The challenge

Create landing page content based on the product summary and video materials.

The context

I had previously worked with Janet Yuen, Head of Customer Wealth Solutions, on Conversational Banking. She approached me to ask if I’d be interested in creating copy for her latest project – Financial Planning 2.0. It’s a tool that helps customers understand their finances in relation to their goals. It also considers factors that customers may not know they need to account for, such as inflation.

The audience

Janet said that the tool “is about hopes and dreams”. Our customers may feel stressed about planning for multiple life goals, and we want to offer them as much assurance as we can.

The solution

  • Keep the copy succinct and snappy; the tone upbeat and assuring
  • Emphasise the element of preparing for the life’s uncertainties
  • Write in clear, simple language

The outcome

I tested the copy at home to see if a first-time reader would understand what the tool could do for them. The feedback was positive, with parts of the copy receiving specific call-outs:

“In particular, I like the wording ‘Futureproof your life’ and ‘Set yourself up for success’. It made me feel much more confident that if I use this tool, I could more successfully plan my financial future.”

“I like the part about ‘No crystal ball needed’! It expressed to me that this tool will take the guesswork out of financial planning, which makes it that more reassuring.”