Clearing the way like Apron? Get in touch.
The proof
Customer conversion and retention are the strongest indicators of success. Today, over 10,000 business owners, accountants and bookkeepers have joined Apron. Collectively, they process tens-of-millions of pounds in supplier and payroll payments every month using the platform.
Conclusion
Apron is a good example of how it is possible to retain personality even through rapid growth. Doing so is not easy, and requires cooperation and input from all sorts of stakeholders, as well as an obsession with avoiding complacency at all costs.
Keep up with Apron’s messaging by visiting getapron.com or by following Apron on Linkedin.
The audience
One unique and often challenging aspect of writing for Apron is that we have two distinct audiences: business owners and finance professionals (accountants and bookkeepers, often referred to as partners).
There are subtle yet important differences in how each message is pitched to these target audiences, particularly with regard to benefits and call-to-action. Without giving too much away, this careful separation requires constant care and attention, so that our message is always clear for whomever it is intended.
Apron is now one of the fastest-growing financial startups in the UK. With a suite of products covering everything from the moment money is spent to the moment it is recorded, Apron’s messaging is varied, vast, and often complex.
My specific role here has three distinct parts:
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To pitch a particular message in a way that helps Apron to grow.
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To make sure that the message is clear to the target audience.
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To deliver the message in a tone that is unique to Apron.
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I started working with Apron ad-hoc in 2022 when they were just four guys calling themselves Hello Cash. Following their appointment of Opening Line, who established a wonderful tone for Apron, along with the tagline ‘Flip payments from painful to powerful*’, it fell to me to maintain this tone and to build upon it as Apron grew.
*We still use this line, and have reworked it in several ways, including ‘From accounts painful to accounts powerful’.
While we still largely adhere to the foundations set by Opening Line, our messaging has evolved as Apron’s offerings have become more complex.
You can think of Apron’s tone as ‘Talking shop, but on a sunny weekend.’ We know our stuff —and our community— so well that we can dispense with the jargon and instead speak in a way that is clear and inviting to both business owners and finance professionals.
Today, the tone at Apron is:
Unifying
Demonstrate through your words that things are easier when done together.
Encouraging
Use positive language that reinforces constant progress and possibility.
Clear
Apron users are busy with a business or practice, and are frustrated by complicated solutions.
Playful
Our user community is full of funny, passionate professionals who appreciate a lively tone.
