Opvia/Flexile Rebrand.
“Why dont you just call everything ProductEngine?”
Our lead mentor at Startmate Tom Humphrey casually suggested this two thirds of the way through the 12 week Startmate journey.
As soon as he said it, we knew it just worked!
The decision to rebrand was not one we took lightly. Right from the formation of Opvia and the decision to name our first product Flexile we were happy with a ‘house of brands’ approach.
Our customers mostly knew us as Flexile so it worked well until we had to explain the structure and where Opvia fitted in but those questions were few and far between. We also really liked the idea of being able to release a family of products with different names under the Opvia umbrella - Atlassian style…
So why the change?
Going through Startmate forced us to look really hard at our product and our go to market and we realised that we could spin out the product database functionality (that we had always referred to internally as our product engine) as its own product. This would give us a self serviceable Product Led Growth offering to get businesses out of spreadsheets and into the 2020s. The Quoting and Proposal modules would then be add-ons that customers could select once they had the base product & pricing module in place.
Once we had this realisation and had done our customer research and surveying to establish that it was a good idea we committed. So here we are about to begin a rebrand of our startup from Opvia with a product called Flexile to everything ProductEngine!
In years to come when the category we are now creating is called ‘Product Engine’ (just putting it out there) you can regale your friends with such fascinating facts as “Did you know ProductEngine used to be called Flexile??” It’s no BackRub, but hopefully one day we will be featured in an article like this: