Lemonade2Today I ran across a brilliant name: Lemonade.

Lemonade is a fresh-squeezed, “still stealthy” insurance company, and though they haven’t totally revealed exactly how they plan on shaking up the traditionally hidebound, reviled industry, I’m already on board. Which is kind of a big deal—as a naming professional, I feel like I have a certain savviness and cautiousness about names—I don’t get swept off my feet too often. And as a consumer, I know I should really do my research—or at least read a few abstracts—before patronizing any company. But I am just so taken with this name that even though they’ve released barely any of the juicy details about their points of difference, I am behind them 100%.

The only part of the company’s industry disruption plan that we know about is that they hope to cooperatively reduce the number of false claims that eat up the time and patience of claims agents. As reported in TechCrunch, behavioral scientist and Lemonade executive Dan Ariely explains, “People feel justified in trying to screw up an insurance company. Dishonesty is influenced a lot by our ability to justify it. If we are dealing with a party that we think is immoral itself, then we [are immoral] and justify it. We think that everybody else cheats … it feels like a victimless crime.”

The idea is that cultivating honesty all around will be better for both sides of the claims process, and with that in mind, the company aims to both design user experience around dissuading fraud, and cultivate a mutual respect and trust. Whether this succeeds is yet to be seen, but the name Lemonade is a great start, and my affinity for it is a testament to the power of friendliness and optimism in a generally antagonistic, miserable industry.

The name Lemonade derives, surely, from the adage that if life gives you lemons, make lemonade. As such, the name will perform strongest among English speakers who know that phrase, but I reckon the thrust behind it will have passably universal appeal … sugar is sugar, after all. And “~ade” suggests aid, which is another bonus for English speakers.

But most of all, the name is just good old-fashioned country sweet and simple. Whereas other industry titans employ names that suggest “Trust us, we are the established professionals,” Lemonade says, “Let’s be friends.”

Today I ran across a brilliant name: Lemonade.

Lemonade is a fresh-squeezed, “still stealthy” insurance company, and though they haven’t totally revealed exactly how they plan on shaking up the traditionally hidebound, reviled industry, I’m already on board.