Bradesco | FGTS Anniversary Withdrawal

Context I worked as a UX Writer / Content Designer in the development of a landing page for Bradesco's FGTS Anniversary Withdrawal Advance product — a financial solution that allows workers to access their FGTS balance in advance, with installments automatically deducted from their annual withdrawal. --- The Product The FGTS Anniversary Withdrawal Advance is a credit line tied to the worker's FGTS fund. The product allows users to receive a portion of their future balance upfront, while Bradesco deducts the installments directly from the annual FGTS anniversary withdrawal. The landing page was the main entry point for users interested in the product — responsible for explaining how it works, addressing doubts, and converting visitors into applicants. --- The Challenge The product involved concepts that were unfamiliar to a large part of the Brazilian population: - What is the FGTS Anniversary Withdrawal modality? - How does the advance work? - What does it mean to have installments deducted from the FGTS? - What happens to my FGTS if I'm laid off? In addition to financial literacy challenges, the content needed to comply with regulatory requirements and Bradesco's legal guidelines — without becoming technical or intimidating. The goal was to create clear, trustworthy content that guided the user from the first contact to the conversion decision. --- My Role I was responsible for the entire content of the landing page — from the page structure to the copywriting of each section, including: - Hero and value proposition - Product explanation in simple and accessible language - Progressive FAQ structure - Legal disclaimers adapted for readability - CTAs throughout the page --- Process Diagnosis Before starting to write, I conducted an analysis of: - Competitor landing pages for similar products (Caixa, Nubank, PicPay) - Real user questions from Bradesco's support channels about FGTS - Regulatory documents and legal requirements for the product Content Planning I structured the page following a narrative logic: 1. Hook: what is this product and why is it relevant to you? 2. How it works: simple explanation with visual support 3. Who can apply: clear eligibility criteria 4. FAQ: real questions answered in plain language 5. CTA: direct and low-friction conversion Content Design I adopted a progressive Q&A structure throughout the page — each section was designed to answer a potential question the user might have at that point in the journey. This approach reduced cognitive load and made complex financial concepts easier to understand without over-simplifying them. --- Decisions - Using "your FGTS" instead of "the FGTS balance" to create a sense of ownership and proximity - Avoiding banking jargon wherever possible, opting for everyday language - Structuring legal disclaimers as explanatory notes rather than fine print — visible but not intimidating - Choosing CTAs that reflected the user's actual intent ("Simulate my advance" instead of "Apply now") --- Results - Landing page approved by Bradesco's legal and compliance teams with minimal revisions - Content adopted as the reference standard for subsequent FGTS-related products within the bank - Positive feedback from UX Research: users demonstrated higher comprehension of the product in usability tests conducted after launch --- My Role - UX Writing / Content Design - Content strategy for a financial product - Copywriting for the full landing page - Alignment with legal and compliance teams - Collaboration with design and development squads