Banking copywriting case studies
For over 20 years, we’ve been creating content for some of the world’s best-known banks. They rely on us for marketing and B2B content that makes an impact with their customers and stands up to regulatory scrutiny.
Case studies
At Alex Genn Copywriting, we’ve been trusted by high-street banks and challenger brands alike for 20 years. We’ve selected a few of our banking copywriting case studies below. With 25 senior-level writers, we have the expertise and understanding to guarantee your bank communicates in a way that is as effective as it is compliant.
The Lloyds Banking Group
The challenge: a new current account form and a new way of working
For the first time in ten years the Group wanted to overhaul its online personal current account application journey. We were asked to develop the journey and copy, which were to be used across all Lloyds Banking Group brands. They also wanted to use the project to test agile working, which was new to the organisation.
Response: collaborative working, user testing and iteration
We worked with senior stakeholders to develop an agile working group, bringing together UX, design and copy with representatives from marketing, the business team, legal and compliance. We wrote all copy for the application form, this involved developing new tool-tip copy, re-formatting questions which posed a challenge in testing and ensuring the flow was logical and easy to follow.
As the form was to be used across Bank of Scotland, Halifax and Lloyds Banks, we provided three variants, using the voice of each brand.
Result: a user-friendly form and working method
As one of the first projects at Lloyds to test the agile way of working, this one was heavily scrutinised but met with approval from the senior digital team. The form is currently in use across all brands, and agile working has now been implemented across other digital teams.
LHV Bank: taking a challenger public
The challenge: express ambition, build gravitas
LHV is a financial services provider that expanded to the UK in 2018. As one of the new generation of fintech brands, they were looking to do things differently, so in 2023, they asked us to write the content for the new LHV.com site, with a fresh voice that would speak to both B2B and retail audiences.
Response: a new voice to connect with customers
As always, we allocated a senior-level writer who undertook a rigorous due diligence process, examining the brand, its vision, objectives, audience and existing voice. We worked closely with the marketing team throughout, in a truly collaborative process. As a result, the content successfully achieves the right balance, with a conversational, no-nonsense approach that nevertheless maintains the gravitas of a trusted financial brand.
Result: straight-talking copy, that makes an impact
Our work was well received by all stakeholders and LHV has since built important partnerships with brands such as Hargreaves Lansdown, as well as making significant progress in winning new retail customers.
Santander Bank
The challenge: new app, new voice, new approach
Santander wanted to develop a new mobile banking app that made it easy to understand your finances at a glance. They had implemented a design with simple, colourful graphs with a focus on how and where money was spent. To accompany this new approach, they needed a more informal tone of voice and rewritten content.
Response: close collaboration with design and UX
Working closely with both the UX and design teams, we developed a tone of voice that was relaxed and chatty, while maintaining the gravitas of a trusted banking brand.
We also consulted on usability, colour palette choices and style issues around the appearance of the copy.
Our content used colloquial terminology to make it easy for user to engage with the content and encourage them to check their finances more often.
Result: immediate uptake and universal appeal
The app looks and ‘sounds’ genuinely fresh, unlike any other banking app. It has been well received both by Santander and the public, gaining excellent reviews.
Ready to find out more?
We are always happy to chat to discuss your objectives and requirements for your banking copywriting.
Please note that at some times of the year, we are very busy. This may lead to disappointment, so please arrange your banking content consultation or test piece at your earliest convenience.