Keeper, a provider of practice management software for accounting firms and bookkeepers, announced Thursday that it has changed its name to Double.
The New York City-based company said the rebrand better reflects its mission: to help firms double their productivity, impact, and capacity.
“More than a name change, the new identity marks the next step in the company’s evolution—from simplifying the month-end close to empowering accountants with tools that multiply their capacity, accuracy, and impact,” Double said in an Oct. 23 media release.
Founded in 2020, Double now serves thousands of accounting professionals, the media release states.
“When we started, our goal was simple: make the month-end close less painful,” Ben Stein, co-founder and CEO of Double, said in a statement. “As we’ve grown, that mission has evolved. Beyond removing the drudgery from accounting processes, we’re building technology that frees people up to do the work that requires their unique judgment, context, and care.
“Double represents both where we come from and where we’re going,” Stein added. “It’s inspired by double-entry bookkeeping—the foundation of accounting—and by our commitment to help firms ‘double down’ on what matters most: capacity, quality, and client relationships.”
And, he said, Double is a fun name.
“Now, our file reviews are a great way to double check your work. Our financial reports let your clients double click on their performance,” Stein said. “And our monthly product recap webinar? An opportunity for a double take.”
In a blog post about the rebrand, Stein answers the question, “Why change at all?”
“To make a long story short, we got sued,” wrote Stein, who didn’t elaborate by whom or when.
“And while we love the name Keeper, we ultimately decided it was better to rebrand and focus our resources on our customers, our team, and our product,” he added.
Stein says customers can continue to count on everything they’ve come to expect from Double over the last four years: “weekly product updates, world-class customer support, and a team that listens when you tell us what you want.”
“So that’s Double. Same company, new name,” he wrote. “We’ve grown to love it, and we hope you will too.”
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