Award-Winning Financial + Retirement Writing

Compelling content for financial and retirement plan services companies

mary toole, financial writer

On Time. On Budget.

I’m a seasoned financial writer, fluent in equities, fixed income, funds, annuities, commercial real estate, alternative assets, retirement plans, life insurance, and other financial industry languages. I write compliant content for print, digital, video, and social media communications.

Many of the companies I work with are leaders in their industries. Each one has a distinct approach to copy and content development. So, I work in the way that my clients ask me to work. I will:


  • Provide copy for a specific project, following explicit instructions, delivering the right tone, and adhering to specific style guidelines.
  • Take the lead within a defined mandate, writing weekly or quarterly commentary, ghostwriting bylined articles, developing content for product launches and marketing campaigns, and researching and writing white papers and thought-leadership articles.
  • Participate in the creative process, by 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.

My Work

Market, economic, and product commentaries

My current projects include writing weekly market and economic commentary for a retail audience, reading attribution reports to write monthly and quarterly fund commentaries, and contributing to market research reports.

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

— Founder, Annuity distribution firm

White papers and thought-leadership articles

I’ve researched and written white papers and thought-leadership articles on diverse topics. I recommend using this type of long-form content for shorter articles, blog posts and digital content. It’s a wise way to maximize the return on your content investment.

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

— President, Financial training company

Ghost-written bylined articles

I’ve ghostwritten articles for industry leaders that have appeared in Forbes, Bloomberg Markets, MarketWatch, ThinkAdvisor, Plan Consultant, Journal of Pension Benefits, Plan Sponsor, 401(k) Specialist, PlanAdviser and other print and digital publications.

“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, although some still go to print. I write websites, blog posts, education programs, newsletters, marketing campaigns, books and e-books, and other types of materials. The audiences I write for include retail investors, advisors, wholesalers, retirement plan consultants, plan participants and plan sponsors.

“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

I write websites and blogs for financial and retirement companies. I’m not an SEO expert, but I understand the importance of key words, title tags, and meta descriptions.

“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

Understanding how adults learn helped me write more 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, newsletter articles, and e-books

Publishing a book is a good way to establish yourself as an expert in your field. I’ve helped several industry professionals write print and digital books.

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

— Senior Editor, Investment management firm

My clients 

Lincoln Investment Planning

Northwestern Mutual

NorthStar Securities

T. Rowe Price

United Capital Financial Partners

WealthVest Marketing

Wells Fargo Advisors

Yipit Data

Award-winning communications

Projects I’ve participated in have won awards from:

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