We’re on a mission. And it’s money without borders. Instant, convenient, transparent and — eventually — free.
We want to tell the whole world about it. All the people. In all the places. Which is why we’ve got to find the right words for everyone, everywhere, every single time. On the side of a bus, in the depths of the internet, or staring you in the face on the subway.
Words for here, there and everywhere. It’s our voice that joins the dots. It makes us consistently and unmistakably Wise. Language isn’t unique, but the way we use it is.
Here we’ll explain how to be Wise with your words. How to confidently and clearly speak in our voice. When to dial it up, and when to tone it down. So that no matter the writer, our customers only hear Wise.
The foundations that guide our voice. The why behind our words. The rails that keep us on track, and always looking forwards.
Celebrate the mission
Highlight speed, ease and transparency whenever you can. And don’t be shy when talking about MONEY. Kuna to krona. Yes to yen. Win with won. But no west-centred supremacy on GBP, USD and euros please.
We aim for 100% clarity, as briefly as possible. Our words must inspire confidence, not cause confusion. So write headlines as if it’s illegal to write subcopy. Universal simplicity, max transparency.
Make it modern
We’re inclusive. For everyone, everywhere. And our language should be too. So pick the right pronouns. Use everyday words — the ones used by everyday people. It’s ok to bend grammar rules (but don’t break them). And be careful with slang. LOL works on Insta, but not for investing.
Give it energy
Wise is going places. Just like our customers’ money. Our voice is pacey, playful, and full of infectious enthusiasm to match. Paint pictures with words to show movement. F1 speeds, car sharing fees. Cairo to Cali. Here, there, everywhere.
We add delight right when it’s needed, not only when it’s expected. It could be a little alliteration, a well-chosen cultural reference, or 1 perfect word instead of 5. Cha-ching. Each makes the experience richer. In as few words as possible, naturally.
Wise is well travelled. Used across the globe, by millions of people, for work and WAHEY.
And whatever our customers are doing with their money, our words are right there with them. Touching down in a new city. Taking their business to the next level. Feeling flush. Or feeling the pinch.
There’s only one Wise voice. But the tone flexes depending on the situation. Let’s look at a few.
This is the fun part. Where we can dial up the energy for max engagement. A clear, crisp message is the name of the game. Think billboards, social ads and anywhere we need to make our mark in seconds. We’re heeeeeeere!
- Short and sweet
- Full of energy
- Lots of colour
Headlines hook people’s attention, but we need more to reel them in. So it’s time to dial up speed, ease and transparency. Perfect for landing pages, the App Store, and anywhere we want people to hop aboard.
- Direct and concise
- Real language, no stiff sales jargon
- Lead with the customer benefit and what people gain
We believe people need more than low prices to sign up and stick around. So treat the seemingly insignificant moments like they’re anything but.
- Play with the unexpected
- Add a touch of humour when it suits
- Write like a 21st century human
Things may go wrong, but we can still get it right. Be clear and concise, without being cold.
- Personable and human, but to the point
- Reflect the mission pillars
- No messing with metaphors or humour
Maria’s the most common name in the world. You probably know one. And we want to reach them.
Do they live in Santiago? Bern? Bromley? Point is, these millions of Marias all speak different languages.
Money without borders doesn’t mean money for English speakers only.
To make our voice universal we localise Wise. That doesn’t mean simply translating. It’s a license to transcreate — to bring concepts to life in the most relevant and impactful way for different languages.
What does that look like in practice?
Be mindful of wordplay and puns (as fun as they are to write). There’s a difference between a moment of delight and a dud dad joke. If it makes sense in the language you’re writing in, you should be ok.
Be culturally sensitive. Don’t stereotype or make assumptions.
And remember when you translate from English, the text increases 30% on average. Sometimes it doubles. So keep it tight.
Need help finding the right words?
Drop us a message in #ux-content