Froda

Vocabulary

A practical, daily-use list. American English. No Oxford commas. Use en dashes, not em dashes.

Use

  • · Default choice
  • · Category-defining
  • · Two motions, one platform
  • · Trust of a bank, UX of a fintech
  • · The best way to access financing
  • · Built for businesses the system has overlooked
  • · Proven, partner, real, scale, embedded, leading

Avoid

  • · Solutions
  • · Hassle-free, seamless
  • · Revolutionize, disrupt
  • · Innovative, innovation
  • · Cutting-edge
  • · Game-changer
  • · End-to-end (in customer-facing copy)
  • · Best-in-class, leverage

Why we drop these

Most are hype, cliché, or jargon that any competitor could say. "Solutions" and "cutting-edge" are dated. "Revolutionize" and "game-changer" are PR filler. We earn trust with specifics, not adjectives.

How we describe ourselves

Froda is a tech company first: avoid framing it as a lending company or a finance company where possible. When the financial context is unavoidable:

  • · SME-facing: "Froda" or "Froda's business loans."
  • · Regulatory or press: "credit market company licensed by Finansinspektionen."
  • · Partner-facing: "Froda" or "Froda Embedded" as the platform.
  • · Never "Froda Bank." It is incorrect.