What’s in a Name: The Narnia-inspired story behind James Gozney’s fintech startup, Aslan

Naming a startup is no easy task!

The right (and innovative) name can grab the attention, connect with customers, convey the purpose, and set the right tone for the future.

However, the wrong one? It can confuse, mislead, or even hold a company back.

A name can make or mar a brand’s first impression.

Welcome to “What’s in the Name,” our new series where we explore the meaning and stories behind startup names.

Each week, we’ll explore how a company’s name came to be and the role it plays in shaping its identity.

This week, we’re featuring Aslan. Let’s dive into their story and see what’s behind the name.

Aslan: An employee benefit platform 

Based out of London, Aslan is a next-gen financial well-being that enables employers to offer their employees rewarding and flexible pay.

With the Aslan app and card, employees have the choice to get paid part of what they earn each day, for free, and earn cashback on all their spend.

Last month, the company raised €4.7M in an oversubscribed seed funding round led by Notion Capital, along with Redstone and various angels. 

Inspired by “The Lion, the Witch and the Wardrobe”

“The name Aslan is in large part inspired by The Lion, the Witch, and the Wardrobe, a book which I loved as a child and which is part of a series called The Chronicles of Narnia by British author C.S. Lewis,” says James Gozney, Founder and CEO, Aslan to Silicon Canals.

Aslan, the lion character in the story (whose name means “lion” in Turkish), symbolises guidance, strength, and goodness. He represents a force that empowers and protects.

“It felt like the perfect metaphor for what we are aspiring to achieve: uplifting employers by making their money go further and empowering employees to take control of how and when they get paid,” he adds.

Reflecting the company’s mission

According to Gozney, the name reflects the company’s mission.

In Narnia, Aslan safeguards the world’s creatures, just as the company aims to help people feel confident about their pay and financial well-being.

“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,” Gozney explains. “We want people to feel secure and in control of their finances as if they have someone strong in their corner.”

The pursuit of finding “Aslan”

Naming a startup is not a straightforward process, and Aslan is no exception!

“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 and spell. When ‘Aslan’ came up, it just felt right,” he explains.

Gozney went further ahead by testing it with friends and colleagues, whose overwhelmingly positive feedback sealed the decision.

“That moment of clarity, when everyone jumped aboard, made all the effort worth it,” he says.

Securing domain and digital presence

As a digital-first company, having a strong online presence is non-negotiable.

Upon finalising the name, they entered the frantic research phase, ensuring the availability of the domain name and social handles.

“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,” he adds.

Navigating trademarking challenges

Gozney said that trademarking the name did present a few bumps in the road.

“Aslan means ‘lion’, so there are other companies named Aslan – which also have lion symbols. However, there are none in our field, and so it was quite straightforward,” he reveals.

However, Gozney advises that entrepreneurs who are serious about protecting their brand should consider trademarking early, ideally with the proper legal guidance to ensure all aspects are covered.

Evolution of Aslan

According to Gozney, the name “Aslan” feels timeless and reflects the company’s mission. However, he doesn’t rule out subtle changes as the company grows.

“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. But 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,” he says.

The role of name in success

Does a name play a critical role in a startup’s success? “It does, absolutely,” he says.

“A startup’s success ultimately hinges on solving problems, building trust, and delivering value, but its name is the very first impression it gives,” he adds.

Some names indicate their purpose, such as ‘WeBuyAnyCar,’ which directly explains what the company does.

In contrast, names like ‘Google’ are more abstract and require additional information to understand their products.

“In our case, ‘Aslan’ is conceptual, but crucially, it is also emotive. People see the name and smile as they recollect their childhood. As an employee well-being solution, instantly creating a friendly, positive emotion is very important to us,” he continues.

“So being deliberate about a name is very important! And then consistently deliver on what that name stands for, time and time again,” concludes Gozney.