Money copy that respects the reader’s intelligence — and anxiety.
A personal-finance app whose copy swung between condescending (“budgeting made easy!”) and intimidating (compliance-speak). They needed a voice that calmed people down and got them to open an account.
Finance is an emotional category pretending to be a rational one. The copy had to handle fear and shame without being either cheesy or cold — and clear enough that compliance signed off.
I built a voice around “the smart friend who’s good with money and never makes you feel dumb,” then rewrote onboarding, the homepage, and the empty states where people quietly give up.
What we actually wrote.
A few lines from the project — the flat version struck out, the sharper version in its place.
“Our copy used to scare people or patronize them. Now it sounds like us on our best day. Conversions followed.”Ana S. — Head of Growth, NorthPay (fintech)
Keep reading.
Website & Landing-Page CopyA skincare homepage that stopped explaining and started selling.
Brand Messaging & Voice GuideRepositioning a “project tool” into the thing teams couldn’t live without.
Launch & Email SequencesA welcome flow people actually finished — and bought from.
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Sample copy, clients & metrics on this page are illustrative — representative of Margaux’s engagements, anonymized and rounded.