Turn the expertise inside your business into marketing assets that build trust
Financial services firms are full of expertise. The challenge is capturing it. We use the Expert Insight Method™ to interview your subject matter experts and transform their knowledge into thought leadership, site content, white papers, and other valuable marketing assets.
Trusted by:
Your business already contains the expertise.
Your marketing team doesn’t need more ideas. They need more access to the people who have them.
Every financial services organisation has specialists whose knowledge could become outstanding marketing content. The challenge is how busy they are.
The Expert Insight Method™ gives marketing teams a repeatable way to capture that expertise without asking subject matter experts to spend days writing.
We don't ask your experts to write. We just ask them to talk.
We don’t expect your busy specialists to produce a first draft. Our senior financial services writers interview the people who know your business best.
Those conversations dig deep into the insight, judgement and experience that AI can’t generate and questionnaires rarely capture.
For 20 years, we’ve been using our Expert Insight Method™ to transform the unique expertise that your business is built on into credible, powerful marketing content.
Start with a pilot piece
We understand that trusting a new partner is a leap of faith. That’s why clients start with an Expert Insight Pilot (test piece) to see how we handle their subject matter.
No contract. No commitment. Just £600(+VAT). Delivered in 5-10 working days.
Please note that we have a consistently high demand for pilot articles. Book yours as soon as possible to avoid a long wait.
We partner global financial brands and fast-growing fintechs
For over 20 years, we’ve been writing effective, compliance-ready content for some of the world’s best-known financial brands and most exciting start-ups. A few of our success stories offering professional copywriting services…
Connecting to SMEs: American Express
We worked with American Express over three years to create powerful case studies and guides to support SME merchants that accept AmEx. Our work gave the business: “…better engagement and conversions than ever before.” (Sneh Patel, Head of Merchant Marketing, American Express). Merchant portal.
What we help you create
From a single 30-minute expert interview, we can produce:
What our clients think
“The content has helped us achieve better engagement and conversions than ever before.“
American Express
Sneh Patel, Head of Merchant Membership
“…highly adept at turning complex financial services and tech-related topics into easily readable prose and great at adhering to deadlines.”
LineData
Jeffrey Schenck, VP Product Marketing (EMEA)
“The process was seamless, the writing exceptional, and the service delivered everything promised.”
Rathbones Investment Management
Louise Willows, Senior Marketing Manager,
“They gave us a direct relationship with the writer, who returned great results in the deadlines we needed.”
SPF Private Clients
Adam Cheesman, Digital Marketing Director
“The writers are knowledgeable, professional and expert in their work. The articles are well researched, interesting and intelligent.“
Moody’s Analytics
Lexi Fox-Mills, Senior Content Manager
“Alex and co are a team of enthusiastic, flexible, and reliable writers. It’s been great working with them.”
TriplePoint Investments
Hal Briggs, Marketing Content Manager
Our methodology
Our tried-and-tested approach, the Expert Insight Method™, has been honed over the past 20 years. It ensures we deliver the copy that you need, with as little time from your experts as possible.
By giving you a senior-level writer who works as an extension of your team, with support and oversight, we ensure a successful outcome every time. But don’t take our word for it; see for yourself with a no-commitment, fixed-fee Expert Insight Pilot (test piece).
Expert Insight Method™
1. Understand the objective, planning the topic
Every project starts with a conversation. We work closely with marketing to discuss your goals, audience and potential topics. Who are you trying to reach? What do they need to understand? What business outcome are you trying to achieve? Once a topic is defined, we understand the objectives for marketing and develop specific interview questions for the subject matter expert.
2. Structured interview
Our experienced financial services writers interview your subject matter experts, asking the questions that uncover practical experience, original thinking and commercial insight. Most interviews last around 30 minutes (or more for longer pieces). Your specialists don't need to prepare a draft. They simply need to talk about what they know.
3. Writing and refinement
Using those interviews, research and other material you've provided, we create content that's clear, authoritative and written in your tone of voice. Every piece is written by an experienced financial services writer who understands the importance of accuracy, clarity and compliance. You'll have the opportunity to review the draft, suggest changes and involve any internal stakeholders. Three rounds of amends are included.
4. Compliance review
We deliver compliance-ready copy that your compliance team will find straightforward to review, to accelerate sign-off.
5. You publish insightful, powerful marketing content
You'll receive unique, compelling content that can be repurposed across multiple channels.
We're a good fit if:
✓ You’re a financial services firm or fintech
✓ Your content goes through compliance review
✓ You need thought leadership that actually differentiates
✓ Internal teams are stretched
✓ You need senior-level expertise
✓ You want a specialist rather than a generalist
If that sounds like your business, we’ll be a highly effective partner for you.
Why choose Alex Genn Copywriting?
When your content needs to drive real business results, experience and expertise matter. With 25 senior-level writers, we guarantee a mature, collaborative approach that delivers what you need, every time.
Ready to turn your in-house expertise into valuable content?
If you need content that’s clear, credible and ready to stand up to scrutiny, we can help.
Try us with no ongoing commitment, for a low-cost, flat fee. Request your Expert Insight Pilot today.
Please note that we always have a large number of requests for Pilot articles, so please request yours early, to avoid a lengthy delay.
FAQs
Do you understand financial services?
Yes. We’ve worked with asset managers, banks, insurers and fintechs including Invesco, NatWest, Atradius and Moody’s Analytics.
How long does a test piece take?
Typically 5–10 working days depending on complexity and stakeholder input.
Why not do this internally?
Internal teams bring valuable knowledge but are often stretched for time and may lack external perspective. We bring experience across multiple brands and ensure continuity if resource changes.
Can you work with compliance teams?
Yes. Our content is written with regulatory review in mind, reducing friction in the approval process.
How do we get started?
Most clients begin with a single article or piece of content to test the relationship.
Will the same writer handle all our work?
Yes. We give you an ongoing relationship with a senior-level writer, with a back-up writer waiting in the wings, just in case.
Can compliance review drafts?
Of course, we work hard to make sure content passes compliance
What input do you need from our experts?
Usually 20-30 minutes per interview, far less if the piece is research-based
How are you different from AI-generated content?
We deliver content that is genuinely interesting, and different to what’s out there – unlike AI. Each of our senior-level writers has 10+ years of experience.
Can you write for technical financial audiences?
Yes. We work with many fintechs, delivering both retail and B2B content.