PLATA Invest
Turning first-time investors into confident users with one landing page
How I used voice, content strategy, and trust-centered messaging to launch PLATA Invest
When PLATA set out to launch its first investing product, we knew the landing page would be the first big test. We weren’t just selling a feature, we were asking people to trust us with their money.
As the sole UX Writer, I led the content strategy and voice for the page. The goal? Make investing feel approachable, transparent, and human, even for first-time users.
🧩 The challenge
How do you turn a high-stakes decision — like investing — into a low-friction invitation?
Our users were curious about investing, but cautious. The idea of “putting money somewhere” felt risky and confusing. We needed a landing page that didn’t overwhelm — it had to explain just enough, build trust instantly, and gently move people forward.
2. 👩🏻💻 My role
Sole UX Writer
I led the content design for the landing page, partnering closely with our product designer, marketing lead, and two legal/compliance reviewers. I used:
Figma for real-time collaboration and wireframing
Jira to track milestones, feedback loops, and task progress
Slack to maintain fast, open communication with cross-functional partners
Google Gemini to capture meeting notes and summarize decisions
Lokalise to localize all content into MX Spanish for launch readiness
3. 🔍 Research insights
Before writing a single word, I partnered with Product, Marketing, and the Head of Investments to better understand our users’ emotions, concerns, and expectations around investing.
Here’s what we uncovered:
“I want to invest, but I’m scared of losing everything.”
→ Led us to emphasize low-pressure CTAs and explain risk in plain, empathetic terms.“I don’t know where to start or who to trust.”
→ Influenced our voice strategy: warm, calm, and confidence-building. Trust became a foundational tone pillar.“Financial platforms feel too technical.”
→ Informed the use of progressive disclosure and modular content blocks — breaking down key ideas without overwhelming.Users skim and react emotionally first
→ Shaped the landing page layout to front-load emotional resonance, visual cues, and action clarity over dense explanation.
These insights directly guided the tone, structure, and UX of the landing page — ensuring every word met a user need and a business goal.
4. 📌 Project snapshot
Role: Sole UX Writer
Team: 1 PD, 1 PM, 2 Compliance reviewers, 1 Marketing Lead, 1 Head of Finance
Tools: Figma, Jira, Lokalise, Google Gemini, Slack
Focus: Trust, simplicity, conversion
Languages: EN > MX Spanish
5. 🧠 My approach
1. Lead with clarity, not hype
Instead of flashy promises or financial jargon, we led with a calm, empowering message: “Make your money work for you.”
It framed investing as a tool for independence — not a risky gamble. Every line that followed was crafted to reduce overwhelm and build trust, helping users feel seen, safe, and ready to take action.
2. Speak to first-timers, not finance pros
I replaced abstract financial terms with human language and everyday metaphors. For example, instead of saying “risk tolerance,” we framed the experience as “choosing your comfort zone.” Microcopy, CTA labels, and even button states reinforced a sense of control.
3. Bridge product and brand with one clear story
The page had to do double duty: convert users and build trust in a brand-new product. I aligned our voice with PLATA’s broader brand system — transparent, supportive, never pushy — while making sure each scroll delivered useful, usable, and emotionally resonant content.
6. 📐 Content architecture & narrative design
From uncertainty to action mapped in content.
I mapped the landing page structure to the user’s emotional and cognitive journey: from first spark of interest to confident conversion.
“A well-designed flow reduces friction not only by guiding the next action, but by addressing the emotions behind it.”
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
7. 🗣 Voice & Content Strategy
Build trust through clarity
I simplified intimidating concepts like compounding and risk using conversational language, progressive disclosure, and intentional hierarchy — making complex topics feel human and actionable.
Guide behavior without pressure
To support low-stakes exploration, I used pre-commitment phrasing (like “get started safely”) and soft nudges instead of hard sells — balancing business goals with user readiness.
Create reusable systems
I built a reusable messaging framework and tone matrix that now guides PLATA’s broader savings and investing features across the app.
8. 🤝 Collaboration & stakeholder alignment
Design: Worked closely on visual + content hierarchy to ensure copy had room to breathe
Legal: Collaborated to translate mandatory disclosures into plain, trust-building language
Marketing: Aligned voice and product story across paid, organic, and in-app content
PMs: Partnered on rollout prioritization and onboarding steps
Head of Investments: Worked closely to align the content strategy and narrative structure of the landing page with product vision and investment education goals
9. ✏️ Words that guide behavior
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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.
10. 📘 Content Style Guide
Codifying clarity across product, legal, and design
To support a fast-growing fintech product and reduce inconsistency across teams, I created a scalable content style guide for PLATA. It served as both a writing resource and a cross-functional alignment tool helping writers, designers, PMs, and legal reviewers speak the same language.
The guide 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 — e.g. how to frame volatility, disclaim risk, and explain unfamiliar terms
Legal-aligned phrasing — language pre-approved for compliance and localization
Glossary of high-risk terms — with plain-language definitions and usage guidelines
Screen reader–friendly language rules — to ensure accessibility was built in, not bolted on
It’s now used across 3 product teams, including marketing and growth, and helped secure legal approvals faster by building shared clarity around high-risk language.
11. 📈 Results & strategic wins
From one landing page to cross-functional impact
🚀 High-converting landing page launched on time, with key copy and UX flows reused in onboarding and paid media
🔁 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 the Spanish localization. Click or tap below to view the full page.
12. 🔑 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