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How to Name (or in Some Cases, Rename) Your Company

Naming a company is hard, and founders often get it wrong.

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This story appears in the May 2018 issue of Entrepreneur. Subscribe »

Jennifer Fitzgerald is co-founder and CEO of Policygenius. But in 2013, when her company was starting out, it had a different name: KnowItOwl.

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“We thought it was a clever play on the term know-it-all,” she says. The company helps consumers find the right insurance policy for them, so she wanted a name that suggested wisdom and guidance, with a friendly animal like the GEICO gecko. “Then we started talking to investors, 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, We’ve got a problem.”

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