“On 6 April 2016, the Government introduced Flexible ISAs and tax-free Personal Savings Allowance (PSA) on the interest you earn on your savings and interest paying bank accounts. Both were designed to help savers make more of their hard-earned money.”Flexible ISA
Virgin Money
over time
Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022
73 of Virgin Money's own blog posts, press releases and announcements, 2022 to 2025, measured sentence by sentence, 1 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
- 73
- Years covered
- 2022–25
- Archived before ChatGPT
- 1
- Blog · press
- 73 · 0
01 · Homepage
One capture a year
Virgin Money's homepage from 2000 to 2025, 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.
Screenshot of Virgin Money’s homepage (uk.virginmoney.com) as archived by the Internet Archive on 16 Aug 2025. © Virgin Money or its licensors. Shown for comparison and review; not endorsed by Virgin Money.
Homepage
2025
“Regular Saver Exclusive”
Page title
Online Banking: Personal & Business | Virgin Money UK
- 2017A CARD THAT FITS IN ANYWHERE
- 2018Welcome to Virgin Money
- 2024Inflate your current account rate
- 2025Regular Saver Exclusive
11 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.
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Sentence length | Pages |
|---|---|---|
| 2022 | 12.7 | 1 |
| 2025 | 18.1 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Sentence rhythm | Pages |
|---|---|---|
| 2022 | 0.66 | 1 |
| 2025 | 0.61 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Contractions | Pages |
|---|---|---|
| 2022 | 20.4 | 1 |
| 2025 | 11.9 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | "You" | Pages |
|---|---|---|
| 2022 | 60% | 1 |
| 2025 | 89% | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | "We" | Pages |
|---|---|---|
| 2022 | 36% | 1 |
| 2025 | 11% | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Questions | Pages |
|---|---|---|
| 2022 | 3.4 | 1 |
| 2025 | 1.6 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Exclamations | Pages |
|---|---|---|
| 2022 | 0.00 | 1 |
| 2025 | 0.54 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Long words | Pages |
|---|---|---|
| 2022 | 26% | 1 |
| 2025 | 16% | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Em dashes | Pages |
|---|---|---|
| 2022 | 0.00 | 1 |
| 2025 | 7.57 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-associated words | Pages |
|---|---|---|
| 2022 | 0.00 | 1 |
| 2025 | 0.54 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-era marketing words | Pages |
|---|---|---|
| 2022 | 0.00 | 1 |
| 2025 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Quieter LLM-favoured words | Pages |
|---|---|---|
| 2022 | 0.00 | 1 |
| 2025 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-associated sentence shapes | Pages |
|---|---|---|
| 2022 | 0.00 | 1 |
| 2025 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Page length | Pages |
|---|---|---|
| 2022 | 294 | 1 |
| 2025 | 1,850 | 1 |
Years with pages: 2022 (1), 2025 (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
Virgin Money 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.
"You"
61% more than its sector
76% against a sector average of 47%; highest of 16.
"We"
61% less than its sector
19% against a sector average of 47%; lowest of 16.
Questions
49% more than its sector
4.5 against a sector average of 3.0; 3rd highest of 16.
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 Virgin Money 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.
apps33.6 vs 1.6
notice39.2 vs 3.3
play41.3 vs 4.1
collecting19.1 vs 0.2
google31.5 vs 3.0
displaying19.1 vs 0.1
app92.4 vs 21.2
step34.7 vs 4.3
guide34.2 vs 4.3
apple20.6 vs 1.7
mobile50.6 vs 9.3
brighter11.1 vs 0.2
Virgin MoneySector peers
Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 73 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.
“On 6 April 2016, the Government introduced Flexible ISAs and tax-free Personal Savings Allowance (PSA) on the interest you earn on your savings and interest paying bank accounts. Both were designed to help savers make more of their hard-earned money.”Flexible ISA
“Accidental death benefit covers you where a bodily injury is sustained caused by accidental, violent, external and visible means, and is the sole cause of death.”Accidental Death Benefit
“Accidental death benefit covers you where a bodily injury is sustained caused by accidental, violent, external and visible means, and is the sole cause of death.”Accidental Death Benefit
“Sorting out money matters can seem daunting but breaking it down into smaller goals is more manageable and makes them a lot more achievable. Check out our 2025 month-by-month guide to financial fitness.”Give your money a makeover in 2025
“Sorting out money matters can seem daunting but breaking it down into smaller goals is more manageable and makes them a lot more achievable. Check out our 2025 month-by-month guide to financial fitness.”Give your money a makeover in 2025
06 · Every page
All 78 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 73 count towards the measures; the rest were not measured (1 pdf report (annual report, info pack), 4 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.
20251 page
- Give your money a makeover in 20252025 · blog · 1,850 words
20221 page
- Accidental Death Benefitby Nov 2022 · blog · 294 words · archived
In the overall numbers, no year71 pages
- How to make a claim23 May 2017 · blog · 176 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Flexible ISA6 Apr 2016 · blog · 1,654 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Transfer money between your accountsundated · blog · 407 wordsNo date found: in the overall numbers, not in any year
- Online fraud: how can I protect myself?undated · blog · 1,976 wordsNo date found: in the overall numbers, not in any year
- How to set up alertsundated · blog · 349 wordsNo date found: in the overall numbers, not in any year
- How to cope with financial Difficultiesundated · blog · 1,224 wordsNo date found: in the overall numbers, not in any year
- How we retired in our 40sundated · blog · 1,300 wordsNo date found: in the overall numbers, not in any year
- Fight Financial Fear With Your Bank Accountundated · blog · 1,358 wordsNo date found: in the overall numbers, not in any year
- Brighter Money - Article not foundundated · blog · 713 wordsNo date found: in the overall numbers, not in any year
- Seven great 'finfluencers' to followundated · blog · 1,353 wordsNo date found: in the overall numbers, not in any year
- How to view statementsundated · blog · 391 wordsNo date found: in the overall numbers, not in any year
- How to download our app (iOS)undated · blog · 365 wordsNo date found: in the overall numbers, not in any year
- How to reset your passwordundated · blog · 381 wordsNo date found: in the overall numbers, not in any year
- Critical illness coverundated · blog · 383 wordsNo date found: in the overall numbers, not in any year
- Eight tips for starting a business from homeundated · blog · 1,250 wordsNo date found: in the overall numbers, not in any year
- Five fun and cheap lunchbox ideas your kids won't get bored ofundated · blog · 1,269 wordsNo date found: in the overall numbers, not in any year
- How to reset both passcode and passwordundated · blog · 413 wordsNo date found: in the overall numbers, not in any year
- Business Bacs paymentsundated · blog · 568 wordsNo date found: in the overall numbers, not in any year
- How to master your cashflow managementundated · blog · 1,182 wordsNo date found: in the overall numbers, not in any year
- How to freeze or unfreeze your cardundated · blog · 380 wordsNo date found: in the overall numbers, not in any year
- How To Look Expensive On A Budgetundated · blog · 1,535 wordsNo date found: in the overall numbers, not in any year
- Extra support and accessibilityundated · blog · 389 wordsNo date found: in the overall numbers, not in any year
- How to replace a damaged cardundated · blog · 383 wordsNo date found: in the overall numbers, not in any year
- 6 reasons to start saving todayundated · blog · 808 wordsNo date found: in the overall numbers, not in any year
- Making Tax Digitalundated · blog · 1,113 wordsNo date found: in the overall numbers, not in any year
- Where to spend and where to save in your beauty routineundated · blog · 1,126 wordsNo date found: in the overall numbers, not in any year
- 5 Ways to make sure your home is a happy oneundated · blog · 1,479 wordsNo date found: in the overall numbers, not in any year
- Brilliant budget Christmas food boards and DIY edible giftsundated · blog · 1,693 wordsNo date found: in the overall numbers, not in any year
- Unexpectedly brilliant British breaksundated · blog · 972 wordsNo date found: in the overall numbers, not in any year
- Seven cheap tricks that'll save you £100s while on holidayundated · blog · 1,452 wordsNo date found: in the overall numbers, not in any year
- How to request a PIN reminderundated · blog · 432 wordsNo date found: in the overall numbers, not in any year
- How to deposit a chequeundated · blog · 387 wordsNo date found: in the overall numbers, not in any year
- How to get into good financial habitsundated · blog · 991 wordsNo date found: in the overall numbers, not in any year
- Make a room look expensive for less than £100undated · blog · 1,762 wordsNo date found: in the overall numbers, not in any year
- How to add value to your homeundated · blog · 1,491 wordsNo date found: in the overall numbers, not in any year
- How to explore app featuresundated · blog · 182 wordsNo date found: in the overall numbers, not in any year
- I’ll think twice before buying from Europe nowundated · blog · 1,561 wordsNo date found: in the overall numbers, not in any year
- How to create a Savings Potundated · blog · 360 wordsNo date found: in the overall numbers, not in any year
- How much should I save each monthundated · blog · 907 wordsNo date found: in the overall numbers, not in any year
- How to save on your utility bills this winterundated · blog · 1,430 wordsNo date found: in the overall numbers, not in any year
- How to edit or delete a payeeundated · blog · 394 wordsNo date found: in the overall numbers, not in any year
- Saving tips for your travels this yearundated · blog · 930 wordsNo date found: in the overall numbers, not in any year
- Seven travel hacks that will save you hundredsundated · blog · 1,271 wordsNo date found: in the overall numbers, not in any year
- Five ways to start a savings habit - and make it lastundated · blog · 1,113 wordsNo date found: in the overall numbers, not in any year
- ISA transfer serviceundated · blog · 738 wordsNo date found: in the overall numbers, not in any year
- Changing user permissionsundated · blog · 388 wordsNo date found: in the overall numbers, not in any year
- The lowdown on joint accountsundated · blog · 650 wordsNo date found: in the overall numbers, not in any year
- How to download our app (Android)undated · blog · 365 wordsNo date found: in the overall numbers, not in any year
- 7 cleaning hacks to save you time, effort, and moneyundated · blog · 1,218 wordsNo date found: in the overall numbers, not in any year
- How to change your contact numberundated · blog · 380 wordsNo date found: in the overall numbers, not in any year
- Business Banking Guidesundated · blog · 233 wordsNo date found: in the overall numbers, not in any year
- How to go paper-freeundated · blog · 366 wordsNo date found: in the overall numbers, not in any year
- How it pays to plan ahead for Christmasundated · blog · 1,196 wordsNo date found: in the overall numbers, not in any year
- How I got myself out of £35,000 worth of debtundated · blog · 1,163 wordsNo date found: in the overall numbers, not in any year
- How to pay someone newundated · blog · 429 wordsNo date found: in the overall numbers, not in any year
- The five-part toolkit for calming financial anxietyundated · blog · 1,632 wordsNo date found: in the overall numbers, not in any year
- Is Switching Current Accounts Worth It?undated · blog · 1,062 wordsNo date found: in the overall numbers, not in any year
- Eight incredible apps that will save you time and moneyundated · blog · 1,528 wordsNo date found: in the overall numbers, not in any year
- Five ways to supercharge your businessundated · blog · 1,329 wordsNo date found: in the overall numbers, not in any year
- How to set up a sweepundated · blog · 387 wordsNo date found: in the overall numbers, not in any year
- Four easy and delicious ways to use up leftover Easter eggsundated · blog · 1,047 wordsNo date found: in the overall numbers, not in any year
- The budget beauty hacks you need to know aboutundated · blog · 1,176 wordsNo date found: in the overall numbers, not in any year
- Questions and answersundated · blog · 1,406 wordsNo date found: in the overall numbers, not in any year
- How To Top Up Your Cash ISAundated · blog · 1,412 wordsNo date found: in the overall numbers, not in any year
- How to change your email detailsundated · blog · 380 wordsNo date found: in the overall numbers, not in any year
- Reactivate your Cash ISAundated · blog · 307 wordsNo date found: in the overall numbers, not in any year
- How to shop safely onlineundated · blog · 945 wordsNo date found: in the overall numbers, not in any year
- Nine marketing tips to get your business noticedundated · blog · 1,119 wordsNo date found: in the overall numbers, not in any year
- How much cover do I need?undated · blog · 796 wordsNo date found: in the overall numbers, not in any year
- How to make stunning lamps without spending a fortuneundated · blog · 774 wordsNo date found: in the overall numbers, not in any year
- Eight common money myths - bustedundated · blog · 1,090 wordsNo date found: in the overall numbers, not in any year
Not measured5 pages
- VM30896 Fee Information Document1 Feb 2026 · info_pack · 674 wordsMostly short lines (lists, tables, link pages) rather than prose
- VMFID Fee Information Document M Plus Account1 Feb 2025 · info_pack · 594 wordsMostly short lines (lists, tables, link pages) rather than prose
- https://uk.virginmoney.com/downloads/pdf/business/MF858-net-zero-report.pdfundated · info_pack · 8,657 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- Current Account Service Informationundated · info_pack · 1,175 wordsMostly short lines (lists, tables, link pages) rather than prose
- How to cancel a standing orderundated · blog · 386 wordsMostly short lines (lists, tables, link pages) rather than prose
07 · Method
How this was measured
The pages
Virgin Money'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?.