PLATA Inversiones
How one landing page earned Content Design a seat at the strategy table
PLATA was growing fast—already a household name in Mexico for credit cards and payments. This time, they were launching their first investment feature.
This is the story of how I used a landing page launch to prove Content Design is about strategy, not just "checking typos."
The challenge
The brief seemed straightforward: "We're launching PLATA Inversiones. The landing page designs are ready for copy edits”
But the real challenge was layered:
People don't just want to give their money to every new financial app in the market. They want to feel like they're in control of their future, smart enough to build wealth, and part of something that gets them closer to their goals.
So we weren't just launching a product. We were making wealth-building accessible to people who'd been told they needed more money to start.
Oh, and one more thing: Content Designers at PLATA were "scribers"—brought in at the end to edit, translate, and get Legal approval. We weren't in strategy meetings. We weren't shaping the narrative. We were polishing after everyone else had decided what to say.
This time around, I wasn’t going to wait to be invited into strategy. I was going to create it.
2. My role
I was the sole Content Designer on PLATA Inversiones, which meant I wore a lot of hats:
Content strategy & execution:
Landing page messaging and hierarchy
Onboarding flow copy (every screen, every CTA, every tooltip)
Microcopy systems (error states, empty states, confirmations)
Spanish localization (not just translation—cultural adaptation)
Cross-functional collaboration:
Partnered with Product, Design, Marketing, Legal/Compliance, and the Head of Investments to align on messaging
Organized the first cross-functional content strategy session (more on this below)
Navigated competing priorities (minimalism vs. clarity, aspiration vs. trust)
Systems building:
Updated PLATA's Content Style Guide with fintech-specific dos/don'ts
Created tone calibration framework for financial products
Built reusable messaging patterns for future launches
Strategic leadership:
Translated market positioning ("intuitive + for wealth-builders") into voice and narrative
Mapped user journey and designed content for each emotional state
Advocated for content decisions that shaped product direction (like highlighting “Invest with as little as $1 USD” value prop)
But here's what mattered most: I didn't just execute—I led. I organized sessions. I pushed back. I shaped strategy. I proved Content Design could be more than polish.
I organized the first cross-functional kickoff meeting—something that had never happened before for a content project.
My agenda wasn't "what copy needs approval?"
It was:
What does our positioning ("intuitive + for wealth-builders") actually sound like?
What's the emotional journey from skeptical visitor to confident investor?
What are users' biggest fears—and how do we address them?
3. The kickoff meeting
For the first time, Content Design shaped strategy instead of executing it.
3. Agency is the strategy
Based of market research provided by Marketing, I designed the communication strategy around one principle: Give users control of their financial future.
I built three content principles to support it:
1. Education without condescension
The user reality: Market research showed that our target users want to invest but are intimidated by financial jargon. They see terms like "ETF" or "diversification" and assume investing isn't for them.
Our approach: Teach inline, naturally, as concepts appear—so users feel confident enough to create an account.
2. Clarity and ease of use
The user reality: Investing feels complicated because the language makes it complicated.
And when barriers feel high—unclear costs, vague timelines, intimidating minimums—users don't even try.
Our approach: Use plain language. Give concrete examples. Remove every barrier we could.
"Make your money work for you"
Not "optimize returns." Not "maximize portfolio performance." Words that feel accessible from the first second.
"Start investing from just USD 1—in less than 5 minutes."
Not "low barrier to entry." Concrete cost ($1). Concrete time (5 minutes).
3. Transparency & trust
The user reality: A surge in digital fraud has made Mexican users skeptical of new financial products.
So when a new app asks for their money? Skepticism is the default. And it should be.
Our approach: Lead with what users care about (safety, control, protection), then back it up with proof.
"Your money is safe. We are an investment advisor supervised by the National Banking and Securities Commission."
4. Content architecture
Using insights from research sessions with Product, Marketing, and the Head of Investments, I designed a flow that:
✅ Hooked users emotionally with approachable messaging and visuals
✅ Introduced investment concepts gradually through progressive disclosure
✅ Reinforced trust via legal clarity, plain language, and transparent benefits
✅ Guided action with clear CTAs, intuitive pacing, and just-in-time reassurance
Every section was intentional—not just what we said, but when we said it and why.
“A well-designed flow reduces friction not only by guiding the next action, but by addressing the emotions behind it.”
5. Setting content standards
To support PLATA's rapid growth and ensure consistency across teams, I led the creation of a scalable content style guide that became a cross-functional alignment tool.
What I included:
✅ Brand tone & voice principles (tailored for fintech users seeking clarity and trust)
✅ Scannability rules (best practices for layout, hierarchy, and UX readability)
✅ Fintech-specific dos and don'ts (how to frame volatility, disclaim risk, explain unfamiliar terms)
✅ Legal-aligned phrasing (language pre-approved for compliance and localization)
✅ Glossary of high-risk terms (plain-language definitions and usage guidelines)
✅ Screen reader-friendly language rules (accessibility built in, not bolted on)
UXW WIN 🏆: Our Content guidelines were now used across 3 product teams (including marketing and growth), helping secure legal approvals faster.
6. Content in action:
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Goal: Lead with value, not complexity
Why it works: This line is benefit-first, not feature-heavy. It’s aspirational, active, and rooted in financial empowerment — all without sounding intimidating or technical.
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Goal: Create emotional relevance and reduce friction
Why it works: This ties personal identity to financial action. It reframes investing as an act of alignment, not speculation — tapping into trust and brand familiarity.
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Goal: Introduce core features clearly and accessibly
Why it works: This is simple, neutral, and scannable. It uses familiar terms without over-explaining, offering just enough to orient without overwhelming. -
Goal: Introduce core features clearly and accessibly
Why it works: This is simple, neutral, and scannable. It uses familiar terms without over-explaining, offering just enough to orient without overwhelming.
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Goal: Support new users and prevent drop-off
Why it works: “Learn” is gentle and inviting, not demanding. “With confidence” offers a future-state benefit, reinforcing emotional safety before commitment.
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Goal: Lower perceived barrier to entry
Why it works: Combines a call to action with a specific reassurance. This line is about removing excuses — it’s inclusive, frictionless, and hard to argue with.
7. Results & strategic wins 📈
From one landing page to cross-functional impact
🚀 ~1,000 accounts in 24 hours via "Create a free account" CTA.
🔁 Cross-functional teams repurposed messaging across email, ads, and support — reducing content production time
✅ UX writing recognized as critical to building trust by Product, Legal, and Growth leads
🧱 Content architecture adopted for future product launches, becoming a base system for PLATA’s new savings and rewards features
♿ Copy aligned business conversion with accessibility standards, showing that inclusive design is smart design
I crafted all UX and marketing copy for this landing page, including Spanish localization. Click or tap below to view the full page.
8. Final reflection
This project was more than copy: it was about shaping a new product experience from the ground up.
I owned the content end to end, but never in a silo. I partnered with design, product, compliance, marketing, and the Head of Investments to ensure every element, from the hero to the final FAQ, felt clear, inclusive, and trustworthy.
The impact went beyond a single page; this work helped define how PLATA talks about investing. The voice, structure, and content system we built are now used across future product launches, and I’m proud to have helped lay that foundation.
Good content doesn’t just clarify, it scales. This one did both.
What I'd do differently
Build content ops from day one: Establish clear review workflows and reusable templates earlier to help future teams streamline their work.