# Tyro Brand Voice

> Tyro sounds like a reliable, efficient business partner that prioritizes speed and simplicity over corporate jargon.

## Positioning
Tyro is an integrated payments and banking platform designed for Australian businesses of all sizes, from startups to enterprises. It positions itself as a single-provider solution that simplifies financial operations through industry-tailored EFTPOS, banking, and lending.

## Voice principles
*   **Efficient:** Uses short, punchy sentences and active verbs to demonstrate speed.
*   **Reliable:** Emphasizes technical stability and uptime with precise, data-backed claims.
*   **Supportive:** Focuses on solving business "stress" and "pain points" through helpful, industry-specific features.
*   **Direct:** Communicates value propositions immediately without flowery metaphors or excessive marketing fluff.

## Tone by context
| Context | Tone |
|---|---|
| Marketing Hero | Bold and growth-oriented, focusing on scale and speed. |
| Product Features | Functional and benefit-driven, highlighting ease of use. |
| Educational/Resources | Informative and clear, acting as a guide for business owners. |
| Customer Stories | Relatable and outcome-focused, highlighting real-world problem solving. |

## Lexicon
- **Use:** Simplify, scale, seamless, tailored, ultra-fast, same-day, integrated, "built for," "all about function."
- **Avoid:** Complex financial jargon, "disruption," vague "synergy" terms, overly formal banking language.

## Messaging do's and don'ts
*   **Do:** Use specific numbers to prove reliability (e.g., "99.99% payment acceptance").
*   **Do:** Frame features as solutions to specific business problems like "shorter queues" or "split bills."
*   **Do:** Emphasize the Australian context and local business support.
*   **Don't:** Use passive voice; instead of "Payments are processed quickly," use "Process payments faster."
*   **Don't:** Focus on the technology for its own sake; focus on how it "fits your business."
*   **Don't:** Over-promise without mentioning the "simple application process" or "eligible" criteria.

## Evidence
- "Payments solutions that scale with your business"
- "99.99% payment acceptance availability"
- "Take the stress out of processing split bills"
- "We’re all about function that fits your business"
- "Shorter queues and ultra-fast payments"
- "One provider for payments, banking and lending"