The Fintech Name Generator: What The Industry Didn’t Ask For But Needs

Eric Hazard

CEO, Vested Ventures

Today, we released the Fintech Name Generator to (sarcasm intended) fill a major, profound void in the area of financial technology branding and marketing. Now, when the next entrepreneur inevitably tries to rebrand an ATM as “Uber for cash,” they can draw up a half-dozen suitable names before, or perhaps during, their meeting with Sequoia.

Our name generator is a cheeky joke, but the seriousness of establishing the right brand for financial technology is not. A strong brand goes beyond a name. It is how a company goes about delivering, repeatedly and consistently, on a promise made to customers and other stakeholders. It’s the process of becoming the best solution to a real problem.

Launching with the right brand is profoundly important for financial technology companies in large part because, inherently, money is deeply important to everybody.

This creates the need for rigorous insights. Our Millennials & Money survey, for instance, found that Millennials trust big technology companies more than they trust banks, and the implication here is that fintechs should look to brand themselves as technology companies rather than attach their brands too closely to the banking industry. This is the kind of insight we bring to the table for startups in the financial technology sector.

At Vested Ventures, we look for opportunities to align with small, technical teams who appreciate that strong brands are an essential component of a startup business, because that’s how we help young fintech companies win. And if they also laugh at our jokes, all the better.

Some tips on naming a fintech, via our Name Generator:

    1. Add “ly” to the end of everything: Cash = Cashly; Lend = Lendly.


    1. The vowels are lava. Run from them: Cash = Csh; Lend = Lnd.


    1. Add an “R” for no obvious reason: Cash = Cashr; Lend = Lendr.


    1. Use vaguely positive sounding word or name: Prosper, Acorns, Seedling, RobinHood, Mother Theresa, Gandhi.


    Boys rule: Oscar, Casper, Marcus, Jarvis, Albert. Young men’s names are so hot right now. Extra points if it sounds like an 18th century manservant.

Read our announcement on the Fintech Name Generator, which includes advice on naming the next big thing in fintech, here.