Jun 26, 2020
3 min read: Monzo, a masterclass in tone of voice.
I’m going to go ahead and state my argument straight away: Monzo are the best communicators in the finance sector.
There, I said it.
Don’t believe me?
Then give this a read. Monzo’s tone of voice guide. That’s right, they have their tone of voice guide available to all who surf their site, not just to their employees.
Talk about transparency.
Monzo’s tone of voice is a far cry from how traditional banking usually communicate.
Financial jargon is nowhere to be found. There’s no stiff formality or corporate rigmarole. It doesn’t feel like you’re listening to the thoughts and ideas of an outdated institution.
Monzo’s tone of voice feels natural, like spoken language – and blissfully simple.
They even have a whole section dedicated to replacing formal words with simple ones.
Monzo explain that they don’t want to keep anyone at arm’s length with lofty language. Simple swaps, such as ‘help’ instead of ‘assistance’ and ‘let’ instead of ‘enable,’ are all listed in their tone of voice guide.
There is something really inclusive about the way Monzo uses language. It aligns with their values, which are to simplify the concept of banking and make it accessible to all.
Too often we overlook how we could be making information inaccessible through our language choices.
What lessons can we learn from how Monzo communicate?
For one, don’t be afraid to keep it simple.
Monzo shows that there is power in simplicity and transparency. Especially in a sector like finance, where establishing trust is paramount.
Monzo differentiates themselves from faceless heavyweights in finance through their language – and it’s this lightness of touch and accessibility that is winning them loyal customers.
Always consider the reader.
Monzo is very customer-focused. They are aiming to be inclusive and readable to everyone – young, old, financially savvy, hopelessly clueless – the lot. They don’t want to risk anything being lost in translation.
Be really consistent.
Across their website, app, social media and blogs, Monzo’s tone of voice remains the same. It is plain, simple and to the point.
It’s not trying to inject zany humour where it shouldn’t, and it has a relatable but restrained use of emojis. It sounds like someone is talking to you.
Embrace social media.
If you haven’t already, check out Monzo’s Twitter. It strikes a balance between relatable humour and valuable information.
Done well, the use of social media in the finance sector could be another effective tool – one that humanises a brand.
Communication in the finance sector is not a widely explored topic, but one that has legs. Especially because up-and-coming Fintech is recognizing its power and beginning to harness it.
The right communication will win you customer trust and loyalty. Must-haves in the financial world.
Used correctly, a simple and transparent tone of voice may well become a disruptive tool in this industry.
In need of some updated copy? If your website or social media communication is currently a bit lacklustre, drop me an email at jess@financestream.co and we can have a chat about copywriting.
