Experian called on Namebase to develop a name for their new online extended warranty brokerage. They were intent on having a very memorable and personable name for the new consumer-facing, web-based service. At Namebase we feel that the best names are often the ones that call to mind an immediate visual image. We developed the name Green Umbrella. The name is very visual, connotes “protection” and “money” and has a good...

Royal Bank Of Canada needed a name for its technology-focused venture capital wing. Namebase developed Primaxis. The word says: “Prime”, “Maximum” and “Axis” – all strongly positive terms that communicate growth and innovation. Primaxis has become a successful venture capital firm, having funded many successful new fin-tech businesses.

Citizens Bank, a division of the Royal Bank of Scotland, came to Namebase looking for a brand name for their student banking solution. The name needed to speak to both kids and their parents and be broad enough to encompass a wide variety of services. We named Citizens U, a collection of banking and loan options specifically focused towards the needs of students.

Namebase helped make the ETF - Exchange Traded Funds - brokerage category more cutting-edge for Gerber Asset Management. Since ETF trading was relatively new, we suggested that one way to “own” the category would be to shift the branding of ETFs to XTF. The ‘X” in XTF communicates excitement and action. The new entity is named XTF Advisor and owns the prestigious XTF.com.

Dow Jones & Company came to Namebase to create a career-oriented website focused on the financial services market but extendable to other verticals. Unique for the category, the name FINS—with its connotations of steering and stabilizing—was a company favorite. And while the word's first two letters suggest financial industry, the mark can easily extend beyond financial services into sales, marketing, and technology job...

Taking advantage of the move toward new business start-ups, Capital Access Network sought to launch an on-line small business lending portal that entrepreneurs could easily use to access loans to start their business. The name needed to be accessible, communicate the ease of the loan application process as well as the broad availability of funds. Namebase developed CapTap, a warm and inviting name that communicates the...