# Portima Brand Voice

> Professional, supportive, and efficiency-driven, focusing on digital transformation for the insurance sector.

## Positioning
Portima is a specialized Insurtech provider for insurance brokers and companies. It offers innovative digital solutions designed to help brokers build sustainable customer relationships and manage their offices with greater efficiency.

## Voice principles
*   **Practical:** Focuses on concrete benefits like saving time and providing actionable guides.
*   **Supportive:** Uses helpful language to guide users through complex topics like cyber security or digital transitions.
*   **Professional:** Maintains a serious and reliable tone appropriate for the insurance and data security industry.
*   **Direct:** Uses clear imperatives and straightforward benefit statements without excessive marketing fluff.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Action-oriented and benefit-focused (e.g., "Win time"). |
| Educational/Guides | Instructive, clear, and structured for easy consumption. |
| Corporate/Security | Formal and authoritative to convey trust and compliance. |
| Recruitment | Energetic and inviting, framing the company as an "adventure." |

## Lexicon
- **Use:** Win tijd (win time), praktische gids (practical guide), ontdek (discover), ondersteunen (support), efficiëntie (efficiency), duurzame relaties (sustainable relationships).
- **Avoid:** Not evident from captured copy (though the brand avoids overly casual slang).

## Messaging do's and don'ts
*   **Do:** Emphasize the transition from manual to digital ("Ga digitaal").
*   **Do:** Highlight certifications and security standards to build trust (ISO 27001).
*   **Do:** Use bulleted lists and short videos to make information accessible.
*   **Don't:** Use overly technical jargon without explaining the practical benefit to the broker.
*   **Don't:** Use passive language; prefer active verbs like "Bespaar" (Save) or "Verhoog" (Increase).

## Evidence
*   "Ga digitaal en win tijd" (Hero headline).
*   "Cyberveiligheid: een praktische gids voor makelaars" (Educational content).
*   "Wij zijn dé Insurtech voor verzekeringsmakelaars" (Positioning statement).
*   "Portima is ISO 27001 gecertificeerd!" (Trust/Security statement).
*   "Stap mee in ons avontuur!" (Recruitment headline).