Instead of using the term extremity use the term limit instead
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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extremity
fabricate
Instead of using the term fabricate use the term make, make up instead
facilitate
Instead of using the term facilitate use the term help, make possible instead
factor
Instead of using the term factor use the term reason instead
failure to
Instead of using the term failure to use the term if you do not instead
finalise
Instead of using the term finalise use the term end, finish instead
following
Instead of using the term following use the term after instead
for the duration of
Instead of using the term for the duration of use the term during, while instead
for the purpose of
Instead of using the term for the purpose of use the term to, for instead
for the reason that
Instead of using the term for the reason that use the term because instead
formulate
Instead of using the term formulate use the term plan, devise instead
forthwith
Instead of using the term forthwith use the term now, at once instead
forward
Instead of using the term forward use the term send instead
frequently
Instead of using the term frequently use the term often instead
furnish
Instead of using the term furnish use the term give instead
further to
Instead of using the term further to use the term after, following instead
furthermore
Instead of using the term furthermore use the term then, also, and instead
generate
Instead of using the term generate use the term produce, give, make instead
give consideration to
Instead of using the term give consideration to use the term consider, think about instead
grant
Instead of using the term grant use the term give instead
henceforth
Instead of using the term henceforth use the term from now on, from today instead
hereby
Instead of using the term hereby use the term now, by this (or edit out) instead
herein
Instead of using the term herein use the term here (or edit out) instead
hereinafter
Instead of using the term hereinafter use the term after this (or edit out) instead
hereof
Instead of using the term hereof use the term of this instead
hereto
Instead of using the term hereto use the term to this instead
heretofore
Instead of using the term heretofore use the term until now, previously instead
hereunder
Instead of using the term hereunder use the term below instead
herewith
Instead of using the term herewith use the term with this (or edit out) instead
hitherto
Instead of using the term hitherto use the term until now instead
hold in
Instead of using the term hold in use the term abeyance wait, postpone instead
hope and trust
Instead of using the term hope and trust use the term hope, trust (but not both) instead
if and when
Instead of using the term if and when use the term if, when (but not both) instead
illustrate
Instead of using the term illustrate use the term show, explain instead
immediately
Instead of using the term immediately use the term at once, now instead
implement
Instead of using the term implement use the term carry out, do instead
imply
Instead of using the term imply use the term suggest, hint at instead
in a number of cases
Instead of using the term in a number of cases use the term some (or say how many) instead
in accordance with
Instead of using the term in accordance with use the term as under, in line with, because of instead
in addition (to)
Instead of using the term in addition (to) use the term and, as well as, also instead
in advance
Instead of using the term in advance use the term before instead
in case of
Instead of using the term in case of use the term if instead
in conjunction with
Instead of using the term in conjunction with use the term and, with instead
in connection with
Instead of using the term in connection with use the term for, about instead
in consequence
Instead of using the term in consequence use the term because, as a result instead
in excess of
Instead of using the term in excess of use the term more than instead
in lieu of
Instead of using the term in lieu of use the term instead of instead
in order that
Instead of using the term in order that use the term so that instead
in receipt of
Instead of using the term in receipt of use the term get, have, receive instead
in relation to
Instead of using the term in relation to use the term about instead
in respect of
Instead of using the term in respect of use the term about, for instead
in the absence of
Instead of using the term in the absence of use the term without instead
in the course of
Instead of using the term in the course of use the term while, during instead
in the event of/that
Instead of using the term in the event of/that use the term if instead
in the majority of instances
Instead of using the term in the majority of instances use the term most, mostly instead
in the near future
Instead of using the term in the near future use the term soon instead
in the neighbourhood of
Instead of using the term in the neighbourhood of use the term about, around instead
in view of the fact that
Instead of using the term in view of the fact that use the term as, because instead
inappropriate
Instead of using the term inappropriate use the term wrong, unsuitable instead
inception
Instead of using the term inception use the term start, beginning instead
incorporating
Instead of using the term incorporating use the term which includes instead
incurred
Instead of using the term incurred use the term have to pay, owe instead
indicate
Instead of using the term indicate use the term show, suggest instead
inform
Instead of using the term inform use the term tell instead
initially
Instead of using the term initially use the term at first instead
initiate
Instead of using the term initiate use the term begin, start instead
insert
Instead of using the term insert use the term put in instead
instances
Instead of using the term instances use the term cases instead
intend to
Instead of using the term intend to use the term will instead
intimate
Instead of using the term intimate use the term say, hint instead
irrespective of
Instead of using the term irrespective of use the term despite, even if instead
is in accordance with
Instead of using the term is in accordance with use the term agrees with, follows instead
is of the opinion
Instead of using the term is of the opinion use the term thinks instead
issue
Instead of using the term issue use the term give, send instead
it is known that
Instead of using the term it is known that use the term I/we know that instead
jeopardise
Instead of using the term jeopardise use the term risk, threaten instead
locality
Instead of using the term locality use the term place, area instead
locate
Instead of using the term locate use the term find, put instead
magnitude
Instead of using the term magnitude use the term size instead
manner
Instead of using the term manner use the term way instead
manufacture
Instead of using the term manufacture use the term make instead
marginal
Instead of using the term marginal use the term small, slight instead
material
Instead of using the term material use the term relevant instead
materialise
Instead of using the term materialise use the term happen, occur instead
may in the future
Instead of using the term may in the future use the term may, might, could instead
merchandise
Instead of using the term merchandise use the term goods instead
mislay
Instead of using the term mislay use the term lose instead
modification
Instead of using the term modification use the term change instead
moreover
Instead of using the term moreover use the term and, also, as well instead
negligible
Instead of using the term negligible use the term very small instead
nevertheless
Instead of using the term nevertheless use the term but, however, even so instead
notify
Instead of using the term notify use the term tell, let us/you know instead
notwithstanding
Instead of using the term notwithstanding use the term even if, despite, still, yet instead
numerous
Instead of using the term numerous use the term many (or say how many) instead
objective
Instead of using the term objective use the term aim, goal instead
obtain
Instead of using the term obtain use the term get, receive instead
occasioned by
Instead of using the term occasioned by use the term caused by, because of instead
on behalf of
Instead of using the term on behalf of use the term for instead
on numerous occasions
Instead of using the term on numerous occasions use the term often instead
on receipt of
Instead of using the term on receipt of use the term when we/you get instead