About Halogen

Halogen Advisors is a start-up company that provides third-party independent reviews of life insurance policies in order to shed light on an asset that most often is misunderstood and mismanaged by insureds and benefit administrators. Leveraging the power and capabilities of Proformex insurance management software, Halogen provides clients with a clearer understanding of the cash, financial and estate planning implications of its policies and/or portfolios.

Halogen-Logo (ID 145326)

The Challenge

Develop naming options that will help to build and nurture awareness for a new start-up insurance consulting firm among key audiences (e.g., CPA firms, law firms, family offices, medical practices). The new name needed to boost search visibility and differentiate the company from insurance agencies that sell life insurance products.

The Solution

After interviews with Halogen’s leadership team and performing our own independent research, we determined the company’s new name needed to personify the personal and professional qualities of its founder (i.e., honesty, advocacy and efficient service), as well as align with the business model on which the company was founded:

  1. Reveal truths about current insurance policies that may be hidden or unknown
  2. Illuminate the right path or paths to leverage existing policies in ways that may not be apparent to said audiences
  3. Provide a fair, unbiased perspective on clients’ current insurance assets

The Results

Our team brainstormed a long list of potential company names and after filtering through our naming guidelines, narrowed it down to a select few. From there, we conducted a United States Patent and Trademark Office search to ensure that no naming conflicts exist and performed a domain search to identify available domain options. Lastly, we designed the logo, style guidelines and stationery. Website is planned for 2021.


Just as today’s modern halogen lights generate a much brighter light than conventional headlights, metaphorically speaking, Halogen Advisors not only casts light to reveal truths and illuminate paths forward, but it does so exceptionally—i.e., with extraordinary brilliance. Additionally, the light of halogen lamps tends to be slightly more “whitish” than traditional incandescent lights; again metaphorically, this whiteness signifies purity and objectivity, without extraneous color or outside influence.

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