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?

 

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

 

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.

 

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.

 

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.

 

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

 

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.

 

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You really think someone would do that? Just go on the internet and tell lies?
 

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