Copywriting and content writing
Nobody likes to be regulated. So I imagine directors of many UK financial services companies saw the FCA’s Consumer Duty regulation as just a big hassle, nothing more. But having spent 15 months writing copy for Admiral and Hastings Direct, I see things differently. Consumer Duty is an opportunity for financial services to communicate more clearly with customers; to make their lives a bit easier. And what CEO doesn’t want to improve customer experience?
My work for Admiral and Hastings Direct included writing and editing:
- Hundreds of CRM templates (letters, emails and text messages). These covered a variety of subjects, from claim settlements and repudiations to late payments and remediations.
- Call centre scripts and other documents such as credit application forms.
- SEO web pages – guides to help customers on different insurance-related topics, from information for new drivers to home security and choosing the right motorbike. These also sell related products, such as telematics, contents or motorbike insurance.
On the left, you’ll find a few samples of the copy I wrote to address Consumer Duty for these two insurers. (Click the images to view full pdfs.)
