Financial Services Platform Naming and Branding GTM Strategy


A professional services firm developed a financial services platform and was looking to determine a name and narrative for the platform as part of their GTM strategy.


The objective was to develop a platform naming & narrative strategy by identifying specific naming options and gaining a VoC perspective by conducting double-blind interviews. 

Our Work

10EQS assessed the platform naming success criteria and key branding themes desired to be associated with the name. 5 industry experts were initially interviewed to understand the wealth management & tax services market. In addition, 10EQS conducted extensive secondary research on competitive naming & branding concepts.

10EQS Project Team
  • Ex McKinsey & Co. Consultant with financial services industry experience and a strong background in marketing & branding
  • Associate Consultant 
  • 10EQS Delivery Operations (= PMO) providing quality assurance, process management and expert recruitment
  • 10 industry experts
Industry Experts (sample)
  • Global Co-Head of Product, Private Wealth Management – Global Investment Bank
  • Senior VP & Regional Wealth Planning Manager – Financial Services Company
  • SVP, Wealth Strategies Advisor – Global Investment Bank
  • VP, Wealth Management Advisor – Financial Services Company
  • Wealth Management Market Director – Financial Services Company


10EQS considered over 70 potential names and engaged in deep Client team discussions regarding 15 of these. 5 were selected to be pressure tested by experts; these 5 also passed a linguistic and cultural screen. Ultimately, 3 names resonated most with potential customers, cleared cursory competitive usage, and are recommended for brand development

Please reach out to us if you are interested in learning more.