The challenge: balancing compliance and speed For most marketing teams in financial services, compliance is seen as a necessary constraint. Campaigns need to move quickly, but every piece of content must be reviewed, approved and documented. This often creates tension between marketing and compliance, particularly when timelines are tight. The assumption is that faster marketing...
Designing customer journeys that meet FCA expectations
Why the FCA focuses on journeys, not just individual content Most marketing teams naturally think in terms of individual assets. A landing page. An email. A brochure. Each piece is created, reviewed and approved on its own terms. But from a regulatory perspective, this is only part of the picture. The FCA has made it...
Testing financial promotions: what the FCA expects and what most businesses miss
What does the FCA say about testing? In recent updates to their consumer duty guidelines, the FCA highlights testing as a key way to ensure consumer understanding. This includes: – User testing – Behavioural insights – Ongoing refinement So, it’s no longer enough to make your best guess on what works, the FCA expects more....
How to create FCA-compliant content that is clear, fair and not misleading
What does “clear, fair and not misleading” actually mean? “Clear, fair and not misleading” is one of the most widely quoted FCA requirements. But in practice, many marketing teams still treat it as a wording exercise. The FCA’s Consumer Duty guidance makes it clear that this is not enough. Communications must actively support customer understanding...
What the FCA really means by consumer understanding (and why most financial promotions fall short)
How do you create FCA-compliant content that improves consumer understanding and reduces regulatory risk for financial promotions? Good question. We’ve looked at the latest FCA guidance… What is consumer understanding according to the FCA? Consumer understanding means ensuring that customers can: – Understand product features, risks and costs – Make informed financial decisions – Compare...
Insurance SEO copywriting: how to rank without losing clarity
Here’s a question worth sitting with: If your insurance website ranks on page one but the copy reads like a compliance checklist, what have you actually achieved? This is the real tension in insurance SEO copywriting. On one side, search engines reward relevance, authority and keyword coverage. On the other, your audience of risk managers,...
How fintech brands can balance innovation with reassurance
How do you promote innovation without making your fintech brand sound risky? It’s one of the most common messaging challenges for fintech marketing teams. Your solution may genuinely push boundaries. It might automate processes, simplify compliance or transform payments infrastructure. But, whatever its superpower, when your messaging focuses too heavily on disruption or novelty it...
SEO website copywriting: best practices for 2026
If your website traffic looks healthy but enquiries are flat, there’s a good chance your problem isn’t SEO. It’s SEO website copywriting. Many marketing managers still treat SEO and website copy as separate disciplines. One drives visibility. The other persuades. In 2026, that split no longer works. Search engines, AI tools and buyers all expect...
Why language matters more in insurance marketing copy
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...
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...