Understanding the tone of communications

Our approach is to be like a trusted friend: authoritative but approachable, warm but not over-familiar, conversational but not chatty, and explaining often complex financial matters in a way that is clear, simple and brief. It strikes me that we’ve moved on a long way from the days when insurance companies almost prided themselves on writing in a way most consumers had little hope of understanding. The tone of older communications was “trust me, I’m an actuary”. Unfortunately, these days many people don’t trust actuaries, insurance companies or indeed anyone else involved in financial ser...