Startup names can also enjoy passed peak weirdness

Joanna Glasner

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For years, a protracted time even, startup names enjoy been getting more unusual. This isn’t a scientific verdict, but it completely is how issues enjoy looked as if it could well per chance well presumably any individual who spends a whole lot of hours perusing these issues.

Startups enjoy had a protracted bustle of branding themselves with inventive misspellings, animal names. human first names, made-up phrases, adverbs and diverse queer collections of letters. It’s gone on so long it now appears to be like customary. Names like Google, Airbnb and Hulu, which sounded irregular before all the pieces, are now segment of our day to day vocabulary.

Throughout the previous few quarters, then all as soon as more, a queer thing has been occurring: Startup founders are picking extra aged-sounding names.

“As we attain the edge of strangeness… they’re announcing: ‘It’s too queer. I’m sad,’” talked about Athol Foden, president of Brighter Naming, a naming consultancy. Whereas quirky startup monikers haven’t gone away, founders are increasingly happy with less-irregular-sounding picks.

Foden’s observations are reflected in our annual Crunchbase Data peep of startup naming traits. We’re seeing a proliferation of startups picking straightforward phrases that describe their companies, including companies like Hitch, an app for long-distance car rides; Duffel, a day slip back and forth-reserving startup named after the usual slip back and forth net; and Coder, a application model platform.

Nonetheless fortunately for followers of offbeat names, the model is handiest toward less weirdness, now not no weirdness. These that like to patronage seed-stage startups can accrued rob tampons from Aunt Float, salvage parenting guidelines from an app called Mush or salvage insurance from a startup called Marshmallow.

Underneath, we stumble on in extra detail at a couple of of the extra standard startup naming practices and the design they’re trending.

Creativv misPelling5

For a really long time, it sounded like quantity of startups selected names largely by disabling the spell checker.

Most orderly dictionary phrases were already in convey as domains or too dear to salvage. So founders took to losing vowels, subbing a “y” for an “i” or including an further consonant to fabricate it work. The contrivance labored effectively for a whole lot of noted companies, including Lyft, Tumblr, Digg, Flickr, Grindr and Scribd.

On the 2nd, inventive misspellings are accrued fine standard amongst early-stage founders. Our name peep unearthed a mountainous quantity (mediate partial listing) that recently raised funding, including Houwser, an upstart real estate brokerage; Swytch, developer of a kit for converting bikes to e-bikes; and Wurk, a provider of human resources and compliance application for the cannabis industry.

Alternatively, inventive misspellings are getting less standard, Foden talked about. Early-stage founders are became off by the prospect of having to spell out their names to of us irregular with the ticket (which for seed-stage companies comprises fine noteworthy all americans).


Regarded as one of many extra stress-free naming styles is the pun. In our perusal of companies that raised seed funding in the previous 365 days, we came at some level of a whole lot of startups employing some sort of play-on phrases.

We place collectively a listing of seven of the punniest names right here. As well to to Aunt Float, the listing comprises WeeCare, a community of daycare suppliers, and Serial Field, a digital convey material producer. Crunchbase Data additionally created its own fictional startup — drone chicken transport startup Web of Wings — in an explainer series on startup funding.

Maybe some day industry naming will harken help to the industrial age, when company titans had exceedingly dumb and evident names.

Staunch companies with pun names that enjoy matured to exit were extra difficult to pinpoint. A couple that enjoy gone public are Groupon and MedMen, a cannabis company that went public in Canada and is valued around CA$2 billion.

For some reason, it appears to be like pun names are extra standard in the brick-and-mortar world than the tech startup sphere. Restaurants focusing on the Vietnamese noodle soup Pho enjoy dozens of play-on-note names memorialized in lists like this. Ditto for pet stores.

In my thought, I’d like to mediate extra net startups rolling out pun-basically based names. Foden would, too, and he has even volunteered one recommendation for any individual who desires to birth a industry applying synthetic intelligence to synthetic insemination:

Made-up phrases that sound real

There are higher than 170,000 non-customary phrases in the English language, per the Oxford English Dictionary. Startups, then all as soon as more, are happy we need extra.

Hence, one amongst the extra enduringly standard industry-naming practices is to attain up with one thing that sounds like an real note, even though it isn’t.

We place collectively a listing of examples of this naming vogue amongst recently seed-funded startups.

It comprises Trustology, which is building a platform to safeguard crypto property; Invocable, a developer of pronounce assemble tools for Alexa apps; and Locomation, which specializes in self sustaining trucking know-how.

Naming advisors like to mediate the made-up note name model on the upward thrust, Foden talked about, because it’s the extra or less thing companies pay a specialist to work out. One other wait on is it’s more easy to high search outcomes for a made-up note.

Habitual-sounding names

Lastly, let’s stumble on at those insurrection startups picking familiar dictionary phrases for his or her names.

We place collectively a listing of some right here. Along with the aforementioned Duffel, Hitch and Coder, there’s First rate, a healthcare startup; Chief, a ladies’s networking group; Journal, a reward organizing instrument; and masses extra.

Startups are less concerned than they outdated vogue to be with snagging a dot-com area that comprises real their name. In most cases, they’ll add a prefix to their area (,, employ an alternative area (Hitch.fetch) or each.

Overall, Foden talked about, startups nowadays are inserting less emphasis on securing a dot-com suffix or an real area name match. Google parent Alphabet, specifically, made the alternate area opinion extra delectable. It helped to mediate one amongst the sector’s richest corporations forego in select of

Where is it all going?

They are saying history repeats itself. If so, per chance some day industry naming will harken help to the industrial age, when company titans had exceedingly dumb and evident names like Normal Oil, U.S. Steel and Habitual Electric.

For now, then all as soon as more, we dwell in generation wherein basically the most treasured companies enjoy names like Google and Facebook. And to us, they sound perfectly customary.

Methodology: For the naming files space, we looked basically at companies in English-talking worldwide locations that raised seed funding after 2018. To develop the doable listing of names, we additionally integrated some companies funded in 2017. We additionally tried to limit the lists, the establish aside imaginable to companies basically based in the previous three years, even though there enjoy been occasional exceptions.


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