On Rebranding: The Evolution of a Startup Identity (blog.balancedpayments.com)

This is a great piece and something we had to think about a lot ourselves.

Name changes never makes it to the top of the list, as it often times it masks other - bigger - problems about story telling and value prop.

That however may not apply to payments, where trust matters most - so this is a really good read if you are thinking about it!

I think the dates in your post need to be corrected?