Fairer Finance Clear & Simple Mark
A mark of excellence for companies that communicate clearly with their customers.
The Fairer Finance Clear & Simple Mark recognises outstanding clarity and transparency amongst financial services providers.
Unlike other clarity marks, we don’t just look at the language and layout. We look at whether the document achieves its purpose.
For example, when analysing Ts & Cs, we need to see that the key product features are clearly and prominently explained to the customer.
We’re not sticklers for perfect grammar. We believe language evolves, and that the clearest sentences are not always strictly grammatically correct.
So we look to reward companies who explain products in a way that everybody can understand.
We analyse documents in three ways:
- Clarity of language – includes analysis of average sentence length, use of jargon and readability scores
- Clarity of design – includes analysis of font size and typeface, margins and colour
- Clarity of content – includes analysis of whether charges and other key product features are prominently and clearly explained.
Who holds the Clear & Simple Mark?
Insurance intermediary Bought by Many was the first company to hold the Clear & Simple Mark. It was awarded this for its pet insurance policy wording.
An 11-year-old would find this document easy to read. It is simple to navigate and demonstrates a good use of colour and white space. The tone is conversational and the use of jargon is minimal throughout.
Ageas' innovative insurance product Back Me Up has also qualified for the mark. Its policy document is very conversational in tone and it has a low reading grade. Read our case study to learn more.
In banking, Coventry Building Society's General Investment Ts & Cs became the first to qualify for our mark.
Its document effectively uses colour to mark out different sections. The contents page is clear and easy for consumers to understand.
TSB has also been awarded the Clear & Simple Mark for their Personal Banking terms and conditions. Their documents make great use of a navigation tool to help the reader flick between different sections.
We expect others to qualify in 2017.
Let us help you
We'd like to see all financial services companies reach this level of transparency.
Get in touch today to see how we could help you.