Blockstream Enterprise Custody copy guide
Bank-grade custody and treasury management on Bitcoin-native infrastructure
- "Blockstream Enterprise Custody" under the Enterprise flagship (Jul 20, aligned). ECS retiring.
- "Solution" descriptor is load-bearing: custody technology, never a custodian. "Wallet" rejected.
- SMB targeting removed; speak to large revenue generators.
Golden rules
Get these right and most copy takes care of itself.
- The reader is a bank evaluation committee: formal, precise, quantified; no humor, no first person.
- Accounts, never wallets. Shift every consumer term: funds to digital assets, user to client, setup to onboarding.
- Quantify every claim: "2-minute settlement vs. T+1," never "faster settlement."
- Never "institutional-grade" or "military-grade"; name the actual control (2-of-3 multisig, HSM class).
- The product is "Custody Solution" (never "Custody Engine") until legal clears the rename; "ECS" internal only.
- Custody is the door, not the room: lead with custody, keep Liquid as plumbing.
Who you're writing for
Meet the reader before touching the rules.
Reader: sell-side, custodial banks, prime brokers, broker-dealers fluent in settlement risk and regulation; skip Bitcoin 101.
Match the message to the entity's pain: origination, settlement finality, trapped capital, audit trails, key management, listing.
Shift every term for this reader: wallet to account, funds to digital assets, user to client, setup to onboarding.
Names
The product names and exactly how to write them.
Write "Blockstream Enterprise" first, then "Enterprise" (never lowercase); capitalize "Enterprise Custody".
Name the product "Custody Solution": "ECS" (Enterprise Custody Solution) in internal/technical copy only; never "Custody Engine" or "custody platform".
Rename to "Blockstream Enterprise Custody" is legal-gated: keep "Custody Solution" in copy until legal clears it.
Lowercase "enterprise custody solutions" is fine as the category phrase; the ban is only on naming the product that.
Frame Blockstream as the infrastructure vendor, not the custodian: enterprise custody is a B2B product for custodial banks.
Present the suite as three solutions: Custody & Treasury; Tokenization & Smart Contracts; Liquid as a Service.
Customer copy uses UI account names: SingleSig, K-of-N Multisig, AMP, Fee account; SDK names (single_sig) in dev docs only.
Say this, not that
The usage dictionary. When in doubt, search it.
| Topic | Write | Never write | Why |
|---|---|---|---|
| Accounts vs wallets | Accounts | wallets, in Enterprise copy | consumer copy keeps "wallet" |
| Approval roles | Drafter · Approver · Authorizer | initiator · reviewer · signer | Drafter creates, Approver reviews, Authorizer signs |
| Fee account | Fee account | fee wallet | system account for fee management; not user-selectable |
| Issued Assets | Issued Assets (capitalized) | tokens | the sidebar section for asset lifecycle on Liquid |
| Spend Policies | Spend Policies | transaction policies | transaction-level rules, distinct from Workspace Policies |
| Withdrawal destinations | Recipients & Lists | whitelists · blacklists | approved destinations organized into lists |
| Workspace Policies | Workspace Policies | security policies · config policies | org-level governance, distinct from Spend Policies |
| Workspace Updates | Workspace Updates | proposals · pending changes, customer-facing | "proposals" stays the SDK/API term |
| Asset vocabulary | digital assets | standard sell-side term; consumer content prefers "Bitcoin" | |
| Confidential Transactions | Confidential Transactions (capitalized) | name the capability explicitly | |
| Tech terms, sell-side | multisig · HSM · signer · policy engine, named | the persona guide expects them; see open questions | |
| Chain scope | Bitcoin and Liquid, named | cross-chain · generic "blockchain" | Blockstream is Bitcoin and Liquid only |
| Grade claims | enterprise · purpose-built · the named capability | institutional-grade | generic fintech buzzword |
| SaaS filler | a specific, quantified capability | "scales with you" · "seamless integration" · "you can trust" | |
| Security hype | the actual security specification | military-grade | |
| Tech terms, customer-facing | the security outcome | HSM · multisig · AMP by name | conflicts with the persona guide; see open questions |
| Signer | signer (lowercase) | key · key manager | key manager paired to accounts, Jade or hosted |
Voice & tone
How the copy sounds, and where the register switches.
Write as a fintech vendor to a bank's evaluation committee: formal, precise, quantified; no humor, no first person.
Quantify every claim: "2-minute settlement vs. T+1," never "faster settlement"; never explain what a custodian is.
Attribute to "Blockstream," not a person; make every comparison checkmark defensible; a tech lead reviews claims before publish.
Named companies get "friends being helpful" tone: soft toward the company, direct about "conventional custody architecture".
Name the security specification, never "institutional-grade" or "military-grade": state the control (2-of-3 multisig, HSM class).
Headings Title Case (H1s, feature and callout labels); body sentence case; Help Center H1s sentence case.
Enterprise is a desktop app (macOS/Windows), plus mobile and API/SDK: match UX and security copy to that.
Positioning
What to lead with, what to always pair, what never to claim.
These points are an amalgamation of what has been learned so far, from product docs, launches, and reviewer feedback. They are not definitive or authoritative positioning from anyone. Product marketing still needs to clearly define positioning for this product, which will happen in a follow-up.
Position as infrastructure for institutional Bitcoin adoption: custody and treasury for banks, prime brokers, broker-dealers.
Layer the page security, compliance, operations, advanced, integration, credibility, CTA; never pitch tokenization before security.
Lead with custody, keep Liquid as plumbing: "custody is the door, not the room"; never headline the Liquid Network.
Give each element one job: H1 positions, sub-copy describes, pills carry proof points; duplication is the top enterprise copy error.
Lead with operational pain, not investment thesis: settlement delays, trapped capital, reconciliation; the sell-side already believes.
Claim only Approved Facts (Jan 2026 deck): $5B+ TVL, 19,000+ BTC bridged, <2-min finality 24x7, SOC 2 Type II (ready); keep "(ready)".
Claims
What a page or post may cite. Confirm, correct, or kill each row; an unconfirmed claim does not ship.
| Claim | As of | Status |
|---|---|---|
| $5B+ TVL | Jan 2026 deck | approved |
| 19,000+ BTC bridged | Jan 2026 deck | approved |
| Settlement finality in under 2 minutes, 24x7 | Jan 2026 deck | approved |
| SOC 2 Type II (ready), keep the "(ready)" | Jan 2026 deck | approved |
| Komainu partnership | current docs | approved |
| Taurus partnership | unverified | confirm or kill |
Open questions
Unresolved tensions for review. Don't resolve these in copy; flag them.
- Term conflict: blockstream-enterprise.md bans naming HSM/multisig/AMP customer-facing; personas-enterprise.md instructs naming them. No boundary stated.
- Theme conflict: enterprise-page.md specifies light mode but the live ECS design is dark; the file notes the Figma design is source of truth.
- SingleSig: spec says "Bitcoin or Liquid," current build is BTC-only ([VERIFY]); don't claim Liquid SingleSig support; Liquid deposits would strand.
- TVL drift: $5B+ (Approved Facts, Jan 2026 deck, newest) vs $4B+/$3B+ in older docs; use $5B+.
- Unverified: Taurus partnership, pricing, HSM internals, AMP cosigner identity, Fee account per-network behavior; no [VERIFY] item reaches customer copy.
Notepad
Scribble anything: loose thoughts, questions, things that don't fit a pin or a highlight. Saves automatically with the review feedback.