Richfielder

Richfielder has the old-company flavour of a family name turned into a corporate label, the sort of thing that can suit asset management, property, or a holding structure. By our assessment, it feels more established than imaginative, which helps in conservative business settings and leaves it a little dry elsewhere. The upside is that names like this often carry a sense of permanence and continuity; the downside is that they can be hard to separate from one another once you are looking at a stack of similar firms. In practice, it is the kind of name that belongs on letterhead and filings more than on a consumer-facing pitch. It sits safely in the middle of the corporate field, and the legal-sounding finish does most of the work.