How do I name my financial advisor firm?

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March 1, 2024

In this blog I’m going to teach you how to name your financial advisor firm so you can make people’s heads turn and make them pay attention to you!

Question from a subscriber: “I want to rename my firm but I can’t think of anything interesting. Help me!”

Yup.

It’s suuuuppper overwhelming to have to think of a name for a company, a newsletter, a new product, etc.

Here’s my guidance about naming your financial advisor practice

No acronyms – e.g. KMA Wealth Management (blah)
Naming it after yourself is always an option but then again who cares about you? Your name means nothing to most people other than your mom and/or spouse.
No nature references. You’re not Blackrock so stop naming your firms Red Green River Mountain Wealth Management.
Don’t pick something hard to say or spell because it’ll be a pain in the neck.
Have fun. The more you see this as a new adventure, the easier it will be.
Stick to two syllables. It will make things harder, but it’s the modern naming convention (examples: Federal Express turning into FedEx, Ernst & Young turning into EY.)
Allow for a long time horizon. You may need to stop and start this project, and creativity flourishes when you are more relaxed.
Get inspired by other industries by reading company naming stories. Did you know Adobe was named for the creek that ran behind the guy’s house? Arby’s is the initials “RB” for the company founders’ family? Mattel is from the two founders’ names – Matthew and Elliot.
Even if it sounds like the most ludicrous idea, write it down. Just keep the wheels turning and eventually the ideas will become more in line with what you want. It doesn’t cost anything to write down words in a spreadsheet. If you are constantly stopping your brainstorm, you thwart your idea flow. It’s usually not the first name, it’s the 200th name that will be “the one.”

Yeah?

Yah.

Now, try this:

Name it after a location, just like Bank of America did! Street names are great for this.
Use an evocative name that describes the feeling somebody will have. “Assurant Wealth Management.”
Aim for three or four words. “X Wealth Management” for example. Go longer and you sound like a law firm.
Ask three of your clients what they think of the name before you go printing business cards.
Literary or geographic references can be tasteful and show class.

Boom – that’s today’s marketing tip for ya!

Are you ready to go name your financial advisor firm?

Alright that’s all for now. I hope you enjoyed these tips on how to name a financial advisor firm and make their heads turn!

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Or if you want more…

Learn what to say to prospects on social media messenger apps without sounding like a washing machine salesperson. This e-book contains 47 financial advisor LinkedIn messages, sequences, and scripts, and they are all two sentences or less.