Choosing the right name for a startup is often a crucial step in building a strong brand identity. A well-thought-out name can create an immediate connection with customers and reflect the company’s mission. Aslan, a London-based employee benefits platform, has incorporated this philosophy into its branding. The company recently secured €4.7 million in seed funding, further solidifying its presence in the financial well-being space. By offering flexible and daily pay options, Aslan aims to empower employees and help employers provide better financial support.
Aslan previously operated with a similar vision but has now expanded its services with a refined approach. Other financial well-being platforms have attempted to offer early wage access, yet few have combined it with cashback rewards in the same manner. The company’s emphasis on financial control for employees aligns with broader industry trends that prioritize flexibility in salary disbursement. As the demand for on-demand pay increases, Aslan distinguishes itself by integrating both payment flexibility and spending incentives.
How does Aslan support employees and employers?
Aslan enables employees to receive a portion of their earned wages daily without any fees. This service is facilitated through the Aslan app and card, which also provides cashback on purchases. Employers benefit by offering a financial wellness program that can enhance job satisfaction and retention rates. By modernizing payroll structures, Aslan seeks to reduce employees’ reliance on credit and overdrafts.
Why was the name “Aslan” chosen?
Inspired by C.S. Lewis’s “The Lion, the Witch, and the Wardrobe,” the name Aslan symbolizes strength and support. The company’s founder, James Gozney, explained the reasoning behind the name:
“The name Aslan is in large part inspired by The Lion, the Witch, and the Wardrobe, a book which I loved as a child and which is part of a series called The Chronicles of Narnia.” – James Gozney, Founder & CEO, Aslan
He further emphasized that the company aims to empower employees financially, just as the character Aslan serves as a guiding force in the story.
Finding the right name required extensive brainstorming and feedback from colleagues. Gozney tested multiple options before settling on Aslan, ensuring it resonated with the company’s mission. Once the name was chosen, securing the domain and social media handles became a priority to establish a strong digital presence.
Trademarking the name posed some challenges due to the common use of “Aslan” in other industries. However, since no similar companies within the financial well-being sector had the same name, the registration process was relatively straightforward. Gozney highlighted the importance of protecting a brand legally to prevent future complications.
The company’s long-term vision includes the possibility of expanding its brand identity while maintaining the core name. Aslan may introduce sub-brands or additional product lines as it enters new markets, but the central theme of financial empowerment will remain unchanged.
A company’s name alone does not determine its success, but it plays a role in creating initial impressions. While some brands opt for descriptive names, others, like Aslan, use conceptual branding that evokes an emotional response. In Aslan’s case, the name is meant to instill trust and familiarity, reinforcing its mission to support employees in managing their financial well-being.
