Voice and tone
How Jack Henry products sound. Voice is who we are; it never changes. Tone is how we adjust for the moment.
Who we’re writing for
Forge copy is read by two audiences at once: people who run financial institutions and the account holders they serve. Write so both feel respected. Voice never changes; tone flexes with the moment.
Our voice
Clear. Say the thing. Plain words, short sentences, one idea at a time. If a financial or technical term is unavoidable, use it once and explain it.
Confident. We know this domain. Speak directly, use the active voice, and don't hedge. Confidence isn't overpromising; it's being specific about what happens next.
Human. Write like a person talking to a person. Contractions are fine. Warmth is fine. Marketing gloss is not.
| Moment | Tone | Example |
|---|---|---|
| Everyday task | Neutral, efficient | Transfer scheduled for Sep 15. |
| Success | Warm, brief | You’re all set. Your payment is on its way. |
| Error the user can fix | Calm, specific, forward-looking | Enter an amount under $5,000 to continue. |
| Error the user can’t fix | Plain, honest, no blame | We couldn’t load your accounts. Try again in a few minutes. |
| Money is at stake | Careful, precise | This will send $2,400 to Constance Abara. It can’t be undone. |
| Empty or first-run | Encouraging, light | No transfer yet. Set one up in about a minute. |
Don't reach for humor. Financial products are where people go when something matters; a joke in an error message reads as not taking them seriously.
Principles
Lead with what matters
Put the outcome or the action first. Detail comes after.
Do
Your card is locked. Unlock it any time from Cards.
Don't
For your security, and in accordance with your request, we have placed a temporary lock on your card.
Write actively
Active voice tells the reader who does what.
Do
We’ll email you when the deposit clears.
Don't
An email will be sent when the deposit has cleared.
Keep it short
One idea per sentence. Respect the reader’s time.
Do
To continue, complete the form.
Don't
In order to move forward with your request, we will need you to fill out and complete this form.
Make the next step obvious
Every message that stops someone should tell them how to move on. Not every message needs a call to action, but every dead end does.
Do
Session expired. Sign in to continue.
Don't
Session expired.
Be specific
Numbers, names, dates. Vague reassurance isn't reassurance.
Do
Arrives Tuesday, Sep 15.
Don't
Arrives in a few business days.
Where to go next
Inclusive language covers writing about people, ability, money, and age. Grammar and usage covers capitalization, numbers, dates, and punctuation. UX writing patterns covers the anatomy of errors, empty states, buttons, and notifications.