Relaunching a digital investment platform

Bestinvest asked Hi Mum! Said Dad to refresh their digital proposition so they could appeal to a broader mix of customers. The aim was to offer more support to experienced investors, while also giving first-timers the tools and confidence to get started.

My role

Brought in as the sole content strategist and UX copywriter, I helped make sure the new website and investment platform felt clear, accessible, and useful. Whether you were investing for the first time or just fine-tuning your portfolio.

I worked across the full experience:

Tone of voice – Developing a voice that felt expert without being intimidating, and approachable without being overly casual
Website copy – Writing clear, welcoming content for landing and product pages that spoke to specific personas
UX copy – Crafting microcopy for onboarding flows, tooltips, feature guidance, and error messages that helped users move through the platform with confidence
Tone balancing – Avoiding jargon and simplifying key ideas, without ever talking down to the more experienced investors – helped in part by some illuminating chats with Bestinvest’s own advisors
Stakeholder engagement – Running weekly copy meetings to keep everyone aligned and make sure the work landed well

The outcome

Bestinvest has since received strong reviews for the simplicity of its platform and the clarity of its website. For me, it was a great chance to build on one of my favourite skills: making complex content feel straightforward, human and easy to navigate.