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:

Which ones do you like and why?

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Comments (93)

Aug 4, 2021 - 10:51am

To The Moon Capital.

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Aug 4, 2021 - 7:02pm

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?

Aug 4, 2021 - 11:00pm

Carlyle picked their name because it sounded waspy and prestigious(srs)

Go with Cabot partners or something 

  • Analyst 1 in IB - Cov
Aug 5, 2021 - 2:23am

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.

  • Intern in IB-M&A
Aug 6, 2021 - 9:30am

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.

  • Intern in IB-M&A
Aug 5, 2021 - 5:04am

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

  • Associate 2 in PE - LBOs
Aug 5, 2021 - 6:30am

Diversity Capital, and then define diverse as people who look like me, just like Harlem Capital does

Aug 5, 2021 - 3:36pm

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.


  • 3
  • Intern in IB - Gen
Aug 5, 2021 - 6:54pm

(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 

Aug 6, 2021 - 10:33am

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.

Aug 6, 2021 - 2:03pm

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.

  • 1
Aug 9, 2021 - 6:42pm

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.

Aug 9, 2021 - 6:55pm

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

Aug 9, 2021 - 7:12pm

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.

Aug 20, 2021 - 3:52am

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Aug 20, 2021 - 5:42pm

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Aug 27, 2021 - 2:21am

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