US Fintech: Go-to-Market Content Writing and Financial Glossary

The challenge

As a new brand, the client was competing for attention with banks and established apps that have years of content behind them. They needed a body of useful, trustworthy content quickly, while their customer base was still growing.

A lot of financial content is written for people who already understand finance. Readers who don't are left looking up terms halfway through a paragraph, or giving up. For a new brand asking people to trust it with their money, that kind of content would do more harm than good.

The audience covered a lot of ground. Consumer readers ranged from people managing their own money for the first time to households sharing bills, and included readers with ADHD. Business readers came from different sectors, each with their own questions about payments and cash flow. The writing had to work for someone with no financial background and for someone running a business, without talking down to either.

Fintech is also heavily regulated. There are strict rules on what a financial company can say, suggest or promise, and the client's legal and compliance team had to approve every article before it went live.

The articles also had to point readers towards the product without reading like sales copy, and they had to sound natural to an American audience.

Our approach

How the plan developed

We worked with the client on the content plan as it grew, adjusting topics and angles as we saw which questions their audiences were asking. The plan uses longer cornerstone guides, with shorter articles that each answer a more specific question and link back to the main guide.

Production and layout

We were responsible for how each article was written and put together. We set a consistent structure for all of them. The answer comes early, headings are clear enough to scan, financial terms are explained when they first come up, and each article ends with steps the reader can take. A reader can move from a long guide to a short article and know where to find what they need.

Writing for people who aren't finance experts

We wrote in everyday language and used real examples wherever we could. A business owner reading about fees can see where each charge comes from and which ones they have some control over. A consumer reading about payments can see what happens to their money, and when a faster option is worth paying for.

Content for readers with ADHD

Some of the articles were written for readers with ADHD. We based these on clinical and academic research into executive function, impulsivity and time blindness, and checked each claim against its source before it went into a draft.

We approached overspending as something shaped by how a person's money is set up, rather than a lack of willpower. The advice is practical: set bill money aside on payday, check your balance in fewer places, and give yourself a pause before you buy. Much of it lines up with what the client's product does, so it links back naturally.

The glossary

We built a glossary of financial terms with separate sections for consumers and businesses. Readers can look up words they come across in the articles, in their banking app or on a statement. The articles link to it, and for a brand still earning trust, it shows the client knows the subject without them having to say so.

Legal and compliance

We worked with the client's legal and compliance team throughout the project. We wrote with their review in mind, keeping claims accurate, avoiding promises about outcomes, and making sure general information never read as personal advice. When the team asked for changes, we revised and resubmitted, and some articles went through more than one full version before they were approved.

Each article includes a notice that it isn't financial advice, along with the client's legal disclosures.

What we delivered

• 52 pieces of content over seven months, written in US English

• Content supporting the client's go-to-market strategy in their first year

• Cornerstone guides and shorter supporting articles for consumers and businesses

• Articles for business owners in different sectors

• A financial glossary with separate consumer and business sections

• Input on the client's SEO content plan as it evolved

• A consistent writing process and article structure

• Research-based articles for readers with ADHD, with claims checked against their sources

• Legal and compliance review on each article

• Not-financial-advice notices and legal disclosures on each article

The outcome

In its first year, the client has gone from launch to a growing library of financial content that its customers can follow without a finance background, all of it approved by its legal team. We're still writing for them, with new articles going out each month.

If you need content that explains a complex subject clearly and stands up to legal review, we'd like to hear about it. Get in touch!