Marketing site copy

01 · The problem

New positioning, old branding

M1 is a finance app designed for long-term investors. Previously, the tagline was “Yours to build,” the design was brightly colored, and the voice skewed more quippy. To help M1 pivot toward serious, long-term investors, we developed a new tagline (“Sophisticated wealth building, simplified”), new look, and refreshed messaging.

02 · The solution

A full refresh

An elevated look with messaging to match. Copy that’s elegant yet still easy to read, benefits defined by their outcomes, and a quick overview of the platform designed to give the reader an “aha” moment.

The M1 homepage hero, reading "Sophisticated wealth building, simplified"

Homepage hero, the new tagline in place. Click to open it full size.

Why decks instead of screenshots A screenshot of a landing page is hard to read, especially when it has interactive elements built in. The copy deck is the scaffolding that helps the designer build this page.

03 · Work sample

The homepage, annotated

Homepage

m1.com

H1

Sophisticated wealth building, simplified

Decision Two words carry seemingly opposing promises. That’s the new tagline, and it identifies the audience immediately. The reader wants to feel like a serious investor without being bogged down by busywork.

Subhead

At M1, we think a balanced portfolio shouldn’t be taxing. Invest for the years ahead without stressing day-to-day.

Note I tend to avoid jokes and puns in copy, but this one sets up the brand perfectly. Witty enough to engage a cold prospect, while still converting the ultimate benefit.

CTA

Get started

Proof bar

4.7 on Apple App Store · 4.5 on Google Play store · Founded in 2015 · 1,000,000+ users · $12B+ in client assets as of September 2025

Compliance Every figure here dated or sourced. Under FINRA 2210 a number without an as-of date is a problem.

Section 01

A money management hub in your pocket

Invest

Kick the busy work and automate your investing strategy.

Earn

Stay liquid while you earn 3.10% APY on your uninvested cash.

Borrow

Borrow against your investment portfolio at 5.65%.

Note Three products, one verb each, no sentence longer than ten words.

Section 02

Your strategy meets M1’s intelligence

Automated investing

Put your strategy on cruise control

You choose what you want to invest in, how much, and how often. Auto-invest handles the rest.

Dynamic rebalancing

No napkin math

M1 intelligently queues up trades based on the targets you set. Underweight holdings are bought first, giving you a more balanced portfolio over time.

M1 Margin Loans

Tap into your portfolio’s power

Borrow up to 50% of your portfolio’s value with a tap.

Decision Sells a complicated product without getting too in the weeds. Home page is too early for a full tutorial, but I still want people to understand the unique mechanism of M1.

Section 03

Account protections you can count on

Compliance SIPC, FDIC and data security, stated flatly with the limits attached. Trust is paramount in FinTech.

Closing CTA

Rethink your wealth-building experience today

Join M1 now

Note The page opens on “Get started” and closes on “Join M1 now.” Same action, but the second one says the brand name.

04 · Writing for motion

A page where the pictures move

The brokerage page turns on a seven-step carousel that walks through how an M1 Pie actually works. I collaborated with design to decide which mechanisms needed motion to make the message stick.

Watch the headlines get shorter as the animation takes over the explaining.

Brokerage

m1.com/invest/brokerage

H1

Long-term investing without the busy work

Build a balanced portfolio without micro-managing each trade.

Start investing

Note Both lines name the thing the reader dreads rather than the thing the product does.

Carousel

Explore the power of automation with the M1 Pie

01 View

Your M1 portfolio is shown as a Pie

Holdings are represented by Slices.

02 Build

Choose your holdings

Set target allocations for each Slice—the percentage of your portfolio you want each holding to comprise.

03 Auto-Invest

Effortless, hands-off trading

When you deposit, M1 intelligently queues up your next buys. Underweight Slices are bought first to keep your portfolio more balanced over time.

04 Monitor

Visualize your portfolio

As the market moves, Slices may shrink or grow depending on performance.

05 Diversify

Group holdings in a Slice

You can use a Pie of holdings as a Slice (e.g. “Tech Stocks”) to further customize your portfolio.

06 Rebalance

Return to targets with a click

Click “Rebalance” if you want to sell from overweight Slices and use the proceeds to buy underweight Slices.

07 Adjust

Change your targets any time

Edit your allocations, remove or add holdings, and tinker anytime you want.

Copy and motion Early steps teach vocabulary. Following slides build on the mechanism.

Section

Skip the real-time updates

Who needs second-by-second trading data when you’re in it for the long haul? M1 executes trades during scheduled trade windows. This takes the emotion out of timing your trades for a more disciplined approach.

Decision Sells a limitation as a benefit. Since trades only happen within windows, I position it as an advantage for people with a long-term mindset, in direct opposition to FinTechs that gamify trading.

Closing CTA

Join the next wave of long-term wealth building

Open an account

05 · Everything else

Live as of August 2026