In a world where managing user access, subscriptions, and sensitive data often involves juggling multiple tools, Veriam steps in as a breath of fresh air.
Headquartered in Beuningen, the Netherlands, Veriam brings access control and subscription management together in one tool, so SaaS companies can scale faster and organisations can share ESG data with trust and traceability across supply chains.
What’s in a Name? Exploring the thought behind ‘Veriam’
Choosing a startup name is never just a creative exercise; it’s often a strategic decision that reveals a company’s core philosophy.
In this edition of “What’s in a Name?”, we turn the spotlight on Veriam, a name that’s as functional as it is meaningful.
From ‘Verify’ to ‘IAM’: The wordplay with purpose
The name Veriam is a blend of two powerful ideas: “VERify” and “IAM”, the widely used acronym for Identity and Access Management.
“We believe in simplicity and clarity, both in naming and in product design. We didn’t want to overcomplicate it. Veriam is a straightforward reflection of what we do and the value we deliver,” says Jeroen de Bruijn, Co-CEO at Veriam.
The founders were clear from day one—they wanted a name that matched their product philosophy: clean, functional, and built on purpose.
Mission reflected in a name
Veriam’s mission is to simplify how companies sell, scale, and secure access to digital products and data.
“I think Veriam perfectly reflects what we do – we provide a tool that verifies who a user is and also enforces their plan, limits, and renewals. Our mission is to make access and subscriptions easy to manage, giving businesses one platform for everything they need to sell products and exchange data online.”
“In other words, we aim to make operations simpler, whether you’re selling SaaS or sharing ESG data across a supply chain. Our straightforward approach to naming reflects that mission,” he continues de Bruijn.
Naming with intention
Unlike many early-stage companies that rush into a name, Veriam took its time.
The team brought in a branding agency, held multiple brainstorming sessions, and weighed each option against their values, long-term vision, and even domain availability.
“We were very thoughtful in the process, making sure it reflected our mission and checking whether the domain was available. Veriam felt right because it’s not just a name; it’s a promise to our users that identity and access will always be at the heart of our product. It was a moment of alignment between our mission, our values, and how we wanted to show up in the world,” explains de Bruijn.
Navigating the domain game
“It mattered. But so did clarity and usability. In today’s world, your domain is often the first contact someone has with your brand, so we wanted a clean domain, aligned with our mission, and easy to remember,” reveals de Bruijn.
While veriam.com wasn’t available at the time of launch, the team landed confidently on getveriam.com.
It’s not only accessible but action-oriented, reflecting how the company positions itself, something you can start using right away, according to de Brujin.
Alongside this, they secured several other relevant domains to strengthen the brand’s digital footprint.
Trademarking the brand
No startup name journey is complete without navigating the trademark maze.
Veriam’s registration in Europe was relatively smooth; however, the US brought its share of complexity. With pre-registration steps and a longer approval cycle, it’s still a work in progress, claims the CEO.
“Our trademark was published at the beginning of May, and we’re currently waiting for the registration to be finalised,” adds de Brujin.
Built to last: Why the name will stay?
As for the future? Don’t expect Veriam to rebrand anytime soon, confirms de Brujin.
The team is confident that the name will age well, even as the product evolves.
“As we grow, we will expand our offerings, but the foundation will always be tied to secure identity and access. The name Veriam captures that core focus, so we don’t foresee a need to change it,” he says.
A name can open doors, but
So, how important is a name really? De Brujin puts it simply: a good name helps with positioning, recognition, and getting that initial foot in the door.
“A strong name can open doors, but it’s the value you deliver that keeps them open. So yes, naming matters, but even the best name won’t save a weak offering,” he concludes.
