Brands over time

Kroo
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

67 of Kroo's own blog posts, press releases and announcements, 2020 to 2023, measured sentence by sentence, 6 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 17 other banks, and what it sounds like in its own words.

Pages measured
67
Years covered
2020–23
Archived before ChatGPT
6
Blog · press
61 · 6

01 · Homepage

One capture a year

Kroo's homepage from 2020 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026kroo.com9 Jun 2026
Kroo homepage, 9 Jun 2026

Screenshot of Kroo’s homepage (kroo.com) as archived by the Internet Archive on 9 Jun 2026. © Kroo or its licensors. Shown for comparison and review; not endorsed by Kroo.

Homepage

2026

“Is your money lazy?”

Page title

Kroo Bank | Home

Open on the Internet Archive
  1. 2020Making money social
  2. 2022Join the new dawn of banking.
  3. 2023Who you bank with matters.
  4. 2025Is your money lazy?

7 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
5
10
15
Banks avg 14.4
14.0
14.0
12.1
13.7
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
20202 pp
20212 pp
20222 pp
20231 pp
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
202014.02
202114.02
202212.12
202313.71

Years with pages: 2020 (2), 2021 (2), 2022 (2), 2023 (1). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Kroo among banks

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Questions

    53% more than its sector

    4.6 against a sector average of 3.0; 2nd highest of 16.

  2. Contractions

    32% more than its sector

    20.9 against a sector average of 15.8; 2nd highest of 16.

  3. "You"

    17% more than its sector

    56% against a sector average of 47%; 5th highest of 16.

Sentence length3rd lowest of 16
Kroo 13.1
11.818.6
Contractions2nd highest of 16
Kroo 20.9
9.428.7
"You"5th highest of 16
Kroo 56%
18%76%
"We"Mid-table, 10th of 16
Kroo 41%
19%77%
Questions2nd highest of 16
Kroo 4.6
0.65.2
Long words5th lowest of 16
Kroo 24%
20%30%
Em dashesMid-table, 8th of 16
Kroo 2.05
1.263.96
AI-associated wordsHighest of 16
Kroo 2.27
0.342.27
Exclamations2nd highest of 16
Kroo 2.48
0.023.75
Page lengthMid-table, 8th of 16
Kroo 961
5261,935

Pages measured: Metro Bank 145 · TSB 170 · Virgin Money 73 · The Co-operative Bank 40 · Chase UK 3 · Zopa 208 · Atom bank 306 · Kroo 67 · Skipton Building Society 107 · Coventry Building Society 2 · Lloyds Bank 210 · Nationwide 91 · Monzo 219 · Barclays 213 · NatWest 292 · Starling Bank 298 · Santander 114 · HSBC 111. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · Vocabulary

Words Kroo uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

mastercard24.8 vs 0.7
marketing54.1 vs 6.7
clicking19.9 vs 0.5
remembering19.3 vs 0.2
repeat19.3 vs 0.2
volunteering18.7 vs 0.2
controlled19.3 vs 0.2
visits19.3 vs 0.2
user22.4 vs 1.4
scott17.3 vs 0.7
reading19.0 vs 1.0
impersonation15.0 vs 0.5
KrooSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 67 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

201826 Jun · Blog
“Here at B-Social we launched our live app on June 26th 2018 and since then, we’re on a mission to make money as social as your lives. We believe that financial life today is rarely confined to solitary spending and saving, but involves collaboration and sharing with our friends and family. B-Social allows customers to create groups...”
Kroo Bank
201826 Jun · Blog
“Here at B-Social we launched our live app on June 26th 2018 and since then, we’re on a mission to make money as social as your lives. We believe that financial life today is rarely confined to solitary spending and saving, but involves collaboration and sharing with our friends and family. B-Social allows customers to create groups...”
Kroo Bank
2023 · Blog
“#InternationalWomensDay2023 is all about embracing equity. To celebrate this, we want to amplify the voices of five female leaders at Kroo who are smashing through the glass ceiling.”
Kroo Bank
202315 Oct · Blog
“What springs to mind when you think of the word ‘tracker’? Mortgages, right? Well, tracker interest rates have historically been associated with mortgages, yes. And that’s because the interest rate ‘tracks’ (i.e. moves in relation to) the Bank of England Base Rate. Now, consider how a tracker interest rate could be applied to your current...”
Kroo Bank

06 · Every page

All 68 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 67 count towards the measures; the rest were not measured (1 pdf report (annual report, info pack)). Pages with no reliable date count in the overall numbers but in no year.

20231 page
20222 pages
20212 pages
20202 pages
In the overall numbers, no year60 pages
  • Kroo Bank13 May 2026 · press · 454 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Kroo Bank15 Oct 2023 · blog · 632 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Kroo Bank26 Jun 2018 · blog · 725 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Kroo Bankundated · announcement · 759 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · announcement · 581 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · announcement · 710 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · announcement · 969 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · press · 447 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 669 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 594 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 855 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 836 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 760 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,230 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,729 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 747 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 968 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 691 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 942 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,115 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 917 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 677 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,848 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 595 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 791 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,128 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 769 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 487 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,205 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 919 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,025 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 613 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 561 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 942 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,305 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,492 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 636 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 892 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 821 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,010 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 687 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 825 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 718 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 2,127 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 893 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 845 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,242 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,057 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 899 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 981 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 875 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,053 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,340 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 909 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,142 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 1,665 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 758 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 620 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 814 wordsNo date found: in the overall numbers, not in any year
  • Kroo Bankundated · blog · 825 wordsNo date found: in the overall numbers, not in any year
Not measured1 page

07 · Method

How this was measured

The pages

Kroo's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.