MSCI Tone of Voice — Index & ESG

Tagline: "Powering Better Investment Decisions"

Industry: Index Provider

Sector: Finance

How MSCI Communicates

MSCI ties investing to better decisions through data. "Powering Better Investment Decisions" frames the firm around indices, analytics, and ESG ratings that guide global investors — analytical, influential, data-driven. The voice is index-and-analytics and confident, selling the tools behind smarter investing, positioning MSCI around its widely-followed market indices and risk and ESG data that institutions around the world lean on to build portfolios and make better-informed investment choices.

Tone Words

MSCI's brand voice is defined by the following tone words: Index, ESG, Data.

Communication Style

Language Style: Index-and-analytics
Sentence Type: Statement
Tense: Present
Expression: Imaginative

MSCI Brand Story

Spun off from Morgan Stanley 2009. Index provider (MSCI World, EM). Major ESG ratings business. T+ benchmarked to MSCI indices.

Brand Message

Enabling better investment decisions

Brand Mission

Enable investment community to make better decisions

Brand Positioning

Core Concept: Index and ESG data

Central Tension: Index vs. ESG

About MSCI

MSCI Inc. (formerly Morgan Stanley Capital International) is an American finance company headquartered in New York City. MSCI is a global provider of equity, fixed income, real estate indices, multi-asset portfolio analysis tools, ESG and climate finance products. It operates the MSCI World, MSCI Emerging Markets, and MSCI All Country World (ACWI) indices, among others. The company is headquartered at 7 World Trade Center in Manhattan. Its business primarily consists of licensing its indices to index funds, such as exchange-traded funds (ETFs), which pay a fee of around 0.02 to 0.04 percent of the invested volume for the use of the index. As of 2025, funds worth over US$16.5 trillion were based on MSCI indices.

Frequently Asked Questions About MSCI

What is MSCI's tone of voice?

MSCI uses a index, esg, data tone of voice. Their communication is index-and-analytics, typically using statement-style sentences in the present tense. Their tagline "Powering Better Investment Decisions" exemplifies this voice.

How does MSCI communicate with customers?

Spun off from Morgan Stanley 2009. Index provider (MSCI World, EM). Major ESG ratings business. T+ benchmarked to MSCI indices.

What is MSCI's brand message?

MSCI's core message: Enabling better investment decisions Their mission: Enable investment community to make better decisions

What is MSCI's slogan?

MSCI's slogan is "Powering Better Investment Decisions". It carries their index, esg, data voice.

What is MSCI's mission?

MSCI's mission: Enable investment community to make better decisions

What makes MSCI's brand voice unique?

MSCI stands out through their index, esg, data communication style. Their central brand tension, "Index vs. ESG", shapes how they communicate across the Finance sector.

What language style does MSCI use?

MSCI uses index-and-analytics language, with imaginative messaging, in statement-style sentences, using the present tense.