Mable moves marketing site to Contentful for growth

Mable has migrated its marketing website to Contentful, moving more than 1,400 pages.

The shift to a headless content management system comes as the Australian disability and aged care support platform expands across the Attain Healthtech group, which also includes Homemade, Leap In and Mable Direct.

Mable completed the migration from its previous CMS in five months, ahead of its original six-month target. The work was led by its in-house digital and engineering teams, with support from Contentful's Professional Services team.

Its previous website setup suited a smaller business, where speed and simplicity shaped technology choices. As the group grew, it needed a system that could still support rapid publishing while handling multiple brands, more complex workflows and stricter governance in a regulated sector.

Governance focus

A key reason for the change was content oversight. Structured workflows and audit trails now allow legal and compliance teams to review and approve material more efficiently, while making updates faster and easier to trace.

The new setup also lets the business manage and reuse structured content across channels. Mable integrated a digital asset management system alongside Contentful and used AI-assisted development tools during the build to create repeatable content components and reduce engineering work during the migration.

The project highlights how businesses in regulated sectors are reworking their digital infrastructure around structured content. Headless systems separate content from the front-end presentation layer, giving organisations more control over publishing processes while allowing content to be reused across websites and other digital services.

For Mable, that matters because it operates in disability and aged care support, where changes to policy, service information and legal wording can require quick revisions. A system with stronger approval controls can reduce the risk of outdated or non-compliant material remaining live.

The migration also has implications for the wider Attain Healthtech portfolio. Mable said the change was designed to support broader growth across the parent company's brands, although the marketing website is the first part of that work to go live on the platform.

Fidelma Maher, Senior Digital Experience Manager at Mable, described the shift as a response to both scale and compliance demands.

"Contentful has given us a strong foundation to scale how we manage content across the business. The platform has made it easier to structure content properly from the start, move faster when regulations change, and give our teams far better control over publishing workflows and governance. It's been a clear step forward from where we were," Maher said.

Contentful said the project reflects a wider move by digital businesses towards composable technology architectures, particularly as companies seek to separate content creation from site design and delivery.

Sam Hoare, Area Vice President, ANZ, at Contentful, said the Mable rollout showed how companies in complex sectors are changing their approach to content operations.

"Mable is a strong example of how organisations in complex, regulated environments are moving towards structured content to support speed, governance and scalability. By separating content from presentation, teams can deliver more consistent digital experiences while staying adaptable as business needs change," Hoare said.

Mable's marketing website is now running on Contentful, and the company plans to examine wider integration across other Attain Healthtech businesses.