Following a relaunch, Informations-Zentrum München-Frankfurt (IZB) sought a new name as part of its repositioning. The new name was to fit harmoniously into the area of financial information technology and express the company's services, while at the same time leaving room for future services.

An easy-to-read, easy-to-speak and easy-to-remember name was needed to position Finanz Informatik internationally in the future. Of course, identical or similar company names in the industry had to be taken into account. For employees, shareholders and partners, the name should offer identification potential and at the same time not irritate customers. Competence, trust, but also flexibility were to be expressed through the name, and security, down-to-earthness and credibility were also key words.

Endmark developed three lines with different naming strategies: Acronymic names that included the initial syllable "FI" in reference to financial informatics were the clear favorite. After a re-briefing with further information and the customer's wishes, a result was finally reached: FI-TS

Finanz Informatik Technologie Service, or FI-TS for short, is a name that fits perfectly into the FI brand system, does not require any explanation and has the same initials in English.