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Mindful Naming: How Mental Health Startups are Choosing Names That Build Trust
By Monica Stankova access_time 12 min read

Overview

Mental health startups are companies that focus on providing mental health services, technology, and products to individuals and organizations. The sector has seen significant growth in recent years, particularly due to the increased awareness and concern for mental health brought on by the COVID-19 pandemic and the shift to remote work. As mental health awareness and access to resources have become increasingly important, more and more people have turned to these startups for support.

Startups are utilizing technology to improve access to mental healthcare and make the process more efficient and personalized for both patients and providers. From digital therapeutics to provider workflow tools, these companies are working to address the increasing demand for mental health services. Despite a decline in funding for the mental health tech space, from $5.5B in 2020 to $1.5B in H1 2022, the demand for mental health services remains strong. According to the National Council of Wellbeing, 42% of Americans reported needing mental healthcare over the past 12 months, and 24% reported needing substance use care during that time.

Having a good name is especially important in the mental health sector due to the nature of the services provided. When it comes to mental health, trust is of the utmost importance. A strong, credible name can help potential customers feel safer when sharing personal information about their lives.

In this research, we’ll take a closer look at the naming and domain strategies of some of the top mental health startups in the industry. We’ll examine how they’ve chosen their names, the message they convey and how they’ve used their domain names to enhance their online presence and build trust with their target audience. By analyzing the naming and domain strategies of these successful startups, we hope to gain insights that can help guide other mental health startups in their own naming and domain research.

Namepicks

Cerebral

Cerebral is a mental health telemedicine company that aims to democratize access to high-quality mental health care for all. The company uses technology to connect patients with licensed therapists for virtual therapy sessions, making mental health services more accessible and convenient for individuals.

Once the fastest-growing mental-health startup, Cerebral has been facing a critical moment over the past year. The company, which was valued at $4.8 billion and provided therapy and medication for conditions such as anxiety, depression, and ADHD, has been facing scrutiny for its prescribing practices, with reports indicating that it harmed patients with how it prescribed medications. Cerebral has halted most prescriptions for certain drugs and fired its founder, and is now being investigated by the Drug Enforcement Administration and the Department of Justice. However, the company is now working to improve care for people with serious mental-health conditions under the new CEO, Dr. David Mou, who was in charge of ensuring the quality of Cerebral’s care during the height of its prescribing problems. A spokesperson for Cerebral stated that the company is not fighting for its survival and that its clinicians do not struggle to care for their patients and that they are advancing behavioral health by incorporating technology.

The company’s name, Cerebral, is derived from the word “brain” and is intended to convey that the company is focused on mental health and wellness. The company’s mission is to help people take control of their mental health and improve their well-being. The brand has secured a .com domain matching its brand name – Cerebral.com.

Calm

Calm is a leading mental health and wellness app that empowers users with tools and resources to manage stress, improve sleep, and enhance overall well-being. Founded in 2012 by Alex Tew and Michael Acton Smith, the company has garnered significant support and investment, raising a total of $218 million in funding over eight rounds.

Calm has also been recognized as the ‘Official Mindfulness and Meditation Product’ of the FIFA World Cup 2022, FIFA Women’s World Cup 2023, and FIFAe Nations Cup 2023.

The #1 app for sleep, meditation and relaxation can find at the premium domain name – Calm.com. The brand name “Calm” is a fitting reflection of the company’s mission, as it immediately conveys a sense of serenity and peacefulness that the app aims to provide for its users.

And if you wonder if their choice of a domain has anything to do with Calm’s success, investor Jason Calacanis quoted the domain name as one of the reasons he invested in Calm in its early days.

In an interview with Calacanis and Calm’s co-founder, Alex Tew, Jason makes another remark on the domain.

You made a big investment getting that domain name, which means you have a big idea. This makes you serious in the eyes of an investor. When I see that I think this person has got it together.

Jason Calacanis

In the same interview, Alex goes on to share the effect the domain had on their audience.


The power that a top level domain name, dictionary word has with the general public is phenomenal. It creates that authority automatically, instant trust.

Alex Tew, Co-founder, Calm.com

In a recent post, entrepreneurs shared their experiences of investing in a premium domain name for their business and the benefits they have seen as a result. These benefits included increased brand recognition and trust among customers, as well as a more memorable and easy-to-remember web address. Investing in a premium domain name can be a smart strategic decision for any business, and Calm.com is a prime example of the value that these names can bring.

BetterUp

BetterUp is a leading provider of professional coaching and mental health services that is revolutionizing the way people and businesses approach personal and professional growth. The company was founded in 2013 by Alexi Robichaux and Eddie Medina and has raised $566.9M in funding over seven rounds.

BetterUp’s innovative approach combines cutting-edge AI technology with coaching, content, community, to help individuals and organizations reach their peak performance and maximize their potential.

In 2021, Prince Harry, the Duke of Sussex, joined as BetterUp’s first Chief Impact Officer.


Almost every day, I hear from people who have realized that when we proactively care for our mental health, as we do our physical health, we can equip ourselves with incredible tools and resources to unlock our full potential and take on new challenges. This is all about normalizing training and healthy practices for our minds.

BetterUp’s Chief Impact Officer Prince Harry, The Duke of Sussex

BetterUp operates on the domain name BetterUp.com, which perfectly encapsulates its global aspirations and vision for the future.

Aduro

Aduro is a Human Performance company that specializes in utilizing data-driven solutions to improve the lives of corporate clients. They are experts in transformational learning and behavior change, utilizing their SaaS digital solutions to provide a holistic approach to employee well-being. Aduro’s innovative solutions help organizations create a positive and productive workplace environment, by providing individuals and teams with the tools they need to reach their full potential.


We’re all about inspiring people to discover new possibilities in their work and life. It’s who we are for our clients and it’s who we are for each other – creating a culture where amazing people connect, grow and flourish.

Aduro’s team

The company owns the brand’s exact match domain Aduro.com, which redirects to Adurolife.com. This action suggests that the company initially launched with a compromise domain name, but later recognized the importance of securing the exact brand match for their website. The benefits of having an exact brand match domain name can be significant, helping the business establish a stronger online presence and reputation.

Meditopia

Founded in 2017, Meditopia is a global mental health platform and the number one app for non-English speaking countries. With over 35 million members in over 120 countries, Meditopia provides localized content in 12 different languages to help users reduce stress and improve their sleep.

Meditopia has a strong focus on coaching and meditation, and its mission is to provide mental health practices anytime, anywhere for everyone. In 2021, the company launched “Meditopia For Work,” a series of tailored mental health solutions for companies. Working with over 80 businesses worldwide, Meditopia For Work offers services such as one-to-one coaching sessions with employees and comprehensive support for HR and people’s departments in tracking, measuring and understanding the state of mental wellness in their companies, and developing mental health programs tailored to their specific needs.

The content on Meditopia has been exclusively developed by mental health and wellbeing professionals, including psychologists, mental health coaches, sleep experts, etc, from across the globe. It is localized to address the specific needs of individuals from different cultures and backgrounds, and unique daily challenges.


We had seen that most of the apps offering mental wellbeing support were only in English and that their contents were very much the same for everyone, regardless of people’s backgrounds or the countries they were from. We believe that mental health is important and personal and so requires an approach and attention which is individualized and considers important aspects like people’s mother tongue or their culture, as both have an impact in how they see and feel the world. Meditopia tries to meet this crucial need for relevance and attention to individuality.

Fatih Celebi, Berk Yilmaz and Ali Murat Ceylan, founders of Meditopia for TechRound

Meditopia operates on an exact brand match domain name Meditopia.com. The brand name seems to be a combination of the words “Meditation” and “Utopia” – two concepts essential to the company. Obtaining a short and memorable .com domain name is a critical first step in the process of building a worldwide brand. For a startup, it clearly communicates a long-term vision and ambitions, which is a strong signal for investors and first-time customers.

Ophelia

Ophelia is a provider of medication and support for those seeking to overcome opioid addiction without the limitations of traditional rehabilitation centers. Guided by science and dedicated to preserving patient privacy, the company operates on the principle of recommendations, not orders. Ophelia was founded in 2019 by Mattan Griffel and Zack Gray.


I started Ophelia with the mission of making evidence-based addiction treatment universally accessible. Let’s make it easier to choose doctors than drug dealers.

Zack Gray, Co-Founder & CEO at Ophelia

You can find the company in their exact matching domain name – Ophelia.com.

Ophelia is a name of Greek origin. It is derived from the Greek word (ὠφέλεια) “ōphéleia,” which means “help” or “aid.” Best known as the tragic heroine in Shakespeare’s play “Hamlet,” the name has also been given to a variety of other artistic and scientific endeavors. The name Ophelia has been used to name a moon of Uranus, reflecting the enduring impact of the Shakespearean character. Additionally, Ophelia is also the name of a hybrid tea rose bred in 1912, and the subject of numerous songs, paintings, films and television productions. The name has inspired many creations across time and still continues to do so.

Ophelia has been included in our recent report on the use of personal names as brand names. The report highlights the benefits of using a personal name as a brand, such as building trust, creating a more personal connection with customers, and giving the brand a distinct character and authenticity.

Highlights

Securing a .com domain name is the preferred choice for companies looking to establish their online presence, with 119 out of 150 businesses on our list choosing this extension. Widely regarded as the most recognizable and trusted domain, .com can help businesses stand out online and build trust with potential customers. 

7 companies on the list use the .co domain extension. This extension is the country code top-level domain (ccTLD) for Colombia, but it is also commonly used by companies and individuals as an alternative to the more well-known .com extension.

3 companies have chosen the .io domain extension. The .io extension is a country code top-level domain (ccTLD) that is assigned to British Indian Ocean Territory. It is often used by tech companies and startups because it is seen as trendy and modern. Country code domains offer more freedom of choice but come with certain risks for businesses.

85 companies secured exact brand match domain names for their brand presence online. Having an exact brand match domain name is a great approach to building trust and credibility online, which are essential for making lasting connections with customers and gaining an edge over the competition.

Dashes are used in 3 names on the list. Adding hyphens is not advised since it adds complexity for consumers who frequently overlook it while typing in a domain name.

Below is a preview of the full list of 150 companies. For a complete list feel free to contact MarkUpgrade.


Premium domain names are a valuable asset for businesses looking to build a strong, professional brand. If you’re interested in purchasing a premium domain name for your business, don’t hesitate to contact us for more information and assistance.

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