Don't use breach –use break.
Smart names
It’s important that the way we talk about Smart as an organisation and the way we talk about our products and services is both correct and consistent.
This page gives you an overview of how we talk about ourselves and our products when we write on Smart’s behalf. The key things to remember are:
- refer to Smart in the first person plural (we, us, our) and not first person singular (I, me)
- refer to the reader in the second person (you)
- make sure you're using the correct name for the product and the user you're writing about
- stay in the active voice
Referring to ourselves and our readers
When writing for Smart, you should usually refer to the organisation, or any team within the organisation, in the first person plural. For example:
- “we offer the fastest, easiest to use workplace pensions platform in the UK”
- “research is a great way to learn and understand our users’ needs”
- "here in the Marketing Team, we've been working closely with the content designers in the UX team"
- “contact us for more information”
Depending on context, you might need to refer to Smart in the third person. For example, in press releases, or anywhere you don't want the content to sound like it's being written by Smart. In this case, you would refer to Smart in the singular, as we are one singular organisation.
- "Smart is launching a new product" – not "Smart are launching a new product"
This also applies when you refer to a team within Smart that you are not a part of.
- "The Marketing Team is sending an email" - not "The Marketing team are sending an email"
You should always refer to the reader in the second person singular. For example:
- “please enter your password”
- “you can use our software to reassess employees”
We use the first person for us and the second person for the reader because:
- it builds trust with our audience – we’re addressing them as an equal
- it’s a friendly and approachable way to write
- it’s easier to read – making it a clearer way to communicate
- it fits in with our overall tone of voice.
How we talk about ourselves and our products
Smart –the name of the organisation as a whole. Not to be used to refer to the Smart Pension product, or used interchangeably with the term Smart Pension.
Smart Pension – The name of our pension product.
Smart Pension account – Users have a Smart Pension account.
We avoid using the term portal or member portal by saying "sign into your account to..." and "please sign into your Smart Pension account."
You can specify employee account, employer account or adviser account if you need to.
Smart Pension Master Trust and the scheme – When referring to the pension scheme, it should be called Smart Pension Master Trust in the first instance. For example, "your employer has enrolled you in the Smart Pension Master Trust."
You can call it the scheme after this. For example: "if you would like to leave the scheme..."
How we talk about our users
More than one term can fit to one person. How we refer to them depends on the scenario.
Scheme members or members – Anyone who has a pension with Smart. They don't need to be opted-in and contributing to be a member of the scheme.
Active member – Members who are currently enrolled, who have been opted in, joined or rejoined a scheme. They don't need to be actively contributing to their pension
Deferred member– Members who have ceased membership or opted out.
Employees – Someone who actively works for a company who uses or who is looking to use Smart Pension, or worked for them when they used Smart Pension.
Employers – Those who use Smart Pension to administer their workplace pension scheme.
Advisers – Financial advisers who work on behalf of multiple employers.
Clients – Corporate customers who buy white labelling, platform as a service (PaaS) or other products from us. Employers and advisers who use Smart Pension.
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breach
by means of
Don't use by means of – use by.
calculate
Don't use calculate –use work out or decide.
cease
Don't use cease– use finish, stop, end.
circumvent
Don't use circumvent – use get round, avoid, skirt, circle.
clarification
Don't use clarification –use explanation or help.
combine
Don't use combine – use mix.
combined
Don't use combined – use together.
commence
Don't use commence– use start or begin.
communicate
Don't use communicate – use talk, write, or telephone – be specific about the method of communication.
competent
Don't use competent – use able or can.
compile
Don't use compile – use make or collect.
complete
Don't use complete – use fill in or finish.
completion
Don't use completion – use end.
comply with
Don't use comply with – use keep to or meet.
component
Don't use component – use part.
comprise
Don't use comprise – use make up or include.
conceal
Don't use conceal – use hide.
concerning
Don't use concerning – use about or on.
conclusion
Don't use conclusion – use end.
concur
Don't use concur – use agree.
condition
Don't use condition – use rule.
consequently
Don't use consequently – use so.
considerable
Don't use considerable – use great or important.
constitute
Don't use constitute – use make up or form.
construe
Don't use construe – use interpret.
consult
Don't use consult – use talk to, meet, ask.
consumption
Don't use consumption – use amount used.
contemplate
Don't use contemplate – use think about.
contrary to
Don't use contrary to – use against or despite.
correct
Don't use correct – use put right.
correspond
Don't use correspond – use write or email.
costs the sum of
Instead of using the term costs the sum of use the term costs instead
counter
Instead of using the term counter use the term against instead
courteous
Instead of using the term courteous use the term polite instead
cumulative
Instead of using the term cumulative use the term added up, added together instead
currently
Instead of using the term currently use the term now (or edit out) instead
customary
Instead of using the term customary use the term usual, normal instead
deduct
Instead of using the term deduct use the term take off, take away instead
deem to be
Instead of using the term deem to be use the term treat as instead
defer
Instead of using the term defer use the term put off, delay instead
deficiency
Instead of using the term deficiency use the term lack of instead
delete
Instead of using the term delete use the term cross out instead
demonstrate
Instead of using the term demonstrate use the term show, prove instead
denote
Instead of using the term denote use the term show instead
depict
Instead of using the term depict use the term show instead
designate
Instead of using the term designate use the term point out, show, name instead
desire
Instead of using the term desire use the term wish, want instead
despatch or dispatch
Instead of using the term despatch or dispatch use the term send, post instead
despite the fact that
Instead of using the term despite the fact that use the term though, although instead
determine
Instead of using the term determine use the term decide, work out, set, end instead
detrimental
Instead of using the term detrimental use the term harmful, damaging instead
difficulties
Instead of using the term difficulties use the term problems instead
diminish
Instead of using the term diminish use the term lessen, reduce instead
disburse
Instead of using the term disburse use the term pay, pay out instead
discharge
Instead of using the term discharge use the term carry out instead
disclose
Instead of using the term disclose use the term tell, show instead
disconnect
Instead of using the term disconnect use the term cut off, unplug instead
discontinue
Instead of using the term discontinue use the term stop, end instead
discrete
Instead of using the term discrete use the term separate instead
discuss
Instead of using the term discuss use the term talk about instead
disseminate
Instead of using the term disseminate use the term spread instead
documentation
Instead of using the term documentation use the term papers, documents instead
domiciled in
Instead of using the term domiciled in use the term living in instead
dominant
Instead of using the term dominant use the term main instead
due to the fact of
Instead of using the term due to the fact of use the term because, as instead
duration
Instead of using the term duration use the term time, life instead
during which time
Instead of using the term during which time use the term while instead
dwelling
Instead of using the term dwelling use the term home instead
economical
Instead of using the term economical use the term cheap, good value instead
eligible
Instead of using the term eligible use the term allowed, qualified instead
elucidate
Instead of using the term elucidate use the term explain, make clear instead
emphasise
Instead of using the term emphasise use the term stress instead
empower
Instead of using the term empower use the term allow, let instead
enable
Instead of using the term enable use the term allow instead
enclosed
Instead of using the term enclosed use the term inside, with instead
encounter
Instead of using the term encounter use the term meet instead
endeavour
Instead of using the term endeavour use the term try instead
enquire
Instead of using the term enquire use the term ask instead
enquiry
Instead of using the term enquiry use the term question instead
ensure
Instead of using the term ensure use the term make sure instead
entitlement
Instead of using the term entitlement use the term right instead
envisage
Instead of using the term envisage use the term expect, imagine instead
equivalent
Instead of using the term equivalent use the term equal, the same instead
erroneous
Instead of using the term erroneous use the term wrong instead
establish
Instead of using the term establish use the term show, find out, set up instead
evaluate
Instead of using the term evaluate use the term test, check instead
evince
Instead of using the term evince use the term show, prove instead
ex officio
Instead of using the term ex officio use the term because of his or her position instead
exceptionally
Instead of using the term exceptionally use the term only when, in this case instead
excessive
Instead of using the term excessive use the term too many, too much instead
exclude
Instead of using the term exclude use the term leave out instead
excluding
Instead of using the term excluding use the term apart from, except instead
exclusively
Instead of using the term exclusively use the term only instead
exempt from
Instead of using the term exempt from use the term free from instead
expedite
Instead of using the term expedite use the term hurry, speed up instead
expeditiously
Instead of using the term expeditiously use the term as soon as possible, quickly instead
expenditure
Instead of using the term expenditure use the term spending instead
expire
Instead of using the term expire use the term run out instead
extant
Instead of using the term extant use the term current, in force instead