What’s in the name: Co-founder Maurice Schweitze on how the Greek language and a 30-minute decision shaped Bliro’s identity

Efficient communication is the key for businesses to stay ahead in today’s rapidly developing digital environment.

With companies handling countless customer interactions daily, capturing and analysing these conversations can provide invaluable insights, significantly increasing productivity.

This is where conversation intelligence platforms come in, helping businesses streamline communication, automate repetitive tasks, and enhance decision-making.

Meet Bliro

Founded in 2022 by Martin Thoma and Maurice Schweitzer, Bliro is a next-gen conversation intelligence platform that works across all communication channels—whether in-person, on the phone, or in virtual meetings—without the need for intrusive bots or complex integrations.

The company’s platform helps businesses streamline customer interactions and improve efficiency.

Bliro automates routine tasks such as meeting notes, follow-ups, and database updates, allowing teams to focus on higher-value work. 

But what’s in the name “Bliro”? Well, let’s find out.

The birth of Bliro: Finding inspiration from Greek

It all started when Maurice Schweitzer, co-founder of Bliro, and his team searched for Greek words related to data, intelligence, and information.

“That’s when we found the word pliroforíes, which means ‘information.” We decided to shorten it to Bliro, which fits perfectly since our mission is to turn conversations into data,” says Maurice. “It aligns with our goal of transforming conversations into structured, usable data.”

The 30-minute decision

According to Maurice, the entire process took just about 30 minutes to finalise the name.

“We used Google Translate to explore Greek words for ‘data,’ ‘intelligence,’ and ‘information.” When we found pliroforíes and shortened it to Bliro, it felt like the perfect fit,” he adds.

Navigating domain dilemma

“At the time, we didn’t think about it much, but looking back, it was pretty important. After settling on ‘Bliro,” we googled it and found zero results—which felt like hitting the jackpot,” he states.

A quick check revealed that the name Bliro had no prior use, and securing the domain was effortless.

“No, since no one else was using the name, there were no trademarking issues. That made the process smooth,” clears Maurice on securing a trademark.

Staying true to origins

Looking ahead, the founders don’t expect to change the name.

“For now, we want to stay true to our origins—turning conversations into data. Since “Bliro” directly represents information, we don’t see a reason to change it,” states Maurice when asked about the possibility of rebranding as they evolve and diversify.

The role of a name in a startup’s success

While a good name can certainly help with branding and visibility, Maurice believes that the true key to a startup’s success lies in execution.

“There are far more important factors in a startup’s success—building and selling the product are what truly matter. However, a good name can help with branding and memorability, which can make selling easier. While a strong name can contribute to success, it won’t break a business if everything else is done well,” he concludes.