Instead of using the term to the extent that use the term if, when 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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to the extent that
transfer
Instead of using the term transfer use the term change, move instead
transmit
Instead of using the term transmit use the term send instead
ultimately
Instead of using the term ultimately use the term in the end, finally instead
unavailability
Instead of using the term unavailability use the term lack of instead
undernoted
Instead of using the term undernoted use the term the following instead
undersigned
Instead of using the term undersigned use the term I, we instead
undertake
Instead of using the term undertake use the term agree, promise, do instead
uniform
Instead of using the term uniform use the term same, similar instead
unilateral
Instead of using the term unilateral use the term one-sided, one-way instead
unoccupied
Instead of using the term unoccupied use the term empty instead
until such time
Instead of using the term until such time use the term until instead
utilisation
Instead of using the term utilisation use the term use instead
utilise
Instead of using the term utilise use the term use instead
variation
Instead of using the term variation use the term change instead
virtually
Instead of using the term virtually use the term almost (or edit out) instead
visualise
Instead of using the term visualise use the term see, predict instead
ways and means
Instead of using the term ways and means use the term ways instead
we have pleasure in
Instead of using the term we have pleasure in use the term we are glad to instead
whatsoever
Instead of using the term whatsoever use the term whatever, what, any instead
whensoever
Instead of using the term whensoever use the term when instead
whereas
Instead of using the term whereas use the term but instead
whether or not
Instead of using the term whether or not use the term whether instead
with a view to
Instead of using the term with a view to use the term to, so that instead
with effect from
Instead of using the term with effect from use the term from instead
with reference to
Instead of using the term with reference to use the term about instead
with regard to
Instead of using the term with regard to use the term about, for instead
with respect to
Instead of using the term with respect to use the term about, for instead
with the minimum of delay
Instead of using the term with the minimum of delay use the term quickly (or say when) instead
you are requested
Instead of using the term you are requested use the term please instead
your attention is drawn
Instead of using the term your attention is drawn use the term please see, please note instead
zone
Don't use zone use the term use area or region.