Online fraudsters are clever. Not all threats come with flashing warnings. The most effective ones don’t. Sometimes bad actors show up in your inbox with a friendly greeting and a link that looks almost right. But if you read closely, the message starts to fall apart.

Scammers often produce language that’s inconsistent, vague, or oddly formal. They use broken grammar, confusing instructions, and strange terminology to trick people into clicking, sharing, or giving away sensitive information. These aren’t just mistakes; they’re tactics. And they work — especially when people are busy, distracted, or unsure. Which is exactly how most of us feel, more often than we’d like to admit.

Many phishing scams rely on language to create urgency and confusion. These messages often use generic greetings, unnatural phrasing, and inconsistent terminology. They may mimic real brands, but the language gives them away.

Fraud doesn’t just target systems — it targets people. And that’s why our voice is designed to protect you from manipulation, confusion, and panic.

At LastPass, We Don’t Talk Like That

We believe that language is a security feature. That’s why we’ve built a voice that’s clear, consistent, and human. Because when something important is happening — like a login attempt, a password reset, or a security alert — you deserve calm, confident guidance. Not noise.

Why People Fall for Scams

Fraudsters exploit human psychology. They know how to trigger emotional responses that override logic and caution. As LastPass Chief Secure Technology Officer Christofer Hoff puts it, “Security is about people first. Technology follows.”

Here are a few common fraud tactics:

Urgency and fear: Messages like “Your account will be suspended” or “Act now to avoid losing access” create panic. Under stress, people are more likely to act quickly and less likely to scrutinize details.

Authority and impersonation: Scammers often pose as trusted institutions, including LastPass. The appearance of authority makes people more compliant.

Scarcity and reward: Promises of exclusive offers or limited-time deals tap into our fear of missing out. When you get a special offer from LastPass, look carefully to make sure it's really from LastPass.

Curiosity and confusion: Vague or oddly worded messages can prompt people to click just to understand what’s going on.

What Our Voice Sounds Like

Our voice is designed to help you feel safe, capable, and respected. Our teams work together to write content that follows these principles:

Conversational: We use first- and second-person language to create a sense of dialogue. We use contractions to sound natural and approachable.

Empathetic: We understand that security can be stressful. So we speak with care.

Supportive: We guide you through critical moments with clarity.

Inclusive: We use language that welcomes everyone. You’ll see “they” instead of “he/she,” and “allowlist” instead of “whitelist.”

Transparent: We explain the “why,” not just the “what.” Because informed users are empowered users.

We also flex our tone based on context. In moments of celebration, we might get a little playful, without going overboard: “Looking good. With a little attention you’ll be a security star.”

In moments of urgency, we lean out of the way: “Make sure you’re logged in to LastPass and try again.”

What Our Voice Doesn’t Sound Like

Just as important as what we say is what we don’t say:

Over-the-top language: We don’t overuse words like “awesome.” These may sound exciting, but they can feel vague or exaggerated.

Jargon or tech-speak: We avoid technical terms unless absolutely necessary.

Guilt or blame: If something goes wrong, we focus on recovery. Not shame.

Empty praise: We celebrate real accomplishments, not generic cheerleading. You won’t see “You’re amazing!” in critical workflows.

Redundancy or clutter: We keep things clean and efficient.

Urgency: We won’t lure you into making clicks by creating a sense of panic.

One Principle We Never Break

We will never ask for your master password. Not in an email. Not in a message. Not in a support chat. If you ever see a request to provide or reset your master password outside of a secure login flow, it’s not from us.

Your master password is the key to your digital life. It’s yours. And yours alone.

Why It All Matters

Fraud speaks in broken sentences. LastPass speaks with purpose.

Fraud distracts. LastPass brings focus.

Fraud feeds on confusion and urgency. LastPass depends on clarity and calm.

Our voice is part of our security model. It’s how we earn your trust, guide your decisions, and help you stay safe. Because security isn’t just about encryption and authentication. It’s about confidence. And confidence begins with language.

We’re here to protect you. Even through our words.

Want to learn more about how we protect you and your data?

LastPass is focused on building the most trusted password management platform in the world. Transparency, accountability, and continuous improvement are embedded in how we operate.

Visit the LastPass Trust Center for the latest on our security practices, privacy commitments, and compliance standards. It’s your source for how we earn and maintain your trust.

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Michael Zwecker

Writes about: News & Insights

How Does LastPass Use Language to Build Trust and Security?