Protect Group brand positioning, tone of voice, and web copy

Brand positioning, tone of voice and website copywriting developed for Protectly, an AI-powered widget integrated into the checkout journeys of travel and ticketing businesses. The project focused on clearly articulating Protectly’s value to B2B audiences—showing how the widget delivers incremental revenue while enhancing the customer experience at the point of purchase.

The work involved defining tone of voice principles and sharpening key value propositions across Protectly’s product suite, translating technical functionality into clear, commercially compelling benefits for partners. Particular emphasis was placed on communicating both the financial upside for businesses and the reassurance and value delivered to end customers.

These foundations were then rolled out into a clean, modern website, designed to make the proposition easy to understand, credible and persuasive—supporting Protectly’s growth across the UK travel and ticketing sector.