A pre-built investment offering available to our members instead of choosing their own funds. You can say "pre-built investment strategy" if you'd like. We never say "model strategy" or "model investment strategy".
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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Investment strategy
in view of the fact that
Instead of using the term in view of the fact that use the term as, because 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) compulsory
Don't use (it is) compulsory – use (you) must.
it is known that
Instead of using the term it is known that use the term I/we know that instead
(it is) mandatory
Don't use (it is) mandatory – use (you) must.
(it is) obligatory
Don't use (it is) obligatory – use (you) must.
jeopardise
Instead of using the term jeopardise use the term risk, threaten instead
J.P. Morgan
As per how they refer to themselves. Space before the last name. Not JPMorgan or JP Morgan or J.P.Morgan.
Last name
Not surname or second name.
Last name
Two words, no hyphen. Use "last name" rather than "surname". Only capitalise if at the beginning of a sentence.
Later life pot
A pot in Smart Retire where a user can leave some money to pay for an annuity. Sentence case.
Learn more/find out more links
Avoid unless put in context. For example, "Learn more about the later life pot". If you have to use learn more/find out more anchor text, make sure the link is correctly tagged for screen readers.
Learn more/find out more links
Use the phrase "learn more" rather than "find out more" or anything else. "Learn more" should usually be followed by "about...". For example, "Learn more about tax".
Links should be followed by a full stop if they appear at the end of a full sentence, but the full stop should be outside of the link.
If the link appears in isolation, no full stop is necessary.
Legal & General (L&G) and Legal & General – Investment Management (LGIM)
Legal & General - Investment Management (LGIM) is the part of Legal & General (L&G) that handles Smart Pension's funds.
As per our guidelines on acronyms, both of these should be referred to by their full name in the first instance, with their acronym in brackets, before you refer to them by acronym.
Lifetime allowance
Not life time allowance or Lifetime Allowance.
Links
Links are used for navigating to a new page or going to an external page or document.
You should use buttons where the action causes a change to a page, for example submitting a form or opening a pop-up or panel on a page.
Use links in body text, but not in titles, summaries or subheadings. Use a full stop after a link if the link ends a sentence. For links that lead a user to a screen where they can start an action, start your link with a verb.
For links that lead to an information page, put the link in context. You can do this by using the title of the destination page. If the page title does not give context, describe where the link goes.
Tell the user if you’re linking to an external website. For example, "Pension Wise has more information on the lifetime allowance”. Generally avoid using generic links like "Click here”. Generic links don’t make sense out of context and don’t tell a user where the link will take them. Remember, one word links can be hard for users with reduced mobility to use.
Links should be followed by a full stop if they appear at the end of a full sentence, but the full stop should be outside of the link.
If the link appears in isolation, no full stop is necessary.
This is an accessibility requirement, meeting Success Criterion 2.4.4 Link Purpose (In Context), level A.
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
Login (noun)
(as in "please provide your login details) Don't use. Use "account details" instead.
Log in (verb)
Don't use. Use "sign in" instead.
Log out
Don't use. Use "sign out" instead.
Looking to
Instead of looking to, say have you thought about or would you like to, 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
Master trust
Two separate words. In a sentence it is written as "master trust" as it is not a proper noun. Only use capitals if the two words for part of a brand name, for example, the Smart Pension Master Trust.
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
Money Purchase Annual Allowance (MPAA)
The Money Purchase Annual Allowance is the amount of pension contributions you get tax relief on if you have already started taking an income from a defined contribution pension.
We write it out in title case in the first instance, followed by the acronym in brackets – "Money Purchase Annual Allowance (MPAA)". Further instances on the same page can be expressed as an acronym only.
moreover
Instead of using the term moreover use the term and, also, as well instead
National Insurance number
Title case as it's a proper noun.
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
Nominalisation
A nominalisation is where you turn a verb (process, technique, emotion) into an abstract noun.
For example:
- complete (verb) becomes completion (nominalisation )
- introduce (verb) becomes introduction (nominalisation)
- provide (verb) becomes provision (nominalisation)
- fail (verb) becomes failure (nominalisation)
- arrange (verb) becomes arrangement (nominalisation)
Like passive verbs, too many of them make writing very dull and heavy-going. Avoid them.
- Instead of
We had a discussion about the matter
Say
We discussed the matter
- Instead of
There will be a stoppage of trains by drivers
Say
Drivers will stop the trains
- Instead of
The implementation of the method has been done by a team
Say
A team has implemented the method
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
OK
Not 'okay' or 'ok'.
on behalf of
Instead of using the term on behalf of use the term for instead
Onboarding
All one word.
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
on request
Instead of using the term on request use the term if you ask instead
on the grounds that
Instead of using the term on the grounds that use the term because instead
on the occasion that
Instead of using the term on the occasion that use the term when, if instead
operate
Instead of using the term operate use the term work, run instead
optimum
Instead of using the term optimum use the term best, ideal instead
option
Instead of using the term option use the term choice instead
Opt out and opt in
No hyphen.
ordinarily
Instead of using the term ordinarily use the term normally, usually instead
otherwise
Instead of using the term otherwise use the term or instead
outstanding
Instead of using the term outstanding use the term unpaid instead
owing to
Instead of using the term owing to use the term because of instead
PAPDIS
It's an acronym for Payroll and Pension Data Interface Standard. So not papdis or Papdis.
partially
Instead of using the term partially use the term partly instead
participate
Instead of using the term participate use the term join in, take part instead
Participation agreement
Sentence case – not Participation Agreement.
particulars
Instead of using the term particulars use the term details, facts instead
Passive voice
Avoid the passive voice – it's wordy, difficult to follow, and often alienates us from our reader.
You can easily move most instances into the active voice.
- Passive voice
The account was closed - Active voice
We closed the account
- Passive voice
Your complaint will be escalated - Active voice
We'll escalate your complaint
- Passive voice
This form has been completed - Active voice
You've completed the form
A good rule of thumb to help you identify passive voice is to add the phrase "by monkeys" to the end of your clause ("Your account will be closed... by monkeys"). If it still makes sense, you're probably writing in the passive voice.
Find more details on the passive voice and how to spot and avoid it on the Smart names page.
Password
Not pass word.
Pension pot
Generally, try to avoid ‘pension pot’. Instead refer to money held with Smart as ‘pension savings’. You can see how to use 'pension savings' in the entry below.
Smart Retire has ‘pots’. Someone who joins Smart Retire can split their pension savings between four pots, each designed to meet a different need in retirement. These are called the flexible income pot, later life pot, rainy day pot and inheritance pot.
Pension savings
To refer to money held with Smart. Not "pension funds". Always use "pension savings" in the first instance. You can refer to them as "your savings" from then on if appropriate.
per annum
Instead of using the term per annum use the term a year instead
perform
Instead of using the term perform use the term do instead
permissible
Instead of using the term permissible use the term allowed instead
permit
Instead of using the term permit use the term let, allow instead
personnel
Instead of using the term personnel use the term people, staff instead
persons
Instead of using the term persons use the term people, anyone instead
peruse
Instead of using the term peruse use the term read, read carefully, look at instead
Phone
Not telephone.
Phone number
Not telephone number.
place
Instead of using the term place use the term put instead
Platform as a Service (PaaS)
Always style with upper case P and S, including in the acronym (as above).
(please find) enclosed
Don't use (please find) enclosed – use we have enclosed.
possess
Instead of using the term possess use the term have, own instead
possessions
Instead of using the term possessions use the term belongings instead
Postcode
Not post code.
practically
Instead of using the term practically use the term almost, nearly instead
predominant
Instead of using the term predominant use the term main instead
prescribe
Instead of using the term prescribe use the term set, fix instead
preserve
Instead of using the term preserve use the term keep, protect instead
previous
Instead of using the term previous use the term earlier, before, last instead
principal
Instead of using the term principal use the term main instead
prior to
Instead of using the term prior to use the term before instead
proceed
Instead of using the term proceed use the term go ahead instead
procure
Instead of using the term procure use the term get, obtain, arrange instead
profusion of
Instead of using the term profusion of use the term plenty, too many (or say how many) instead
prohibit
Instead of using the term prohibit use the term ban, stop instead