EverBank Financial Corp.

EverBank Financial Corp. is a bank-holding name, so it sits in the layer above the branch-facing business rather than on the counter itself. By our assessment, it reads like a corporate shell for a banking group, and that makes it a fit for people tracking financial institutions rather than for anyone looking for a consumer product. Its strength is plain structure: the name tells you it belongs to banking, but not much more, which is enough for a company whose job is to sit behind a bank. The downside is equally plain: with no widely checked public substance here, there is little to judge beyond the category. In practice this is the sort of company card that only matters if you are sorting banks, not if you want a story about operations or reach. It is not trying to be more than a holding company name.