A B2B2X infrastructure brand for regulated finance — technical, trustworthy, quietly confident. It should feel like Stripe and Plaid, not like a compliance vendor or a consumer app. This section names the company, defines the category it owns, and locks the verbal and visual system.
Name the company Reclaim, live at reclaim.tax, and own a category no incumbent occupies: Tax-Recovery Infrastructure. The name is the mission — the exact verb every operator, taxpayer and partner is trying to perform. "Tax Labs" is the working project name; it reads as an experiment, not a platform — retire it.
Reclaim is 2 syllables, 7 letters, pronounceable across every EU language, and morally clear — money owed being returned. Stripe didn't call itself "PaymentFlow"; it named itself after the simplest payment primitive. Reclaim does the same for the recovery category.
The .com is premium/taken — so commit to reclaim.tax and treat it as
positioning, not compromise. "We live at reclaim.tax. Obviously." The TLD signals tax authority and
technical credibility, and separates us cleanly from any consumer brand on reclaim.com.
| Rank | Name | Domain | Verdict |
|---|---|---|---|
| #1 | Reclaim | reclaim.tax | ✓ Lead |
| #2 | Conduit | conduit.tax | ~ Generic |
| #3 | Remedium | remedium.io | ~ Long |
| wk | Tax Labs | — | ✗ Retire |
Territories screened: abstract/coined, latin/tax-root, infra-metaphor, recovery-flow, action-verb. Disqualified on brand collision: Claimer, Lattice, Prisma. The action-verb territory is strongest — the name should do something.
For vertical tax-recovery startups and operators who need the technical backbone to file claims, process documents, and connect to tax authorities at scale, Reclaim is the tax-recovery infrastructure platform that collapses 18 months of engineering into a single API integration — unlike hiring a technical team or stitching together point solutions.
Sovos / Avalara handle tax obligations. We handle tax entitlements — the money flowing back.
We never file for end-taxpayers ourselves. We power the operators who do.
The unsexy but irreplaceable foundation every recovery operator is built on — or competes against.
| Analogy | What they provide | What Reclaim provides |
|---|---|---|
| Stripe | Payment processing primitives | Tax-recovery processing primitives |
| Plaid / Tink | Bank-data connectivity | Tax-authority & banking connectivity |
| Twilio | Comms API layer | Document ingestion & filing API layer |
| AWS | Shared compute & infra | Shared AI / OCR / regulatory infra |
No incumbent sits in the Recovery × Infrastructure quadrant. Reclaim owns it.
Three concepts explored. Concept A — the Return Mark — is recommended: it encodes the thesis (tax returning to its owner) in the letterform itself.
A geometric R whose leg curves back into a leftward arrow — the letter and a "return" motion. Indigo mark, emerald arrowhead: a two-colour signature from one shape.
Three offset layers — a platform built on a foundation. The emerald base = the recovery outcome underpinning everything above. Risk: "layers = platform" is well-trodden.
A hub wired to satellite verticals — the data network effect made visual. Sophisticated, but busy at favicon sizes.
Indigo + emerald is the signature: engineering-serious meets money-returning, avoiding the generic fintech-blue trap. Navy adds the institutional mass a platform touching EU tax authorities must project. Gold marks the advisory / CTO-as-a-service tier.
Display serif — page titles, pull-quotes, the wordmark. Print-grade authority.
Body, UI, labels. The developer-docs standard — Linear, Vercel, Notion.
API strings, confidence scores, the "Built on Reclaim" badge — signals infra for builders.
The infrastructure that turns tax entitlements into cash.
Dozens of EU tax-recovery verticals are being built right now — fuel VAT, corporate travel, import duties, per-diem relief — and every one is rebuilding the same expensive infrastructure from scratch. Reclaim is the shared platform they should all be built on: one integration gives you AI document extraction, tax-authority connectivity across the EU, open-banking rails, cross-vertical fraud intelligence, and the confidence scoring to file at scale.
OCR, e-invoice ingestion, LLM inference, tax-authority APIs, open banking, HITL scoring — pre-integrated, production-ready.
Fraud signals, recovery-success patterns and cross-country benchmarks that no single operator could accumulate alone.
Equal parts platform and expertise — domain-and-technical experts as advisors, architects, co-founders. Not just a vendor.
We sound like a senior engineer who moonlights as a tax lawyer explaining an API over coffee — Stripe's product copy, Linear's release notes, an investor memo: claim, evidence, implication.
Reclaim is the technology inside the vertical brands it powers — "Intel Inside" / "Powered by Stripe" for tax recovery. It reaches end-markets without ever going B2C.