Shift Logo
BRAND
MARKETING
APIs

Tone of Voice

Language principles

white-icon-fast
Be direct
we get to the point straightaway
Be concise
we avoid jargon and only write when and what’s needed
dollar
Be relevant
add value, always service, never sell

Tone

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Direct, authentic and informative
not funny or witty
Professional and approachable
neither overly casual nor too formal
Passionate and knowledgeable
we care

What we are

Direct
Informative
Authentic
Professional
Approachable
Passionate
Knowledgeable
Respectful
Caring

What we aren’t

Quirky
Humorous
Playful
Salesy
Chummy
Casual
Edgy
Sarcastic
Critical
Words we use, words we don’t use and why
  • Words we use
    Business
    Words we don’t use
    SME,
    Small business
    Business don’t think of themselves according to their size. They are simply a business.
    Words we use
    Credit facility,
    Finance,
    Account
    Words we don’t use
    Loans,
    Business loans,
    Lending,
    Deal
    Traditional loan doesn’t reflect our suite of our products
  • Words we use
    Get started,
    Join us,
    Join the network,
    Open or Activate your account, Onboarding
    Words we don’t use
    Business loan application, Application,
    Apply,
    Accreditation
    *Application exception broker
    *Business loan exceptions for direct ad spend
    We’ll never ask our customers to apply. Where others are approval-based, linear lenders, we communicate like a modern, customer-focused and more responsive platform business.
    Words we use
    Set your limit,
    It’s ready
    Words we don’t use
    You’re approved
    Where everybody else is approval-based, linear lenders, with a master/slave mentality, we are a modern platform business.
  • Words we use
    On demand,
    Responsive,
    Real time
    Words we don’t use
    Quick,
    Fast,
    Instant,
    Speedy,
    Hassle-free, Free,
    Guaranteed
    Real, not salesy
    Words we use
    Rate,
    Interest rate
    Words we don’t use
    Competitive rates,
    Transparent pricing
  • Words we use
    Finance,
    Funds,
    Cash flow
    Words we don’t use
    Cash,
    Money
    Straightforward
    Words we use
    Credit and payments platforms,
    Technology company
    Fintech (recruitment and in the right context)
    Words we don’t use
    Online lender,
    Specialist business lender,
    Small business lender,
    Non-bank lender.
    Terms that business use
Words we use
Business
Words we don’t use
SME, small business
Business don’t think of themselves according to their size. They are simply a business.
Words we use
Credit facility, Finance, Account
Words we don’t use
Loans, business loans, lending, deal
Traditional loan doesn’t reflect our suite of our products
Words we use
Get started, Join us, Join the network,
Open or Activate your account, Onboarding
Words we don’t use
Business loan application, application, Apply, Accreditation
*Application exception broker
*Business loan exceptions for direct ad spend
We’ll never ask our customers to apply. Where others are approval-based, linear lenders, we communicate like a modern, customer-focused and more responsive platform business.
Words we use
Set your limit, it’s ready
Words we don’t use
You’re approved
Where everybody else is approval-based, linear lenders, with a master/slave mentality, we are a modern platform business.
Words we use
On demand, responsive, real time
Words we don’t use
Quick, fast, instant, speedy, hassle-free, free, guaranteed
Real, not salesy
Words we use
Rate, interest rate,
Words we don’t use
Competitive rates, transparent pricing
Words we use
Finance, funds, cash flow
Words we don’t use
Cash, money
Straightforward
Words we use
Credit and payments platforms, technology company
Fintech (recruitment and in the right context)
Words we don’t use
Online lender, specialist business lender, small business lender,
non-bank lender.
Terms that business use

Words we use           

Business
Credit facility, Finance, Account
Get started, Join us, Join the network, Open or Activate your account, Onboarding



Set your limit, it’s ready
On demand, responsive, real time                       
Rate, interest rate,
Finance, funds, cash flow
Credit and payments platforms, technology company
Fintech (recruitment and in the right context)

Words we don’t use

SME, small business
Loans, business loans, lending, deal
Business loan application, application, Apply, Accreditation
*Application exception broker
*Business loan exceptions for direct ad spend
You’re approved
Quick, fast, instant, speedy, hassle-free, free, guaranteed
Competitive rates, transparent pricing
Cash, money
Online lender, specialist business lender, small business lender, non-bank lender.


About Shift

Shift is finance on demand for business. Enabled by streaming data, Shift provides credit and payments platforms that help businesses trade, pay and access funds.  

As one of Australia’s fastest-growing technology companies, Shift is changing the way businesses access finance. Shift has been recognised by AFR’s Fast 100, Deloitte’s Technology Fast50, Smart Company’s Smart50 and Deloitte’s Asia Pacific Technology Fast 500. 

Finance on demand
We’re changing the way businesses trade, pay and access funds with an experience that is simple and seamless.
Credit and payment platforms

We’re a credit and payments platform business (not a business lender).

Streaming data
Shift is enabled by streaming data. This gives a real time view of any business transaction data and financial position. It enables dynamic limit setting and enhanced credit modelling.

Tone of Voice

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