Voice and tone Principles Principle two We make complicated things easy. We don’t just know a lot, we know how to break it down. Yes, even payroll taxes. Even FSAs. Even health insurance. Principle one We care for people. We have an invested interest in our customers and their success. We engage. We ask questions. We speak with respect. Principle three We brighten the day. We have an optimistic energy that makes even the most boring tasks kind of fun. (Lookin’ at you, payroll.) Principle four We get to the point. Our customers are busy, so we don’t beat around any bushes. We avoid jargon. We’re honest and clear. Remember: We’re in a highly regulated industry. Legal compliance is critical to protect both our business and our customers. It’s our responsibility to be clear, accurate, and compliant. Caring for customers means being honest. Write with enthusiasm but avoid superlatives like “best, “most,” or “fastest,” unless they’re indisputably true. 65 Voice & tone Brand Guidelines 3.0