When did you last look at your insurance content and ask whether the language truly works for both your audience and your regulator? In insurance, words do more than explain products. They define expectations, manage risk and directly influence trust. That’s why insurance marketing copy carries more weight and more responsibility than in almost any...
Author: Alex Genn
I run a team of 25 senior-level copywriters and am myself a professional copywriter with over 15 years' experience.
What is sustainability communications and why it matters in 2026
If your sustainability report feels harder to write every year, you are not imagining it. Sustainability communications have shifted from a brand exercise into a regulated, scrutinised form of business reporting. In 2026, sustainability content is read by investors, regulators, customers and employees with very different expectations and very little patience for vague claims. In...
Website copywriting vs content writing: what’s the difference?
If words are words, why does this distinction matter? If you’ve ever commissioned ‘new website content’ and ended up with pages that sound fine but fail to convert, you’ve already experienced the problem we’re looking at here. Site copywriting and content writing are often treated as the same thing. For B2B organisations, especially those operating...
How fintech copywriting differs from financial services copywriting
It’s a fair question and one many marketing leaders ask when deciding whether to hire a fintech copywriter, brief their in-house team or work with a general content agency. On the surface, fintech and financial services appear closely aligned. They share customers, regulations and risk profiles. In practice, the difference is significant. This article explains...
Why ‘innovative’ is the most dangerous word in fintech
If your fintech copy leads with ‘innovative’, you may already be losing trust Innovative. Cutting-edge. Disruptive. YAWWWN. If you work in fintech marketing, you’ve seen these words everywhere. They dominate homepages, pitch decks and investor communications. After fifteen years working in fintech copywriting for startups, scale-ups and global financial institutions, one thing is clear: innovation...
Why Insurance Copywriting Needs More Than Generic Marketing Copy
Have you ever asked yourself why some insurance content feels like a chore to read, while others build trust and drive enquiries? In the highly regulated insurance sector, generic marketing copy just isn’t enough. This article explains why you need a specialist insurance copywriter on your team or at your side and how this investment...
Copywriting for insurance needs more than generic marketing copy
If generic marketing copy works everywhere else, why does it so often fall flat in insurance? Because insurance is not a generic sector. Insurance products are complex, highly regulated and closely tied to trust. Yet many insurance brands still rely on broad messaging that could apply to almost any industry. The result is content that looks...
Fintech content writing – how language builds credibility
Have you ever landed on a fintech site and felt unsure whether you could trust the product or the brand behind it? In an industry built on trust, transparency and technical precision, the words you choose on your site content and communications can make or break that crucial first impression. Fintech companies operate in a...
What is insurance copywriting? A guide for insurance brands and brokers
What is insurance copywriting and why does it matter? If insurance products are complex, regulated and built on trust, why do so many insurance websites still rely on vague, generic copy? That’s the problem insurance copywriting( and agencies like ours) exist to solve. Insurance copywriting is a specialist form of business writing focused on helping...
What is website copywriting (and why it matters for your business)
Is your website actually doing its job? You’ve invested in a strong brand, a polished website and a serious marketing stack. But if your site content isn’t clear, compliant and persuasive, it’s probably costing you opportunities. Website copywriting isn’t about clever words or SEO tricks. It’s about making sure your website communicates the right message...