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What's in a Name: Moasis, TinderBox, Leanplum, Bynder

5 minute read
Dom Nicastro avatar

We go the hot route in this round of our What's in a Name series. Hot as in the company that named itself Moasis because it provides users with an oasis in the "mobile desert of opportunities." Hot as in the company that took inspiration by the concept of kindling up a good fire.

What inspired the other two we feature today? A CEO's go-to word when he described his company's product and the concept of being lean and nimble, which let me be the first to say is challenging in the gluttony games (I mean, the holidays).

So today we look at Moasis, TinderBox, Leanplum and Bynder.


Founded: 2009

Headquarters: San Francisco

Number of Employees: 35

Specializes in: Moasis makes decisions and delivers content to mobile and other connected devices based on location.

Was this the original name? Yes.

Who named the company? Two of the three co-founders, Ryan Golden and Jason Mascari.

How and why did the company take on this name? Golden and Mascari were working on branding and logo development for other companies through their boutique agency. They said it was both strange and fun to be thinking about a name for their own company at the same time. They ultimately decided on Moasis — a combination of mobile and oasis — to suggest "an oasis in a mobile desert of opportunities that are either unscalable or ineffective."

What tech company names do you envy? We nod our hats to companies that have unique names, which define the brand and culture around it, such as Google and Instagram.


Founded: 2010

Headquarters: Indianapolis

Number of employees: Approximately 60

Specializes in: TinderBox is a cloud-based sales productivity suite that empowers companies to sell more efficiently and effectively with a "better way" to create and deliver quotes, proposals, contracts and presentations. Unlike PDFs, Word docs and PowerPoints, every piece of TinderBox-powered sales content is delivered online and provides real-time alerts and analytics that identify who is opening, viewing and forwarding content to improve follow-up and reduce sales cycles.

CEO: Dustin Sapp

Was this the original name? Yes

Who named the company? The three co-founders

How and when did the company take on this name? TinderBox got its name from the idea that sales proposals, quotes and contracts are essentially a collection of small pieces of information and content that, when assembled, become the fuel that propels companies to sell. Similar to how a tinder box holds kindling, TinderBox is the technology platform that teams use to create, store and use those pieces of content.


Founded: 2012

Headquarters: San Francisco

Number of employees: Less than 100

Specializes in: Mobile marketing automation that lets brands shape meaningful experiences for their users at scale, driving engagement and results

Learning Opportunities

CEO: Momchil Kyurkchiev

Was this the original name? Yes. We threw out words that could be used to describe a mobile app or optimization before settling on Leanplum.

Who named the company? It was a brainstorm between the two founders.

How and why did the company take on this name? Leanplum combines personalized messaging, A/B testing, and analytics. The founders said they chose the word lean for three reasons. First, to suggest that companies can be nimble. "With Leanplum, marketers can switch in-app content without waiting for App Store approval or automate personalized messaging (then A/B test it)," the company maintains. Second, because the company itself runs lean, offering all its capabilities within one platform. Third, because "Leanplum speaks to leaning on a partner invested in your success."

What tech company names do you envy? Slack, Lyft and Google. How many times have you said, "I Slacked you the memo," "I Googled the term" or "I need to catch a Lyft"?


Founded: 2010

Headquarters: Amsterdam

Number of employees: 145

Specializes in: Branding automation

CEO: Chris Hall

person skateboarding inside the bynder tech company office

Was this the original name? Bynder went through two names and realized they weren't really working.

Who named the company? "I named the company," said Chris Hall, Bynder founder and CEO. "I really like names that are based on real things because you usually remember names that are linked to physical objects. I never wanted words like 'brand,' 'asset' or 'project' in the name, since it would be difficult for people to differentiate and for Bynder to stand out."

How and why did the company take on this name? The name Bynder, stemmed from the fact that our solution is like a binder. Whenever I had to describe the solution, I would say, "Think of it, like a binder." Bynder was not only a claimable name, but best described what Bynder is and does. As for the logo, it's a paperclip bent in half. It happened when I was playing with a paperclip and that's when the "aha" moment came. You can also see a "B," and of course, and the Bynder heart as we call it, which fits nicely with our company culture."

Check out our first and second installments in the series. Want to suggest a company for "What's in a Name?" Contact Staff Reporter Dom Nicastro.

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