Richmore

Richmore has the polished, slightly aspirational tone that a finance or wealth brand often wants, and that is the main thing it communicates. By our assessment, the name sounds comfortable and prosperous without being loud, which can help if the company wants to seem established rather than flashy. The downside is that it is so broad it could fit several different businesses, from advisory work to lending to investment services, and that leaves outsiders guessing. In practice, it behaves like a soft-branded name: pleasant, easy to say, and not very informative. It sits well in the middle of the category of names that sell atmosphere before detail. People looking for clear clues about what the company actually does will not get them here.