Messaging framework: one line for each person who has to say yes.
The answer sheet to the buying committee: a line per person, in words a buyer would use, resting on proof that exists. One sheet your team copies from, not a brand bible.
Built on WealthKarma, a retirement app for Gulf expats. Every count is real and every gap is marked as a gap.
Messaging frameworkTwo ways to buy · 3 yeses in one, 5 in the other · 17 interviews, 12 deals · 20 Aug 2026
01 · The spine
Vision
Every expat here retires on purpose, not by accident.
Elevator pitch
There is no pension here. You get a cheque when you leave. WealthKarma gets your retirement started in two minutes and keeps it going.
Position
From the positioning report, unchanged: for UAE expats 35 to 50 who have been meaning to start for years, against doing nothing, on a first step that takes two minutes.
Three pillars
Sar
Sta
Wah
Bar
Finish the first step in two minutes
The levelled lessons. Start tonight, finish tonight.
See every gap you didn't know you had
The wellness check, named area by area.
Know what happens to your gratuity
End-of-service money, explained and managed.
Each pillar was pasted onto each competitor's site. A filled cell means it described them too. StashAway teaches end-of-service money, so the gratuity pillar is yours on management only.
02 · One line for each person
These are two separate sales. When someone buys for themselves, three people have a say. When an employer buys, five do.
Buying for themselves · 3 people
The one who handles the money
"Where do I even start?"
The homepage talks to this person
Take the two-minute check, see where you stand, and finish your first lesson tonight.
Four of five beta users praised the format without being asked.
Their partner
"Am I fine with whatever they pick?"
One plan you can both see. Nothing moves that you haven't both looked at.
One partner was interviewed, and this line was never put to them.
The friend or adviser they ask
"Would I put my name on this?"
Regulated, fees in one line, and nobody earns commission on what you pick.
Your own homepage undercuts this: no regulator is named on it. Four of five competitors name theirs.
Bought by an employer · 5 people
The HR person who brings it in
"Does this cover more than retirement?"
Nine areas of money, from budgeting to buying a home, in one benefit.
The employers page delivers this today.
The one who signs off the budget
"What does this cost per employee?"
No line can be written. There is no price yet.
That comes from the pricing work, not from wording.
Legal and compliance
"Is this advice, and are you allowed to give it?"
Education in the app. Advice only from licensed advisers, booked per call.
Can't be said until the employers page and its own footer stop disagreeing about advice.
Whoever set up their current benefits
"Does this replace what I run, or sit beside it?"
Sits beside your end-of-service scheme. Nothing you run today changes.
The one live employer was never asked what this displaced.
The employee who gets it
"My company gave me this. Worth my time?"
Two minutes. One lesson. See your own number, and your employer never sees it.
The first half is proven by beta users. The privacy promise has never been put to an employee.
Proof exists Partly proven Nobody has checked Your own site disagrees
03 · The words to use, from real users
"I kept meaning to start and then another year went past."
4 of 5
"I love the 2 min modules… they help me act."
2 people
"Gamified like Duolingo, easy to understand and use."
2 people
"I didn't know I had to plan for all of this."
1 person
"I get the gratuity at the end. I assumed that was the pension."
3 of 12
04 · The finding
A personal sale needs three yeses and an employer sale needs five. In each, you can prove exactly one line.
05 · What can't be known
Five of the eight lines have never been said to the person they are written for.
No line has been tested with real buyers. The paste test checks that a line is yours alone, not that it works.
The budget line is empty because the price is. That is the pricing work's job, not a wording problem.
The quotes come from five beta users and twelve deals. Small numbers, shown as counts.
Where it sits
Research
Compete
Position
Message
Launch
Measure
you are here · 17 of 34
Want this for your company
This is one of thirty-four. The diagnostic tells you which ones you're missing.