Client: Cash App
Category: Fintech
Role: Creative Direction, Copywriting
Scope: Web
How I turned a very complicated fintech product into a web experience people actually understand… while navigating stakeholders, legal, and deadlines
Cash App needed its web experience to upgrade from “that app you send money with” to a legitimate banking platform that works the way money should.
As the lead (and only) copywriter on the project, I partnered with our web team to test two homepage directions, eventually establishing the messaging architecture and hero narrative for the launch experience. The final website simplified the brand’s ecosystem, surfaced trust signals early, and reframed Cash App’s key message—all under serious stakeholder, legal, and timeline pressure.
