Now more than ever before, a slew of fintech brands are constantly vying for consumers’ attentions. How then do you establish a voice for a new brand that’s casual yet credible? 1 Finance offers qualified financial advice that’s personalised and rooted in behavioural science and human psychology. Together with 1 Finance’s development team, we worked to devise a tone for the platform’s mobile app and website that felt true to its identity and to the time. The work involved writing and editing copy to succinctly communicate the brand’s role in the space of personal finance advisory. Depending on the sprint underway, we worked on copy to introduce various offerings such as MoneySign^TM, a proprietary system that identifies a user’s financial profile based on certain parameters, insurance and mutual fund ranking systems, and more.