Fat Prophets is a large scale financial research platform with more than 15,000 active paid users, relying on a complex membership and subscription ecosystem to deliver premium content to subscribers. Over time, the website and membership infrastructure had become fragmented, with outdated systems, legacy code and disconnected platforms creating operational challenges.
The Challenge
The existing membership system relied heavily on Microsoft Dynamics, with subscriptions, entitlements and user data handled externally and loosely integrated with the website. This created a number of issues including limited flexibility, underutilised subscription models, and a difficult user experience.
The backend had also accumulated years of legacy code and outdated content, resulting in inefficiencies, performance issues and unnecessary complexity. With a large live user base, any changes needed to be implemented carefully without disrupting access to memberships or content.
Our Role
Anomaly delivered a complete overhaul of the Fat Prophets membership infrastructure, modernising both the front end experience and backend architecture.
Membership System Migration
We migrated the entire membership and subscription system from Microsoft Dynamics into WooCommerce, fundamentally changing how memberships were managed. This included transferring entitlements, subscriptions and access rules while maintaining continuity for more than 15,000 active users.
Due to the lack of a direct migration pathway, Anomaly built a custom solution to extract, transform and migrate membership data into WooCommerce. This process was completed within a live environment, requiring careful planning to ensure uninterrupted access for users.
New Subscription Architecture
We introduced a completely new monthly and yearly subscription structure, including support for a monthly membership model that had not previously been utilised. This filled a major gap in the previous system and provided Fat Prophets with greater flexibility in how memberships are offered and managed.
CRM Integration
Anomaly facilitated and managed the integration between the website and ActiveCampaign, ensuring membership data, customer activity and communications were synchronised across platforms.
Member Portal Overhaul
We redesigned and rebuilt the members portal, creating a modern and intuitive experience for subscribers. The updated portal improves navigation, simplifies access to content and provides a scalable structure for future growth.
Initiative Search Feature
A new search capability was developed to allow users to more easily locate content and initiatives within the platform, improving usability and engagement.
Backend Optimisation
To support performance and stability, we cleaned and optimised the backend, removing legacy code and outdated content. This included addressing years of accumulated spaghetti code and cleaning historical posts dating back to the early 2000s. The result is a more efficient, secure and maintainable website.
Anomaly delivered a complete transformation of the Fat Prophets platform, modernising the membership infrastructure, improving performance and creating a scalable foundation for growth. With more than 15,000 users successfully migrated, a new subscription model introduced, CRM integration established and the members portal rebuilt, the platform is now easier to manage, more flexible and better equipped to support future expansion.
