People find capital letters harder to read. Always use sentence case – even for titles and headings – except when using brand or product names (for example, "Smart Pension", "Legal & General", "MacBook Pro").

Don't use title case in URLs (smartpension.co.uk, not SmartPension.co.uk). The only exception to this is when you're referring to the Smart Pension Master Trust – as this is the official name of the trust.

It's not commonplace to use capital letters in email addresses, and we don't do it.

We avoid writing anything in all caps, as it's not accessible and doesn't fit in with our tone of voice.