Experience


While financial institutions’ copywriting needs are as diverse as their audiences, distribution channels and products, Brian McGlinchey has the agility to write copy to suit any marketing or communications objective.

Copy that sells. It’s been said that a copywriter is a salesperson behind a typewriter—update the technology and that’s exceedingly descriptive of Brian. As a former financial services representative and sales executive, he has a passion for grabbing consumers’ attention and inspiring them to take action, deftly pairing a consumer-friendly voice with compelling logic to paint your products and services in their most favorable light.

It’s an approach he’s applied to a diverse collection of projects, including brochures, direct mail, web content, radio ads, product guides, e-mail messaging, pitchbooks, audio and video scripts and employee benefits material.

Copy that educates. Positioning your financial institution as a trusted source of consumer information? Brian excels at writing copy that speaks to even the most complex topics in terms consumers can readily digest, incorporating subtle suggestions that gently point the audience to your company’s solutions. He’s used those skills to create educational seminars, guides, web content and e-books.

Copy that speaks to financial professionals. Whether you’re addressing financial planners, life insurance agents, registered reps or financial services executives, Brian knows how they think. After all, he’s walked in their shoes—and he’s applied that insight to create everything from product guides to white papers to ghost-written articles for trade publications.

Copy supporting any product in the industry. Brian has written marketing or educational copy about nearly every product in the financial services universe, including:

  • Investments: Mutual funds, ETFs, brokerage, stocks, bonds, options, annuities, wrap accounts, IRAs, 401(k)s, 529 plans, Coverdell Education Savings Accounts
  • Wealth Management: Trusts, discretionary investment accounts, comprehensive financial planning
  • Insurance: Life, health, disability, long term care, homeowners, renters, auto, umbrella
  • Banking: Mortgages, home equity, consumer loans, credit cards, deposit products

If there’s a product Brian hasn’t written about yet, it’s a safe bet that—as a former CERTIFIED FINANCIAL PLANNER™ professional, Accredited Asset Management Specialist and Chartered Retirement Planning Counselor and current Chartered Property Casualty Underwriter and Chartered Life Underwriter—he’s studied it and been tested on it.

“Brian delivers top quality writing under tight deadlines. He has a broad range of knowledge and can cover everything from basics for a consumer audience to advanced concepts for financial professionals.”

Verónica Torralba
Vice President, Strategic Marketing
American General Life Companies