Financial copywriter | Financial Services copywriting & content

Action-driven financial services copywriting. Engage, win trust, convert, close.

Back in the day, my first financial services copywriting brief was the consumer DM sales pack for IKEA’s new storecard. Since then, I’ve amassed experience across both the retail banking and B2B finance sectors. My folio includes retail and IFA copy for pensions, new mortgage launches, insurance, Foreign Exchange, personal loans, savings/investments (ISAs) and more. I’ve also worked with financial technology industry leaders to develop powerful, topical thought leadership commentary. The 6th Anti Money Laundering Directive, Bounce Back loans, Gambling affordability and the Regulatory challenges surrounding gambling are a few topics I’ve explored. Some of my finance copywriter samples follow.

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 Successful finance brands have an advantage: a (hopefully) good pedigree to support the launch of new products. But for new market entrants, the position is different: it’s all about winning belief and trust right from the start. My financial copywriting experience over the years spans both these scenarios.

 If you’re preparing to hire or brief a financial services copy, these quick tips may help..

• Think about tone: who is the voice of your brand? A ‘trusted colleague’? A ‘friend’ or ‘mate’? A ‘helpful stranger’? Talk this though as part of the brief. If you’re looking for a new approach, a quick pen portrait of your prospect segments will help shape the brand’s tone of voice.
• Be smart about compliance: discuss key FSA compliance issues at the outset, but don’t over-obsess with detail too early. Wait. Give your writer the chance to develop a flowing platform, then involve them in the legal fine-tuning alongside your team. You’ll get a far more polished result that still ticks all the regulatory boxes.
• Insist on clarity: of course financial products can be complex. But sales copy can still be succinct, precise and clear. Has your writer really distilled out what a customer most needs to know?
• Talk to - not at - prospects: be careful your pitch doesn’t become an intellectual cudgel. You’ll garner far more attention if copy creates empathy: “In fact, most people don’t even realise that…"

 If you need on-brand, action-driven financial services copywriting, I’d love to help. Call today.