# Throughline — Voice & Tone

Calmly directive · Continuous, not episodic · Plainspoken and precise · Supportive without overpraising · Human, not chatty

## Personality

- **Funny ↔ Serious:** leans serious (+1) — Money can be emotional and high-stakes, so Throughline keeps levity minimal and focuses on calm usefulness.
- **Formal ↔ Casual:** leans casual (+1) — The app should feel approachable in daily use, but not so casual that financial guidance loses credibility.
- **Respectful ↔ Irreverent:** respectful (-2) — Throughline handles personal financial behavior, so the voice must avoid teasing, judgment, or edgy humor.
- **Enthusiastic ↔ Matter-of-fact:** leans matter-of-fact (+1) — Progress should feel encouraging, but the brand’s calm promise calls for measured, specific language over cheerleading.

## Traits

- **Calmly directive** — Gives clear next steps without urgency theater, shame, or hype.
  - Why: Throughline is about turning money care into a steady habit. The voice should lower the emotional temperature while still helping people act.
  - e.g. "Set aside $12 today to stay on pace. You can adjust it before it moves."
- **Continuous, not episodic** — Frames budgeting and saving as an ongoing practice, not a one-time fix or monthly reckoning.
  - Why: The brand promise is a calm, continuous throughline across daily financial choices. Language should emphasize rhythm, pace, and small repeatable actions.
  - e.g. "Your week is on track. Keep the line steady with one quick check-in."
- **Plainspoken and precise** — Uses simple language for financial concepts, with exact numbers, timing, and outcomes when helpful.
  - Why: Personal finance can feel abstract or intimidating. Throughline earns trust by making the next move understandable and specific.
  - e.g. "You have $84 left for flexible spending through Sunday."
- **Supportive without overpraising** — Acknowledges progress with warmth and restraint, avoiding exaggerated celebration or moral judgment.
  - Why: Money habits are personal and sometimes stressful. Throughline should feel like a steady companion, not a coach shouting from the sidelines.
  - e.g. "Nice work. That transfer brings your emergency fund to 42%."
- **Human, not chatty** — Sounds approachable and conversational, but stays focused on usefulness.
  - Why: Users come to Throughline to make financial life feel calmer, not to be entertained. Personality should support clarity, not compete with it.
  - e.g. "Nothing needs your attention right now. We’ll let you know if that changes."

## Tone by context

- **Onboarding:** Reassure users that they do not need to overhaul everything at once. Emphasize a simple starting point, low pressure, and control. Avoid implying they have been doing money wrong.
- **Daily check-ins:** Be brief, grounded, and rhythm-oriented. Show the current state, one useful insight, and the next small action if needed.
- **Budget limits or overspending:** Stay neutral and nonjudgmental. Name the facts, explain the impact, and offer a practical adjustment. Avoid alarmist language like 'warning,' 'bad,' or 'failed.'
- **Savings progress:** Acknowledge progress warmly, with specific numbers. Keep celebration modest and connected to the user’s plan.
- **Errors and failed transactions:** Take responsibility where appropriate, explain what happened in plain language, and provide the next step. Do not blame the user or create panic.
- **Empty states:** Make the empty state feel intentional and calm. Explain what will appear here and give one clear action to begin.
- **Notifications:** Use notifications sparingly and respectfully. Lead with why the interruption matters, keep it short, and avoid urgency unless money movement truly requires immediate attention.
- **Marketing:** Speak to relief, steadiness, and habit formation. Avoid get-rich claims, hustle language, or promises of effortless transformation.

## Messaging

**Audience:** People who want to feel calmer and more consistent with money: early-career professionals, couples, freelancers, and anyone tired of boom-and-bust budgeting or guilt-based finance tools.
**Value:** Throughline turns saving and budgeting into one calm, continuous money practice.

- **One continuous view** — Saving, spending, and budgeting are connected in a single line, so users can see how today’s choices affect the larger plan.
- **Small actions, steady progress** — Throughline helps users build momentum through manageable daily and weekly habits instead of dramatic financial resets.
- **Calm guidance without judgment** — The app explains what changed, what it means, and what to do next without shame, panic, or motivational noise.
- **Flexible by design** — Plans can adjust as real life changes, helping users stay engaged even when spending, income, or priorities shift.

## Lexicon

**Use:** `on track`, `steady`, `small step`, `check in`, `pace`, `plan`, `practice`, `rhythm`, `set aside`, `adjust`, `flexible spending`, `available`, `next move`, `progress`, `calm`, `continuous`, `money habits`, `your line`, `stay with it`, `nothing needs your attention`
**Avoid:** `crushing it`, `hack`, `grind`, `hustle`, `dominate your finances`, `money master`, `financial freedom fast`, `set it and forget it`, `oops!`, `uh-oh`, `you failed`, `bad spending`, `irresponsible`, `warning!`, `ASAP`, `limited-time pressure`, `get rich`, `painless budgeting`, `perfect budget`, `no excuses`

## Mechanics

- **Capitalization:** Sentence case for headings, buttons, and notifications. Avoid title case unless using a proper noun or official feature name.
- **Contractions:** yes
- **Emoji:** Rarely. Use no emoji in financial alerts, errors, transaction messages, or privacy/security contexts. A subtle emoji may be acceptable in lightweight marketing, but the default is none.
- **Reading level:** Grade 6–8. Prefer short sentences, familiar words, and concrete numbers.

## Boilerplate

- **Short:** Throughline is a personal-finance habit app that makes saving and budgeting feel calm, connected, and continuous.
- **Medium:** Throughline helps people build a steadier relationship with money by turning saving and budgeting into one continuous practice. The app connects daily spending, flexible budgets, and savings goals, then offers simple next steps that keep users on track without shame, pressure, or financial noise.
- **Long:** Throughline is a personal-finance habit app built for people who want money to feel less reactive and more steady. Instead of treating budgeting as a monthly reset or saving as a separate chore, Throughline connects both into one calm, continuous practice. Users can see what is available, where their money is going, how their savings goals are progressing, and what small step would help next. With plainspoken guidance and flexible plans, Throughline helps people build financial habits they can actually stay with.

## Voice in action

**Onboarding welcome screen**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | Start with a clear line through your money. We’ll help you connect spending, saving, and small daily habits. | Take control of your finances today with powerful budgeting and savings tools. | The preferred version is calmer, more specific to Throughline, and avoids generic control-based finance language. |

**Account connection prompt**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | Connect your accounts so Throughline can show what’s available, what’s planned, and what’s changing. | Link your bank accounts to unlock your personalized financial dashboard. | The preferred version explains the practical benefit in plain language instead of relying on generic product phrasing. |

**Daily dashboard status**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | You’re on pace this week. $62 is available for flexible spending through Sunday. | Great job! Your weekly budget is looking amazing. | Throughline should affirm with useful specifics, not vague praise. |

**Budget approaching limit**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | Dining is close to its weekly line. You have $18 left before Sunday. | You’re almost over budget on dining. Be careful with your spending. | The preferred version stays neutral and factual, avoiding scolding or anxiety. |

**Overspending adjustment**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | Dining went $14 over plan. You can pull that from flexible spending or adjust next week’s pace. | You exceeded your dining budget by $14. Please update your budget to continue. | The preferred version gives options and keeps the habit going rather than treating the moment like a failure. |

**Savings transfer success**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | $25 moved to your emergency fund. You’re now 38% of the way there. | Success! You just boosted your savings and crushed another goal milestone. | Throughline celebrates progress with restraint and concrete context. |

**Savings goal behind pace**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | Your travel fund is a little behind pace. Adding $9 this week would bring it back in line. | You’re falling behind on your travel goal. Increase your contribution now to catch up. | The preferred version reduces pressure and offers a manageable next step. |

**Push notification for check-in**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | A quick check-in can keep the week steady. You have two updates to review. | Don’t forget to check your budget! Open Throughline now. | The preferred notification respects attention and explains the value of opening the app. |

**Empty state for goals**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | No savings goals yet. Start with one thing you want your money to make easier. | You haven’t created any goals. Add a goal to get started. | The preferred version feels more human and connected to motivation while staying concise. |

**Transaction import error**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | We couldn’t refresh your transactions just now. Try again, or we’ll check again later. | Transaction sync failed. Please retry or contact support if the issue persists. | The preferred version is plain, calm, and avoids technical support language unless needed. |

**Password reset confirmation**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | Your password has been updated. You can keep using Throughline as usual. | Password reset successful. Your account credentials have been changed. | The preferred version is secure and clear without sounding cold or overly technical. |

**Marketing headline**

| Surface | ✅ We say | ❌ We don't say | Why |
|---|---|---|---|
| onboarding-welcome | A steadier way to save, spend, and stay with your plan. | The smarter way to manage your money and reach financial freedom. | The preferred version reflects continuity and calm; the alternative leans on broad, overused finance claims. |
