Brand Tone

Professional, informative, and empowering, with clear, direct language that demystifies complex financial and healthcare topics. It includes an underlying tone of optimism and encouragement, aiming to be approachable and relatable by avoiding jargon.

Brand Values

• •Integrity
• •Determination
• •Empathy
• •Accountability
• •Building something people love
• •Customer-centric approach

Best Practices

• •Empower, Don't Preach: Always frame content in a way that empowers the user to make smart decisions, rather than telling them what to do.
• •Clarity is Key: Avoid complex financial jargon. Use simple, direct language to explain the benefits of HSAs and FSAs.
• •Maintain Professionalism with a Human Touch: While the subject is financial, the tone should remain approachable and empathetic to the user's healthcare concerns.
• •Focus on the "Why": Connect the features of the Lively account to the real-life benefits of peace of mind, financial security, and a healthier future.
• •Be Consistent Across All Channels: Whether it's a tweet, a blog post, or the website's FAQ, the professional, empowering, and clear tone should be uniform.

Social Perception

Generally positive, praised for ease of use, simplifying benefit administration, and functional mobile app. It's seen as a valuable, user-friendly, modern, and effective tool for managing health savings.

Copy Examples

• •Your Health. Your Savings. Your Peace of Mind. Lively makes it simple to save on healthcare, so you can focus on what matters most.
• •Don't let healthcare costs surprise you. Take control with a Lively HSA.
• •Coffee: $5. Avocado Toast: $15. Investing in your long-term health with a tax-free HSA: Priceless. See how Lively can help you save for tomorrow, today. #HealthSavings #FinancialWellness #LivelyHSA
• •Tired of confusing healthcare expenses? Lively's easy-to-use platform helps you manage your HSA with confidence. Sign up in minutes and start saving.
• •5 Ways a Lively FSA Can Stretch Your Paycheck Further.