Member Exclusive, The Customer Effect

‘New, different, and easy to say’: How fintechs go about choosing their names

  • Standing out as a company in an industry as fast-growing as fintech is no easy task.
  • Finding the right brand name can be a make-or-break for a lot of aspiring startups.
close

Email a Friend

‘New, different, and easy to say’: How fintechs go about choosing their names

On October 28, Facebook announced it was changing its name to Meta. According to Mark Zuckerberg, the goal of the new name is to better encompass the company’s broadening moves into virtual reality. 

The rebrand announcement also came following the negative coverage on the company brought about by leaked documents from an ex-employee. 

In other words, it could be the company’s way of tiptoeing into some more flattering lighting.

While brand names matter for every company, fintechs have the added pressure of standing out in a market that continues to grow. 

They also may have some unique boxes they need to fill with their names. A lot of times, these companies make their way into the financial industry with catchphrases like ‘disruptor’ and ‘innovator’. The names they choose play a role in reflecting these sentiments.

A lot of fintechs, for example, present themselves as alternatives to the brick-and-mortar institution, outdated and weighed down by legacy systems. One trend then is for the name to reflect a sense of beating the system or going against the grain.

 


This content is available exclusively to Tearsheet Outlier members.

Tearsheet Outlier information and signup Missing out? Subscribe today and you’ll receive unlimited access to all Tearsheet content, original research, exclusive webinars and events, member-only newsletters from Tearsheet editors and reporters and much more. Join Outlier now — only $49/mo. Already an Outlier member? Sign in to your account

0 comments on “‘New, different, and easy to say’: How fintechs go about choosing their names”

Outlier OpinionsMakers

The Customer Effect

It’s 2022 and FIs are still struggling to make their products accessible. Procure Access wants to change that.

  • Americans with disabilities have a total of $490 billion in disposable income. Yet financial services are struggling to meet accessibility requirements, even with basic tools like PDFs.
  • With Procure Access, everyone from Google to Fidelity Investments is getting involved to ensure accessibility is considered at the start of the procurement process.
Rabab Ahsan | September 14, 2022
Sponsored, The Customer Effect

Creating a hyper-personalized banking experience

  • To this day, a lot of financial institutions are using legacy systems that were written back in the '80s and remain the same.
  • Today's digital banking platforms and card services can offer hyper-personalized experiences to create a unique experience for each cardholder.
Zeta | August 25, 2022
The Customer Effect

The reversal of Roe v. Wade: Its impact on economic growth, financial wellbeing, and the financial services industry

  • Roe v. Wade has been overturned, after almost half a century -- what does that mean financially for America?
  • Here's how the ruling may hurt the state economies that will have a ripple effect throughout the economic system of the country.
Sara Khairi | August 02, 2022
Sponsored, The Customer Effect

Finance with a face: How personalization drives engagement, retention, and profitability

  • New technology allows for innovative companies to build banking products that cater to the specific needs of each individual.
  • Personalization is the key to meeting key product metrics and competing in this new landscape of embedded finance.
Q2 | March 14, 2022
Library, Modern Marketing, The Customer Effect

Tearsheet’s 2021 guide for marketers: Gens under the lens

  • We closed off last year with a thorough breakdown of the financial consumer profile of each of the generations.
  • The compiled guide for marketers is now available for download.
Tearsheet Editors | January 24, 2022
More Articles