From multiple brands to one: naming Navanta, a new chapter for community banking technology
When organizations grow through acquisition, one of the biggest challenges is determining how multiple companies with distinct histories, cultures, and offerings can come together under a single identity while preserving the trust they’ve built over time.
That was the challenge facing UFS.
As a long-standing technology and services partner for community banks, UFS had expanded significantly through the acquisitions of Safe Systems, Quest Analytics, and BankOnIT. Together, these organizations brought deep expertise across cybersecurity, managed services, compliance, analytics, and banking technology.
But with growth came complexity. The leadership team recognized an opportunity to unify the organization around a single brand—one that reflected the combined entity’s shared purpose, strategic alignment, and commitment to serving community financial institutions. A unified brand would simplify engagement for clients, strengthen internal collaboration, and create a stronger foundation for future innovation.
That’s where Heirloom came in.
Finding the right name for a unified future
Naming a newly integrated organization requires more than creativity. It requires understanding what the new entity stands for, where it’s headed, and how it should be perceived by employees, customers, and the market.
To uncover those insights, we immersed ourselves in the company’s vision and culture. Our research included reviewing more than a year’s worth of the CEO’s weekly leadership communications—over 23,000 words—as well as recently completed brand strategy work.
Throughout our exploration, several themes emerged consistently, leading to a naming strategy focused on confidence, empowerment, and forward momentum, while incorporating a technological tonality that would feel relevant to the company’s future.
Over the course of the engagement, Heirloom generated more than 1,750 name candidates.
Introducing Navanta
The selected name, Navanta, captures the organization’s purpose and ambition.
As Navanta CEO Eric Jones explained:
“Navanta is built from two ideas: ‘navigate’ and ‘advantage.’ Together, they capture what we strive to deliver every day: helping community financial institutions make better decisions in the increasingly complex bank technology environment and giving them the confidence and support to move forward.”
The name reflects both guidance and progress—helping community banks navigate change while gaining a strategic advantage through technology, expertise, and partnership.
Building a stronger platform for community banking
The launch of Navanta marked more than a name change. It represented the coming together of multiple organizations around a shared mission and a unified vision for the future.
According to the company’s announcement, more than 700 community financial institutions continue to work with the same trusted teams and experts they know, now supported by a larger, integrated platform focused on a single purpose: empowering community bankers to thrive together.
The transition also reinforced the company’s culture during a period of significant transformation. In May 2026, Navanta was recognized as a USA TODAY Top Workplace, highlighting the strength of the organization and its people during a major structural and brand integration.
The power of a name
For Navanta, the new identity provided a way to unite multiple companies, communicate a clear strategic direction, and create a stronger foundation for future growth.
It’s a reminder that the right name can play a role beyond simply serving as a label for the organization. In this case, it became a rallying point for employees, customers, and stakeholders alike.
Looking for a name that can carry your business forward?
Whether you’re launching a new company, integrating multiple brands, or repositioning an existing organization, get in touch with Heirloom to learn how our naming process helps organizations uncover names built for the future.
