thinkmoney provides hassle-free digital banking to anyone who needs or wants an alternative to high-street banking.

thinkmoney logo

Services used:

Quick stats:

  • Instagram followers doubled within 6 months
  • Text message campaign promoting customer feedback led to Trustpilot rating increasing from 1 to 4 stars in 4 months
  • App launch campaign resulted in 75% of customers signing up for the new app
  • 80% of subscribers opted back in for marketing after GDPR repermissioning campaign
  • New landing pages began ranking on page 1 within a month of going live

Social media

Social media content at thinkmoney was infrequently posted, poorly planned, and had little engagement. All content was aimed at existing customers, meaning thinkmoney was missing an opportunity to extend its reach and attract new customers.

  • Established a regular posting schedule appropriate for each platform
  • Created different content plans for Facebook, Twitter, Instagram and LinkedIn
  • Introduced more promotional content to improve brand recognition
  • Organised a tone of voice workshop with customer service teams to improve their communication on social media
  • Worked with designers to create images and video to complement the posts

Since establishing this strategy, engagement has improved, conversations around the brand are more positive, and current account applications have come from social media.

Digital/UX copywriting

thinkmoney developed a new app, new online banking service and new application form during my time working with them.

My goal was to make each of those services clear, simple and easy to understand so that users complete tasks without friction and without having to call.

To do this, I used short sentences, basic vocabulary, and adopted a warm, friendly tone of voice to add reassurance. During testing sessions for the app and application form, users were asked what they understood certain sections to mean. If they expressed any hesitation, I revised the content to simplify the task.

Here are some screens taken from the application journey and app showing how I used copy to engage users and create seamless UX.

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Content plan creation

Thinkmoney’s existing blogs lacked focus, and it seemed that content was published to meet a quota of posts per month rather than to achieve a goal or help the reader.

So I created an editorial calendar with the goal of using the blog to engage readers, improve SEO and support the social media strategy. This content plan involved creating roughly 2-3 new articles a month, including a mixture of evergreen content and blogs based on trending topics.

At the same time, I removed or improved any blogs which were performing poorly so that existing content could add value to thinkmoney and its readers.

New blogs included target keywords for SEO, internal links to keep readers browsing the site, and headings to rank for featured snippets. Working with designers, I also repurposed blog content into images, infographics and video to maximise reach on social media.

Links to example blogs:

What money advice would you give to your younger self?

Blog based around user generated content. This generated lots of engagement and helped to promote a sense of community. I published this blog on A-Level results day 2019 to take advantage of education based terms trending.

Students: how to protect yourself from money mule fraud

This blog was created as part of an ongoing scam awareness/fraud prevention campaign. It was published to coincide with the start of the academic year, as university/college students are particularly vulnerable to scams promising easy work for high pay.

Cutting the cost of running a car: your ultimate guide

The key feature of thinkmoney’s current account is a built in budgeting tool which separates money needed for bills from spending money. This article promotes the benefits of that feature for car owners, with some helpful money saving tips included too.

Web and SEO copywriting

As a digital account provider, thinkmoney’s website is the main way potential customers research and apply for accounts. So I wrote content to sell the account, answer customers’ questions and concerns, and rank well in google search.

Individual landing pages were created for each different target keyword group so readers were shown the most relevant page for their search query. Each page used variations and synonyms for keywords to avoid sounding spammy or unnatural. Several of these pages also ranked for featured snippets.

Links to examples:

Current account product page

This is the main page where users go to learn about and apply for the thinkmoney Current Account. I broke all the text into small sections to give the user and the search engines enough information, without overwhelming readers.

‘Refused a bank account’ landing page

This page was created to fill a content gap and provide the searcher with information specific to their query. This page began ranking well for several terms and a featured snippet within a month.

Tone of voice development

Thinkmoney’s target audience is those who need help managing their money; people who are likely to have below average financial literacy. So all content and communications needed to be simple and easy to read.

As financial information is often confusing, complicated and hard to understand, adopting a warm, friendly, and simple tone of voice distinguished thinkmoney from its competitors. I created a brand tone of voice and style guide to document how to create simple, clear engaging content.

This guide helped colleagues from across business areas to communicate in one consistent brand style, reinforcing thinkmoney’s position as a ‘hassle-free’ alternative to mainstream banking. Identifying the brand’s tone of voice also helped to create a seamless transition between marketing, applying for an account, and using the app afterwards.