About Fam (previously FamPay)
Fam is India’s first payments app for everyone above 11. FamApp helps make online and offline payments through UPI and FamCard. We are on a mission to raise a new, financially aware generation, and drive 250 million+ young users in India to kickstart their financial journey super early in their life.
We’re reimagining how the next generation experiences fintech—going beyond payments to build a lifestyle brand that blends money, identity, and everyday experiences into one seamless, intuitive journey.
Founded in 2019 by IIT Roorkee alumni, Fam is backed by some of the most respected investors around the world like Elevation Capital, Y-Combinator, Peak XV (Sequoia Capital) India, Venture Highway, Global Founder’s Capital and the likes of Kunal Shah, Amrish Rao as angel investors.
About this Role
You don't come across a company every day that obsesses over every word a user reads. At Fam, copy isn't an afterthought. It's a core part of the product and brand experience.
With a product built for teenagers, every word matters. From in-app nudges and push notifications to performance ads and social campaigns, the right copy can make experiences feel intuitive, trustworthy, and genuinely exciting.
We're looking for a sharp, versatile Copywriter who can own the written voice of Fam across surfaces. Someone equally comfortable writing a push notification that drives action as they are ideating a campaign concept or scripting a reel. You'll work closely with Product, Design, Growth, and Marketing teams to craft copy that's clear, on-brand, and built for a Gen-Z audience that has zero tolerance for boring.
If you can go from a blank doc to a finished brief fast, think in campaigns and copy simultaneously, and believe that a single sentence can make or break a user moment, you'll fit right in.
Must Haves
Under-graduate degree (preferably in communication, media, design, journalism, or marketing)
2–4 years of experience in copywriting, content, CRM, or creative roles
Strong portfolio showcasing a range of copy, in-app, campaign, social, and/or performance
Experience writing push notifications, in-app communication, mailers, and promotional campaigns
Ability to turn briefs around quickly and confidently, without compromising on quality
Comfortable working across formats, short-form copy, long-form content, scripts, and everything in between
Strong collaboration skills with product, design, and growth teams
Good to have
Experience with fintech or consumer internet brands
Understanding of Gen-Z communication styles and internet culture
Familiarity with performance marketing copy (Meta, Google ads) and what makes it convert
Basic understanding of product metrics and experimentation (CTR, open rates, conversions)
Experience writing website content, landing pages, or scripts for video/social content
Ability to balance brand tonality with clarity and conversion goals
On the Job
Own in-app copy across the product, onboarding, nudges, error messages, banners, tooltips, empty states, and transactional communication
Write push notifications, mailers, and lifecycle CRM communication that drive real engagement and retention, consistently and at pace
Ideate and execute creative campaigns for social media, working closely with design and brand to bring concepts to life
Write performance ad copy across formats (static, video, carousels) that's sharp, tested, and built to convert
Contribute to website copy, landing pages, and other brand touchpoints that reflect Fam's voice
Script content for social and in-app video formats when needed
Jump on ad-hoc briefs with speed and confidence, whether it's a seasonal moment, a product launch, or an ops emergency
Collaborate with growth and product teams to experiment and optimise copy across CRM and product surfaces
Participate in campaign ideation, bringing creative strategy and execution together
Help evolve and maintain Fam's overall tone of voice across every surface it lives on
Why join us?
Be part of a high-energy, creatively driven team shaping the face of a growing brand
High-impact role where your creative decisions will directly shape the experience for 10M+ users
Get creative freedom and room to experiment
Collaborate with a team that values bold ideas and good vibes
Access to the latest tools, resources, and inspiration to grow your craft
