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...
Author: Alex Genn
I run a team of 25 senior-level copywriters and am myself a professional copywriter with over 15 years' experience.
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...
How clear copy cuts friction in fintech customer journeys
Every fintech business faces the same paradox. You’ve built elegant technology that makes financial services simpler, faster and more accessible. Yet your potential customers are abandoning your sign-up flow at the verification screen. Or dropping off when they hit your pricing page. Or closing the tab when they see your security explanation. The technology isn’t...
Your annual report checklist – 25 factors every report must get right
Quality control is everything in annual reporting How many sets of eyes review your annual report before it goes live? If the answer is “too many” or “not enough”, you’re not alone. Annual reports sit at the crossroads of compliance, corporate communications, investor relations and sustainability. They’re scrutinised by regulators, analysts, employees, NGOs and customers....
Annual report team structure – roles and responsibilities for success
Who actually writes your annual report? If your answer is “a bit of everyone”, you’re not alone. Corporate communications teams, marketing directors, sustainability officers, investor relations and the C-suite all play a role. But without a clear annual report team structure, the project often spirals into missed deadlines, duplicated effort or a design team scrambling...
The complete annual report writing process: a month-by-month timeline
A clear annual report writing process is non-negotiable How long does it take to plan, draft and publish a high-impact annual report? Without a defined annual report writing process, organisations run the risk of last-minute scrambles, missed stakeholder deadlines and diluted corporate narratives. Our month-by-month timeline is designed for corporate communications directors, marketing VPs, sustainability...