Creative strategist · Finance & insurance
Ads written by someone who has sat across the table.
I’m a creative strategist for finance and insurance brands. After 20 years as a financial adviser, I turn real customer conversations into hooks, angles and concepts your customers relate to.
Want a creative strategist who already knows your industry? Book a free 30-minute discovery call. We’ll talk about the customers you want to serve and the ads that could attract them.
20
Years in financial advisory
300+
Individuals advised
1
Obsession: the person behind the click
Who I work with
Finance and insurance brands.
It’s the room I’ve spent 20 years in. I know what people say about money and risk, and what they actually mean. That’s why I write only for brands in this space.
Best fit
- Financial advisers
- Personal finance coaches
- Retirement planning businesses
- Financial education brands
- Insurance agencies and brokerages
- Insurtech and fintech
- Investment and wealth brands
Probably not a fit
- You want an order-taker who just executes
- Exaggerated returns or fear are part of the plan
- Every idea needs a long approval chain
Markets and channel
Five markets. One channel.
SG
Singapore
Market
AU
Australia
Market
UK
United Kingdom
Market
US
United States
Market
International
Market
Meta ads.
The one channel I work in
Generalists learn finance from your brief
Writers who don’t know finance tend to cost you twice.
A generalist learns your market from your brief, and you pay for that learning. Then the rewrites, and the ads that miss what customers really think, cost you again.
I spent 20 years explaining financial products to real people and listening to what they said back. I know what a feature means for someone’s family, because I heard their answers across the table. Here’s how that changes the work.
| The work | A generalist | With me |
|---|---|---|
| The product | Learns what your product is from your brief. | I’ve explained these products to real people for 20 years. |
| The customer | Guesses how people talk about money, risk and family. | I’ve heard the real objections across the table: “Insurance is too expensive.” “I’m healthy, why now?” |
| The rules | Finds out what can’t be said after the ad is written, then rewrites it. | I write with the rules in mind from the first draft, so there is less to rewrite. |
| The angle | Starts from the product’s features and benefits. | Starts from the person: the family they want to keep stable, the retirement they don’t want to worry about. |
| Your time | Goes into teaching the basics of your industry. | Goes into your objective, your data and what you know about your customer. |
I can reduce compliance revisions. I can’t promise compliance approval, and I don’t provide compliance reviews.
Book a free 30-minute discovery call.
Services
What I can do for your brand.
Market and customer research
Mine customer language, objections, reviews and competitor conversations to find angles worth testing.
Creative strategy
Turn insights into hooks, angles, concepts and testing hypotheses, not just more ads.
Meta ad research
Analyse your ads, competitor creatives and Meta Ad Library patterns to find opportunities.
Static and video concepts
Static concepts, UGC and video concepts, scripts, headlines, primary text, CTAs and creative briefs.
AI-assisted production
ChatGPT, Claude, Foreplay, Higgsfield and fal.ai to speed up research, ideation and production.
Performance iteration
Read CTR, CPA, CVR and ROAS to see what your market is telling you, then shape the next round.
Ways to work together
Start small. Step up when it makes sense.
Each step is a low-risk move toward the next. Ad spend is paid to Meta directly and is not part of my fee.
Entry · Diagnose
Meta ads creative audit
$500 USD · one-off
Find out what is holding your campaign back, and what to fix first.
- A written report: the issues found, what’s working and what to stop
- A prioritised list of fixes
- An intake call and a closing call to walk you through it
- Delivered within a week
Best for advertisers already running Meta ads whose results have dropped, or who aren’t breaking even.
Middle · Build
25-ad package
$3,000 USD · per project
$4,000 USD · per project, with campaign management
No retainer and no lock-in. Launch quickly with 25 ads built around different angles, so your campaign lasts longer.
- 25 ads and a Meta Ads Manager settings checklist. You load the ads and run the campaign.
- With management, I load the ads, run the campaign and send a weekly report with suggestions to improve or scale it.
- Usually four weeks, up to two months
Best for financial advisers who want a range of ad angles for a monthly or quarterly campaign.
Autopilot · Full-charge creative
Your creative strategy, on autopilot.
$2,700 USD · per month
$3,600 USD · per month, with campaign management
25 new ads every month, so your campaign stays ahead of ad fatigue. With management, I take charge of your creative strategy: I run the campaign, see improvements through, troubleshoot and keep testing new angles.
- Everything in the project package, every month
- Minimum three months
- 10% off the project price
You provide customer insight and your own compliance sign-off on the ads. I don’t provide compliance reviews.
Selected work
Work samples, labelled honestly.
I’m building my Meta track record, so I won’t pretend to have a folder of million-dollar case studies. Here’s how I think: spec work and ad teardowns, labelled as exactly that.
Spec concept
Insight: [what customers say or fear]
Angle: [the angle you chose]
Hook: [the hook you wrote]
Angle: [the angle you chose]
Hook: [the hook you wrote]
Ad teardown
Insight: [what customers say or fear]
Angle: [the angle you chose]
Hook: [the hook you wrote]
Angle: [the angle you chose]
Hook: [the hook you wrote]
Spec concept
Insight: [what customers say or fear]
Angle: [the angle you chose]
Hook: [the hook you wrote]
Angle: [the angle you chose]
Hook: [the hook you wrote]
About me
20 years of customer research. I just didn’t call it that.
I’ve advised 300+ people across every stage of life: young professionals, young parents, business owners, pre-retirees and retirees. I’ve also worked in employee benefits and general insurance.
For 20 years I sat across the table and listened to people explain why they didn’t want to buy. “Insurance is too expensive.” “I’m healthy, why now?” “What if the insurer refuses to pay?”
I don’t start with the financial product. I start with the person: the family they want to keep stable, the retirement they don’t want to worry about. The product is the mechanism. The future is what they’re really buying.
Now I turn those conversations into ads: research, hooks, angles and concepts you can test.
ChatGPT · Claude · Foreplay · Higgsfield · fal.ai
Book a call
Let’s talk about your ads.
Pick a time for a free 30-minute discovery call. Bring one ad you’re unsure about and I’ll tell you what I’d test first.
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Contact
Prefer to write? Send me your ad.
Tell me what you’re working on. If I’m not the right fit, I’ll say so.