Digital
Voice
At Ria, we speak with a Purposeful voice. The purposeful voice is one you can trust to be there all day, every day. It's a voice that gets things done, challenges conventional thinking and is on your side no matter what. As a brand, we are driven, caring, clear, and capable.
Driven
We care deeply about making life better for our customers and the people they support. Our voice should show purpose, energy, and momentum—without sounding aggressive or overly promotional.
Clear
We don’t use big words to sound smart. We use simple, accessible language to help people quickly find what they need and feel confident taking action. Our tone is straightforward and free of jargon.
Caring
We lead with empathy and compassion. We are people serving people and are sensitive to each and everyone’s individual experiences and needs. We understand that sending money can be personal, so we write in a way that feels warm, relatable, and sincere.
Capable
People trust us to handle their hard-earned money and deliver it in safe hands. That’s why we make sure to take care of every last detail. We are confident, competent, and thoughtful. Our voice reflects our reliability and deep expertise in moving money across borders.
Tone
Though our voice never changes, we do need to adjust our tone depending on the context. For the most part, we'll switch between being bold, supportive, and universal.
1
Bold
We’re resourceful and confident. We don’t just follow industry norms—we set them. Use crisp, strong language to show what makes us better and different. Say things with energy and purpose.
2
Supportive
Our customers rely on us. That means our words should be helpful, reassuring, and grounded in understanding. Write like a trusted guide: clear, calm, and kind—especially when things go wrong.
3
Globally human
We’re a brand that spans cultures, languages, and life experiences. So our tone is always inclusive, accessible, and down-to-earth. We meet people where they are—with respect, humility, and clarity.
© 2025 Dandelion Payments, Inc. All Rights Reserved.
v1.0
Digital
Voice
At Ria, we speak with a Purposeful voice. The purposeful voice is one you can trust to be there all day, every day. It's a voice that gets things done, challenges conventional thinking and is on your side no matter what. As a brand, we are driven, caring, clear, and capable.
Driven
We care deeply about making life better for our customers and the people they support. Our voice should show purpose, energy, and momentum—without sounding aggressive or overly promotional.
Clear
We don’t use big words to sound smart. We use simple, accessible language to help people quickly find what they need and feel confident taking action. Our tone is straightforward and free of jargon.
Caring
We lead with empathy and compassion. We are people serving people and are sensitive to each and everyone’s individual experiences and needs. We understand that sending money can be personal, so we write in a way that feels warm, relatable, and sincere.
Capable
People trust us to handle their hard-earned money and deliver it in safe hands. That’s why we make sure to take care of every last detail. We are confident, competent, and thoughtful. Our voice reflects our reliability and deep expertise in moving money across borders.
Tone
Though our voice never changes, we do need to adjust our tone depending on the context. For the most part, we'll switch between being bold, supportive, and universal.
1
Bold
We’re resourceful and confident. We don’t just follow industry norms—we set them. Use crisp, strong language to show what makes us better and different. Say things with energy and purpose.
2
Supportive
Our customers rely on us. That means our words should be helpful, reassuring, and grounded in understanding. Write like a trusted guide: clear, calm, and kind—especially when things go wrong.
3
Globally human
We’re a brand that spans cultures, languages, and life experiences. So our tone is always inclusive, accessible, and down-to-earth. We meet people where they are—with respect, humility, and clarity.
© 2025 Dandelion Payments, Inc. All Rights Reserved.
v1.0
Voice & Tone
Voice
At Ria, we speak with a Purposeful voice. The purposeful voice is one you can trust to be there all day, every day. It's a voice that gets things done, challenges conventional thinking and is on your side no matter what. As a brand, we are driven, caring, clear, and capable.
Driven
We care deeply about making life better for our customers and the people they support. Our voice should show purpose, energy, and momentum—without sounding aggressive or overly promotional.
Clear
We don’t use big words to sound smart. We use simple, accessible language to help people quickly find what they need and feel confident taking action. Our tone is straightforward and free of jargon.
Caring
We lead with empathy and compassion. We are people serving people and are sensitive to each and everyone’s individual experiences and needs. We understand that sending money can be personal, so we write in a way that feels warm, relatable, and sincere.
Capable
People trust us to handle their hard-earned money and deliver it in safe hands. That’s why we make sure to take care of every last detail. We are confident, competent, and thoughtful. Our voice reflects our reliability and deep expertise in moving money across borders.
Tone
Though our voice never changes, we do need to adjust our tone depending on the context. For the most part, we'll switch between being bold, supportive, and universal.
1
Bold
We’re resourceful and confident. We don’t just follow industry norms—we set them. Use crisp, strong language to show what makes us better and different. Say things with energy and purpose.
2
Supportive
Our customers rely on us. That means our words should be helpful, reassuring, and grounded in understanding. Write like a trusted guide: clear, calm, and kind—especially when things go wrong.
3
Globally human
We’re a brand that spans cultures, languages, and life experiences. So our tone is always inclusive, accessible, and down-to-earth. We meet people where they are—with respect, humility, and clarity.
© 2025 Dandelion Payments, Inc. All Rights Reserved.
v1.0