Bits: Rethinking How We Talk About Money — Clearly, Responsibly, and at Scale.

Talking about money has always been complicated. Talking about money digitally, at scale, and within a regulated environment like fintech? Even more so. At Bits, we’ve always believed that financial education shouldn’t feel intimidating, patronising, or out of reach. It should be accessible, clear, and grounded in responsibility. That belief shaped the way we communicate with our users — and ultimately led to the launch of Bits, our AI-powered financial education experience.

Communicating About Finances — The FCA-Compliant Way

In the UK, financial communication isn’t just about tone — it’s about trust, accuracy, and compliance. Every word matters.

While managing Bits’ social media presence, one of my core responsibilities was ensuring that all public-facing communication remained FCA-compliant, while still feeling human, supportive, and engaging. That meant s

triking a careful balance:educating without advising, guiding without promising, and empowering without overstepping regulatory boundaries.

From social posts to in-app education, every message was crafted to:

• Be clear, transparent, and fair

• Avoid misleading or prescriptive language

• Encourage healthier financial behaviour without making guarantees

Compliance wasn’t a limitation — it was a framework that forced us to communicate better.

Introducing Bits

As our customer base grew, so did the need to scale financial education without losing quality or care. That’s where Bits came in.

Bits is a highly regulated credit-building service that also offers credit cards to customers. During my tenure, the company developed a new product, Bits AI, a money management experience designed to help users better understand and manage their finances, launching across both the UK and US markets.

I was closely involved in the deployment and market introduction of Bits, working cross-functionally with product, engineering, and operations teams to ensure the tool aligned with both user needs and regulatory expectations.

At the same time, I led the marketing and communication strategy for Bits across:

• UK markets, where FCA compliance and clarity were paramount

• US markets, where tone, positioning, and user expectations required a different approach

  
  

  From Strategy to Social: Owning the Message

Alongside multiple operational and product initiatives, I was responsible for crafting and managing the social media content that introduced Bits to our audience.

This included:

• Translating a complex AI product into clear, approachable messaging

• Educating users on how Bits could support better financial habits

• Maintaining a consistent brand voice across platforms

• Managing multiple projects simultaneously without compromising quality or compliance

  
  

Social media wasn’t treated as a promotional afterthought — it was an extension of customer experience. Every post was designed to inform, reassure, and empower.