The Problem:

Too literal and limiting
Do apps have inboxes?

There are well over a billion credit cards in circulation around the world with almost as many reward programs, and they all have unique benefits. It’s estimated that cardholders leave tens of billions of dollars in reimbursements and benefits on the table each year. Cue ShopInbox coming to the rescue. Developed to help shoppers tackle these issues, the company quickly wound up in a quandary of its own.

Barely a year after being founded, ShopInbox won awards at two major startup competitions – so they knew they had the goods. Just one problem: before they had even gotten out of the gate, they had hemmed themselves in with a limiting, descriptive name. ShopInbox started as an email-based service that scrubbed your inbox for online purchases and checked for price guarantees and other benefits. However, their tech expanded to retail locations, new buying methods, and enhanced benefit tracking, creating a naming issue.

When you’re trying to get someone to trust you with their online shopping history and credit card info, the credibility of your company starts with the name. Also, ShopInbox failed to touch on any of the magic that the app had to offer: automated price protections, damage and theft protections, free extended warranties, and extended return protections. Everyone likes to feel confident about spending their hard-earned cash, but this name wasn’t inspiring the confidence it should have been.

Since ShopInbox was evolving beyond the initial promise of its name it needed to rename with an eye towards the future, while still honoring the specific expertise that had made them an early success.

The Fix:

Champion transparency
Help shoppers with heavy lifting
Don’t get boxed in

Sift sorts through all of the jargon, fine print, and sophisticated tools that credit card companies and retailers use, which inevitably frustrate shoppers. Shoppers don’t have to worry about whether to buy extended warranties at the counter or hear that the neighbor they don’t like just got the same new microwave for way less.


Sift needed to convey that they would sort through countless credit card policies and transactions with efficiency and dexterity. We landed on a name that spoke to processing information at a granular level while featuring a light, soft sound. We put the shopper at the center of the name by employing a verb that winked at a task which most people can do, but rarely want to do. Finally, we needed to keep Sift’s name broad enough that they could continue to grow with it as they expand the breadth and depth of their features.

Sift describes an elegant solution to several tedious tasks, and shows that the service is there to do the painstaking manual labor that helps shoppers save money.


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