinchliffe

Luke Hinchliffe

Passionate about digital marketing and design for financial services. More about me here.
Luke Hinchliffe

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