Who We Are
Roots is a wealth-building platform built on a simple belief: everyone deserves a real path to financial growth, and that path should feel achievable.
Put simply, Roots makes wealth building easy, for all.
We create simple, accessible ways for people to participate in ownership and invest in real assets, making wealth-building more engaging and within reach. Today, Roots is a growing ecosystem that combines an investment platform, financial tools, and education designed to help people make meaningful financial progress over time.
We’re already helping a rapidly growing community take meaningful steps toward building wealth, and we’ve seen that when the experience feels intuitive and rewarding, people actually stick with it. That’s what we’re continuing to build.
Why We Need You
As a Storyteller and Copywriter, you’ll help craft the voice and copy that tells the Roots story. From crafting engaging campaigns and lifecycle messaging to shaping impactful brand and product narratives, you’ll be the person ensuring everything we say feels consistent, on-brand, and unmistakably Roots. You’ll collaborate across Marketing, Brand, Product, and Growth to translate strategy into copy that inspires, educates, and converts.
This role sits at the intersection of creativity, storytelling, and strategy, partnering closely with creative leadership and cross-functional teams to craft human-centered marketing that blends compelling narratives with customer insights to inspire action and lasting engagement.
Role Responsibilities

• Own all marketing copy across paid ads, landing pages, email, SMS, social, website, and platform, writing clear, persuasive, human-centered messaging that drives awareness, engagement, and action while ensuring a unified, on-brand voice everywhere we show up
• Bring storytelling to the forefront by crafting human-first narratives that make our mission, product, and category approachable and exciting, while helping define a distinct brand tone of voice and articulate what makes Roots unique in the market
• Use customer insights, experimentation, and performance data to refine messaging and strengthen how our stories resonate across channels
• Collaborate cross-functionally with Brand, Product, Design, Growth, and Leadership to transform strategy into compelling communication
  

Qualifications

• 2+ years of professional copywriting experience, ideally in marketing, growth, or brand roles
• Bachelor’s degree in a related field preferred, but strong writing samples and proven experience matter most
• A portfolio that shows clear, persuasive, on-brand copy across ads, email, social, websites, and product
• Chronically online and keenly aware of social media trends and in-app behavior (IG, TT, FB)
• Comfort with A/B testing, experimentation, and data-informed decision-making
• Ability to adapt tone and style while keeping the brand voice consistent and recognizable
• Strength in storytelling, message frameworks, and translating strategy into crisp, meaningful copy
• Curiosity, creativity, and a willingness to try new approaches to help us reach more people
• Comedic writing skills
  

At Roots, we're committed to providing equal employment opportunities to all individuals, regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity, or Veteran status. We firmly believe that diversity fuels creativity and innovation, enhancing the quality of our work and the strength of our team. Join us and be part of an inclusive environment where every perspective is valued.
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