The visual system and the voice rules, as the Stak carries them. Every value on this page is one Claude reads.
Voice
How they sound, and the rules that stop a draft going out wrong. Claude reads this page before writing anything in their name.
Plain English, and never a number we cannot source. If a claim needs a disclosure, the disclosure is part of the claim.The brand, in one sentence
01
No performance figures
Not a return, not a projection, not a comparison. The hard rule.
02
Fee-only is the whole pitch
A fiduciary that is paid by clients alone. Say it every time.
03
Households, not assets
Ninety households. Never assets under management.
04
Disclosures ride along
Every piece carries the current disclosure version from the Stak.
We are
- ✓Measured
- ✓Transparent
- ✓Unhurried
We are not
- ✕Promissory
- ✕Aggressive
- ✕Vague about fees
Words we retire
| Retire | Say instead |
|---|
| returns | (cut it) |
| wealth | money |
| AUM | households we serve |