How we work

Finding the right copywriting agency can be tough. It’s about more than client list, specialism or even the work they produce. It’s about the way they work with you. We’ve honed how we work with clients over 20 years to create a genuine partnership

Working your way

We take time to understand exactly how you like to work and your expectations. Following that, we’ll talk to you about your copywriting project, explain our approach and fee. And we’ll clearly define roles and expectations.

Once the structure and process of the project are agreed upon, we’ll assign a copywriter. They’ll be fully briefed on your copywriting project before you meet them. But they are always happy to chat so you can share any further information or just say hello.

They will work with you directly, getting to know your objectives, brand and tone of voice. And, because we know your copywriting agency is a crucial partner, we’ll do our best to make sure they are always available for you.

Our Expert Insight Method™

For the last 20 years, we’ve been refining a strategic, interview-led approach to creating authoritative content, without asking too much of your subject-matter experts. This is our Expert Insight Method™. It gives them a tried-and-tested way to share what they know and gives the marketing team the material it needs to create valuable assets. Here’s how it works:

  1. We agree on what the content needs to achieve

We begin with the marketing team, discussing the audience, business objective and possible topics. Once we’ve agreed the direction, we prepare questions designed to uncover the most useful insight from the right people inside your organisation.

  1. Your expert talks to us

One of our senior financial services writers interviews your subject-matter expert, usually for around 30 minutes. Your specialist doesn’t have to prepare a draft or become a copywriter; they simply talk about a subject they know well while we ask the questions that bring out the detail, judgement and experience.

  1. We turn the conversation into a marketing asset

We combine the interview with any relevant research and supporting material, then develop a clear angle and write the piece in your organisation’s tone of voice. Because the writer understands financial services, they know how to make complex ideas accessible without losing the accuracy or nuance that matters.

  1. We refine it with your team

You can review the draft, involve internal stakeholders and suggest changes. We develop the content with regulatory and compliance review in mind, helping your approval teams reach sign-off with less friction.

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.

And that interview can become the source material for multiple assets, across a range of different channels.

No leap of faith required

We don’t think working with a new creative partner should be a leap of faith. So our Expert Insight Pilot gives you a practical way to test us.

This gives you a fully researched article of around 1,000 words, not a watered-down trial version.

We’ll agree the brief, speak to your subject-matter expert for around 30 minutes and deliver a complete article within 5–10 working days.

For a fixed fee is £600+VAT.

No contract. No commitment. No risk.

Explore a Pilot article

Personal oversight

By staying small and offering only senior-level writers, we’ve become a rather different sort of copywriting agency. And because of our size, whether clients are household names or sparkling start-ups, we give them all the same personalised attention. That means every project is personally managed by Alex, who stays in the loop from brief to delivery, and is always available to clients.
 
Perhaps you need thought leadership marketing and copywriting for websites. Maybe you’re looking at your annual report, a white paper or some ghostwriting. Whatever you need, our team of expert writers ensures our professional copywriting services always deliver.

World-class writers

We have 25 senior-level writers, a mix of ex-financial journalists and creatives with brand and agency experience. Each has at least 15 years’ experience and is as comfortable working alone, with marketing or directly with the management team.

Working in true partnership with our clients enables a collaborative relationship, resulting in the creation of content that engages your customers and enhances your brand.

We have considerable experience interviewing in-house experts and turning their insights into marketable content that drives your brand. From blogs/articles, thought-leadership marketing and site content to case studies, annual reports and white papers, we deliver uniquely compelling financial sector copywriting.

Book your free 20-minute consultation

FAQs

How does Alex Genn Copywriting work with clients?

We start by understanding how you like to work, your expectations, communication style, and project goals. Then we assign a senior copywriter who works with you directly, supported by personal oversight from Alex throughout the project.

Will I work directly with the copywriter?

Yes. Once we’ve agreed on the project structure, you’ll be introduced to your dedicated writer. They’ll be fully briefed but always open to a chat, whether to clarify details or just say hello.

Who manages the project?

Every project is personally overseen by Alex Genn. He stays involved from brief to delivery, ensuring consistency, quality and a smooth experience for every client.

What kind of writers do you work with?

We work exclusively with senior-level writers, including journalists, creatives, digital content specialists and versatile generalists. All are experienced, responsive and brilliant at what they do.

Can you adapt to our internal processes?

Absolutely. We tailor our approach to fit your workflow, whether you prefer structured timelines, agile collaboration, or something in between.

Do you offer copywriting for specific sectors?

Yes. We have deep experience across sectors including finance, tech, retail and more. Our writers adapt to your industry and audience with ease.

What makes your agency different?

We’re small by design, senior by default, and collaborative by nature. Clients come to us for expert writing but stay for the way we work.

View our work