Since we launched Nectarine last Monday, one of the most common questions we have gotten is “Why did you call it Nectarine?”.

I’m generally a fan of company names that don’t really mean anything in relation to the business. That gives the company room to define it’s own brand and the company name comes to mean that. Think of these other examples:

• Amazon
• Apple
• Google
• Visa
• Adobe
• Uber

Do those words “mean” anything relative to the company? Not really. Do you wonder “Why is that online retail store named after a rainforest in South America?” Of course not. At this point Amazon just means Amazon. So maybe in the early days Jeff Bezos fielded the question “Why is it called Amazon”, but I doubt he does anymore!

We expect that will happen with Nectarine too (it already is from my perspective, but I hear it a lot more than you do). Nectarine will just mean high-quality, affordable, accessible financial advice. And it’s a lot easier to say “Hey you should get a Nectarine advisor” than “Hey you should go to highqualityaffordableaccessiblefinancialadvice.com”. It just doesn’t have a ring to it.

Nectarine is going great, by the way! We’ve booked 441 meetings with our 13 advisors who have gotten an average review of 4.88/5 stars so far! We’re working hard to add more fantastic advisors as well. (If you’re a licensed financial advisor and interested in providing advice-only planning, click “advisor jobs”).

As always, reminding you to build wealth by following the two PFC rules: 1.) Live below your means and 2.) Invest early and often.

-Jeremy

Disclosure: The reviews referenced have been provided by clients who have completed an engagement with an Advisor. No compensation was paid for any reviews and the reviews may not necessarily be representative of all Nectarine experiences. Please hellonectarine.com for more details.