# Voice.md: SigFig Brand Voice

## Communication Style
SigFig’s voice is **professional, forward-thinking, and reassuringly precise**. It balances the gravity of financial management with the accessibility of modern technology.

*   **Tone & Personality:** Authoritative yet approachable. The brand positions itself as a partner—a "tandem" rider—in the user's financial journey. It is calm, objective, and devoid of hyperbolic marketing fluff.
*   **Key Stylistic Elements:** The language is clean and minimalist. Sentences are structured to be punchy and goal-oriented. There is a strong focus on "intelligent" solutions, implying that the technology does the heavy lifting for the user.
*   **Vocabulary Preferences:** Use of high-trust, benefit-driven terminology: *intelligent, personalized, diversified, tax-efficient, goals, objectives, solutions.*

## Content Patterns
Content is structured to provide immediate clarity and direction. SigFig avoids long-form storytelling in favor of utility-first communication.

*   **Common Themes:** Financial empowerment, modernization of legacy banking, and the intersection of technology and human-centric advice.
*   **Structural Approaches:** The brand uses a "Problem/Solution" framework. It acknowledges the need for progress ("Moving beyond a century of basic financial services") and immediately presents the solution ("intelligent solutions and personalized advice").
*   **Call-to-Action (CTA) Styles:** CTAs are direct, functional, and user-centric. They often use first-person identity labels ("I'm an Enterprise Customer") to create a personalized path for the user, followed by a simple directional arrow (→).

## Audience Interaction
SigFig treats its audience as intelligent partners who value efficiency and clarity over emotional persuasion.

*   **Relationship Style:** A professional, B2B/B2C hybrid. It is a "trusted advisor" relationship.
*   **Formality:** The brand maintains a high level of professional formality, but it is not cold. It uses inclusive language ("Where can we take you?") to signal a collaborative effort.
*   **Engagement:** The brand does not attempt to be "buzzy" or trendy. Engagement is driven by the promise of stability and progress toward specific financial goals.

## Guidelines & Examples

### Do's and Don'ts
*   **Do** focus on the outcome. Use words like *track, goals, objectives,* and *solutions*.
*   **Do** keep sentences concise. If a sentence can be cut in half without losing meaning, cut it.
*   **Don't** use jargon that obscures meaning. While the brand is sophisticated, it remains accessible.
*   **Don't** use exclamation points or overly enthusiastic marketing language. Let the strength of the financial solution speak for itself.

### On-Brand Expressions
*   **Instead of:** "We make investing super easy and fun for everyone!"
*   **Use:** "Stay on track toward your goals with an intelligent, diversified portfolio tailored to your needs."
*   **Instead of:** "Click here to sign up."
*   **Use:** "I'm an Individual Investor →"

### Content Types
*   **Enterprise Messaging:** Focus on the evolution of financial services and the transition to "intelligent" infrastructure.
*   **Consumer Messaging:** Focus on portfolio management, tax efficiency, and goal-tracking.
*   **Functional Copy:** Keep notices (like cookie policies) neutral, polite, and strictly functional to maintain the brand’s reputation for transparency.