Startups are (nonetheless) making bizarre identify selections


If the newest seed-funded startups have their approach, that is what your future will appear like.

You’ll discover your mortgage by way of an organization named Morty, refill your contact lenses with Waldo and get your hashish information from Herb. (Which isn’t to be confused with Bud, the startup that handles your banking.)

Later, you need to use Cake Applied sciences to pay the bar tab, cowl fertility remedies with Carrot Fertility and get your staff’ compensation by way of Pie Insurance coverage.

Afterward, hire your neighbor’s stuff with Fats Lama, handle your cloud providers with LunchBadger and community your solution to a greater profession with Purple Squirrel.

Discover any patterns right here? Sure, first names, meals and animals have been fairly widespread currently with founders selecting startup names.

These are a number of of the highest naming traits Crunchbase Information recognized in our newest perusal of seed-stage startups. The challenge concerned parsing by way of names of greater than 1,000 startups that raised seed rounds of $200,000 and up previously 9 months.

This knowledge crunch was an replace (see our methodology part under) to a previous overview of the usually weird naming traits that startups observe. At the moment, we discovered prime traits included placing AI into your identify, utilizing widespread first names and using artistic misspellings of frequent phrases.

Most of these items are nonetheless widespread in startup naming, however some greater than others. Including AI on the finish of a reputation, as an example, remains to be frequent, however appears to be waning some. Inventive misspellings are nonetheless getting achieved, however much less ceaselessly.

In the meantime, different naming kinds are getting extra modern. Beneath, we check out what’s scorching now and what is perhaps in vogue subsequent.

First names and nerdy names

The primary-name pattern appears to be intensifying, diversifying and creeping into extra sectors. Final yr, we began noticing a proliferation of chatbot startups utilizing first names. Extra lately, the first-name pattern has pervaded insurance coverage, hashish, fintech and an entire lot of different areas.

First names that startups are utilizing are getting nerdier and fewer frequent. Morty, for instance, is often brief for Mortimer, which peaked in recognition within the 1880s. It was most lately ranked No. 12,982 on the checklist of commonest child names. Then there’s Fritz, a studying software program developer with a reputation that additionally hit its peak within the late 1800s. Final yr it ranked No. four,732.

One other mini-trend that we’d wish to see broaden is the usage of startup names primarily based on textures.


It is a stark distinction with the chatbot crowd. They tended to go together with widespread monikers, like Ava, Aiden and Riley, that rank excessive on the newest child identify lists. A few of the extra offbeat names, nonetheless, do tie into their sectors. Herb has been used as slang for marijuana. Morty, as an example, shares a primary syllable with mortgage.

It’s additionally noteworthy that many startups go together with single-word names. It is a shift from the old fashioned apply of mixing a primary identify with one other phrase, as in well-known manufacturers like Dealer Joe’s and Sam’s Membership.

Meals names

Startups additionally like naming themselves after meals currently. In fact, this isn’t a completely new phenomenon, and it has labored properly earlier than. Apple named itself after a fruit and later turned the world’s most respected expertise firm.

It must be famous that the meals names we consult with listed below are for firms that, like Apple, don’t have anything to do with the meals business. Carrot Fertility, which raised $three.6 million in seed funding final fall, for instance, gives insurance coverage insurance policies for employers to assist cowl prices of staff’ fertility remedies. MoBagel is an information science startup. Parsley Well being gives main care. The checklist goes on.

One of many good issues about naming your self after a meals is that these are basic goal nouns that don’t appear to lift a whole lot of copyright points. Greens and baked items aren’t going to sue you for misappropriating their names.

Animal names

Animal names are additionally good from a trademark perspective. Plus, with an animal identify you may as well create a cute brand that includes the creature.

These could also be among the the reason why animal names are additionally in vogue currently with startups creating each consumer-facing and backend applied sciences. The formulation can be fairly easy: decide an animal after which add one other descriptive phrase.

There are many textures on the market that don’t have a funded startup related to them, together with spongy, slimy, gelatinous, puffy, gloppy, stringy, pasty, furry and fluffy.


In fact, for many of the animal-monikered startups, mascots don’t have anything to do with the underlying companies. MortgageHippo clearly doesn’t anticipate hippopotamuses to make use of its mortgage instrument, and Purple Squirrel doesn’t cater to furry-tailed job seekers.

That mentioned, we do fear concerning the animal kingdom theme getting a bit overused. For example, MortgageHippo and Hippo Insurance coverage had been each funded previously couple of years.

Different mini-trends we noticed and appreciated

One other attention-grabbing pattern is that many startups hopping on the modern identify bandwagon are within the insurance coverage sector. We’ve seen a enormous spike in insurance coverage startup funding over the previous couple of years, with many upstarts seeking to re-architect the business to attraction to millennial shoppers. They have names like Oscar, Lemonade and The Zebra.

Featured Picture: Li-Anne Dias

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