Choosing a name is a significant decision for any company, particularly for startups seeking to establish a strong identity. It serves as a reflection of their mission, values, and overall purpose. Weecover, a Barcelona-based insurtech company, opted for a name that encapsulates its approach to the insurance industry. Unlike many businesses that undergo extensive branding exercises, Weecover’s name was selected in an organic manner, aligning with its goal of making insurance more accessible and straightforward.
In earlier discussions about naming strategies, many companies have emphasized the importance of securing a domain name and overcoming legal restrictions. Some firms have even undergone rebranding efforts to avoid conflicts with similar names in the market. Weecover, however, did not face significant obstacles in this regard, as its name was not only distinctive but also available for use in its target markets. While other insurtech companies have had to reconsider branding in response to market changes, Weecover remains confident in its current identity.
The Meaning Behind Weecover’s Name
Weecover’s name carries multiple layers of meaning, reflecting the company’s core mission. The founders wanted a name that naturally signified the company’s role in providing insurance solutions. The name incorporates three distinct interpretations: “We cover,” emphasizing protection, “We e-cover,” highlighting its digital insurance services, and “Wee cover,” symbolizing customized, small-scale insurance offerings.
“The name connects the digital world with our aim to offer universal and straightforward access to all types of coverage,” said Jordi Pagés, Co-Founder & CEO of Weecover.
Challenges in Branding and Trademarking
Unlike many startups that encounter difficulties in securing trademarks and domain names, Weecover faced only minor obstacles. Similar names existed in the insurtech sector, but they were either inactive or limited to specific regions, which allowed Weecover to proceed with its chosen name without significant legal concerns.
“Yes, we noticed there were other insurtech companies with similar names in different regions. Some of them were no longer active, and others were very locally focused. However, this did not pose a significant issue for us to move forward with our choice,” Pagés explained.
Domain availability was not a primary concern for Weecover, as it prioritized the impact of the name itself rather than focusing solely on securing a specific web address. While some companies consider rebranding as they expand, Weecover’s leadership remains open to evaluating its branding as the company grows.
“At the moment, we are not considering a name change in the short term, but as the company evolves, we will reassess whether it makes sense to adapt the name,” Pagés said.
A company’s name plays a role in its branding and market positioning, but it is not the sole determinant of success. For Weecover, the name serves as a key identifier of its business model and values. The company believes that its chosen name effectively conveys its mission of making insurance accessible through digital solutions.
“The name is a key identifier of what you do and how you do it. We feel deeply connected to our brand and, at this stage, it is a vital element of our positioning,” Pagés stated.
Weecover’s approach to naming highlights a broader trend among startups—selecting names that reflect not only their industry but also their vision for the future. As the company continues to expand, its name may evolve, but for now, it represents an effort to simplify the insurance experience for customers.
