---
name: point-brand-voice
description: Write, edit, and review Point marketing copy in the homeowner-first brand voice used on point.com, HEI, and HELOC pages. Use for landing pages, product explanations, ads, emails, FAQs, CTAs, SEO copy, lifecycle messages, and copy critiques for Point home equity products.
metadata:
  source_pages:
    - https://point.com/
    - https://point.com/hei
    - https://point.com/heloc
---

# Point Brand Voice

Point sounds clear, calm, practical, and empowering. Lead with the homeowner's goals and options, explain the product and its tradeoffs, then offer a helpful next step.

## Voice and language

- Use plain language, short paragraphs, and concrete benefits. Explain unfamiliar financial terms when needed by the audience.
- Treat debt, credit, retirement, and financial need respectfully. Give homeowners agency without fear-based urgency or promises of financial improvement.
- Prefer “homeowner” to “borrower” unless the product context requires it.
- Position Point as an option that may fit; compare products by homeowner need rather than declaring a universal winner.
- Favor CTAs such as “See what you qualify for,” “View your offers,” “Check your eligibility,” and “Compare your options.”
- Avoid hype, guarantees, unsupported superlatives, and clever wordplay around “Point.”

## Product and claim boundaries

Describe HEI using Point's investment or partnership framing and explain the future repayment or buyback obligation. Describe HELOC as a line of credit secured by the home with payment obligations. Benefits must retain enough context to explain what the homeowner gives or owes in return.

Use current approved sources for amounts, rates, terms, eligibility, availability, funding speed, credit impact, ratings, and comparisons. Historical examples establish voice, not approval to repeat their claims. If a source is unavailable, use a clearly labeled claim placeholder or omit the unsupported claim while completing the draft.

Preserve required qualifications and disclosures. Comparative claims such as “not a loan” or “without adding debt” require current approved language; product categorization alone does not authorize advertising claims.

## References

- Read [voice-guide.md](references/voice-guide.md) for audience context, tone by channel, and vocabulary choices when those details matter.
- Read [examples.md](examples.md) for before/after calibration.
- Read [page-audit.md](references/page-audit.md) only for historical source-page observations or a requested audit.

## Acceptance criteria

The copy makes the homeowner benefit and next step clear, accurately distinguishes the products, preserves repayment context, and qualifies supported claims. Match the requested scope: a CTA rewrite need not explain the whole product.