Tone of Voice

Tone of Voice helps establish the brand's personality, values, and positioning, enabling it to connect with its target audience on an emotional level

Introduction

Our personality is a balanced portfolio of dynamic and economical, intelligent and intuitive, hard-working and open.

If we’re going to provide guidance to the next generation of investors, we need to be invested in their success. We need to make sure we’re being clear and consistent. We need to show that our insights are informed by data and experience. And we need to show we’re curious about the ambitions and challenges our customers are contending with.

We made it on our own so our customers don’t have to.

Principles

Our communication is guided by three key principles: dynamic, logical, and timeless. These principles shape our brand's personality and ensure that we deliver a consistent message that resonates with our audience.

Dynamic

We show a vision of the future that inspires action and investment.

It’s human nature to discount the future. But we know that’s the opposite of how investing works. So if we’re going to help our customers realise their potential, we need to start by getting them excited about the the possibilities the future holds.
EQ first, IQ second.

Logical

We make sense of complexity through real-world examples.

Einstein once said that the definition of genius is taking the complex and making it simple. We can go one further: we can make the complex tangible.
Where others are eager to complicate, we invest in creating dynamic examples and tangible explanations.

Timeless

We don’t follow trends. We create legacies.

Finance is filled with trends and tropes. But it’s hard to trust someone with your financial future if they look, sound or act like they’ve only been around since the last bull market. So, while others are busy following the latest trend, we’re invested in doing our own thing.
Tomorrow’s legacy is created today; if we’re going to stick around we need to act like it.

Brand Statements