Challenge 

Overcoming the limitations of homegrown feature flagging

The success of Moneyfarm’s digital platform hinges on the collaboration between their product and engineering teams to ensure positive user experiences. Initially, Moneyfarm relied on a homegrown feature flagging solution, which was restrictive as it only permitted feature toggles to turn features on and off. The absence of targeted user rollouts and gradual deployments posed significant limitations, stifling innovation and operational flexibility. Recognizing the need for a more robust system, Moneyfarm sought a solution that would support their growth and build a culture of experimentation.

Solution 

Transformation with Split

Once Moneyfarm adopted Split, it transformed their approach to feature releases. The platform empowered their product and technical teams to control and manage deployments without compromising customer experience. By using a structured process where team leaders could manage feature flags, incremental rollouts and comprehensive testing prior to full-scale deployment was within reach. They now efficiently deliver features, keeping them "dark" until ready for all users, thus preserving user satisfaction and engagement.

“It really simplified our tasks,  which were previously either entirely impossible or really expensive” - STEFANO GUIDICI Lead Product Manager at Moneyfarm

Moreover, Moneyfarm utilizes feature experimentation through A/B and multivariate testing, allowing them to gain insights into feature value and customer impact. This ensures they can measure and gain new insight into what features create value, elevating digital experiences that matter to customers (and company profits).

Results

Context is now just 1 click away

Split’s bidirectional integration with Jira, links feature flags directly with issues in Jira. From there, it’s just one click for the team to get to related code commits and deployments across over 50 microservices and frontend repos in Moneyfarm’s GitLab instance, saving teams hours of research and eliminating cognitive load.

Insightful data in a matter of minutes

With Split, the Moneyfarm team is now focused on collecting metrics, so they can assess whether or not a new feature was profitable. It’s never been easier to show the impact that Split has on business metrics. Within minutes, the Moneyfarm team was able to set up an integration with Segment, their platform for collecting customer data and sending it to analytics, marketing, and data warehousing services. That’s an astoundingly quick setup, especially considering this time includes building out metric definitions to drive their automated calculations.

Valuable time (and money) is saved

This approach not only enhanced data attribution but also led to substantial time and cost savings. The system effectively demonstrated its value by linking feature performance directly to business metrics, ensuring informed decision-making, strategic planning, and faster time to market for features that move needles.

Future

Split has become a cornerstone in Moneyfarm's digital strategy, fostering a culture of experimentation and release management. With plans to further leverage these capabilities, Moneyfarm is well-positioned to expand its product offerings and enhance its B2B2C proposition, backed by a recent £44.1m funding round led by M&G. By continuing to innovate with Split, Moneyfarm is set to redefine digital wealth management and deliver unparalleled financial solutions to its clients.