Our emotions play a big role in decision making. Even the most life-changing, important decisions rely on a gut feeling as well as careful analysis.
Science tells us so. A 2024 Brain Sciences paper argues that emotions are crucial in guiding our choices when situations involve ambiguity, uncertainty and risk – three factors that feed into our money-related choices.
We can see this playing out in day-to-day decisions. It isn’t rational to splurge on a meal out on payday if it means you need to scrimp on something later in the month, but the short-term gain feels worth it.
Knowing this can help companies market their products and services more effectively by tapping into emotions. But financial services companies need to tread the line between rational and emotional drivers very carefully. With strict regulations to meet and customer trust to protect, clarity is paramount. A tone of voice that helps you balance informing and engaging your audience makes it possible to speak to people’s emotions in a way that also enables sensible financial decisions.
Understanding emotional drivers
If you were asked to call out a list of emotions, you’d probably say “happy”, “sad” or “excited”. But these are not usually how we’re feeling when we’re remortgaging or consolidating pension pots. That doesn’t mean our feelings about money aren’t strong – they’re just more nuanced.
Lloyds Banking Group’s 2025 Consumer Digital Index reports that 20% of UK adults feel stressed or overwhelmed when thinking about their finances. Financial services companies can help build stronger connections with their customers by showing empathy and understanding for the range of emotions financial matters can evoke.
The emotions involved will vary depending on the person and the context. People making a significant purchase or planning for their future might be seeking reassurance that they’re making the right decision with their money. A customer concerned about a recent data breach might be looking to feel confident that their bank will protect sensitive information. While some people might want to feel motivated by the possibilities open to them if they reach their savings goals.
Here’s how to strike the right tone to evoke emotions that people need to make important financial decisions.
Transparency in financial services writing
Transparency helps people believe a company is honest and trustworthy. Regulators want to see transparency too. Not all writing will use emotive language or reference feelings, but it’s important to remember that transparency can create a desired emotion too.
Don’t rely on the small print to explain the finer details that can make a huge difference to how people manage their money. Bringing these elements into main product content turns your brand into one that holds customers’ hands, rather than hiding what’s in yours.
Wording choices can be the culprit for hiding details. Flippant language and quirky phrasing can gloss over the truth or make critical choices feel less important. Likewise, jargon and complex product names can also alienate people and make them feel left behind.
Authentic tone of voice in financial services
Challenger brands like Monzo and Revolut set a new benchmark for natural and distinctive voices. But emulating this approach won’t work for every organisation.
Authenticity means reflecting your brand personality faithfully. It would feel very false for a bank that’s known for its heritage and traditional approach to try and sound like a challenger bank that’s down with the kids.
To find the right tone of voice for your brand, start by thinking about the customer experience you offer (or the one you want to create). You want your audience to feel as though they are dealing with one team, whether they’re reading your website, speaking with Customer Services, or meeting with an adviser.
Make content feel personal
Lloyds reports that 56% of UK adults used AI to inform personal finance decisions in the past year, but traditional banks/advisers are still more trusted than AI-generated advice. We expect that comes down to the personal insights that banks and advisers can deliver.
This personal touch can come through in tone of voice and messaging, without it feeling overfamiliar or sensitive.
It starts with knowing your audience and what motivates them. Your tone of voice should resonate with them, and your messages should address their concerns. Personal content doesn’t need to be hyper-personalised, but it should show that you’ve listened and understood your audience.
Flex for different financial services
One voice won’t work for every audience in every situation, but it isn’t practical to have lots of different identities and rules for each communication.
Flex is how you can speak to first time buyers and practiced investors with the same personality. You can dial up and down different elements, while keeping some fundamental aspects the same. That way, every communication feels as though it comes from one brand, but adapted to be appropriate for the circumstance.
Avoid triggering or ‘doom and gloom’ language
Words like “Warning”, “Important information” or “Please read” can trigger people’s nervous system. At the same time, when every comms begins with “Important”, we start to question if that is really the case.
Sensible decisions need to be made calmly, even if they must be swift. Eliciting panic or fear can lead to short-term, rash or risk-averse decisions that are not always in the customer’s best interests.
Using plain English is one of the most important ways to encourage action, but without raising alarm bells. Simple, succinct language allows you to get to the point quickly and tell your reader exactly what they need to do.
Add your own explainers to financial terms
In a highly regulated industry like financial services, it’s common to have set wording that you need to use for legal reasons.
Sometimes, that wording can be extremely formal and technical, which may feel off-brand or as though you are scaremongering your audience. If you find yourself needing to use set wording that doesn’t align with your brand, you can get around it by adding your own explainer for some of the words and phrases.
Work WITH not against compliance
Compliance can sometimes feel like a blockade to getting communications over the line, but their expertise is essential for protecting your customers and your brand.
We often find that one or two words are the sticking point. By working together, you can spot the issues and work out a solution that conserves the softer, emotional side of your communication while protecting the clarity that compliance needs to see. At the end of the day, you both want your customers to understand their options clearly, and that common ground can be a great way to build a bridge between departments.
Help your customers move forward with confidence
In times of market volatility and uncertainty, many people will be hitting pause on making big financial decisions. For customers that are freezing in a state of panic, some gentle encouragement that speaks to their feelings can help them move forward and take sensible steps.
Speak to us for a language expert’s view on where your comms may lack the emotional touch that drives action.
Anna
Anna is a versatile writer with over 10 years’ experience in marketing and communications, joining Stratton Craig in 2016. She has written for clients across financial services, legal, professional services, retail and travel. Specialising in content strategy, Anna leads tone of voice and messaging projects, as well as workshops that help clients build distinctive brand language. Find out more about Anna here.
