Every company needs to have a name, however, not all companies think about naming as an effective use of branding. The name and logo are two things people associate with your company, so you want to make sure that both are memorable, attractive, and communicate core company values.
Multiple factors should be taken into consideration when naming a fintech company. The name should be easy to pronounce and remember. Make sure it works well within your target market and spoken language, check if it does not create any double meanings. A general rule of thumb for fintech - a short, clear, easy to spell name, that is easy to search on google.
We had a client who came to us looking for help. They had built an amazing product, yet they weren't gaining traction. Sounds like a growth problem, until we saw the product name. It had an intentional spelling error which once googled was auto-corrected. If the customer heard it vocally, he wasn't able to find it online. Sounds like a naming problem.
When naming your company, make sure you check if the name isn't trademarked. It is becoming increasingly difficult these days to find a unique name that isn't already trademarked by other companies in the same industry or niche as yours. Search for the name on Google, check with the Patent and Trademark Office.
And finally, once you have your name selected and cross-checked for trademark issues, look for domain name availability.
With fintech, the key thing to consider at every branding stage is to consistently reinforce trust and reliability, therefore a short, clear domain name and extension can play a huge role in this. To find an available domain name can be difficult and if you are looking for a *.com extension the task could be almost impossible. Therefore you might need to consider whether you should go with a different extension, like .io, .finance, or other.