mstrmnd – AI Proposal System Copywriting

Role: Brand Copywriter & SaaS Content Strategist

Deliverables: Copy for oyalty calculator - UX copy - brand messaging

Overview: mstrmnd is a UK-based SaaS company providing digital loyalty solutions through Apple and Google Wallet. I was brought on to develop clear, conversion-focused messaging that simplified a technically complex product while building trust with local business owners. This project focused on creating an AI-driven proposal page that dynamically generates personalised business proposals using location, revenue, and transaction data. Link to test example of Ai proposal generator:

Strategic Approach:

• Crafted a homepage narrative focused on the customer journey — highlighting pain points like customer drop-off, then guiding users toward a solution through benefits, proof, and soft-sell CTAs

  
  

• Anchored key messages with data-backed headlines (e.g., “9x retention after second visit”) to build instant trust and communicate ROI

  
  

• Developed content for a modular, AI-powered proposal template that adapts to various industries and business types — including prewritten copy blocks, feature explanations, and plan suggestions

  
  

• Wrote copy for an interactive ROI calculator tool, allowing users to estimate customer retention value based on visit frequency and spend

  
  

• Worked with UX and design teams to test copy length, CTA placement, and conversion paths on both mobile and desktop interfaces
  

Result:

• Reduced proposal creation time from ~30 minutes to under 2 minutes

• Enabled sales to send 3–5× more proposals per week

• Improved outbound response rate when proposals were personalised

The messaging became the foundation for mstrmnd’s brand identity and is now used across web, outbound sales assets, and automated proposals — enabling scalable outreach while maintaining a tailored, high-converting experience for potential clients.