Starting a new PE firm - what should we call it?
All right monkeys. A few partners and I are starting the (long, slow, uncertain) process of launching a PE firm and raising our first fund. We come from different backgrounds: PE, HF, Fortune 500, management consulting, but we think we have a good shot at getting something done.
Question for the monkeys here: what should we call it?
Just from scanning the interwebs, the precedents are:
- Names of the principals. KKR, GTCR, H&F, TH Lee, Warburg Pincus
- Locations. Deerfield, Madison Dearborn
- Former parent corporation. Bain Capital
- Pretentious WASPy-sounding names. Carlyle Group, Riverside, Summit, Harvest, Cranemere, General Atlantic, Stratton Oakmont 🤣
- Clever puns. Blackstone (after Steve Schwarzman and Pete Peterson, Schwarz = black in German, Petros = stone in Greek)
Which ones do you like and why?
Sailing analogies are a good start:
- https://www.vmgpartners.com/ (velocity made good)
- https://www.truewindcapital.com/ (wind direction adjusted for speed of travel)
That way you can use all of the standard nautical power point images as well....
To The Moon Capital.
Build a PE firm for the 21st Century. Break from dogma. In a world where Elon Musk's official title is "Technoking of Tesla" and the CFO's title is "Master of Coin" - dare to be great.
Ya'll hiring tho?
Boaty McBoatface Capital
Evil Capital. Everyone would respect the honesty.
Capitalism Capital?
I kinda like Capital-Ism. Google-esque.
https://www.capitalg.com/
Change your name to Bruce Wasserstein and name it after yourself - he’s not around anymore to sue you
Don’t forget Classical Mythology: Apollo, Ares, Cerberus, etc.
Plenty of gods still left to choose from
Yup. Ajax, Argo, Atlas all taken as well.
Hermes taken by the clothing brand. Janus as activist investors I think.
Griffin (Gryffin) or Evander maybe?
Gryphon is already taken
Most within Hellenic mythology has been taken
Is there an Aphrodite Capital?
Edit: N/m, https://aphrodite.capital/
WAAC - Wet Ass Acquisition Corp
GOAT & Co.
Carlyle picked their name because it sounded waspy and prestigious(srs)
Go with Cabot partners or something
I am may be wrong, however, I believe the true reason it was named Carlyle was as the firm was being set up, the founders often met up at the Carlyle hotel.
David Rubenstein did mention this in several of his interviews
It’s a combination of your two answers. They met up at the hotel together, then decided to name their group after the hotel because they thought it sounded prestigious.
Penis Partners
Pussy Partners
Just open Google Maps, zoom on London and pick a street name:
- Brook Street Partners
- Hamilton Capital Management
- Dering Partners
- Bolton Capital
- Dover Management
- Grafton Partners
- Arlington Capital Partners
- Regent Capital
- Broadwick Ventures
- Stanhope Management
Funny enough, Arlington CP is already taken. Classic DMV area fund name
This is the best idea for naming anything honestly
No Cap Capital. And have your tagline as "Honesty. Integrity. No Cap".
Diversity Capital, and then define diverse as people who look like me, just like Harlem Capital does
Mike Oxlong & Associates
New World Order & Associates
I met a guy at a networking event once that was a Cuban refugee and ended up starting a hedge fund after a journey that could've been a novel. He named the firm after the bay that the boat left from in Cuba.
Is this Varadero capital?
Alternative Investors of Diverse Situations. Also known as AIDS.
Any books/novels you enjoy? Maybe take inspiration from that.
As an example, Thiel is a huge fan of LotR and has named many firms and funds from locations within the universe.
Casterly Rock Capital
Lannister Debt Partners
Casterly Rock Capital sounds good.
studies show funds with militaristic sounding names outperform in fundraising
Harvey Irving Vanderbilt Capital, or HIV Capital for short
Congrats. Call it something sick. Something like Glizzy Capital…
(adjective) (natural feature), like Blackstone or Silverlake or Clearlake or New Mountain or Stone Point or Oaktree or Oak Hill or Riverstone or Great Hill or Lime Rock or Riverside or Peak Rock or Brightstar or One Rock or Blackrock or Ridgemont or Cove Hill or Birch Hill or Tailwater or EagleTree or Crestview or Five Point or Edgewater or Greenbriar or Peppertree or
Humanity has advanced past the need for commas.
BofaD Snutz Capital
You beat me to it! Haha
Tegridy Capital
Reads like Tragedy Capital
Exit Opps Capital
BrokeTree Capital
Pussy Acquisitions.
Weenie Hut Capital... But if you really want to get spicy, I recommend Super Weenie Hut Capital
Super Weenie Hut Capital is the Distressed Investment Arm
The key is to use some combination of a topographical feature (river, lake, hill, mountain), a tree type (oak, pine, fir), a Greek or Latin or Native American word (Athena, Algonquin, Agape), an adjective (clear, round, tall), and/or a color (blue, black, red). Your PE firm's name is contained somewhere in the Vinn Diagram of these things.
Recreational Nuke Equity Partners
Roentgen Equity Partners.
"Not great, not terrible."
Sugon Capital
Whatever you do DO NOT put your personal name in the company's name! Every client will want to talk to you, not your VP or analyst.
Sixty Ninth Street Partners
"Capital coming together with with world class entrepreneurs to create long term value."
Devin Hester Capital (Best returns in the game)
Money.
Can you hire me ?
bulge bracket
Phat Private Equity
Joe Mama Capital
Balls. Just balls.
Are you hiring? Graduating with Masters in Finance in less than a month
Purple Stone. Even Ralph Lauren knows that the Purple Label is better than the Black Label. You’ll be better than Blackstone within a year.
.
Accelera Equity Group (AEG)
Types of trees / plants (Sequoia, Oak Tree) may be worth to consider as well.
Not taken, afaik:
Dodder = „Dodder is characterised by its thin yellow leafless stems that creep upon its host tree and choke it to death."
Red Mulberry = most durable tree
Paul Allen & Associates?
Let's see OP's firm name
Have u tried doing some clever acronym that uses the first letter of each partner’s name and arrange it to a word and then add partners to it (_____ Partners)?
You could also try combining the last names of the 2 largest shareholders of the firm or 2 of the partners with the largest big dick energy.
Maybe have the guy with the best last name adopt all of the partners so that the firm name would be ______ & son.
Or just name it Steve Capital cause why not. And maybe mandate that all partners of the firm must legally change their name to Steve.
Pogue Partners or Kook Capital
BSD Capital Partners... 'nuff said
Big sweaty dick?
Entaurus
Five Guys, One Fund (5G1F)
Farty Poopy pee pee Equity Partners
What the fuck were you expecting your asking a forum full of gibbon monkeys
OOOOOOOOOO OOOOOOOOOO OOOOO OOOOOOOOOOOOOO
Dewey, Cheatem & Howe, LLC
STG Equity/Capital Partners
"Short Term Greed"
ligma Capital
Uranus Partners
Warburg Penis
Any name can be good depending on the purposes / goals of the firm I would think. What kind of a PE firm are you hoping to build?
Madeoff Capital Group - MCG
Epstein Capital Partners
WAP Capital. Fundraise through TikTok
[Insert Tree Species] Capital
Nuke Equity Partners actually sounds kind of dope
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