Over a four year tenure, company founder and owner John Lord and his team developed TruNarrative to become the leading SaaS risk and financial crime orchestration platform.
In autumn 2021, I was contacted to support a website redesign and deliver new go-to-market messaging, with the intent of attracting a buyer. Partnering with Fox.agency, over two months I helped to re-structure and re-write the new site, focusing on concisely explaining the underlying technology principles and use cases across fraud, identity, financial crime compliance and customer data management. The messaging hierarchy and copy was also used to support the Confidential Information Memorandum for sale.
Twenty-one days after the new TruNarrative site went live, the company was acquired by LexisNexis Risk Solutions in a deal approaching £140m.
- COPY: Ian Castle, Freelance Copywriter
- CLIENT: John Lord, Founder, TruNarrative.com
- WEB DESIGN & PRODUCTION: Fox.agency
Website copywriting sample: TruNarrative
PRINCIPLES
Making safe commerce simple
Leveraging automation, Artificial Intelligence and Machine Learning from the ground up, the TruNarrative Platform provides the most sophisticated, configurable, and accessible financial crime lifecycle management solution on the market.
No-code configuration
Financial crime risk and regulation shift constantly. Both demand operational agility to adapt. But reflecting changes in strategy requires technical resource, incurring delays and cost.
TruNarrative puts business users firmly in control.
Financial crime experts can make changes directly, without programming, using natural language. Amend rules, models, or even integrated application providers in minutes, eliminating the typical waits of weeks or months.
Natural language
Write rules, decisioning and workflow without code. Using natural language, business users can quickly and easily create and execute the changes they need. This transparent and accessible approach extends across all the functionality within the platform.
Drag and drop services and apps
Easily drag and drop different third-party data sources, rulesets, and Machine Learning models into a journey builder to create a strategy or journey in seconds. The TruNarrative orchestration gateway does the heavy lifting, eliminating the need for lengthy and costly IT intervention.
Sophisticated capability, simple user interface
TruNarrative is about making safe commerce simple. No other financial crime and compliance platform can offer business users the power, speed, and ease of TruNarrative. The system was built around delivering ultimate configurability alongside a best-of-breed user experience.
Easy integration
Effective financial crime lifecycle management requires access to best-in-class data and services – and so multiple integrations. With incumbent providers, organisations could expect integration costs running into thousands of pounds and weeks of development per service.
In contrast, only one integration is required to use TruNarrative. An easy and intuitive Restful Application Program Interface (API) allows rapid integration ensuring a path to live within days, not months, implemented by financial crime technology experts.
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Page title: Orchestration & Intelligent Workflow | TruNarrative
Page Desc: Intelligently orchestrate smooth customer journeys whilst detecting and preventing financial crime and fraud with TruNarrative Platform.
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ORCHESTRATION
Intelligent workflow for ‘what happens next?’
Not all customers are the same, and not all customer journeys should be treated equally. Delighting good customers whilst identifying those posing a risk requires a sophisticated approach. TruNarrative intelligently orchestrates smooth customer journeys whilst detecting and preventing financial crime and fraud.
Strategy/Workflow
The TruNarrative Platform makes it easy to create rules and journey flows which maximise customer experience through the financial crime process.
Journey Builder
Create customer journeys using Natural Language to write rules. Rapidly set up a scorecard and Rules Matrix and select required checks from external service suppliers with ‘drag and drop’ Apps.
Decision Matrix
By banding risk into discrete levels based on risk scores, the Decision Matrix allows orchestration to reflect different risk strategies and risk appetites.
Waterfall
Automatically trigger secondary checks from further services if an initial check is not validated based on risk levels.
Managed Information Requests
Reach out to customers when further information or documentation is required via app, email, or SMS.
Managed Onboarding
Easily manage compliant, friction-free customer acquisition.
Account Strategy
In today’s financial crime landscape, having a holistic single view of customer risk is essential – and TruNarrative Platform is the ONLY solution to truly provide this.
Within a single customer view, agents can make the right decision quickly with all the data readily to hand. Insights from onboarding and transactions can used together to accurately determine risk and decisioning. See all financial accounts, evidence agent decisions with account task lists, and visualise and investigate known links.
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Page title: Decisioning | TruNarrative
Page Desc: Make the right decisions at the right time. Bring granular information back into orchestration for robust decisioning with TruNarrative Platform.
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DECISIONING
Make the right decisions at the right time
High quality decisioning starts with the best possible data. The TruNarrative platform brings granular information from multiple datasets back into orchestration, using TruNarrative’s own data science and decisioning engine for robust decisioning.
Unified Score
Only TruNarrative takes all intelligence generated by third party services into a single flow to create an overall risk score, called the unified score. This single unified score feeding into wider orchestration is fundamental to the market-leading decisioning performance of our platform.
Persistent Risk Scoring
Best practice recognises changes in risk over the lifecycle. TruNarrative decisioning fused with orchestration and data allows us to apply dynamic, persistent risk scoring either at account level, customer level or transactional level.
Referral and Case Management
Where an automated ‘pass or fail’ decision is not possible, cases can be automatically escalated to appropriate specialists or teams. In an intuitive, easy to use screen, TruNarrative aggregates everything an agent needs to see to visualise risk, view insight, and manage a case referral. Agents can change risk scores, add notes, and prioritise cases to different team members. Instantly communicate decisions enterprise-wide, and quickly upload fraud data to third-party databases, agencies, and Consortia.
Machine Learning Models
TruNarrative offers customers access to its own proprietary decisioning models as well as the ability to integrate their own or third-party models regardless language or platform. Machine Learning capabilities drive automated decisions, improve the performance of rules, and reduce referral rates and operational costs.
Virtual Agent
Virtual agent, a proprietary TruNarrative machine learning model, learns from decisions made by live agents. When enabled, it can automatically emulate human agent activity when required – for instance, when a fraud referral requires action at night and live agent resource is limited. By retraining using live agent data, virtual agent offers impressive automated decisioning that continuously improves over time.