When you need some money to make it to your next paycheck, you can always call on Dave. If you need budgeting help, reach out to Brigit. And for a personal loan to get you out of credit card debt, try Marcus.
That’s not to presume the names and financial situations of the people in your life: Dave, Brigit, and Marcus are all money-related apps and services that have human first names. Personable products aimed at your wallet are a definite mini-trend. There’s also Frank (student loans), Alice (automated pre-tax spending), Clyde (insurance), Oscar (also insurance), and Albert (savings, investment, and overdraft protection).
Anthony Shore, the founder of brand-naming firm Operative Words, explains that these financial startups are simply trying to sound more accessible. “‘Let’s make ourselves chummy and folksy,’” Shore says, channeling a financial startup.
Laurel Sutton, a senior strategist and linguist at the naming agency Catchword, agrees. “They’re trying to take [the brand] away from a faceless institution,” Sutton told Vox. “That kind of branding seems very much on point for millennials or post-millennials.” …