“Names are the sweetest and most important sound in any language” – Dale Carnegie, an American writer and teacher
What’s in a name? A “name” is often the first thing we notice (an identifier) be it an individual or a company.
Historically, “name” holds a massive importance that can convey numerous aspects from cultural heritage, personal values to mission and vision.
For startups, the answer is often more than meets the eye! It conveys purpose, mission, values, and exclusivity that can have a lasting impact.
Some names emerge from deep anecdotal experiences, others from strategic branding exercises, and some evolve over time.
Dear Silicon Canals readers, welcome to our new series, “What’s in the Name?”
In this series, where we dive into the stories behind the names of Europe’s most exciting startups. We’ll uncover the thought processes, challenges, and inspirations that shape these names.
First up in our series is Barcelona-based Weecover.
Meet Weecover!
Founded by Jordi Pages and Rafael Gallardo, Weecover offers APIs and technology solutions to connect insurers with consumer distributors.
Its Insurance-as-a-Service (IaaS) platform allows retail companies, e-commerce platforms, financial institutions, and digital applications to offer insurance products and services.
To kick off the series, we interviewed Jordi Pagés, Co-Founder & CEO at Weecover, and here’s what he has to say.
The triple meaning behind “Weecover”
Unlike many startups that spend months agonising over branding, the name Weecover was finalised organically, reflecting their purpose-driven approach to insurance.
The name aligns with the company’s vision of making the insurance sector simpler, more accessible, and easier to understand for users.
According to Pagés, the name “Weecover” was inspired by a desire to naturally reflect the company’s purpose, incorporating a triple meaning:
- “We cover” – Highlighting the company’s role in providing protection.
- “We e-cover” – Emphasising its focus on electronic coverage.
- “Wee cover” – Representing small, tailored insurance solutions.
“The name connects the digital world with our aim to offer universal and straightforward access to all types of coverage,” says Pagés.
Navigating naming challenges: Trademarking, domain decisions and name changes
While the team didn’t follow a rigid naming process, they did have to navigate some challenges. Trademarking, for instance, proved to be a minor hurdle.
Explaining the challenges involved in trademarking the name, Pagés reveals, “Yes, we noticed there were other insurtech companies with similar names in different regions. Some of them were no longer active, and others were very locally focused. However, this did not pose a significant issue for us to move forward with our choice.”
However, domain availability wasn’t a major factor. Unlike many startups that struggle to secure the perfect URL, Weecover focused more on the impact of the name itself rather than just securing a .com domain.
Pagés isn’t considering a name change for now but remains open to reassessing it as the company evolves.
“At the moment, we are not considering a name change in the short term, but as the company evolves, we will reassess whether it makes sense to adapt the name,” he adds.
What’s in the Name?
So, does a name really determine a startup’s success? While it’s not the sole factor, Pagés believes it plays a crucial role.
The name is more than just branding—it’s an essential part of its identity.
“The name is a key identifier of what you do and how you do it. We feel deeply connected to our brand and, at this stage, it is a vital element of our positioning,” he concludes.