What’s in the Name: How this Icelandic startup took an unusual path to the optimal brand name

Many websites suffer from poor performance due to slow page speed, weak UX, broken elements, and ineffective SEO.

While existing web analytics tools offer data, they rarely offer direction.

And that’s where Reykjavik, Iceland-based Optise comes into play!

Led by Ómar Thor Ómarsson, Optise is the first AI-powered platform for website insights designed for B2B companies.

It provides personalised insights and clear recommendations by using advanced language models, visual analysis, smart workflows, and a ranking system.

In this edition of our “What’s in the Name?” series, we dig into the meaning, mission, and momentum behind the name Optise.

A name born from intention—and a street test

From day one, the team behind Optise knew they wanted something that did more than just sound catchy.

“We knew from the beginning that the name had to reflect what we’re about: making things better, smarter, more effective,” says Ómar Thor Ómarsson to Silicon Canals.

Consequently, they chose “Optise,” which is a play on the word “optimize.” The name is short, punchy, and gets straight to the point.

“It was one of those moments where, as soon as we said it out loud, it just popped. It instantly felt right. I even took it to the street to ask random people which name they liked best, and Optise won every time,” adds Ómarsson.

Optise – More than a name—it’s the mission

The Icelandic company helps B2B brands understand their web traffic on a deeper level, using AI to uncover what’s working, what’s not, and what’s next.

“We believe every company deserves a website that reflects the hard work they’ve poured into their product and brand. That’s what Optise is all about – making website experiences delightful for users and profitable for businesses,” explains Ómarsson.

According to Ómarsson, the open gap in the “O” represents a window—a symbol of clarity, opportunity, vision, and the idea that websites should be ever-evolving.

“We take a holistic view of what makes a website great. It’s never just one thing. SEO, design, brand, copy, visuals, campaigns, social media, content – it all comes together in one digital experience. That’s what we’re passionate about helping companies optimize: the whole thing, not just the pieces. Because when all those parts work in harmony, the website becomes more than a tool – it becomes a real growth engine,” he states.

The naming process

Coming up with Optise wasn’t immediate. The team ran a full-blown naming competition—collecting everything from creative, and occasionally unpronounceable ideas.

“But Optise stood out immediately – it felt modern, purposeful, and connected to our mission, says, Ómarsson. “To make sure we weren’t just in our own little bubble, I actually went out into the street and asked people which name they liked best. Optise won every single time. Overall it took around 1 month to finalise the name.”

“Domain-first” thinking for a digital-first company

For a startup that builds web experiences, the domain name wasn’t just a box to tick. It was core to the brand.

“Honestly, we wouldn’t have picked a name unless we could get the domain. For a digital-first company, especially one focused on websites, your domain is a big part of your brand. It needs to be clean, easy to remember, and feel credible right from the start,” he says.

Fortunately, the team secured optise.com, but also grabbed variants like optise.ai and optise.is to cover future campaigns and potential product extensions.

Trademarking and the road ahead

While the trademarking process is still underway, the team is tight-lipped on details.

“We’re currently in the process of trademarking, so we’d prefer not to publish details around that just yet. It’s an important step for us, and we’ll be happy to share more once everything is finalised,” says Ómarsson.

The company’s CEO also clarified the fact that they’re not planning to rebrand anytime soon.

“We’re incredibly happy with the name Optise. It captures what we stand for, it feels right, and most importantly, we’re proud of it. I think that’s underrated – having a name that actually makes you smile when you see it, when you wear it, when you tell someone what you’re building. That said, startups evolve, and you never know what the future holds – but today, Optise is exactly who we are,” he adds.

So, does the name really matter?

In the world of startups, there’s always debate about how much weight a name carries.

“I don’t think a name alone determines success, but it definitely matters more than people might think. If a team can form a real emotional connection with the name and brand – if it feels right, makes sense, and sparks pride – it gives them this fire in the belly,” he explains

“With Optise, we feel that connection. But at the end of the day, a great name still needs to be backed by a great product, a clear mission, and a team that shows up every day to build something meaningful. The name helps light the spark, but it’s what you do with it that really counts,” he concludes.