IAM RoadSmart

IAM RoadSmart is on a mission to make UK roads safer through education and skills development of drivers and riders. With over 68,000 members, a nationwide volunteer network and a five-year plan to modernise every part of their offering, they needed digital transformation that matched their ambition. That’s why they came to us.

IAM RoadSmart’s existing web infrastructure was outdated and sprawling. They had four  sites with inconsistent branding and clunky user journeys meant members and new users were struggling to find the information and services they needed. From their flagship Advanced Driver courses to growing fundraising efforts and Business Services nothing was easy to navigate.

As IAM RoadSmart entered year two of their strategic transformation plan, it was time for a full rebuild. One website to unify their offerings, modernise their digital identity and open the door to new audiences.

We kicked things off with collaborative discovery sessions, digging deep into user needs, technical requirements and brand aspirations. From there, we worked closely with stakeholders across marketing, digital, field and CRM teams to ensure the experience we were building was robust, relevant and user-first.

This wasn’t just a visual refresh. It was a complete rebuild. Using the Umbraco CMS, we developed a modular site architecture that’s flexible, scalable and SEO-friendly - allowing the IAM RoadSmart team to manage content without a developer in sight. The result is an intuitive and easy-to-use backoffice that makes the IAM Roadsmart team’s lives that bit easier.

With eight separate websites folded into one cohesive experience, we helped IAM RoadSmart establish a single source of truth for all their users. For the members area, we created a personal dashboard experience where users can track their membership, renew, book courses and access exclusive benefits. Every interaction was designed to support IAM RoadSmart’s bigger mission: creating safer roads through empowered drivers and riders.

We also integrated with Eudonet (the charity’s existing CRM), ensuring secure authentication, real-time member updates and smooth course purchases. Opayo and GoodCRM handled payment and donation flows, giving users a streamlined checkout and IAM RoadSmart a clear picture of revenue streams.

IAM RoadSmart now has a flexible, modern website that centralises their services, engages a more diverse audience and supports their future growth. Whether it’s learning new skills, renewing membership or donating to the cause, the journey is now smoother for every user. And this is just the start of the road.