Today Intercom becomes Fin

Summary

Intercom is changing its company name to Fin while retaining Intercom for its customer service software platform, including the recently launched Intercom 2 rebuild. The company says all 1,400 employees are now employed by Fin, named after its leading customer agent platform, which it says is about to become the largest part of the business. The change follows three years of promoting the service agent category under Fin, often with Intercom in the background, and reflects a belief that established brands carry baggage when repositioning. The CEO argues that newcomers benefited from having no prior market position to explain, despite Intercom’s claim of superior technology, and presents the renaming as part of a broader transformation spanning culture, pricing, products, and investment priorities.

Takeaways

1. 1

   Intercom remains the name of the customer service software platform, while the company and its 1,400 employees move under Fin.

2. 2

   The company links the renaming to Fin’s service-agent positioning and says the category is about to become its largest business area.

3. 3

   The stated rationale is that established brands carry baggage when changing market positions, whereas newcomers do not inherit an older one.