Senior Copywriter & Brand Lead · Fintech & Finance

AI-powered words for human-first brands.

Over 22 years turning complex financial products into campaigns that build trust, drive conversion and make brands unforgettable.

70+

8+

22+

Years in fintech & finance

Years experience

Brands I've shaped

View portfolio
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A smiling man sitting in a modern office with large windows overlooking London, including Tower Bridge and city skyscrapers. He is wearing a black puffer vest over a light shirt, seated at a round table with two glasses of water, a smartphone, and a magazine.

Moonfare

· · ·

Canada Life

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Xero

· · ·

GoHenry

· · ·

Barclays

· · ·

London Business School

· · ·

Global Web Index

· · ·

Moonfare · · · Canada Life · · · Xero · · · GoHenry · · · Barclays · · · London Business School · · · Global Web Index · · ·

Brands I’ve shaped

Expertise

  • Icon of a megaphone with sound waves

    Brand voice

    Tone of voice systems, brand guidelines and messaging frameworks for regulated industries.

  • Social media icons for Twitter, Facebook, Instagram, and YouTube surrounding a megaphone icon.

    Advertising

    Integrated campaigns across print, digital, OOH and social for financial brands.

  • Financial growth and investment analytics icon with a hand holding a money bag, a pie chart, and a bar chart.

    Investor comms

    Fund updates, CEO letters and thought leadership for financial services.

  • Icons representing video recording, photo sharing, and messaging on a mobile device.

    AI content strategy

    Content workflows using AI tools, editorial planning and SEO-informed copywriting.

  • Icon of a web browser window with an email envelope in the center.

    Email & CRM

    Lifecycle campaigns, nurture sequences and performance-driven email copy.

  • Outline of a person in a business suit with a tie, looking at a chart on a speech bubble and a laptop.

    Executive comms

    CEO keynote speeches, LinkedIn content and executive positioning narratives.

About Me

Turning complex into compelling.

I'm a senior copywriter and brand lead with over 22 years' experience. For the past eight years, I've specialised in fintech and financial services, where every word carries regulatory weight and clarity is a powerful creative tool.

Most recently at Moonfare, a leading private equity platform, I shaped the brand voice across global campaigns, product launches, investor communications and CEO thought leadership.

I also built AI-enabled content workflows that made the team faster and yet more human.

I specialise in turning sophisticated, regulated products into messaging that earns trust, drives action and makes a brand genuinely distinctive.

Campaigns & Craft

  • A man wearing a beige baseball cap is sitting outdoors, looking thoughtfully into the distance, with a tree and blue sky in the background. Text overlay reads: "Inflation never retires. Think private equity for your pension."

    Inflation Never Retires

    FT press ad turned full campaign. I wrote the headline and copy, and developed the concept across social, landing page and thought leadership.

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  • A cover of a report titled 'Cycles, shocks & diversification' showing a person surfing a large wave at sea, with overcast sky in the background, by Moonfare.

    Cycles, Shocks & Diversification

    LinkedIn video ad campaign promoting a white paper on private vs public markets. I developed the video concept, wrote the script and the download landing page.

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  • Shadows of a person walking on a paved street during sunset, with the word 'Moonfare' overlayed in the center.

    Moonfare — CEO Brand Film

    Video introducing Moonfare and its mission, featuring the company's CEO. I wrote the script and helped direct the CEO's on-camera performance.

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View all work

Let’s Talk

How to contact me

Please email me at

greg@gregcohen.ai