Award-Winning Financial + Retirement Writing
Compelling, compliant content that engages, educates, and wins clients
Welcome!
I’m Mary Toole, an experienced freelance writer for financial and retirement plan services companies. I partner with marketing and content teams to develop compliant content that communicates complex ideas clearly.
I’m knowledgeable about products ranging from retirement plans to REITs, and I write everything from websites to white papers.
My clients include leaders in their fields – asset managers, retirement plan providers, coaching firms, product distributors, and financial advisory firms – and some have won awards for our work.
If your team is looking for writing support, get in touch.
Award-Winning Content
My Work
Thought-leadership content
White papers, articles, and blogs that educate, share ideas, and establish authority.
Commentary and market research
Weekly market commentary that advisors send to clients, monthly and quarterly investment commentaries that asset managers provide to retail and institutional investors, and market research that provides actionable insights to institutional investors.
Digital content
SEO optimized websites and blogs that help your firm get cited in AI searches.
Plan sponsor and participant communications
Enrollment, education, and regulatory content that improves plan design, participant understanding, and retirement outcomes.
Marketing content
Campaigns that engage, educate, build trust, and drive measurable results.
Ghostwriting
Books and e-books, and articles that have been published in:
- Forbes,
- Bloomberg Markets,
- Plan Consultant,
- MarketWatch,
- ThinkAdvisor,
- Journal of Pension Benefits,
- Plan Sponsor,
- 401(k) Specialist, and
- LinkedIn.
Training and internal communications
Materials that educate wholesalers, advisors, and employees—supporting performance and compliance.
How it works
For clients that have established workflows, I integrate seamlessly into your process, following the creative brief, adhering to brand and style guidelines, and delivering polished content. I frequently contribute to the creative process—brainstorming timely ideas, clarifying key messages, collaborating with design and web development teams, and developing editorial and task calendars.
If your firm is building a marketing system, I can provide insight and help you deliverIf effective content. you need support with web or graphic design, I’ll refer you to trusted, highly qualified experts.
1.
We talk.
2.
I develop an ou
tline/ draft.
3.
You review, edit, and offer feedback.
4.
I revise, incorporating 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
Lincoln Investment Planning
Northwestern Mutual
NorthStar Securities
OTR Global
T. Rowe Price
United Capital Financial Partners
WealthVest Marketing
Wells Fargo Advisors
Yipit Data
About Mary Toole
I started my career on the road, traveling four days a week, wholesaling financial products. When I was ready to settle down, I joined Strong Retirement Plan Services as an educator and later became Director of Retirement Education and Communication. At Strong, I helped develop an award-winning retirement education program. I began freelancing in 1999.
My favorite pastimes include reading books, writing poetry, and hiking trails. I swim a lot of laps, find humor in fainting goat videos, and delight in my family.
My abbreviated CV:
Freelance copywriter, 1999 to present
Senior Reporter, OTR Global (Now BWG Global), 1998-2007
Director Retirement Education and Communication, Educator, Strong Retirement Plan Services, 1995-1998
Wholesaler, SVP, MFS, 1994-1995
Wholesaler, SVP, Govett, 1991-1994
Regional Director, Wholesaler, Nuveen, 1985-1991
Strategic resources
When projects require additional resources, I turn to Catherine, Susie, and Bob.
Catherine Futoma
Freelance copywriter, editor, and proofreader
Susie Baity
Website Design & Development
Bob Quast
Freelance designer, art director, and creative consultant