How Finance Brands Can Sound Human Without Losing Credibility
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If you asked someone to explain what a stereotypical finance brand sounded like, what would they say? Most likely, you’d have people saying “robotic,” “cold,” “over-polished,” and maybe even “boring.”
The point being, most of these brands feel like they’re writing for regulators rather than real people.
And when you strip away all of the jargon, finance is all about trust. Trust in the numbers. Trust the company’s expertise. And trust that your brand actually understands what people are going through, and what they want and need, whether it’s managing debt, saving up to buy a new home, managing investments, or planning out their retirement.
This trust isn’t really built from sounding like a textbook. It comes from sounding (and being) human.
But here’s the tricky part: if you lean too far the other way, you might lose the professionalism people need to trust your advice. The key is to mix a friendly tone with solid financial know-how. Not many brands manage to strike that balance.
Let me break down how to get it right:
Talk to One Person, Not Just a Crowd
Writing for “the market” and writing to one person are two very different things.
When writing for the market, you end up using overused phrases like “innovative financial solutions,” “seamless digital transformation,” or “client-first service.” These are things that almost every finance brand has, and as a result, they’ve lost nearly all meaning.
If you write for an individual, you need to focus on their real problems:
- The small business owner is trying to accept card payments for the first time
- A young investor figuring out how stocks work
- A soon-to-be retiree is figuring out how to maximize their pension
When you’re communicating with your target market, your content should help the reader feel recognized and understood.
Ask yourself, who am I speaking to right now? What do they need from me (confidence, clarity, or reassurance)?
Talk How You’d Write, Then Tighten It Up
Talking about how you’d write doesn’t mean throwing in slang or random filler words. It’s more about using simple, clear words that show confidence without leaning into arrogance.
Here’s an example:
“Our company uses unique methods to offer complete wealth-building strategies.”
Now put it in human terms:
“We help people manage and grow their money with strategies we’ve learned over years of experience.”
The idea is the same, but one feels like a barrier, and the other feels welcoming.
Clear writing is much more persuasive. When your message is easy to understand, you come across as smarter, not by trying to impress, but by knowing when to hold back on the complexity.
Have a practice at this. Try to talk about your service casually, like you’re chatting with a friend. Record it, and then write down what you said. You’ll find that most of the work is already done. The last part is just cleaning it up by cutting unnecessary words, improving transitions, and making it all flow better.
This lets you keep a natural tone while still sounding polished and professional.
Build Trust Through Honesty
Money makes people cautious. And so it should. Most people have already been burned by hidden fees, fine print, or even outright scams. This is why transparency is your best tool for gaining credibility. Some things to make clear:
- The cost of your product
- What people can expect from it (and what they shouldn’t)
- The downsides along with the upsides
When you say where your product won’t work, it makes what you claim it will do sound more believable. And this honesty can be your competitive edge. Why? People don’t look for perfection, they expect clarity.
That same principle runs through effective fintech marketing strategies. The top brands in this space don’t win by being louder. They win by being more innovative in how they communicate.
They rely on strategy, storytelling, and PR to build authority instead of just grabbing quick attention. Their marketing doesn’t avoid tricky issues like fees or data privacy. They tackle those topics head-on, and this honesty creates trust, which in turn drives people to act.
Turn Data Into a Story
Finance depends on data, but people connect with the meaning behind it, not just raw figures alone. Numbers like “interest rates rose 2%” might grab someone’s attention, but they don’t explain much. Add some context instead:
“A 2% rise in rates may not seem like a big deal, but for someone with a £250,000 mortgage, it adds £300 to their monthly payments.”
This one sentence makes the idea feel real. It builds trust by showing you understand their reality while still keeping your authority.
Numbers form the core of finance, but stories bring it to life. Use data to back up your point, not take over the message. Each number should explain one thing: why the reader should care about it for their life or wallet.
When you show how numbers affect real people, you build trust instead of just sharing facts.
Build Authority Without Ego
You don’t gain authority by acting like you know it all. Absolute authority comes from helping readers feel more confident after they read your words. Skip telling people you’re an expert. Instead, show it by breaking down things others make complex.
Use simple terms to explain tricky ideas. Show why changing rates is essential, how “compound interest” grows over time, or the way credit use can impact a credit score. By breaking things down like this, you make your brand seem credible and knowledgeable, but still easy to connect with.
If your message comes off as preachy, people will tune out. But when it feels more like honest advice (clear, calm, and helpful), you build credibility instead of pushing them away.
Final Word
The main point to remember is that money decisions are always tied to emotion. People are not just choosing a product, they are choosing who they can trust with their finances.
So, when we look at which brands in finance are growing faster than others, it is not necessarily the ones that have the most significant advertising budgets. They are the ones who communicate with empathy and clarity.
To sound human in this space doesn’t mean you need to be informal. It means to be real. To write like you would talk to a good friend who is nervous about money, with honesty, care, and expertise.
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