The Silicon Canals team sat down with our CEO James and asked 'Why are you named Aslan?". Here is the response:
Q1. What inspired the name of your startup? Is there a personal story or anecdote tied to the name?
The name Aslan is inspired by “The Lion, the Witch and the Wardrobe”, a book that is part of The Chronicles of Narnia, which I loved as a child. Aslan is the lion character in the story. Aslan is a symbol of guidance, strength, and good - a force that empowers and protects. It felt like the perfect metaphor for what we are aspiring to achieve: uplifting employees by making their money go further, and empowering employees to take control of how and when they get paid.
Q2. How does the name reflect the mission or vision of your company?
It’s everything we aspire to be! Aslan the lion is a symbol of good, looking out for the people and creatures of Narnia. If people are paid as they earn, as we were 100 years ago with brown paper envelopes every week, we would have far less need for overdrafts and credit cards. We want people to feel secure and in control of their finances, as if they have someone strong in their corner. The name reflects our commitment to making a positive, lasting impact on people’s lives by helping them feel confident about their pay and financial wellbeing.
Q3. How long did it take to finalise your startup’s name? What was the naming process like?
It certainly wasn’t a quick process! We spent weeks brainstorming, tossing around ideas, and searching for a name that was simple, meaningful, and easy to say. When “Aslan” came up, it just felt right. We tested it with friends and colleagues, and the response was overwhelmingly positive. That moment of clarity, when everyone jumped aboard, made all the effort worth it.
Q4. How important was domain name availability in your decision?
Crucial. As a digital-first company, having a strong online presence is absolutely essential. When the name “Aslan” first came up, we entered the frantic research phase of checking domains, social handles, and more. A domain is a digital business’s front door, it needs to be easy to find, and simple to open. Thankfully, it was available, and we made sure to secure it early to avoid any headaches later on.
Q5. Did you face any challenges with trademarking the name?
There are other companies named Aslan, but none in our field, and since Aslan means “lion” in Turkish, it was quite straightforward. Time, however, was the biggest factor. If you’re serious about protecting your brand, I’d recommend starting early and getting the right guidance from a lawyer to make sure everything is covered.
Q6. Do you envision your startup’s name evolving as you grow or diversify?
For us, “Aslan” feels like a timeless name that truly reflects our mission, however our product evolves, and we intend to keep it as we grow. That said, as we expand into new markets or launch new product lines, we may look at creating sub-brands or taglines to complement the core Aslan identity. One of the reasons we chose the name is its flexibility, it can grow and scale with us. It is more likely that our brand’s visual identity will develop and evolve as we do, than that the core brand name itself will change.
Q7. Do you think the name plays a critical role in a startup’s success? Why or why not?
It does, absolutely! While a startup’s success ultimately hinges on solving problems, delivering value and building trust with its audience, its name is the very first impression you get of a company. Some names serve a specific functional purpose, e.g. “WeBuyAnyCar” tells everyone exactly what they do, without emotion. Others are conceptual, and therefore flexible, but you can have no idea what they do from the name alone, e.g. “Google”. “Aslan” is both conceptual, and emotive. People smile as they recollect their childhood when they see our brand name. As an employee wellbeing solution, instantly creating a friendly, happy emotion is very important to us. So being deliberate about a name is very important! And then consistently deliver on what that name stands for, time and time again.
