Duncan Madden

Copywriter • Digital consultant • Travel writer


Vestd is an online equity distribution startup that makes it quick, easy and cheap for businesses to distribute shares online to team members, employees and customers to reward loyalty and incentivise loyal advocates.

Creative and digital strategist and copywriter

I joined Vestd as part of its startup team of six, prior to launch. Together we built a groundbreaking, world-first platform and thriving user community. 

I owned all site content while simultaneously working on the Vestd brand to create a compelling tone of voice and commercial and marketing materials, in collaboration with brand consultancy BrandCap. 

Acting as a startup consultant, I also guided new businesses joining Vestd on how to present themselves, describe their business proposition successfully and engage with the community to achieve their goals.


  • Web copy
  • UX consulting
  • Marketing & social strategy
  • Brand & voice guidelines
  • Legal documentation for FCA authorisation
  • Startup liaison and best practice guidance
  • Press & PR 
  • Vestd blog
  • Meet Vestd video script 

Other pages and assets…

Duncan has been a key member of the Vestd team since before launch. He’s helped shape our voice and refine our brand, and has brought his considerable experience to bear in co-planning and implementing our early social and content strategies. And as a freelancer he provides an invaluable outsider perspective to challenge our thinking.
— Naveed Akram | Co-founder | Vestd

Having taken the time to understand what we were trying to achieve at Vestd, Duncan helped us create our voice and tone… He understands the essence of our business and can now write for us almost intuitively.
— Ifty Nasir | Co-founder | Vestd