How to Name (or in Some Cases, Rename) Your Company
Naming a company is hard, and founders often get it wrong.
Jennifer Fitzgerald is co-founder and CEO of Policygenius. But in 2013, when her company was starting out, it had a different name: KnowItOwl.
“We thought it was a clever play on the term ,” she says. The company helps consumers find the right for them, so she wanted a name that suggested wisdom and guidance,, engaging our first users and talking to vendors and insurance company partners, and we just kept having to repeat the name -- spell it, explain it. Pretty soon we were like,
