How Stripe became Stripe, a look inside the startup naming process

One of the questions I’m always looking to answer is how a particular company came up with the brand name they decided to build their company around. As many of you know I have gone through this process twice with our startup, beginning our life as Fashion Metric and recently rebranding to Bold Metrics.


Popular brandable domain name marketplace BrandBucket has helped many of the startups we all know and love find a solid domain name without the hassle of hiring a dedicated broker or trying to negotiate directly with a domain owner. Companies like Mattermark, Zomato, and Envato got their domains on BrandBucket and the list goes on.


Last year there was a great blog post on BrandBucket that I think is worth reading if you’re a startup founder trying to pick the right name for your company. It’s a look inside the decision process that Stripe went through and like most things, it all started with a bit of a bumpy ride:

This is a tale of failure and redemption that began back in 2010. At that time Stripe was just a fledgling startup called, “/dev/payments.”  The new venture’s goal was to build a payments API that catered to developers. Their odd company name, complete with slashes, was designed to speak to developers who were finding it difficult to add payment options to mobile apps.

However, several things went wrong. For one, their home state of Delaware wouldn’t allow them to incorporate using a company name that started with the slash symbol.  So they changed the symbols to words and filed under the amended brand, “SLASHDEVSLASHFINANCE.”  This allowed them to not only to meet the state filings requirements but also to expand the scope of their business as well. (Source – BrandBucket Blog)

It’s always interesting to see how brand names change over time. When we first started Fashion Metric we could have never known how our business was going to grow and evolve over the years. The process of realizing it’s time for a name change, and then going through that change is no easy task and definitely takes more than just sitting in a room, coming up with a name, and making a press release.

To hear the full story of how Stripe landed on their name you can read the rest of the blog post on BrandBucket here.


{ 6 comments… add one }

  • Cate Colgan January 10, 2017, 11:15 am

    Love hearing stories about start up naming processes! Thanks for sharing about this one! And thanks for letting us interview you about how you/Fashion Metric rebranded to Bold Metrics ! 🙂

  • Keith DeBoer January 10, 2017, 11:48 am

    Hey Linton!

    I’m flattered by your praise for the post I wrote at BrandBucket about Stripe. Thanks for the mention and I look forward to meeting you at NamesCon!


    Keith DeBoer
    BrandBucket Brand Ambassador

  • Keith DeBoer January 10, 2017, 12:06 pm

    PS If you like branding stories here’s the story of the brand Ring
    and BreakTheBubble which was purchased for a box of chocolates (no kidding).

    • Morgan January 12, 2017, 12:41 am

      Thanks for sharing Keith, these two are great! And thanks for the article about Stripe, looking forward to meeting you in Vegas in a few weeks 🙂

  • Joe January 10, 2017, 6:49 pm

    Hi Morgan,

    The new path that you have chosen is not the one I have, they are two different fields.
    Getting to make possible an accurate measurement of the human body, I do it in 6 years and you where possible to be 3% of what a tailor make a tailored suit your client.

    Augmented Reality (AR) that you hope to achieve with this system I ask you but I do not want to answer because you have gone out of the way before.

    Measurements are never exact there are two the exact and the Inextact this is like an equation of mathematics. and

    I will not tell you any lies, but I will not tell you the whole truth, we must discover each one, it is not a challenge, it is a fact that we must work and discover which way we must continue without deviating from it, because illusion is joy When you see them finished, there are many like the two of us who have different paths to ours, some are more advanced than yourself and being from your country, and I am not happy.

    The interesting thing is that the first one will never have the total victory since you have to continue investigating not to fall by precipice, to look even in the deepest, do not wait and enjoy that the time of the personal life is fast.

    PS: Not being able to write so much text in contact form of

  • Joe January 12, 2017, 1:29 am

    Hi Morgan,

    I send email for you



Leave a Comment