Apex Investment

Apex Investment is the plainest of the six, and that plainness is both its strength and its weakness: it tells you immediately that the company wants to look like a standard investment house. By our assessment, that directness makes it easy to place, but it also leaves almost no distinguishing mark, since the name could fit asset management, advisory work, or a generic holding firm. In practice, it is the sort of label that relies on the business underneath to provide any real character. That makes it fine for formal use and not especially memorable for anyone trying to separate one investment outfit from the next. The result is a middling score, because the name is clear without being distinctive.