{"id":131171,"date":"2025-08-20T07:25:58","date_gmt":"2025-08-20T15:25:58","guid":{"rendered":"https:\/\/xira.com\/p\/2025\/08\/20\/affinipay-decides-its-time-for-a-name-change\/"},"modified":"2025-08-20T07:25:58","modified_gmt":"2025-08-20T15:25:58","slug":"affinipay-decides-its-time-for-a-name-change","status":"publish","type":"post","link":"https:\/\/xira.com\/p\/2025\/08\/20\/affinipay-decides-its-time-for-a-name-change\/","title":{"rendered":"AffiniPay Decides It\u2019s *Time* For A Name Change"},"content":{"rendered":"
\"\"
<\/figcaption><\/figure>\n

Joining the hall of famous rebrands somewhere between Meta and the Artist Formerly Known as Prince, AffiniPay announced this morning \u2014 at 8am local time \u2014 that they officially changed their name to 8am<\/a>.<\/p>\n

The logo even sort of has an Artist Formerly Known as Prince look.<\/p>\n

The name \u201cAffiniPay\u201d was too tethered to payments<\/em>, perfect branding for the parent company of LawPay, but a little limiting after acquiring MyCase, CasePeer, and DocketWise. While lawyers cordon off a special place in their hearts for getting paid, AffiniPay\u2019s offerings had outgrown the \u201cPay\u201d moniker.<\/p>\n

That said, 8am could comfortably identify anything from a wake-up call service to a donut joint that charges $11 for coffee and awkwardly forces you to reject the default 25 percent tip. Not that names have to be self-explanatory. Blackberry sounded like produce company until it became the most important business device in the world. Still, a name has to trigger a connection with the audience. <\/p>\n

Like if LexisNexis rebranded as \u201c2am,\u201d bringing us back to the moment we realize we\u2019ve been researching the wrong jurisdiction for six hours.<\/p>\n

\n
\n<\/div>\n<\/figure>\n

Chief Marketing Officer Nate Skinner said, \u201cThe name 8am captures the energy and focus we bring to our customers every day\u2026\u201d which suggests the company approaches 8am very differently than the rest of us because my 8am energy is \u201cbleary-eyed contempt.\u201d That\u2019s the time in the office when lawyers peruse personal emails and order coffee while trying to work themselves up to the idea of real work. Skinner continued, \u201cIt\u2019s about making our value clear and helping our customers build momentum from the moment their day begins.\u201d<\/p>\n

This latter explanation makes a lot more sense than evoking the energy and focus of the early morning, so we\u2019ll just forget about that first part. 8am (the company) handles the tasks that lawyers dread tackling during that half-asleep 8am (the hour) period. That\u2019s when they\u2019ve slunk into the office to handle billing, conflict checks, calendaring, and all the other back-office chores that they can only accomplish before everyone starts swamping them with calls and emails about the actual law<\/em> at 9am. It\u2019s an implied pledge to help lawyers \u2014 and other professionals \u2014 get their 8am hour back. In small law, trying to balance running a business with practicing a profession, getting back any hour is important. Getting back the precious 8-9 hour is golden.<\/p>\n

For a company with such a long history, the name change is going to take some getting used to. Especially in November when they have to change back to \u201c7am\u201d to comply with professional business platform standard time.<\/p>\n

\n

\"Headshot\"Joe Patrice<\/a>\u00a0is a senior editor at Above the Law and co-host of Thinking Like A Lawyer<\/a>. Feel free to\u00a0email<\/a> any tips, questions, or comments. Follow him on\u00a0Twitter<\/a>\u00a0or Bluesky<\/a> if you\u2019re interested in law, politics, and a healthy dose of college sports news. Joe also serves as a Managing Director at RPN Executive Search<\/a>.<\/em><\/strong><\/p>\n

The post AffiniPay Decides It\u2019s *Time* For A Name Change<\/a> appeared first on Above the Law<\/a>.<\/p>\n

\"\"
<\/figcaption><\/figure>\n

Joining the hall of famous rebrands somewhere between Meta and the Artist Formerly Known as Prince, AffiniPay announced this morning \u2014 at 8am local time \u2014 that they officially changed their name to 8am<\/a>.<\/p>\n

The logo even sort of has an Artist Formerly Known as Prince look.<\/p>\n

The name \u201cAffiniPay\u201d was too tethered to payments<\/em>, perfect branding for the parent company of LawPay, but a little limiting after acquiring MyCase, CasePeer, and DocketWise. While lawyers cordon off a special place in their hearts for getting paid, AffiniPay\u2019s offerings had outgrown the \u201cPay\u201d moniker.<\/p>\n

That said, 8am could comfortably identify anything from a wake-up call service to a donut joint that charges $11 for coffee and awkwardly forces you to reject the default 25 percent tip. Not that names have to be self-explanatory. Blackberry sounded like produce company until it became the most important business device in the world. Still, a name has to trigger a connection with the audience. <\/p>\n

Like if LexisNexis rebranded as \u201c2am,\u201d bringing us back to the moment we realize we\u2019ve been researching the wrong jurisdiction for six hours.<\/p>\n

\n
\n<\/div>\n<\/figure>\n

Chief Marketing Officer Nate Skinner said, \u201cThe name 8am captures the energy and focus we bring to our customers every day\u2026\u201d which suggests the company approaches 8am very differently than the rest of us because my 8am energy is \u201cbleary-eyed contempt.\u201d That\u2019s the time in the office when lawyers peruse personal emails and order coffee while trying to work themselves up to the idea of real work. Skinner continued, \u201cIt\u2019s about making our value clear and helping our customers build momentum from the moment their day begins.\u201d<\/p>\n

This latter explanation makes a lot more sense than evoking the energy and focus of the early morning, so we\u2019ll just forget about that first part. 8am (the company) handles the tasks that lawyers dread tackling during that half-asleep 8am (the hour) period. That\u2019s when they\u2019ve slunk into the office to handle billing, conflict checks, calendaring, and all the other back-office chores that they can only accomplish before everyone starts swamping them with calls and emails about the actual law<\/em> at 9am. It\u2019s an implied pledge to help lawyers \u2014 and other professionals \u2014 get their 8am hour back. In small law, trying to balance running a business with practicing a profession, getting back any hour is important. Getting back the precious 8-9 hour is golden.<\/p>\n

For a company with such a long history, the name change is going to take some getting used to. Especially in November when they have to change back to \u201c7am\u201d to comply with professional business platform standard time.<\/p>\n

\n

\"Headshot\"Joe Patrice<\/a>\u00a0is a senior editor at Above the Law and co-host of Thinking Like A Lawyer<\/a>. Feel free to\u00a0email<\/a> any tips, questions, or comments. Follow him on\u00a0Twitter<\/a>\u00a0or Bluesky<\/a> if you\u2019re interested in law, politics, and a healthy dose of college sports news. Joe also serves as a Managing Director at RPN Executive Search<\/a>.<\/em><\/strong><\/p>\n

The post AffiniPay Decides It\u2019s *Time* For A Name Change<\/a> appeared first on Above the Law<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Joining the hall of famous rebrands somewhere between Meta and the Artist Formerly Known as Prince, AffiniPay announced this morning \u2014 at 8am local time \u2014 that they officially changed their name to 8am. The logo even sort of has an Artist Formerly Known as Prince look. The name \u201cAffiniPay\u201d was too tethered to payments, […]<\/p>\n","protected":false},"author":3,"featured_media":130885,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[16],"tags":[],"class_list":["post-131171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-above_the_law"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/xira.com\/p\/wp-content\/uploads\/2025\/08\/Headshot-300x200-FoLJyY.jpg?fit=300%2C200&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts\/131171","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/comments?post=131171"}],"version-history":[{"count":0,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/posts\/131171\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/media\/130885"}],"wp:attachment":[{"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/media?parent=131171"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/categories?post=131171"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/xira.com\/p\/wp-json\/wp\/v2\/tags?post=131171"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}