I don't care much about company names in general. But I agree with you about the TransferWise name change to Wise. I opened a business account with them a yea

I don't care much about company names in general. But I agree with you about the TransferWise name change to Wise. I opened a business account with them a year ago in order to transfer large payments in foreign currencies, because I remembered they had a positive reputation for that purpose. I think if they had always been called Wise, I just wouldn't have remembered they existed with that specialisation, and would have used Revolut instead as I was familiar with them (but not happy). TransferWise's specialisation in currency transfer and reputation for doing so better than other banks was the only reason I opened the account, though I've since used them for more things. The initial entry through memorability and reputation was crucial.