Message · output 20 of 34
Message drift: whether the surfaces still say the agreed thing.
Every surface's copy compared against the messaging sheet, cell by cell. Out come fixes with locations and owners, not a meeting about consistency.
Message driftOutput 20 · MESSAGE
In
every surface, against the agreed matrix
↓
Out
Surface against agreed line
Where it drifted, ranked by who sees it
The fix, with an owner
What you know at the end
Which surfaces stopped saying the line you agreed.
What it cannot tell you
Whether the agreed line was right in the first place.
How it gets made
What goes in
Every live surface
The messaging sheet
Decks and emails
What the field actually says
Quoted verbatim, both sides
→
What comes out
The drift map and fixes
Strikethrough rewrites, owned
→
How long
1day
per full sweep
monthly on core surfaces
The output, in full
Built on WealthKarma, a retirement app for Gulf expats. Every count is real and every gap is marked as a gap.
Message drift12 lines × 5 surfaces · 1 cell matches · 20 Aug 2026
Monthly on core surfaces. Full sweep after any repositioning.
01 · The drift map
HOMEEMPLLEARNDECKPITCH
The elevator pitch
Two minutes to the first step
See every gap you have
Know your gratuity
Handles the money
Their partner
The friend they ask
HR: nine areas in one benefit
Budget: the price line
Legal: education, not advice
Runs benefits today
The employee
1cell of sixty says the agreed line in the agreed words
5of the twelve lines appear on no surface at all
1surface says the opposite of its line, the employers page on advice
Says it Same idea, other words Says the opposite Not carried
02 · Where it hurts
The cellWho sees it
01Homepage × the elevator pitch
02Employers page × the legal line
03Homepage × two minutes
04Old pitch × the elevator pitch
05Employers page × the employee line
03 · What the surfaces say that the matrix doesn't
“Be Wise, Grow Well, Live Wealthy”Homepage hero
“Trusted financial experts”Employers page
“$250B · 58% · 87%”Employers page stats
“Lowest in market”Deck, fees slide
Matrix revision candidate · 3 surfaces voted
Shariah-compliant investing
On the homepage modules, the employers page list and a learning centre guide. The matrix never mentions it.
04 · The fix
Ship what exists“Be Wise, Grow Well, Live Wealthy” The homepage copy in the positioning report. Written, approved, unshipped.
Same fix as claim check“Unlimited 1:1 access to financial advisors” Education in the app. Advice only from licensed advisers, booked per call.
Pick one number“3 mins BITE-sized modules” Two minutes, everywhere, or change the matrix to three.
Retire the old pitch“85% of expats… 30M+ expats…” The matrix pitch: there is no pension here. You get a cheque when you leave.
Matrix revisionAdd Shariah-compliant investing to the matrix. Three surfaces already voted.
05 · The finding
One cell in sixty matches the matrix. The homepage rewrite already exists in the positioning report and has not shipped.
06 · What can't be known
The matrix is three days old and the site predates it. This run measures the age of the copy, not the discipline of the team.
Emails, ads and what sales says in the room were not read. Five surfaces were.
Some empty cells are deliberate. Not every surface owes every line.
Where it sits
Research
Compete
Position
Message
Launch
Measure
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