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...
Tag: Financial services
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...
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...
Financial services annual report writing – building trust through clarity
Clarity counts in financial services annual reports With the FCA’s (Financial Conduct Authority) increased focus on consumer duty and the PRA’s (Prudential Regulation Authority) evolving capital requirements, your financial services annual report faces unprecedented scrutiny. A single compliance misstep or unclear risk disclosure can trigger regulatory questions that derail your investor relations strategy for months....