Award-Winning Financial + Retirement Writing

Compelling content for financial and retirement plan services companies

mary toole, financial writer

On Time. On Budget.

For almost three decades, Toole Bertz & Associates has written compliant content for financial companies, including traditional and alternative asset managers, retirement plan services providers, custodians, coaching companies, RIAs, and family offices.

As the company’s primary writer, I have developed sales, marketing, and educational content related to retirement plans, financial planning, practice management, asset allocation, equities, fixed income, annuities, life insurance, real estate, and alternative assets.

Award-winning communications

My Work

Market, economic, and product commentaries

Commentary is a smart way to stay in touch with your clients. I write market and economic commentary that advisors send to clients each week, as well as monthly and quarterly investment commentaries.

“Mary is an indispensable resource for our company… She is in a category by herself.”

— Founder, Annuity distribution firm

Thought-leadership pieces and white papers

If you’re on the cutting edge and want to share your knowledge, I’m happy to help. I’ve researched and written dozens of white papers and thought-leadership articles.

“Mary is the perfect blend of creative thinker, subject matter expert and business professional…”

— President, Financial training company

Ghost-written bylined articles

All too often financial professionals have important ideas that remain unshared because they’re not confident writers. I’m happy to help you overcome that hurdle. I’ve ghostwritten articles for industry leaders that have been published through:

  • Forbes
  • Bloomberg Markets
  • Plan Consultant
  • MarketWatch
  • ThinkAdvisor
  • Journal of Pension Benefits
  • Plan Sponsor
  • 401(k) Specialist

“Mary has always been able take complex ideas and products and make them easy to read and relatable for institutional and consumer audiences.”

Director, Financial services firm

photo grid of digital marketing materials written by toole bertz, llc

Digital and print marketing materials

Most of the materials I write are digital – websites, blog posts, education programs, newsletters, marketing campaigns, e-books, and more – although some still go to print.

“When you work with Mary, it’s clear that she cares about delivering the best quality product…”

— Client Manager, Financial communications firm

Websites, blog posts, and social media

It can be challenging to write copy about yourself and your company. All too often, people downplay their strengths instead of communicating the value of their services. I help my clients focus on what’s important.

“The real indication of Mary’s success is seen in the positive responses we continue to get to our newsletters and website…”

Director of marketing, Financial services company

photo grid of training programs written by toole bertz, llc

Training programs, video scripts, and presentation decks

I understand how adults learn and that helps me write effective presentations, training programs and workbooks.

“Mary is an invaluable resource for our team and our clients… We know we can trust her to get the job done right.”

— Managing Director, Financial communications firm

Ghostwritten books and e-books

Who doesn’t dream of writing a book? In the financial and retirement industries, it’s a good way to establish yourself as an expert in your field. I’ve helped several industry professionals write books and e-books.

“Mary’s work for my publication has been exemplary…I think of her as my secret weapon!”

— Senior Editor, Investment management firm

How it works

For clients with established content processes and guidelines, I follow the creative brief, adhere to style guidelines, and deliver polished content. Often, I participate in the creative process, brainstorming timely ideas, distilling key messages, collaborating with internal design and web development teams, creating editorial and task calendars, and writing, revising, and editing content.  If you need help with web or graphic design, I can refer you to a qualified expert.


We talk.

At the start of every project, we’ll communicate about your goals, your target audience, key points, time frames, and other essential information.


I develop an outline/draft.

Depending on how long we’ve been working together, I’ll develop an outline or a first draft.


You review the outline/draft.

Your team reviews the copy, makes edits, and offers comments.


I revise the outline/draft.

I incorporate the edits and send a draft that’s ready for compliance to review.

My clients 

401(k) Marketing

AIG SunAmerica

Bank of the West

Baseline Partners

Carson Group Coaching

Lincoln Investment Planning

Maximum Impact Partners

Northwestern Mutual

NorthStar Securities

OTR Global

The Sequoia System

T. Rowe Price

United Capital Financial Partners

WealthVest Marketing

Wells Fargo Advisors

Yipit Data

a stack of books about writing style from the library of toole bertz & assoc, llc

About me

The first dozen years of my career were spent on the road, wholesaling financial products for Nuveen, Govett, and MFS.

After I had my first child, travel lost its allure. So, I joined Strong Retirement Plan Services where I became the Director of Education Communications. At Strong, I learned how adults learn and helped develop an award-winning retirement education program.

After my second child was born, time became even more precious. I did not have access to Hermione Granger’s time-turner, so I started a business of my own. Since 1999, I’ve been writing copy and content for, and offering consulting services to, diverse companies within the financial and retirement services industries.

Reading is one of my favorite pastimes, along with writing poetry, and hiking trails. I find calm in yoga, humor in fainting goat videos, and delight in my family.

Strategic resources

When projects require additional resources, I turn to Catherine, Susie, and Bob.

Susie Baity, Founder SApient Daisy, LLC

Catherine Futoma

Freelance copywriter, editor, and proofreader

Susie Baity, Founder SApient Daisy, LLC

Susie Baity

Website Design & Development

bob quast headshot

Bob Quast

Freelance designer, art director, and creative consultant

Get in touch