FTAdviser.com

I’m not quite sure where it all started, but I think it might have been when Egg was launched. Not only is the name daft, but so was the accompanying advertising, something along the lines of “Egg and me, sitting in a tree”. That would’ve put me off opening an account with them even if I could have got past the silly name.

Then there was More> (More Than) for motor insurance which was probably vaguely ok. Smile made me smile as it has a sort of cuddly, positive image, although maybe readers can post a note about their service offering. Does it make you smile?

But these are new companies looking to create an instant reaction in potential customers. Existing companies are not exempt from the silly names syndrome, unfortunately. Recently Liverpool Victoria has entered the fray with LV=. Sorry guys, but every time I see those initials I automatically think of Luncheon Vouchers, not an insurance company.

But the daftest yet has got to be the new name for what was once National Mutual Life, which then became GE Life with the takeover. I got a statement from them recently about an old pension plan of mine, and the letter was headed Tomorrow Life. My first reaction was that the letter had been sent to the wrong person, since I knew I wouldn’t have bought anything from them, but on closer inspection realised what had happened.

Whilst it may add a bit of variety to an otherwise dull world, there are limits. I don’t know how anyone can keep a straight face when they use the name. And I can’t help wondering how much (of my) money they spent getting some agency to come up with it?

What do you think?