Mike Henderson

I’m a financial copy and content writer with a simple passion — helping FIs and business owners create compliant and highly profitable marketing campaigns.

My direct response fundamentals and engaging writing style deliver consistently high conversion rates over the full breadth of the digital marketing funnel. I’ve generated millions of pounds in profits across niches including financial publishing, trading, real estate investment and more. As an example, I wrote one of the most profitable income investment promos globally in 2023 (a royalty offer in the electric vehicle space).

I also believe strongly that marketing ethics and trust are critical considerations for any brand that wants to stand the test of time. For this reason, I’m extremely compliance-conscious in everything that I do. Plus, in contrast to most financial copywriters out there, I’m able to draw on 15 years of front office experience in banking, financial markets and business consulting.

Financial Copywriter
YourConversionPartners & Freelance
(Aug 2019 - Present)
Bath, England, United Kingdom

Pivoted into a financial copywriting role in 2019. During this time I was recruited by YCP -- an elite, award-winning agency of direct response marketers, with £100MM+ in sales.

Key responsibilities & achievements:

➢ Ideation and writing of 6,000-10,000 word sales letter / VSL scripts, plus emails and ad creatives for clients in the investment newsletter and financial markets niches
➢ Collaborate with agency clients to optimise their marketing funnels and maximise CTR, AOV and other important campaign metrics
➢ Successful track record, including a highly profitable electric vehicle income promotion, which is one of the best-performing globally in 2023/24 with over £500k (est.) in sales
➢ Exceptional ‘tone of voice’ skills — hired to write for the personal brands of high-profile marketers including Stefan Georgi and Justin Goff
➢ Proofread and edit junior writers' work to ensure that every piece of creative meets an 'A-grade' copy benchmark

Global Economics Content Lead - Institutional Investor Service
Verisk Maplecroft
(Dec 2013 - Aug 2019)
Bath, England, United Kingdom

Accepted an offer to join Verisk subsidiary Maplecroft in 2013. In this role I was placed in charge of the firm's country-level economic forecasts and written content.

Key responsibilities & achievements:

➢ Generated a steady flow of timely and compelling investment analysis for the consultancy's $100MM+ fund manager and institutional investor clients
➢ Distilled complex economic concepts into easy-to-read, actionable advice for private investors and non-financial firms from all over the world
➢ Led a team of 7 regional economists, playing a content management and quality control role for all of the firm’s global economic research
➢ In late 2014, I was the only economist in the world (of over 50 polled by Bloomberg) to successfully predict that Brazil would start raising interest rates.
➢ Designed and built Verisk’s proprietary Dynamic Macroeconomic Index (DMI) — a real-time global dataset of economic health, covering over 150 countries. The DMI is used by the consultancy’s clients in the fund management and ESG investment spaces.

Emerging Markets Economist
Capital Economics
(Jul 2010 - Dec 2013)
London, England, United Kingdom

Hired by Capital Economics in 2010 as a Latin America and commodities expert. In this role I was able to leverage my extensive experience travelling in the region and fluency in Spanish.

Key responsibilities & achievements:

➢ Contributed to the company’s global publications by writing rapid response (<60 minute turnaround) press releases, as well as longer thematic reports on the latest emerging market developments
➢ Regular commentator in the financial media and extensively quoted in sources such as Bloomberg, Reuters, The Financial Times and The Wall Street Journal
➢ Forecasted growth, inflation, interest rates and other key macro variables for major Latin American countries, including Brazil and Argentina
➢ Interviewed by mainstream TV and radio stations including BBC and CNN on big breaking new stories in the emerging market universe

Commodities Marketer & Trader
ABN AMRO Bank N.V.
(Jan 2005 - Jun 2010)
London, England, United Kingdom

Selected for ABN Amro’s 2005/06 Graduate Development Programme in London & Amsterdam. I trained on multiple desks across financial markets before accepting a full-time position in Commodity Derivatives.

Key responsibilities & achievements:

➢ Played a key role in building our Commodity Exotics business from zero to over £50MM -- by structuring and marketing compliant trade ideas for the bank’s corporate and investor clients 
➢ Traded commodity derivatives and managed the risk exposure of our portfolio across energy, metals, agricultural commodities and foreign exchange (FX) markets
➢ Presented our research and views on oil, gold and other key resources at regional stakeholder conferences in Asia, Europe and Latin America
➢ Personally wrote and produced official RBS ‘Commodity Product Manual’, a 100+ page reference manual used by bank sales and sent to clients globally

University of Nottingham
MSc Economics & Financial Economics
2003 - 2004
Grade: Pass with distinction (1st class honours)