WHO WE ARE

We’re content creators, dedicated to helping your financial services business win clients and inspire your staff

Every day, the market for financial services becomes more crowded. You need a powerful voice to make yourself heard. Especially when dealing with sophisticated products and niche segments, or selling intangibles like advice.
That’s where Crafted Financial Writing can help. We’re a specialist copywriting agency dedicated to helping financial services organisations attract and retain high value clients and talented staff.
We help you build stronger client relationships by crafting the right message for the right audience at the right moment. We bring your brand to life. And we help you unlock the expertise hidden inside your business — so you can showcase the value you have to offer.
Our team is made up of exceptional communicators with deep industry knowledge, gained working for some of Australia’s largest financial services businesses. Our clients include leading brands from Australia and around the world. Together, our experience spans financial advice, asset management, banking, insurance, financial markets and more.
That gives us a deep understanding your industry, your products and your customers. We harness our expertise to help you create and execute a winning communications strategy, so you can achieve your objectives sooner.
Contact us to discover how we can help your business succeed.

Stephen CraftFollow

Stephen Craft
CraftedStephenStephen Craft@CraftedStephen·
1 Sep

Fantastic to have worked with ASX and Investment Trends on the 2020 ASX Investor Study. Among the many surprising findings: 1 in 3 18-24 year old investors used all their spare cash to invest when markets fell between March and May…https://t.co/W4p0lqRyqj https://t.co/ZcqpY0nsW8

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CraftedStephenStephen Craft@CraftedStephen·
25 Mar

35 ASX200 entities have revised or withdrawn earnings guidance as a result of COVID-19, with only FPH revising upwards, according to this Gilbert + Tobin report. https://t.co/V3fRor4uch

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CraftedStephenStephen Craft@CraftedStephen·
19 Mar

That's a huge boost to SME lending today, with the RBA providing "at least" $90bn to ADIs at a fixed 0.25% - more if they increase lending to SMEs - plus a $15bn govt injection into wholesale funding markets to support "small ADIs…https://t.co/GvCGGiriDV https://t.co/odZp5gIAmz

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CraftedStephenStephen Craft@CraftedStephen·
25 Feb

Super funds take note. The latest Investment Trends Retirement Income Report finds that 47% of workers over 40 feel unprepared for retirement - but upping contributions from 9.5% to just 11% makes an enormous difference to peace of mind. #super #retirement

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CraftedStephenStephen Craft@CraftedStephen·
19 Feb

Well this is a landmark. In the US, a fintech just bought a bank, apparently just for the licence ("charter" in US speak). A sign of things to come?
# #fintech #banking https://t.co/qCqBmfoUDe

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WHO WE HELP

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WHAT THEY SAY ABOUT US

What makes Crafted Financial Writing different is that they can quickly assimilate our strategy, then translate it into the right communication style and tone. They also have a great understanding of the industry — that's critical for us. And they deliver on time and on budget, every time.
Arnie Selverajah, Bell Direct
CEO
Stephen's expert knowledge and understanding of financial services sets him apart.
Martin Whelan, Commonwealth Bank
Acting CMO
I can highly recommend their services, they understand the requirement immediately at the briefing stage and the output is always of a high standard, making life just that much easier.
Louise Genge, BPAY
Head of Marketing
The team at Crafted Financial Writing are passionate about offering a specialist copywriting service unlike anything else in the industry. Their point of difference lies in not just the quality of the writing, but in their ability to connect with the customer insight unique to a particular banking product or service.
Prue McPherson, Commonwealth Bank
Executive Manager, Marketing
Well well … this is TOTALLY FANTASTIC!
Incredible really. I am so impressed and thankful to have you in my corner!
Peta McGirr, AMP
Senior Marketing Manager
We were both really impressed with the output and quality of the work. The attention to detail is impeccable.

Many thanks again for the great work!

Cobi Van Der Werff, Commonwealth Bank
Marketing Manager, Home Loans
Thank you for your beautifully written copy. Not only did it sail past a hard-nosed Compliance department. It holds the record for the best performing Real Insurance email campaign of ALL TIME. Although it was sent out a month ago, it continues to achieve new sales. I’m thrilled.
Katherine Haddad, Hollard Financial Services
Email Marketing Manager
Busy as I am, I need someone who understands my requirements, provides timely solutions and ensures that the materials deliver a superior experience for the end user. This is something that is always guaranteed when I engage you and your team, you are my preferred writing specialist,
Ami-Lee Kelly, Commonwealth Bank
Manager Customer Experience
Their exceptional communication skills, technical expertise and all-round knowledge of the industry have significantly contributed to a great final product time and time again. Their lateral thinking and strategic positioning of ideas combined with their consistently energetic approach to the work they do puts them in a realm of creative professionalism that is a cut above the rest.
Katrina Jukic and Anne Scott, MLC
Communications Consultants
His quick grasp of the brief through to a generally ‘right first time’ (or close to) copy approach makes working with Stephen incredibly easy and, of course, cost-effective. We recommend him highly.
Martin Whelan, Commonwealth Bank
Acting CMO
Stephen and his team did a fantastic job of creating a web site that had a consistent tone and also meet the requirements of our diverse audience. The process was seamless from brief to final copy.
Louise Genge, BPAY
Head of Marketing
By using a specialist provider we get to tap into years of industry experience and learnings, while significantly reducing the time required on our end to brief in the ‘technical jargon’. Projects are always delivered on time, to brief and at an affordable price, enabling us to respond quickly to new business opportunities with highly effective, customer centric communications.
Prue McPherson, Commonwealth Bank
Executive Manager, Marketing
I choose to send all of the available work I have to you because you are easy to work with and you continuously present me with customer-ready and quality material.
Ami-Lee Kelly, Commonwealth Bank
Manager Customer Experience

FEATURED PROJECTS

DIGITAL | Personalising the customer journey

It’s the challenge every large business faces. How do you create a personalised customer experience while speaking to multiple audiences with very different needs? Discover how we helped solve the puzzle for two leading financial services brands.

CONTENT | Turning data-driven insights into compelling stories

In the world of B2B content, data wins every time — provided you can articulate its true business significance. Discover how we helped two of Australia’s largest financial institutions turn data-driven insights into compelling stories to drive ongoing client engagement and new sales.

DIGITAL | ANZ Wealth digital assets

We helped ANZ Wealth create a new online and in-branch customer experience, including a web site, iPad app and mobile transactional platform.FIND OUT MORE >

DIGITAL | BPAY® website

We helped Australia’s most popular bill payment service build a new online identity, with targeted content for five distinct audiences.FIND OUT MORE >

CONTENT | Macquarie Bank industry benchmarking

We helped Macquarie develop a suite of content showcasing its expertise and highlighting industry best practice across specialist sectors including law, insurance broking, real estate and more.FIND OUT MORE >

CONTENT | CommBank retail insights

We helped CommBank refine a complex dataset into compelling industry insights, with content delivered online and amplified across social channels.FIND OUT MORE >

MEET OUR TEAM

Stephen Craft

Stephen Craft

MANAGING DIRECTOR

Financial markets all-rounder. Business banking veteran. Wilderness runner. Ex-CommBank, CommSec, IBM.

Michelle Lindsay

Michelle Lindsay

SENIOR CONSULTANT

RG146 accredited. Super guru. Wealth management insider. Expert skier. Ex-AMP, BT, Sydney Futures Exchange.

Ben Allen

Ben Allen

SENIOR CONSULTANT

RG146 accredited. Financial advice and insurance specialist. Global explorer. Ex-NSW Treasury, Suncorp, GIO, TAL.

Amanda Ortlepp

Amanda Ortlepp

SENIOR CONSULTANT

RG146 accredited. Wealth management and super expert. Published author. Ex-CBA, Colonial First State, Perennial Investment Partners.

Louise McCabe

Louise McCabe

SENIOR CONSULTANT

Banking and consumer finance expert. Jargon decoder. Fringe festival performer. Ex-Choice, CommSec, Boston Consulting.

Claire Harris

Claire Harris

SENIOR CONSULTANT

Content marketing and comms specialist. Scriptwriter and film-maker. Wide experience across insurance, advice, wealth and retail banking.

CONTACT US

LET’S GET TOGETHER

Would you like to learn more about how we can help you?

Address :  Level 11, 65 York St, Sydney NSW 2000.

Mobile: +61 424 143 329

Email : stephen.craft@craftedwriting.com