The Gate advertising agency pitched two names to the Oakwood Group but the eventual choice was Edeus because it incorporated the tagline “mortgage creator”. The Verdant name was based on growth and the idea of a business “teeming with life”.Cleary says before the two names were pitched, Oakwood had been concerned that the lack of a suitable name would hold up the planning process. The firm went through around 200 names put forward. Cleary says: “The Gate pitched two names to Oakwood and both knocked their socks off. But Oakwood was unanimously sold on Edeus. The words ‘mortgage creator’ stood out as on a different plane to everyone else in the market.” He says Edeus is considering launching into Europe in the future and has planned for this by using the European extension .eu at the end of its web address.