dayforward

A new name for a new kind of insurance company.

When entrepreneur Aaron Shapiro approached me to name his new life-insurance venture, the challenge was clear: create a name that connects with millennials by feeling modern, trustworthy, sticky and free of industry jargon.

After hundreds of iterations, the final inspiration came from a familiar phrase in wedding vows: “From this day forward.” A timeless promise of protection and care. That sentiment became the foundation for the brand – a name that reframes life insurance as a promise to live confidently and protect what matters from this Dayforward.