Instead of using the term projected use the term estimated 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.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
projected
prolonged
Instead of using the term prolonged use the term long instead
promptly
Instead of using the term promptly use the term quickly, at once instead
promulgate
Instead of using the term promulgate use the term advertise, announce instead
Pronouns
We want to make sure we're always being inclusive when talking to or about our users. This means using appropriate pronouns.
When talking to a user always use second-person pronouns. When talking about Smart always use first person pronouns. For example, "We'll send you an email".
When talking about a user, always use they/them pronouns unless you know their pronouns.
Never address anyone by or refer to anyone by she/he pronouns unless you definitely know which ones they use.
proportion
Instead of using the term proportion use the term part instead
provide
Instead of using the term provide use the term give instead
provided that
Instead of using the term provided that use the term if, as long as instead
provisions
Instead of using the term provisions use the term rules, terms instead
proximity
Instead of using the term proximity use the term closeness, nearness instead
purchase
Instead of using the term purchase use the term buy instead
pursuant to
Instead of using the term pursuant to use the term under, because of, in line with instead
qualify for
Instead of using the term qualify for use the term can get, be able to get instead
Quotations
Use single quotes when paraphrasing something. Use double quotes in all other instances.
Where there is a sentence that ends with something in quote marks, the full stop should go "outside the quotation marks, like this". For US English, it's the other way round and the full stop should go "inside the quotation marks, like this."
Rainy day pot
A pot in Smart Retire where a user can set aside money for emergencies. Write in sentence case.
reconsider
Instead of using the term reconsider use the term think again about, look again at instead
reduce
Instead of using the term reduce use the term cut instead
reduction
Instead of using the term reduction use the term cut instead
Re-enter
For example, "re-enter your password".
referred to as
Instead of using the term referred to as use the term called instead
refer to
Instead of using the term refer to use the term talk about, mention instead
regarding
Instead of using the term regarding use the term about, on instead
regulation
Instead of using the term regulation use the term rule instead
reimburse
Instead of using the term reimburse use the term repay, pay back instead
reiterate
Instead of using the term reiterate use the term repeat, restate instead
relating to
Instead of using the term relating to use the term about instead
remain
Instead of using the term remain use the term stay instead
remainder
Instead of using the term remainder use the term the rest, what is left instead
remittance
Instead of using the term remittance use the term payment instead
remuneration
Instead of using the term remuneration use the term pay, wages, salary instead
render
Instead of using the term render use the term make, give, send instead
represent
Instead of using the term represent use the term show, stand for, be instead
request
Instead of using the term request use the term ask, question instead
require
Instead of using the term require use the term need, want, force instead
requirements
Instead of using the term requirements use the term needs, rules instead
Resend
No hyphen.
reside
Instead of using the term reside use the term live instead
residence
Instead of using the term residence use the term home, where you live instead
restriction
Instead of using the term restriction use the term limit instead
retain
Instead of using the term retain use the term keep instead
review
Instead of using the term review use the term look at (again) instead
revised
Instead of using the term revised use the term new, changed instead
said/such/same
Instead of using the term said/such/same use the term the, this, that instead
SAVA
SAVA is the name of Smart's virtual assistant.
SAVA uses she/her pronouns.
We always use upper case for her name as it is an acronym for Smart's Avatar Virtual Assistant.
Her name is pronounced the same as the word “saver”.
Savings
To refer to money held with Smart. Not "funds". Always use "pension savings" in the first instance. You can refer to them as "your savings" thereafter if appropriate.
scrutinise
Instead of using the term scrutinise use the term read (look at) carefully instead
select
Instead of using the term select use the term choose instead
Semi colons
Don't use them. Ever.
settle
Instead of using the term settle use the term pay instead
Set up / Setup
Use set up as a verb and setup as a noun. Don't use setup as an adjective.
Sign in
Not log in.
Sign out
Not log out.
similarly
Instead of using the term similarly use the term also, in the same way instead
Single employer trust
Use sentence case unless it forms the name of a specific single employer trust. You can follow the first instance with the acronym in brackets – "Single employer trust (SET)" and use the acronym for further instances if you would like.
Smart
When talking about the company.
Smart Pension
Two words.
Smart Pension Master Trust
Name of Smart Pension's master trust. Capitalise the M and the T.
Smart Retire
Two words.
solely
Instead of using the term solely use the term only instead
specified
Instead of using the term specified use the term given, written, set instead
Start now
Call to action for the beginning of a process.
state
Instead of using the term state use the term say, tell us, write down instead
State Pension
Capitalise.
statutory
Instead of using the term statutory use the term legal, by law instead
subject to
Instead of using the term subject to use the term depending on, under, keeping to instead
submit
Instead of using the term submit use the term send, give instead
subsequently
Instead of using the term subsequently use the term later instead
subsequent to/upon
Instead of using the term subsequent to/upon use the term after instead
substantial
Instead of using the term substantial use the term large, great, a lot of instead
substantially
Instead of using the term substantially use the term more or less instead
sufficient
Instead of using the term sufficient use the term enough instead
supplement
Instead of using the term supplement use the term go with, add to instead
supplementary
Instead of using the term supplementary use the term extra, more instead
supply
Instead of using the term supply use the term give, sell, delivery instead
Tax-free
Hyphenated.
Teams, PEGs, practices and disciplines
You can capitalise the words "team", "practice" or "discipline" if it forms part of a name. For example, Team Awesome, the Design Practice, or the Marketing Team.
You shouldn't capitalise it if it doesn't form part of a name. For example:
- I'll hand the documents over to the other team
- Have you met our team of marketers?
- I see there's lots of good work going on in your practice.
- Will anyone from your discipline be joining?
- We're thinking of forming some sort of separate graphic design team.
We capitalise PEG names as though they are proper nouns. For example, the Savings and Administration PEG. Or the Retirement and Member Payments (RAMP) PEG.
terminate
Instead of using the term terminate use the term stop, end instead
that being the case
Instead of using the term that being the case use the term if so instead
the question as to whether
Instead of using the term the question as to whether use the term whether instead
thereafter
Instead of using the term thereafter use the term then, afterwards instead
thereby
Instead of using the term thereby use the term by that, because of that instead
therein
Instead of using the term therein use the term in that, there instead
thereof
Instead of using the term thereof use the term of that instead
thereto
Instead of using the term thereto use the term to that instead
(the) tenant
Don't use (the) tenant– use you.
The US
We always say "The US". Not "USA", "America", "U.S." or any other variation.
thus
Instead of using the term thus use the term so, therefore instead
to date
Instead of using the term to date use the term so far, up to now instead
(to) liaise with
Don't use (to) liaise with – use to meet with, to discuss with, to work with (whichever is more descriptive).
(to) progress something
Don't use (to) progress something – describe what is going to happen.
to the extent that
Instead of using the term to the extent that use the term if, when instead
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
Trustees
Lower case "t" at the beginning, unless it is at the beginning of a sentence.
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