Voice + Tone

What’s the difference between voice and tone? Think of it this way: You have the same voice all the time, but your tone changes. You might use one tone when you're out to dinner with your closest friends, and a different tone when you're in a meeting with your boss. 

Our voice doesn’t change much from day to day, but our tone changes all the time.


Leverage's voice is human. It's familiar and friendly, without losing authority and respect as thought-leaders and problem-solvers in the retirement world. Our priority is to keep a pulse on incoming news, data, and understanding, and translate it into simplified, accessible information for our clients and participants. We expertly serve by simplifying the complex to empower our people and their futures.

Our voice is

  • Approachable, but not vulnerable
  • Confident, but humble
  • Smart but not boring or out of touch
  • Informal, but not sloppy—business casual
  • Helpful, but not overbearing
  • Expert, but not bossy or belittling. 
  • Kind, but not a doormat


Our tone is driven by the context and how the other person is feeling in the moment. Are they frantic, wondering what happened? Are they jovial, about to get a fat check? Once you have an idea of their emotional state, you can adjust your tone accordingly.

For customer service, we want to be professional: friendly experts with unwavering patience—especially for security purposes. For social media, we have room for informality and humor.


Congratulations, we have a sense of humor! As we pursue humanity and expertise, we have the freedom—the joy!—to have fun. We should still, as ever, be life-giving. Never poke fun at someone else at their expense. Err on the side of Dad-jokes and you know you’re safe. 

Feel free to be funny when its appropriate, but don’t go out of your way to make a joke—forced humor can be worse than none at all. If you’re unsure, keep a straight face.

Use sarcasm sparingly, as it tends to be degrading to someone or something, and can confuse some people. Value clarity over entertainment.


With our communications, we want to be able to clearly explain technical issues and educate when its helpful, without patronizing. There may be scenarios that require more, or less, education. 

Generally, we speak with authority in accessible terminology. Don't water it down, but don't assume everyone knows what you're talking about. On occasion, we can get more technical when we know our audience will track with us. Our approachable style is not to weaken our expertise, but to invite people into it. We want to make a complex industry feel attainable, palatable, and breezy.