Writing for firms that need to sound like the experts they are
Thought leadership for financial and professional services, written by a journalist who has spent two decades in the room.
I turn what your partners, portfolio managers and policy specialists know into bylined articles, white papers and commentary that get editors' attention because I know what they want.
Bylines and editorial work in
Content built for firms where credibility is the product
Financial and professional services clients don't need more content, they need copy that survives scrutiny from compliance, clients and competitors. That's the brief I write to.
Bylined articles MEDIA
Opinion and analysis pieces for partners, CIOs and specialists built for your channels.
White papers and reports DEEP DIVE
Research-led papers that translate regulatory change, market data or inhouse research into something a client will actually finish reading.
Executive ghostwriting VOICE
LinkedIn posts, keynote speeches and op-eds drafted from a single conversation, in your executive's own register, not a template's.
Newsletters and client comms CADENCE
Recurring commentary - market updates, technical explainers, sector newsletters - delivered on a schedule your marketing team can rely on.
I speak your language
Most thought leadership fails because the writer is translating the topic for the first time. I've been covering these sectors for years, so the first draft starts closer to the last one.
A process built around your subject-matter experts' time, not mine
A short interview, not a brief
One conversation with your expert is usually enough for me to find the argument, because I know questions to ask a portfolio manager or a partner a generalist writer wouldn't.
A draft that reads like them
You get a piece written in a register your compliance team will recognise and your client will actually read, argued clearly, not padded with caveats. Larger projects draw on a small team of trusted writers I work with.
A trusted network when the brief needs more than copy
Some projects start and end with a well-argued article. Others need a landing page built, a report designed, or a set of social posts to carry the idea further. I work alongside a small group of specialists I already trust, so you get one point of contact rather than three separate suppliers.
Designers VISUAL
Report layout, white paper design and landing pages, briefed against the copy so the two are built together, not bolted on afterwards.
Social media marketers DISTRIBUTION
Turning a long-form piece into the LinkedIn posts, carousels or short-form content that gets it in front of the audience it was written for.
Video and multimedia FORMAT
A short interview or explainer video to sit alongside a written piece, produced by people used to financial and professional services subject matter.
SEO and content strategy REACH
Making sure a piece is structured to be found, not just well written, when that's part of the brief.
Ali is highly regarded in the sustainability, finance and accounting media fields. I enjoy working with Ali and highly recommend her as a professional writer and commentator on finance and sustainability issues.
– Client recommendation
A journalist first, a corporate writer second - that order matters
I'm a Sydney-based finance journalist and editor. My byline appears regularly in the Australian Financial Review, the Sydney Morning Herald and The Age, alongside In the Black and Forge. I also edit Listed@ASX, the Australian Securities Exchange's magazine. I also have a Bachelor of Economics (Social Sciences) from Sydney University and a Master of Arts in Communication at the University of Technology, Sydney, where I taught for many years.
That background is what I bring to corporate work: I know what makes an editor say yes, what a compliance-minded reader will flag and how to make a genuinely technical topic such as regulatory change, an investment thesis or a governance issue clear without dumbing it down.
Alongside my own writing, I draw on a small team of trusted specialist writers for larger programs of work, so a newsletter series or multi-part report doesn't stall waiting on one calendar.
Tell me about the piece you need written
A sentence or two on the topic, audience and your timeline is enough for me to tell you whether it's a good fit. If it's not, I can usually point you towards who is.