Smarty rebrands to Smarteigh
Citing a desire to honor the company's Utah heritage, address data provider Smarty today announced it will change its name to “Smarteigh.”
"Alongside cookie addiction, 'frick' being thrown out at Church basketball games, and the glottal stop in 'mountain,' extraneous vowels are a pillar of Utah culture," said Randy Buttons, Smarty's Chief Culture Officer and Spayneesh Fark resident. "We're a global company with Utah 'ruts,' and we want to honor that heritage."
With the help of multiple brand agencies and drawing upon months of customer feedback collected exclusively at Swig drive-thrus, the Smarty rebrand fit the bill.
“After all, it’s already been 4 years since the rebrand from SmartyStreets to Smarty,” continued Randy. “Now feels like the right time.”
Now legally “Smarteigh,” pronounced “Smarty,” “Smart-ay,” “Smart-eh,” or “Steve,” depending on your region, this rebrand is inspired by syllabic innovation, vowel diversification, brand kerning mindfulness, and leighecy compatibility.
Due to this earth-shattering change in our branding, you can expect to see changes to our logo, domain, office signage, and everyone’s email signatures over the next several hours. (Some of you still have “Sent from my iPhone” in there. We’ll circle back.)
Similarly, to embrace our State’s call to fame (let’s be real, Utah hasn’t seen much snow in recent years), our products will be receiving name feighce-lifts as well:
- Address autocomplete becomes Autocompleight
- Address verification becomes Veighrification
- Geocoding becomes Geocodeighng
- Address enrichment becomes Eighnrichment
- SmartyKey® becomes SmarteighKeigh®
We believe that this new spelling should also be reflected in our results. All street names will use the correct Utah spelling for any addresses native to Utah. This will empower even more accurate data than our already pinpoint-accurate levels.
We’re basically going to be so accurate that you’ll be able to smell sounds and teighste colors.
FAQs
Is this permanent?
Yes. No. Maybe. Our lawyers said we can’t answer that without a ukuleighleigh.
Can I opt out?
No. But you can opt in harder.
Will this break my integration?
Only emotionally.
Do I have to update my endpoints?
Technically no. Spiritually, well, yes.
Is it still pronounced ‘Smarty’?
We prefer ‘Smarteigh,’ pronounced ‘Steve.’
Is Smarteigh CASS-certified?”
We’re ‘sass-certified.’ Different program. Same confidence.
What happens to my existing SmartyKeys?
They’ve been rehomed. They’re happier now. They have tiny sweaters.
Does this reduce false positives?
It reduces false positives and increases false vowels.
**Note: Okay, okay. We’re not changing the name. But we ARE still obsessed with making addresses make sense. Don’t go into pheight or phlieght mode on us.
Legal says we have to say this 🙄. Kinda ruins the joke, but here we are.
No endpoints were harmed in the making of this joke.
