Verbal identity

The Tink visual identity describes our look and feel. Our verbal identity is your guide to how Tink sounds.

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Our tone of voice

A market leader in fintech, Tink became a wholly owned Visa solution in 2022. This went hand in hand with an evolution of Tink’s brand voice. From a tongue-in-cheek brand personality reflecting a daring disruptor, we’ve developed a tone that shows the world how we lead the way – and as part of the Visa network – how we’re a part of one of the most recognised and trusted brands in the world.

We still make the complicated sound simple. Some of our customers want to build the next big thing, and some want to solve problems for their users as quickly and effectively as possible. No matter their needs, we have the tech to help them build better experiences and offer more choice for consumers.

Tone of voice keywords

Tink’s tone of voice crystallises our general approach to writing into three keywords – effortless, confident and empowering. Ultimately, they mean that we should be easy to read. This verbal identity serves as your guide to bringing this ‘effortless, confident and empowering’ approach to life.

Effortless

Tink’s voice is informative, but conversational. We write and speak so the subject at hand is easy to follow, no matter its complexity. This doesn’t mean we’re casual or flippant – but it does mean that we can sound friendly and easygoing, like we’re one human speaking to another.

Confident

As a market leader we speak with confidence but not arrogance. In an ever changing industry, we’ve always been ahead of the curve and have powered the pioneers of open banking. We’re comfortable leading the way and we want this for our customers too.

Empowering

We’re supportive, positive and we put our customers – and their users – in the spotlight. Our voice reflects our drive to give consumers more choice, streamline experiences and help our customers serve people better. Above all, we’re their champions, and our products and services help them dare to build and innovate.

Guardrails

Here are some guardrails to help you write with Tink’s brand personality in mind – while being easy to read.

Effortless

Not quite right How SCA future proofs your business. Almost there What is SCA, and what is it good for? Let’s aim for this A quick guide to Strong Customer Authentication.

Confident

Not quite right We’re proud to be ranked a leader by Forrester. Almost there Forrester ranks Tink as a leader in The Forrester Wave Open Banking Intermediaries, Q1 2023. Let’s aim for this Big news today. Forrester names Tink a leader in open banking – scoring 5/5 for our vision, innovation, client processes, products, services and roadmap.

Empowering

Not quite right Let us take your customer’s experience next level. Almost there We’re here to help you build better experiences for every customer. Let’s aim for this Give your customers the gift of a seamless experience.