Principles

Our tone is simple, honest, and to the point. We believe in respecting users’ time and intelligence — no fluff, no manipulation, no jargon. Just clarity.

Simple, not simplistic

We write clearly without dumbing things down. Plain language wins.

✔️ "Update your KYC to continue."

❌ "Your onboarding experience requires completion of compliance documentation."

Show, don’t tell

We let the product do the talking. Words support actions, not replace them.

✔️ Use UI states, examples, and visuals to guide.

❌ Add paragraphs explaining what users will see next.

No dark patterns

We never use pressure tactics or hide behind misleading copy.

✔️ "You can cancel anytime."

❌ Hide the skip button or make it low contrast to push a desired action.

Honest and direct

We say what we mean, and mean what we say.

✔️ "This feature isn’t available on your plan."

❌ "It looks like something went wrong. Try again later."

Make it easy

Help users succeed fast. Cut the noise. Prioritize clarity.

✔️ "Send money"

❌ "Initiate a funds transfer operation"

Where this applies

• Product UI copy

• Error messages

• Help guides and walkthroughs

• Marketing and feature pages

This tone helps us stay true to our brand: respectful, modern, and trustworthy. When in doubt, be clear and useful.