We turn financial-services expertise into valuable marketing assets

Your business already has the knowledge. We help you capture it, shape it and turn it into credible content that supports your marketing objectives.

We’re not here simply to supply words

Writing is an important part of what we do, but it isn’t where we start. We start with the expertise inside your business: the practical experience, informed opinions and technical understanding that make your organisation worth listening to.

The difficulty is that this knowledge usually sits with people who have other priorities. Underwriters are underwriting, portfolio managers are managing investments and product specialists are developing propositions. They may have valuable ideas to share, but they rarely have the time (or the inclination) to turn those ideas into polished marketing content.

That’s where we come in. We use focused interviews, careful research and senior financial services writers to turn your in-house knowledge into useful marketing assets. These might include thought-leadership articles, white papers, annual reports, website content, customer communications, case studies or an ongoing editorial programme.

You’re not buying words to fill a space. You’re building valuable, unique marketing assets from the expertise your business already owns.

Our Expert Insight Method™

We’ve spent more than 20 years refining a straightforward, interview-led way to create authoritative content without placing a heavy demand on your subject-matter experts. We call it the Expert Insight Method™. It gives them an efficient way to share what they know and gives the marketing team the material it needs to keep projects moving.

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.

The result is original content that sounds like your business because it began with the people who know it best. It’s informed by real experience rather than assembled from the same information available to everyone else.

One source of expertise. Multiple marketing assets.

A well-run expert interview can do more than support a single article. It can uncover themes and examples that your marketing team can develop across several channels, helping the organisation get more value from the time its specialists have already invested.

We can turn your expertise into:

– Thought-leadership articles and editorial programmes

– White papers, technical guides and research-led reports

– Website, product and campaign content

– Customer, adviser and broker communications

– Case studies and customer stories

– LinkedIn posts, emails and other supporting content

– Knowledge hubs and customer-education resources

The format will change, but the principle remains the same: start with genuine knowledge, then shape it into something useful for the audience and the business. That gives every asset a clearer purpose and a stronger reason to exist.

Hi, I’m Alex Genn

Back in 2006, I was a frustrated business development director at a mid-sized creative agency. After about 10 years, I realised that I was actually a frustrated copywriter, and that I was a bit slow on the uptake.

I began writing at the agency, then moved to the learning-disability charity Mencap as a copywriter. Here I learnt the values of simplicity, economy and respect for the reader, which still shape how we approach complex financial subjects today.

From Mencap to freelance, and as referrals grew, so did the range and scale of the work. I’ve since worked with agencies, government departments and some of the world’s best-known brands, developing the specific, carefully structured interview-led approach that became our Expert Insight Method™.

Today, we’re a team of senior specialists

When demand grew beyond what I could deliver alone, I began building a trusted network of experienced writers. Today, Alex Genn Copywriting has 25 senior-level writers, including financial-services specialists, former journalists and award-winning creatives with brand and agency backgrounds.

Each writer has at least 15 years’ experience. There are no junior writers learning on your project, and we don’t pass work to anonymous low-cost suppliers. We choose the right senior writer for the subject and keep communication direct, responsive and free from unnecessary process.

I remain closely involved and oversee every project. The team may be larger than it was when I started, but the standard remains personal: listen carefully, understand the subject, do what we’ve promised and never forget that a client is trusting us with their reputation.

Why financial-services firms work with us

We know how to get useful insight from busy people

We understand the environment you work in

What clients say

“The content 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.”

American Express

Sneh Patel, Head of Merchant Membership

“The writers are knowledgeable, professional and expert in their work. The articles are well researched, interesting and intelligent. Content is produced and delivered on time, and I have no hesitation in recommending them.”

Moody’s Analytics

Lexi Fox-Mills, Senior Content Manager

“Working with Alex Genn Copywriting surpassed all expectations. The process was seamless, the writing exceptional, and the service delivered everything promised.”

Financial copywriting client Louise Willows

Rathbones Investment Management

Louise Willows, Senior Marketing Manager,

“The content they’ve produced has played a critical role in helping us execute our content strategy. They demonstrated a quick and intuitive understanding of our brand, tone of voice, and audience, and have truly become a seamless extension of our team.”

Lumon

Avril Rivard, Senior Marketing Content Manager

You’ll work with experienced people

We’re trusted by:

We can support one asset or a complete programme

Some clients need one high-value article or report. Others need a consistent pipeline of thought leadership and campaign content. We can begin with a clearly defined project and scale the support once we understand your business, audience and approval process.

Don’t hire us yet. Start with one article.

It’s difficult to judge a content partner from a proposal alone. You need to see whether they understand your subject, ask the right questions, capture your voice, handle feedback well and deliver work that can survive internal scrutiny.

Our Expert Insight Pilot gives you a practical way to find out. We’ll agree the brief, speak to your subject-matter expert for around 30 minutes and deliver a complete article of up to 1,000 words within 5–10 working days. Three rounds of amendments are included, and the fixed fee is £600+VAT.

There’s no contract, no retainer and no obligation to continue. You’ll receive a finished marketing asset and a clear view of what it’s like to work with us; if the fit is right, we can build from there.