The Aurem way
Consistency is key to building trust. Having a set of clearly defined tone of voice guidelines in place helps ensure that we say the same thing in the same way, whenever and wherever we communicate.
Write with precision. Choose your words wisely and get to the point quickly. Favor clarity and efficiency.
Write like you speak.
Use strong nouns, powerful verbs, and the active voice to make your writing more dynamic and direct.
Avoid industry jargon, overly technical terms, fluffy adjectives, and empty buzzwords.
Do
We unify products, processes, and data into a single, easily configurable platform.
Our platform automates manual processes, allowing you to focus on growing your business.
Our innovative, best-in-class platform empowers retirement and wealth providers to serve their customers better, offering an unparalleled user experience.
Manual processes are simplified by our platform.
Use first-person pronouns such as ‘we’ and ‘our’ when speaking as Aurem, focusing on the people behind the
business and brand.
Rely on the second-person perspective, using ‘you’ and ‘your’, when addressing prospects and users to make the message relevant and build a connection.
One exception to this rule is FAQs and help articles. In these cases, use first-person pronouns like ‘I’ and ‘my’, as they reflect the questions users may ask themselves.
Do
We work with you to accelerate your design, delivery, and deployment process.
As an employer, am I allowed to withdraw from the scheme?
Aurem aims to provide a seamless experience for its customers.
Can you join the savings scheme without being registered by your employer?
Write positively. Focus on possibilities and use solution-oriented language.
Use contractions to make your writing human and conversational.
Make your content easy to digest, keeping your sentences and paragraphs concise.
Structure your content in a way that guides the reader.
Break up chunks of text with clear punctuation and smart formatting, using plenty of full stops, headers, and whitespace to improve readability.
Do
We help institutions deepen client engagement, reduce costs, and drive long-term financial growth.
We're, you're, can't, doesn't, won't
Our cutting-edge solutions empower financial institutions to proactively leverage data-driven strategies that bolster engagement and optimize efficiencies while also maximizing sustainable financial outcomes.
We are, you are, cannot, does not, will not
Use sentence case for headers, sub-headers, body copy, and buttons, capitalizing only the first word of the sentence or phrase.
Always capitalize proper nouns such as company names, product names, and titles.
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The intelligent operating system.
Can an employer deposit the end-of-service benefit without obtaining the employee’s consent?
The Intelligent Operating System.
What Are the Employer’s Obligations if MOHRE Approves the Withdrawal from the Savings Scheme?
Use American English spelling consistently across all marketing channels and sales materials.
We might need to localize our content in some cases, such as using British English spelling for the UK market.
Do
Optimize, organization, color
Optimise, organisation, colour
CTA stands for 'call to action'. CTAs help guide your audience towards taking a specific action, such as making a purchase, signing up for a service, engaging with your content. or getting in touch.
We use the following CTAs, among others:
Create an account
Register
Log in
Use full stops to break up your content, add emphasis, and make your writing succinct and easy to read.
Use commas to clarify meaning, separate items in lists, and set apart additional information.
Use exclamation marks sparingly – and never more than one.
Remember, word and punctuation mark go together, with no space in between.
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Our technology integrates easily, reduces manual processes, and improves workflows.
One platform. Global value.
With our solutions institutions can innovate faster reducing both costs and complexity.
Let's get you started !!
Always use numerals for financial figures and percentages.
Use numerals for timeframes, dates, and ages to make information easier to scan.
Spell out numbers one to nine in marketing and editorial content for a more natural tone, unless clarity is improved with numerals.
For larger numbers, use 'k', 'm' or 'b' to mean thousand, million, or billion if space is limited. Always use lowercase letters and don't add a space after the number: 10k users, 5m transactions. In more formal contexts, write numbers in full: 10,000 users, 5 million transactions.
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Your current balance is USD 4,000.
Interest rates start at 2.0%.
We’ll get back to you in 3 to 5 working days.
Our platform offers three main benefits.
Your transfer of USD six thousand is complete.
Interest rates range from two to five percent.
We've just launched 5 new products.
Use the American date format.
Use the 12-hour format, with numbers divided by colons, followed by 'am' or 'pm' with no space.
Keep it lowercase and use '00' for on-the-hour times.
If you need to include the time zone, put the code in brackets after the time.
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March 22, 2025
Monday, February 3
8:00am, 3:30pm (GMT)
22nd March 2025
Monday, 3 Feb.
8:00 AM, 3:30 PM GMT
