Monzo’s tone of voice

This article was written by Oli West, founder of CopyStyleGuide.com. Oli is a senior copywriter and has been writing for startups for over a decade.

What is Monzo’s tone of voice?

Monzo’s tone of voice is casual, friendly and approachable. Its style is clear and concise, avoiding jargon and technical language. The bank’s communications are typically engaging and entertaining, conveying a sense of openness and transparency.

Monzo’s tone of voice matches the Earnest Ally (CSRE), which is:

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How does Monzo describe its tone of voice?

Monzo’s tone of voice guidelines are publicly available here.

They describes Monzo’s tone of voice as follows:

  • We use the language our audience uses, and make technical stuff as clear as we can.

  • We’re ambitious, positive and always focused on what matters to people.

  • We’re transparent about what we’re doing and why, and we don’t hide behind ambiguity.

  • We’re open, inclusive and welcoming to everyone.

This broadly matches my own assessment, where Casual is ‘use the language our audience uses’, Serious is ‘transparent about what we’re doing and why’, Respectful is ‘open, inclusive and welcoming’ and Enthusiastic is ‘ambitious, positive’.

How consistent is Monzo’s tone of voice?

Monzo’s tone of voice is consistent 85% of the time. In its peer group, only Chase, Monese and Starling score higher (90% each).

Its consistency was measured by comparing its tone of voice across five different publishing mediums, including web and social media copy.

Remember, it’s okay to flex tone of voice some of the time. Adapting your tone of voice to suit the context of a situation can make a brand feel authentic. A tone of voice that’s too rigid can sound apathetic or inappropriate.

The score was measured on 27/01/2024.

Monzo’s tone of voice in practice

I examined https://monzo.com/current-account/ on 22/08/2023.

Monzo’s tone of voice on its ‘Current Account’ page is casual, friendly and approachable. It’s also transparent, honest and direct.

The copy makes Monzo seem like a simple and straightforward bank, and it appeals to people looking for a bank that’s easy to use and understand.

Here are some specific examples of Monzo’s tone of voice on its ‘Current Account’ page:

  • “We’re making money work for everyone, so we have different current accounts for different needs.”

  • “Enjoy peace of mind with phone and worldwide travel insurance, interest on your balance and much more.”

  • “Not sure what to pick? Compare each account to find the right one for you.”

Monzo’s tone of voice on its ‘Current Account’ page seems like it was written to make people feel like they’re in control of their finances and that they can trust the company.

This tone of voice helps Monzo reassure its target audience and position itself as a trustworthy ally.

The story of Monzo’s tone of voice

In the financial sector, where trust and reliability are incredibly important, the tone of voice used by banks can significantly impact customer perception and engagement.

Monzo, a UK-based digital bank, has been a trailblazer in this regard, with tone of voice becoming a cornerstone of its brand identity and customer experience.

Foundational philosophy

Monzo launched as Mondo in 2015 with a vision to disrupt traditional banking through technology and a customer-centric approach.

From its inception, Monzo understood the power of words in shaping customer experiences. The bank’s early focus on clear, empathetic communication set the stage for its distinctive tone of voice.

Harry Ashbridge, a key figure in shaping Monzo’s communication style, joined the bank in 2018 with a deep belief in the power of words. His experience at The Writer agency and his love of fiction novels helped him appreciate how language could influence perception and behaviour.

Strategic implementation

Monzo’s strategic approach to its tone of voice wasn’t just about choosing the right words; it was about embedding this voice into every aspect of the company.

This involved training over 700 employees and integrating a culture of language care.

The implementation extended beyond marketing. From customer service, app interfaces and even legal documents, staying true to its tone of voice ensured a consistent and holistic experience for users.

Defining Monzo’s tone of voice

Normalcy over formality: Recognising that traditional banking language often felt impersonal and intimidating, Monzo adopted a tone that was relatable and straightforward. This approach demystified banking jargon, making financial transactions more approachable for the average customer.

Emojis and engagement: In an unconventional move for a bank, Monzo embraced the use of emojis. This added a layer of friendliness and modernity to its communications, resonating especially with younger customers.

Active over passive: Monzo’s preference for active voice exemplified transparency and responsibility, helping to build trust with its customers.

Empathy and inclusivity: Monzo’s tone was created to be inclusive and open, considering the diverse backgrounds of its audience. This inclusivity isn’t just a moral choice but also a strategic one, widening Monzo’s appeal.

Impact and customer reception

Monzo’s tone of voice has had a huge impact on its business. And there’s proof…

In an interview with brand strategy agency Sonder & Tell, Monzo’s Head of Writing, Harry Ashbridge, says that experimenting with different messages led to significant increases in customer engagement:

  • Changes in messaging about overdrafts saw a 500% increase in uptake.

  • Homepage title changes led to a 15% jump in people clicking to download the app.

The clarity and friendliness of Monzo’s communication have also been crucial in building customer trust and loyalty, distinguishing Monzo in a crowded market.

Future challenges

As Monzo continues to evolve, its tone of voice will remain a vital asset in connecting with customers and maintaining its position as a beloved and innovative bank. But with growth comes challenges.

Training hundreds more staff: As Monzo expands, training new employees to adopt and maintain its unique tone of voice becomes increasingly complex. The challenge lies in ensuring consistency across all customer touchpoints while accommodating the diverse voices of a growing team. Interactive workshops, digital training exercises and regular tone of voice audits could help preserve Monzo’s distinctive communication style.

Scaling without losing personality: With expansion, there’s a risk that Monzo’s tone of voice will become diluted or inconsistent. The bank needs to make sure that its tone remains as personal and engaging as it was when the company was smaller. This could be achieved by regularly revisiting and updating its tone of voice guidelines to reflect the growing diversity of its customer base and evolving brand identity.

Adapting to new markets and cultures: As Monzo ventures into new regional markets - it launched in the US in 2022 - adapting its tone to different cultural contexts while retaining its core identity could be challenging. This includes understanding and integrating local linguistic nuances without losing the universal appeal that defines Monzo’s brand.

Monzo redefined the language of banking in the UK, inspiring many competitors to follow suit. Now, it has to work hard to stay ahead.

Companies with a similar tone of voice

Monzo’s communication style is most similar to the Earnest Ally (CSRE). Companies with a similar tone of voice include:

A picture of Oli West, the founder of CopyStyleGuide.com standing in front of camping tents on Kilimanjaro.

Hi, I’m Oli West

For over 10 years, I've written copy for some of the UK's most successful startups. I’ve led content teams and have developed multiple brand guidelines. I’ve grappled and dealt with the common thread that unites all startups: the challenge of building trust with a new audience.

A consistent tone of voice can help build trust, but many startups don’t have a style guide in place. So I created CopyStyleGuide.com to help.

Read the full story.

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