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Copywriting for the Financial Services Sector

The financial services have their own language.


This can be a strength: for business-to-business communications, technical language demonstrates expertise and builds trust. Although it can mean every brand sounds rather similar.


For business-to-consumer communications, the terminology can create a barrier.


Because of this, the financial services sector suffers from poor levels of trust. Often the first task for the copywriter is to seek out messaging and a tone of voice that will help rebuild it.  


  • Aspen Re

  • Barclays

  • BNP Paribas Wealth

  • GAM

  • HSBC

  • Investec

  • Leo Capital

  • Lloyds TSB

  • MoneyGram

  • NatWest Offshore

  • RBS International

  • SwissRe

  • You at Work

  • Woolwich

Types of writing

  • Product brochures

  • Annual reports

  • Naming

  • Sales emails

  • Radio ads

  • Tone of voice development

  • Books

  • Websites

Advantages of using Barnaby Benson in the financial services sector

  • Strong, clear messaging - we have a thorough message development process that applies the same level of discipline and questioning that goes into an advertising campaign.

  • Brand agency background - having worked with world leading brand agencies, we understand language’s contribution to brand positioning. This might be a rejuvenated tone of voice, a brilliant idea for an advertising campaign or the encapsulation of a brand’s positioning.  

  • Adept with all media - we’re able to grasp the demands and constraints different mediums put on language. Copy that works for an annual report will not work for a brochure – our copy adapts and flourishes. 

  • Creativity and vitality of language - we are keen readers of great books and study their clarity and originality. We aim to keep our language fresh, intense and free of cliche

Benefits of the Barnaby Benson approach

  • Achieve more - good writing engages. It persuades. It motivates. It makes points clearly. It gets the job done.

  • Save time - you could spend hours and never quite capture what you wanted to say. Or you could brief a copywriter.

  • Delight audiences - most business writing is dull. No wonder people ignore it. Stop being boring!!! Break through the clutter! Be noticed!

  • Make money - when writing communicates benefits, it empowers your business. People will understand why your idea, product or service is worth their attention. A good sales letter can generate sale after sale after sale… A persuasive PowerPoint presentation can… You get the idea.

  • Stop worrying - people fret about spelling and making grammatical errors. Let someone else worry about it.

  • Sound right - personality in writing can give you an edge. Maybe your brand is friendly. Or funny. A copywriter can capture that. 

  • Gain perspective – being familiar with your product or service isn’t always a good thing. A pair of fresh eyes can spot what's important for the consumer.

Get in touch

Financial Services clients

"Having worked with Barnaby Benson on a series of projects over the years I have been consistently impressed with the speed at which he gets beneath the surface of the project, understands the client and their brand. Barnaby Benson worked as an integral part of the team responsible for developing the new tone of voice for Lloyds TSB and implementing that across all key brochures."

Carrie Stokes

CF Stokes Consultants

"The quality and speed of your work for us was simply outstanding; the best way I can illustrate this is that my Finance Director, who is somewhat of a humourless cynical individual, described the overview brochure as "the best brochure he has ever read"...if customers think the same we are in great shape."

Managing Director
A large division of a major bank

"It was great to work with Barnaby Benson on a Barclays Woolwich project. They are always enthusiastic and very competent. They have turned a very difficult subject, offset mortgages, into a readable document that is light and informative. I always know my clients are in capable hands. I'm looking forward to our next project together."

Milly James
Woolwich Senior Account Manager
Blue Goose

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