Voice & Tone, Messaging Hierarchy & Website Copy

Most people invest in stocks, bonds, and cash. Alternative investments are everything else: private equity, real estate, private credit, and other assets that don’t trade on public exchanges. They’re a core part of how large institutions and the very wealthy build and protect wealth, and the ultra-wealthy hold roughly half their assets in them. For most people, though, they’ve been out of reach, because buying in typically meant a six-figure minimum.

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Accrete Capital was building a platform to change that, with minimums starting at $5,000. Opening those doors was a quiet democratization of finance: the same opportunities, available to the many instead of the few. In 2021, ahead of their public launch, they hired me to give the company its voice.

Challenge

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Alternative investing is full of jargon, and the people Accrete wanted to reach were often new to it. The brand had to sound credible enough to be trusted with serious money and clear enough to make a complicated asset class feel approachable. It also had to carry a big idea, fairer access to wealth, without sounding like a pitch.

 

Voice & Tone Guide

I wrote Accrete’s first voice and tone document, defining how the company sounds and why, with practical guidance for staying on voice across channels and situations.

 

Messaging Hierarchy

The guide came with a messaging hierarchy built as a modular copy source: one organized home for the company’s core claims, proof points, and supporting language. Anyone at Accrete could pull from it to write a page, an email, or a pitch without reinventing the message each time.

 

Website Copy

I then wrote all of the copy for the launch website, putting the voice and the messaging hierarchy to work on the company’s front door. That covered the headlines, the explanation of how investing works, the two ways to invest, and the FAQs that walked first-time investors through account setup, fees, and liquidity.