Financial services copywriting case studies
For over 20 years, we’ve helped financial services brands make complex information simple and compliant, engage their audiences and drive growth
Case studies
American Express: Driving uptake of merchant support services
The challenge: drive uptake of merchant support
American Express Merchant Services ensures that merchants accepting the card can access support for their businesses. We were asked to increase the uptake of content across ‘how-to’ guides, case studies, blogs and videos.
Response: user-led cases studies on paper and film
We worked with the client to understand their merchants to build a content calendar for the website. We then conducted merchant interviews to write a series of case studies, as well as blogs, ad-hoc articles and ‘how-to’ guides. We also created video case studies, promoting Amex’s close relationship with merchants.
Result: significant user growth
Our work led to a significant uptick in users to the merchant services site. We continue to work with Amex across a range of channels and look forward to continuing our fruitful, long-term relationship.
“I have been thoroughly impressed with the quality of work and level of professionalism displayed by AGC. The content that has been delivered has helped us achieve better engagement and conversions than ever before! The team's creativity and attention to detail in capturing our brand's voice and message is truly remarkable. Moreover, I really appreciate the team's responsiveness and dedication to ensuring that we are always satisfied with the final product. I highly recommend AGC to anyone in need of copywriting services!”
Sneh Patel, Head of Merchant Membership, American Express
Invesco: Site content and voice
The challenge: build it and they will come
Invesco asked for our help to develop the company’s new online trading platform for customers to use directly, without an adviser. It needed client research, UX design, content writing and testing.
Response: Interview and research-led content
Worked closely with multiple in-house teams and agencies, we helped build user journeys for new and existing clients. We also collaborated with the customer services team to understand the typical client, their barriers and preferences.
After consulting with senior stakeholders, we re-worked the corporate tone of voice to suit the new website. We also created a new set of voice guidelines. This new voice was welcomed by all senior stakeholders and adopted by the marketing team.
Finally, we wrote all site content, including FAQs and supporting marketing materials.
Result: Significant uplift in users
The site was finished on time and to budget, and was an immediate success with clients.
PassFort: Driving the brand through content
The challenge: brand growth through insight sharing
PassFort (now part of Moody’s Analytics) is a fintech brand that specialises in customer onboarding for financial institutions. They asked us for a series of articles that showcased their KYC/B technology, while providing valuable insights for readers, to encourage social sharing and drive brand growth.
Response: thought leadership that moves the needle
Over two years, we delivered monthly thought-leadership pieces that were highly regarded and frequently shared on LinkedIn. The brand’s reputation grew significantly, and we are delighted to have played a significant part in its acquisition by Moody’s Analytics, with whom we continue to work.
Result: brand growth and acquisition
PassFort (now part of Moody’s) is a fintech brand that specialises in customer onboarding for financial institutions. They wanted a series of blogs that showcased their KYC/B technology, with all its benefits, as well as providing valuable insights for readers, which would ensure the blogs were read and shared. Objective: drive enquiries and grow the brand.
“Alex's team are knowledgeable, professional and expert in their work. The articles they prepare for us are well researched, interesting and intelligent. Content is produced and delivered on time, and I have no hesitation in recommending Alex's services.”
Lexi Fox-Mills, Content Manager, PassFort (Moody’s Analytics)
Atradius: Knowledge hub building
The challenge: build gravitas and growth
Atradius is a world leader in credit insurance and debt collection. They came to us in 2021 with the objective of creating a consistent pipeline of high-quality content based on their internal expertise, to build gravitas through an impressive knowledge hub.
Response: Interview and research-led content
We collaborated with the marketing team to devise their content strategy, agreeing to work on both pre-agreed and topical subjects, with a turnaround time of 48-36 hours. Each month we create topical ‘Newsroom’ articles based either on interviews with Atradius in-house experts and our own research. We also create bi-monthly ‘Economic Outlook’ articles, based on the client’s in-depth reporting. Additionally, we produce press releases, site content and more.
Result: Significant uplift in users
Over the four years we’ve been working with Atradius, the client has seen a significant uptick in site visits, via our content, which they share on social media. We continue to work with Atradius as of 2026.
“Working with Alex Genn copywriting has been so straightforward and the quality of the writing is excellent. We are already getting great results from the content they write. Our assigned copywriter is able to quickly turn around great content. He is very open to feedback (we’ve never had to go further than a second draft) and is also flexible with our ever-shifting deadlines and last-minute demands. The cherry on top is that they are also really nice people. I highly recommend them.”
Sarah Cuffey, Head of Content EMEA, Atradius Credit Insurance
More of our financial copywriting samples
Annual Reports:
Start with a test piece
We understand that trusting a new partner is a leap of faith. And we don’t want you to commit to working with us without being absolutely sure it’s right for you. That’s why most of our clients begin with a single article or page.
This is a practical way to test clarity and quality, align on messaging and move quickly without long commitments. It’s also a great way to get internal buy-in and get a feel for how we collaborate.
We’ll give you a senior-level copywriter who can turn around a test piece within five to ten days, and it usually costs around £600+VAT.