Brand

brand messaging

Brand messaging

Mission

Tagline

Story

Value prop

Metrics

Personality

Brand voice

Tone of voice

Brand resources

Design

Logo

Color

Typography

Graphics

Application

Downloads

Logo

Color

Typography

Iconography

Media assets

Brand messaging

Create powerful narratives that engage, inspire, and build lasting connections with our audience

The reason we’re here

Our mission

We’re building the universal network for direct-source data to modernize the verification process for service providers and consumer alike.

Our vision

A free and fair data market where every consumer can exchange data with any service provider, effortlessly, securely, and to everyone’s benefit.

Our tagline

The consumer-powered verification platform

Verify income, employment, and assets more efficiently with direct-source, real-time data

The story we tell

Income, employment, and asset verification has an efficiency problem

If you’re a service provider, this should come as no surprise. Methods for collecting and verifying income, employment, and asset data are either expensive, time consuming, high friction, high risk, or unreliable (and, often, many of these things at once).

The solution is Argyle

We know what you’re up against, and we’re here to fix it. We built Argyle for and with service providers like you to make inefficient verifications a thing of the past.

By automating and connecting you with real-time data directly from the source of truth (consumers’ payroll and bank accounts), we can help you streamline and automate workflows, save money, reduce fraud, and provide borrowers and applicants with exceptional experiences.

We’ll also work hand in hand with you to optimize Argyle for your operations. Because no two service providers are the same.

The implications for your business are simply powerful. You get streaming access to reliable, direct-source data that works with your front- and back-office systems to optimize workflows and modernize your products and services. When it comes to verifications, nothing is more accurate, more cost-effective, or more efficient.

Value prop for core verticals

Mortgage

Save time and money, plus lower your buyback risk, when you use Argyle to verify borrowers.

Tenant Screening

Improve operational efficiency and reduce bad debt when you use Argyle to verify applicants.

Personal Lending

Process more loans for less while reducing your risk.

*Note that Argyle's brand position will evolve as the company’s strategy changes.

Argyle metrics

Stats and metrics you can use to support our story.

Payroll

55%+

conversion rate

90%

US workforce covered

95%

data completeness

96%

of Fortune 1000 supported

80%

lower verifications costs

Our brand personality

We want our customers to feel empowered and certain that they are well positioned and ready to embrace the future.

We do so by providing bold leadership, vision, and innovation in a new product category. But because our clients tend to be more conservative about change, we do so without losing sight of what’s practical. We are grounded in experience and expertise, and guide our clients toward the future, step by step and at a pace that feels exciting but manageable to them.

To strike a balance between the transformational and the practical, we follow a 70/30 rule:

70%

practical
knowing
guiding

30%

visionary
pioneering
unconventional

Another way to think of Argyle’s personality is in terms of personality archetypes. We are:

70%

“Sage”

Goal

To help customers meet their business objectives through insight, knowledge, and new processes

Reputation

Smart, trusted, thoughtful, data-driven

Marketing niche

Provide practical advice about performance improvements rooted in facts and experience

30%

“Magician”

Goal

To help customers transform. We want them to give up what’s old and broken and create exceptional experiences for their customers that anticipate the future and set them apart from the competition

Reputation

Visionary, charismatic, idealistic, creative

Marketing niche

Inspire change for the better

When people think of Argyle, we want them to think of us as:

The authority

We are the payroll connections experts. We are unflappable in our confidence that consumer-permissioned, direct-source income and employment verifications are the future. Our cool, collected self-assurance turns heads and instills trust in our audience. They look to us for information and insight on this exciting product category.

Inspired

We bring refreshing energy and a new point of view to a historically stodgy and static landscape. We are solving old problems in new, creative ways that cause others to stop and take notice.

A facilitator of innovation

We thrive on bringing together our payroll connection expertise with our customers’ industry-specific know-how and other solutions in their tech stack to drive innovation. We are first to lead but always ready to learn, forge connections, and build partnerships in service of a more interoperable, efficient, and effective future.

Reliable

Not only is Argyle more reliable in terms of functionality and network performance, our team can always be counted on to step in and provide answers and solutions when our customers need it most.

Approachable

We are human and relatable, and make people feel comfortable without sacrificing our professionalism. Argyle is the “person” our clients want to be seated next to at a networking event or grab a drink with after work.

Our brand voice

Use these tips and guidelines to express our personality.

The authority

  • We know Argyle is the future and best solution of its kind, and we aren’t afraid to say so. We make confident claims about our performance and what we enable for customers.

  • We back up claims with proof points. We make sound research the basis of any argument.

  • We showcase the insights and opinions of SMEs from within and outside of Argyle. (Being well-connected with thought leaders is itself a signal of expertise.)

  • We leverage proprietary data analysis to make original claims.

  • We avoid words that soften and hedge our message. (e.g., “Service providers build modern verification experiences with Argyle.” NOT “Service providers can build modern verification experiences with Argyle.”)

  • We always use the active (not passive) voice. (e.g. “With Argyle, lenders verify income and employment in seconds.” NOT “Income and employment is verified in seconds by lenders who use Argyle.”

What we mean

smart, confident, knowledgeable, established, self-assured, unflappable, and a little bold

What we don't mean

superior, esoteric, academic, domineering

A facilitator of innovation

  • We write and talk about our relationships with customers and other third-parties as true partnerships. When it comes to verification innovations and making a difference for consumers, we are in it together.

  • We don’t assume our audience understands what we understand about payroll connections, but we don’t speak down to them either.

  • When we introduce a niche term or concept, we define it or provide avenues for our audience to get the information they need to understand it (e.g., hyperlinks to additional information or a glossary).

  • We treat, talk, and write about our customers as the experts in their respective fields. We are always learning from them about the real-world applications for our market-leading payroll connection products.

  • We develop FAQs section, page, or blog post for different use cases, industries, products, and topics.

  • We use images/graphics to make concepts easier to understand and to accommodate visual learners.

  • We make available easy-to-digest implementation and onboarding content that helps prospects understand what they are in store for and the lift involved.

What we mean

informative, consultative, guiding, leading, synergic

What we don't mean

subordinate, intermediary

Reliable

  • We call attention to Argyle’s performance proof points.

  • We name-drop customers (with permission) and use customer quotes as social proof.

  • We provide customers and prospects with direct access to our team, and we return messages promptly. If we don’t have answers immediately, we let them know when to expect one.

  • We are transparent about bugs and data source changes that affect performance and what we are doing to address them.

What we mean

trustworthy, on your team, there for you

What we don't mean

subservient, boring

Inspired

  • We demonstrate hyper-confidence in our solutions and passion for our mission and vision (without resorting to exclamation points).

  • We use “magical” and disruptive words like “transform” and “revolutionize” effectively but judiciously.

  • We create “what if”/visionary content for every industry that paints the picture of a world in which Argyle is used to its fullest extent. We link to it accordingly on industry pages.

  • We host and participate in trendspotting webinars/panels and publish trendspotting interviews/think pieces that offer glimpses into consumer finance of the future.

What we mean

refreshing, creative, innovative, original

What we don't mean

abstract, sentimental, imaginative, unproven

Approachable

  • We avoid overly technical explanations and tech jargon as a rule. (Developer-facing collateral is an exception.)

  • We use long, complex sentences sparingly. Short and straightforward is best.

  • We read written communications out loud before we publish. Does it sound like something a person would actually say?

  • We demonstrate understanding and Identify our customers’ and prospects’ motivations and pain points before launching into what makes Argyle great.

  • We relate everything back to the real world and real people, and back up concepts and ideas with examples when possible.

  • We avoid slang, colloquialism, and exclusionary language (e.g., we say labor hours, admin time, or admin hours NOT manhours).

  • We aren’t opposed to making a pop culture reference here and there or dry jokes on occasion.

  • We are personable, but we don’t use exclamation points.

What we mean

conversational, personable, likable

What we don't mean

casual, unpolished, salt of the earth

Our tone of voice

While our brand voice is intrinsic and applies to all mediums, our tone is attitudinal, and that can vary depending on the platform.

Light-hearted

Serious

Business casual

  • In general, we strike a “business casual” tone—that is, conversational but never unprofessional.

  • In some applications, like open letters, we are serious but certainly not solemn. Think of it, instead, as being seriously impassioned about our mission, vision, present-day impact.

  • In other applications, like social media posts and blog posts, we have license to be a little more lighthearted. Any humor or playfulness should stay in the realm of dry/witty—not silly/exuberant—and it should be sparing and natural, never forced. Think parenthetical asides and subtle winks as opposed to goofs and exclamation points.

Brand resources

Additional Resources on Brand Positioning and the Argyle Product Framework

© 2025 Argyle Systems Inc.