Weekend Essay: The subtle art of naming funds

The Money Marketing Podcast

In this Weekend Essay episode, Lois Vallely delves into the often overlooked world of fund naming. Inspired by her childhood love of naming pets, she contrasts the creativity in naming animals with the rigid, sometimes dull world of investment fund names. Vallely explores why fund names are often so plain, the role they play in investor decisions, and whether a touch of creativity could benefit—or confuse—the financial world. Tune in to discover why naming a fund might not be as fun as naming your cat, but is just as important.