In finance, everyone wants to sound trustworthy – but you can’t establish trust through a name alone.

Finance as an industry is as saturated as it is expansive. Especially here in the Bay Area, we’re at the center of a major financial hub that’s growing at breakneck speed. With Silicon Valley attached at the hip, we’ve seen the impact that new tech startups are having on the companies that predate them. Established finance companies are revamping their offerings in order to keep up – and startups are filling in the gaps.

This rapid development means it’s even easier to get lost in the dust, especially when everyone wants to communicate the same things: you can trust us the most, we create the most growth potential, we create value – no, we create the most value. Claiming to be the “peak” or “pinnacle” of what you do in financial services only works if you’re not surrounded by a mountain range of Himalayan proportions. When everyone’s claiming to be firmly situated at the financial markets mountain top, it quickly becomes clear that most of them aren’t.

The issue is, when it comes to financial brands and how they position themselves, everyone wants to communicate a sense of security and trust – for good reason. No one wants to lose all their money overnight. But security and trust are experiential. If the first thing someone says to you is “You can trust me,” would you? When you take that burden off of the name, creative opportunities abound. Naming a financial company or institution then becomes a test of whether you want to fit in, or whether you’re willing to stand out. That’s where we come in.

Naming is not for the faint of heart

We always keep the quirks of a given industry in mind, including corporate finance, when going through our naming process. But our process is really about naming—and every industry needs it. We approach every project with the same wide-eyed curiosity. Our experience across different fields is always helpful, but it’s our methodology that gets our clients across the finish line.

A Few Resources

Have a look at some of our finance projects:

Some of the best finance names


For an international banking service, Denizen has a distinctly local feel. They minimize the fees and headaches associated with international banking, making their customers’ lives easier and allowing them to feel more like citizens of the world. We named this one—and in the grand scheme of cold, stale financial naming, we think this name allows them to stand out by bringing people closer to home.


Every day it seems like there’s a new fintech startup vying to help us get our acts together or at least spend less on cappuccinos each week. Mint was one of the first of its kind and continues to grow, thanks in part (in our opinion) to its simple yet multifaceted name. The word mint has a few meanings related to money—but it can also signal something new or pristine—like, say, an orderly budget. It’s a fresh reset.

We thought you may have questions...

Definitely. Understanding the territories where your business operates is an essential component to making sure our naming and writing hits the mark. Our process is built to incorporate international cultural and trademark screening to make sure your name works everywhere you do.

You’ve found a way to stand out among your competitors, and you need a name that reflects that. Rather than slap a definition onto a newly made-up word, think about the specific audience that has a need for your specific offerings. A good name should prompt a follow-up question. “Huh, that’s interesting. How does that relate to what you do?”

While many finance companies secure funding without having finalized a name, we believe a name shouldn’t be an afterthought. A good name can be an asset at every stage – and if you’re reading this, you already see the value in it too. The name is the package and the one thing that lives everywhere (pitch decks, business cards, etc). It’s what people will hear and react to before anything else. By taking the time to carefully select a name and secure its trademark, you’re showing investors that you’re not skipping any steps.

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