THOUGHTFUL
Intelligent, insightful, and distinctive. We do not produce generic content; our perspectives are carefully considered and well-informed.
RELIABLE
Accuracy is paramount. We avoid over-claims or embellishment, ensuring precision in every statement.
IMAGINATIVE
Our core voice is measured and thoughtful. Where relevant, we also aim to spark interest by exploring investment ideas in engaging ways.
Our tone is designed to be accessible and engaging while maintaining the professionalism expected of a trusted investment firm. The core principles of our tone of voice are:
We avoid unnecessary jargon and write with clarity, ensuring our insights are accessible to a wide audience.
Our writing is structured logically, making complex ideas easier to follow.
We communicate as a trusted partner rather than a distant authority.
Our language is professional yet personal, ensuring clients feel valued and respected.
To maintain consistency, we adhere to the following principles:
Use plain English to explain complex investment concepts.
Write as if speaking to an intelligent and curious client.
Maintain a professional but human touch. Polished but never rigid.
Use technical language without explanation.
Be overly casual or promotional.
Overstate claims about investment performance.