Most financial promotions are created under commercial pressure. Marketing teams are thinking about getting their message across. As they should be. But with that single focus, there is a natural tendency to lead with benefits, simplify messaging for impact and/or add disclaimers later 

The FCA has identified this as a key issue, particularly where risks are de-emphasised or difficult to find.

Over time, this creates a disconnect between what businesses intend to communicate and what customers actually understand. And that’s bad news for everyone.

If your financial promotions are technically correct, is that enough?

The FCA says no.

Many firms still rely on compliance sign-off as proof that content works. In reality, the FCA highlights that firms often overestimate how well customers understand what they are being told.

Let’s be honest: insurance is not an easy brief. Products are technical, the regulatory environment is demanding and your audience ranges from procurement directors to policyholders who’d rather not think about risk at all.

There’s also the FCA’s Consumer Duty, which came into full force in July 2023 and requires insurers to communicate in a way that genuinely supports good outcomes. That means your content writing has to be clear, fair and accurate, not just keyword-optimised.

A generalist freelance copywriter might write engaging prose but miss a compliance point. A pure SEO technician might hit keyword targets while producing copy no one trusts. What you need is a genuine business writer for insurance: someone who holds both in mind at once. Not every copywriting agency can offer that combination.

What you need is a specialist insurance copywriter who can hold both in mind at once. If you’re ready to take your insurance content to the next level, talk to us today.

Many fintech brands fall into the same patterns when communicating their value. These are a few missteps we see regularly:

Leading with innovation instead of outcomes

Product teams understand the technical sophistication of a platform. Marketing content often reflects this by focusing on APIs, automation or architecture.

Unfortunately, buyers rarely start by asking how something works. They start by asking what problem it solves.

Overcomplicating explanations

Fintech products frequently sit at the intersection of finance, regulation and technology. It’is easy for content to become dense with acronyms or specialist terminology.

Clear explanations build trust. Overly technical language can create distance.

Playing it too safe

In some organisations compliance concerns lead to extremely cautious messaging. This can leave you with content that’s stripped of personality.

While compliance is essential, fintech content still needs a voice readers can connect with, to communicate value and differentiation.

We’ve all seen it, search behaviour is changing, and fast. Of course, people still use Google, but more and more they’re using AI tools like Chat GTP, Claude and Perplexity to summarise suppliers, compare providers and provide recommendations.

While all these AI tools are slightly different, they all rely on well-structured site content. Crucially, if your website copy is vague, inconsistent or purely promotional, it becomes invisible to them.

This is especially important for global businesses with UK and EU reporting or regulatory obligations. Your website is often the first place analysts, investors or partners look to understand your credibility.

We see this clearly in enterprise environments. At Alex Genn Copywriting we’ve worked on website projects for organisations such as American Express UK, Invesco and Lazard Asset Management, and in every case SEO website copywriting is treated as a strategic asset, not a technical afterthought.

The best site content now does three jobs at once. It ranks, it reassures and it converts.

Many organisations rely on in-house teams or generalist agencies to produce insurance marketing copy. While well intentioned, this approach often introduces hidden risk.

Common problems include:

• Ambiguous wording around exclusions or coverage
• Overly confident claims that conflict with FCA expectations
• Dense technical language that discourages engagement
• Repeated compliance revisions that slow campaigns and inflate costs

The FCA regularly publishes data showing thousands of financial promotions being amended or withdrawn due to wording issues. These are rarely dramatic failures. They are usually small language choices with big consequences.

This is where specialist insurance copywriting delivers value. A specialist anticipates regulatory concerns before they arise and builds compliance into the language from the start.

Sustainability reporting is no longer optional or peripheral.

Under increased regulatory scrutiny, sustainability claims are now treated as formal business statements. Regulators across the UK and EU have made it clear that misleading or exaggerated claims will be challenged.

At the same time, investors are demanding more consistent, decision-useful information. According to the IFRS Foundation, ISSB standards are designed to improve the quality and comparability of sustainability information for capital markets, raising expectations for how clearly organisations communicate risk and impact.

Many organisations underestimate the complexity of regulated sustainability reporting. What reads as vague or overly promotional can quickly undermine trust with investors and stakeholders.

This is where a copywriter for sustainability report content plays a critical role.

Both site copywriting and content writing involve professional writing skills. The difference lies in intent.

The former is designed to guide behaviour, while the latter (content writing) is designed to share knowledge. While website copywriting supports conversion, clarity and compliance. Content writing supports discovery, education and visibility.

Website copywriting works hand in hand with UX and design. Content writing is often consumed independently. For regulated businesses, this distinction is critical.

The UK Financial Conduct Authority makes clear that communications must be “clear, fair and not misleading” across digital channels

For regulated businesses, this principle applies directly to site copywriting, particularly on service pages, sustainability disclosures and investor relations sections where accuracy and clarity are essential.

This is key because fintech decisions are rarely emotional in the way consumer technology decisions are. Payments leaders, compliance teams, ESG officers and CFOs are not looking to be impressed. They are looking to reduce uncertainty.

The FCA reinforces this dynamic in its guidance on financial promotions. Marketing communications must be clear, fair and not misleading and must not overemphasise benefits without appropriate context or risk disclosure.