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Plain — Brand Voice & Landing Page Copy

A conceptual brand project for Plain, a fintech platform that helps freelancers and independent professionals make sense of their business finances.

This piece includes the product's voice and tone system, positioning statement, and landing-page copy — written to demonstrate clarity, empathy, and strategic messaging for a technical audience.

Product Positioning and Brand Voice System

Positioning Statement

Plain helps independent workers handle their finances without jargon, stress, or second-guessing. It makes the process clear, doable, and quick — so you can get back to what actually pays the bills.

Voice & Tone Pillars

Clear

Uses simple language to explain complex things without dumbing them down.

"Plain helps you handle taxes and invoices — without hiring an accountant."

Practical

Focuses on what matters and leaves out the noise.

"Upload your receipts. We'll sort what counts as a deduction."

Approachable

Sounds human, steady, and unpretentious — like someone who actually wants to help.

"No jargon. No drama. Just clarity."

Tone in Context

Website / Landing Page — Friendly and professional

"Understand your numbers. Handle your taxes. Move on."

Product UI — Reassuring, to-the-point

"Your quarterly payment's due next week — we'll help you prep."

Email / Lifecycle Copy — Conversational and helpful

"You're halfway through this year's taxes. Let's finish it now so you can forget about it later."

Social / Marketing — Light and pragmatic

"No one dreams of doing taxes. We just make it less of a nightmare."

Tagline Explorations

Business finances that finally make sense.
Understand what matters. Ignore what doesn't.
Do it once. Do it right. Move on.
Finally, financial software that speaks your language.

Core Emotion

That quiet exhale of "Okay, that's handled."

Plain isn't about excitement — it's about clarity and relief.

Design Feel

Clean and neutral, with a soft color palette (muted blues or greens).

Typography that feels functional but friendly.

This tone system guided the full landing-page copy that follows below.

Landing Page Copy

Plain

Business finances that finally make sense.

Track income, file taxes, and manage invoices — without needing an accountant for every question.

[Start for free]

14-day trial. No credit card required.

Everyone's expected to understand money. But no one ever explains it.

If you work for yourself, finances are part of the job — whether you like it or not.

You're juggling invoices, tax deadlines, receipts, and rules that seem to change every year.

You could hire someone to handle it, but that adds cost.

You could try to do it yourself, but it always feels one step away from chaos.

Money shouldn't be this confusing.

Especially when it's yours.

You don't have to figure it all out yourself.

Plain turns financial chaos into something you can actually understand — and handle.

It keeps everything in one place: invoices, expenses, tax prep, and reminders.

As you work, Plain organizes what matters, explains what to do next, and helps you file correctly when it's time.

No spreadsheets.

No guesswork.

No "just ask your accountant."

Just clear, useful information that makes running your business feel like something you can manage — not something you have to escape.

Everything you need. Nothing you don't.

Plain combines the tools you already use — invoices, expenses, tax prep, and reports — into one simple workspace.

Each feature is designed to do one thing well: help you stay organized, save time, and understand what your numbers actually mean.

No add-ons. No upsells. No extra tabs.

Just the essentials, explained clearly.

Smart Sorting

Upload receipts, track payments, and tag expenses automatically — so you always know what's deductible.

Tax Prep, Simplified

Plain explains every step in everyday language, with built-in reminders so you never miss a deadline again.

Clear Reporting

See where your money's going and what to set aside — without ever touching a spreadsheet.

Integrated Guidance

Get contextual tips as you work — like what to categorize, when to file, or how to plan ahead.

Secure by Default

Your data stays private and protected. Always.

Built for real people. Backed by real expertise.

Plain was created by a team of financial professionals, designers, and freelancers who got tired of tools that made money feel harder than it needs to be.

Every feature is built on the same idea:

You shouldn't have to speak "finance" to stay financially confident.

That means:

Plain uses language anyone can understand.
Every calculation is explained, not hidden.
Privacy and security are non-negotiable.

We didn't reinvent money.

We just made it make sense.

Make sense of your money. Finally.