Our goal is increasing the users’ value and experience and decreasing the implementation time for web portals. To achieve this goal we adopt a subject-centric perspective on information architecture. The fundament of this approach is that portals should be driven by subject-centric models of the portals’ domains. Out of these domain models, the interaction and interface design of the portals is self-evident. Amongst others, the international industry standard Topic Maps is a portal technology and an implementation of the subjectcentric modelling paradigm. With ActiveTM we introduce a technology, which implements a Model-driven approach to automatically create domain-customised, subject-centric portal engines, based on Topic Maps. ActiveTM has proved as technique for reducing the implementation cost of portals enormously and the implied subject-centricness increases the users’ value and experience significantly.