why two names are on the door
I started writing for software companies from the inside. I sat in the launch meetings. I noticed the email was always written last, by whoever had twenty minutes left, and that the homepage headline was usually whatever survived a vote.
Margin note: the product was good every time. The sentence that explained it was the weakest part of the launch.
Fintech made it worse, and more interesting. Every promise on the page has a rule standing behind it, and I watched good lines die in review because nobody had said up front what each one claimed. The writer and the compliance reviewer were reading two different documents.
So we opened the studio with two surnames on the door and one rule about the work. One of us drafts. The other reads it cold, with no memory of the call, and marks every place a stranger would trip. That second read is where most of the good lines get found.
We write for B2B SaaS and fintech and nothing else. When something lands outside that, a consumer app or an ad campaign, we say so on the first call and point you to someone better suited. Our own sentences get sharper when we stay in one lane.
The studio is a front room on Evans Avenue with a table long enough to spread out a whole site. We bill a single fixed fee per project because I’d rather you send us the awkward Slack thread than wonder what it costs to ask.
— the desk at 68 evans avenue