One more time for the people in the back: your financial brand can sound professional without relying on formal, stuffy, or technical marketing copy. 

In a world where consumers crave simplicity and clarity, especially regarding finances, hiding your messaging behind dry, boring copy will only put people off. 

While some brands are still stuck in their old ways, others are really getting it right.

Take PensionBee, for example. This online pension platform has mastered the art of using an informal tone across all its channels, including its website. 

By doing so, it transforms the typically complex and dull topic of pensions into something that feels not only accessible but also engaging for the average person.

Here are a couple of examples to illustrate their approach:

1. Relatable Terms Over Jargon: Instead of using complex terminology like “pension consolidation,” PensionBee opts for the straightforward phrase “Combine your old pension pots.” This choice of words resonates with anyone, especially those who might feel confused by the ins and outs of pensions. It’s a small change that makes a huge difference in how consumers perceive the information.
   

2. Clarity in Processes: Another example from their website states: “Withdraw with ease. There are no forms to sign as everything is done digitally. Paying out your cash typically takes 7-10 working days.” Notice how they avoid confusing references to funds or transactions? Instead, they provide clear, concise copy that anyone can understand. This not only helps potential customers feel more comfortable but also builds trust in the brand.
   

Why accessible language works 

So, why does this approach work? For one, using everyday language can significantly enhance customer engagement. 

Research shows that consumers prefer brands that communicate in a straightforward manner. According to a study by the Nielsen Norman Group, users are more likely to trust and engage with content that is easy to read and understand.

Plus, simple, straightforward communication opens the door for a broader audience. People new to a financial product or service, for example, may feel intimidated. Clear communication can help demystify these topics, making consumers more likely to explore their options.

Unclear language and complex terminology can also deter consumers from seeking the financial products they need. By simplifying language, brands can not only improve customer experience but also drive sales.

Other brands getting it right

PensionBee is not alone in this approach. Other financial brands are also effectively using accessible language to connect with their audience. 

Monzo, a digital bank, uses casual language and humour in its marketing, making banking feel less intimidating. Its commitment to transparency and simplicity has garnered it a loyal customer base.

Another example is Starling Bank, which also adopts an informal tone in its communications. By using straightforward language, it successfully conveys its value propositions without alienating customers.

Your favourites

So, what about you? What other financial brands do you think really ‘get it’? Whether it’s a bank, an investment platform, or an insurance provider, I’d love to hear your thoughts. Drop your suggestions in the comments!