Mortgageforce is a well known name in the industry, but in the beginning there was some debate about whether it was right for the company.
“We spent many dark nights in 2000 hunting for the perfect trading name, checking web domains and making Companies House searches for unused companies,” says chief executive Rob Clifford.
But it seems that it’s not just about finding an enticing and memorable name. As a repeat entrepreneur, Clifford knew care was needed in thinking about the name from all angles. He recalled a business trading as Valuations Direct which picked up the unwelcome nickname of VD and another called Time In The Sun also having an unfortunate acronym.
The eureka moment came with the discovery that the name mortgageforce was available. It had a ring of certainty and clarity about it.
Clifford’s co-shareholders Paul Gratton and Chris Hickling wondered whether the name was too close to Parcelforce – or maybe police force. But on balance it was sufficiently fresh for an innovative national business.
In the five years since, mortgageforce has seen potential infringements of its name which it has vigorously defended. Then again, they do say that imitation is the sincerest form of flattery.