What’s in a Name: How a fusion of ‘Live’ and ‘Been’ is redefining homeownership for next-generations

The concept of smart housing is revolutionising the real estate industry, offering millennials and Gen-Z, a more flexible, technology-driven, and accessible approach to homeownership.

Unlike the traditional set-up, this model utilises technology to simplify purchasing, financing, and managing homes, making property ownership more feasible for a new generation.

One startup at the forefront of this movement is Libeen, co-founded by José Manuel Cartes and Sofía Iturbe. Their mission is to redefine homeownership, making it more accessible and aligned with the needs of modern buyers.

As part of our “What’s in a Name” series, Cartes and Iturbe share the story behind their company’s name and what it represents.

The story behind Libeen

When asked about the inspiration for the name, Iturbe explains that they wanted something modern, aspirational, and unique. “We needed a name that reflected a new way of living and owning,” she says. “Libeen comes from a fusion of ‘Live’ + ‘Been,’ symbolising living today while building for tomorrow.”

Cartes adds that the name reflects their company’s philosophy: “It’s about freedom, smart financial decisions, and breaking away from outdated housing models. We want people to see homeownership not as a rigid, lifelong commitment but as a more flexible and accessible experience.”

The naming journey

Finding the perfect name took time. “It was a process that lasted several months,” Cartes admits. “We brainstormed, tested different ideas, and checked for domain and trademark availability. We wanted something global, memorable, and aligned with our vision.”

Having said that, the team understood that the name had to resonate with both local and international audiences and be easy to recognise across different languages and cultures.

Navigating the digital presence

In today’s digital world, securing a strong online presence is crucial for any startup.

For Libeen, domain name availability played a significant role in the decision-making process. 

“Having Libeen.com from day one was essential,” says Cartes. “It helped establish credibility and made it easier for customers to find us online.”

Trademarking and brand protection

Like any growing brand, Libeen faced challenges in securing trademarks across different markets. “It took effort, but we prioritized legal protection early on,” says Iturbe.

This made sure the brand was safeguarded from the start, enabling a strong foundation for future expansion.

Will the name evolve?

As Libeen continues to grow, the founders remain confident in their brand identity.

“Our vision is bold,” Cartes says. “While the Libeen name will stay, we may explore sub-brands or extensions as we expand into new markets and services.”

Does a name define a startup’s success?

While a great name alone doesn’t guarantee success, the founding duo believes it plays a vital role in branding.

“A name should be memorable, scalable, and aligned with the brand’s vision,” says Cartes. “Libeen stands out in the real estate space because it signals innovation.”