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Amex won’t say what the new name is, but we can give you a peek. Between April 11-13 of this year they filed the following trademarks under “financial services”: Archetype Amplify Amworth Ameriprise Luminous Oakbridge Sageborne Sagemont Riversource Tiller Filing multiple marks at the end of a naming with process is a typical procedure, giving American Express multiple options during the global vetting process. So which of these names will be THE name? with We’re going to guess that it will with be Ameriprise, though we hope it won’t be. Anyone else? UPDATE 5/25: Don’t say we didn’t warn you. In a quick change of course, American Express went from being secretive about the new name yesterday to announcing it today. As predicted, they went with Ameriprise, because despite the spin, it was the easiest name to sell internally.
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