Ideas
Metaforce Rebrands FinancialForce to Certinia,
the Category-Leading ‘Single Source of Certainty’ for Services Business
SEATTLE WA & SAN JOSE, CA – Metaforce, the ‘special forces’ of marketing, and its client FinancialForce, the platform for services businesses, today jointly announced the launch of Certinia, the new name for FinancialForce. FinancialForce chose Metaforce to lead its global rebrand, and the name change to Certinia, signaling the company’s evolution beyond its ERP roots to leadership in Professional Services Automation (PSA) and the creation of a comprehensive platform for services businesses.
"FinancialForce was the right name when the company was founded in 2009," said Scott Brown, CEO of Certinia. "After a decade of investment, our Professional Services Cloud has become the most trusted PSA solution on the market. We've launched new products in two markets and we’ve expanded our offerings to deliver Services-as-a-Business. This evolution of the business drove our decision to rebrand and align our name with our promise and future potential. We chose Metaforce to partner with us end-to-end, from brand strategy to positioning, naming, and brand identity, and through to our first-ever brand awareness campaign with significant media weight behind it. The partnership, and the ensuing result, has been outstanding.”
“The name Certinia clearly communicates the key benefits that customers experience when implementing their solutions… certainty,” said David Camp, Co-Founder & Managing Partner at Metaforce. “Certainty was a key benefit that emerged from our research, and we were delighted to have created a brand that telegraphically communicates this core idea. The Certinia brand stands out in the B2B technology space for its strength and simplicity, and lends itself to powerful and easy expression in the market.”
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The brand identity and campaigns we’ve created emphasize a central truth about how Certinia drives success in a services business” said Camp. “Certinia's platform features a common set of processes, data elements and cloud architecture that connect the dots across an entire organization. It encompasses all the solutions needed to run a services business. Simply said, when you connect the dots in a services business, things just flow. The Certinia brand expresses this idea of ‘connectedness you can count on,’” added Camp.
“We were thrilled with the Metaforce team, and the seamless way they led us through the process of building our new brand, from the strategy to the ultimate creative expression of the name, identity and campaigns we are launching. With an agency background myself, I was also impressed with their process and incredible array of some of the marketing industry’s best talent. This enabled Metaforce to deploy very senior strategic and creative partners to meet our needs,” added Hizam Haron, Sr. Director Creative and Brand Marketing at Certinia.
To learn more about Metaforce and its unique approach to brand building, visit www.metaforce.com. To learn more about Certinia and its Services-as-a-Business platform, visit www.certinia.com.
About Metaforce
Metaforce is an elite collective of the world’s top marketing talent, comprised of former CMOs, agency all-stars, chief creative officers, entrepreneurs & technologists. With a unique business model, distributed teams, and a “principals-only” approach, Metaforce disrupts the industry in the way it deploys talent and delivers industry leading capabilities across brand, demand and go-to-market programs with supreme efficiency and impact. Metaforce, with hubs in Seattle, New York, San Francisco and London, serves global leaders and mezzanine-stage businesses across numerous categories, including B2B technology, financial services, industrials and CPG.
About Certinia
Certinia (formerly FinancialForce) delivers a Services-as-a-Business platform that powers and connects all aspects of services operations, from services estimation and delivery to customer success management and financial planning and accounting. The company's Professional Services Automation (PSA), Customer Success, and ERP solutions—delivered on Salesforce’s leading cloud platform—provide services businesses with the intelligence and agility to deliver high-quality services, elevate customer experiences and accelerate growth. Headquartered in San Jose, California with offices around the world, Certinia is backed by Advent International, Salesforce Ventures, and Technology Crossover Ventures. For more information, visit www.certinia.com.
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