This Palo Alto–based startup is the first U.S. company to allow cell-phone users to transfer funds “mobile to mobile” and to pay for goods and services at retail outlets. But its original name, Ultralight FS (Financial Services), failed to communicate the money-transfer concept and, according to CEO Carol Realini, lacked the “cool factor” essential for marketing to the company’s initial audience: U.S. college students. Internal naming efforts had reached a dead end.

Wordworking directed an independent name search that resulted in a list of trademarkable names with available domains. One of them, Obolink—developed from obol, an ancient Greek coin—was especially appealing. A bit of tweaking led to the final corporate name, Obopay. Fun and easy to say, the name combines a bit of whimsy with a clear descriptive benefit.

“ Nancy really listened to us, was proactive and flexible, and worked within our tight timeframe. She did a really good job with the naming brief and delivered names that could pass trademark and were available as URLs.”

—Howard B. Gefen, vice president, marketing and business development