Video: the story behind iwoca's name

How do you name a business? It's a question almost everyone who's started one has had to ponder.

Maybe you put your own name into the brand. Perhaps you just tell customers exactly what you do. Or you could come up with an obscure word and then remove the vowels.

When iwoca was founded in 2011, the goal was to provide small businesses with instant working capital – simply. So when our founders, Christoph and James, were looking for a short snappy name, they looked no further than that mission brief. Instant working capital.

i-wo-ca.

Is it perfect? Maybe not – but we like it.