The little adverbial suffix is really getting around in startup-land. I wrote a couple of weeks ago about 27 company names that end in –ly or dot-ly (the Libyan country code). Here are three more I recently discovered.
Versly calls itself “a better way to work together” inside Microsoft Office. The San Francisco startup (started by a team “comprised of [no! no! no!] serial entrepreneurs and rockstar talent,” just like all Bay Area startups) was recently acquired by Cisco but appears to be keeping its unexplained name.
Forkly is a new iPhone app that “shows you where to go and what’s tasty there.”
Erply sounds like a symptom of gastric distress—perhaps what you’d say after being too successful with Forkly—but it isn’t: it’s a new credit-card-payment system for the iPad. Before the recent launch of that application, Erply, which sometimes likes to spell its name in ALL CAPS, provided business-management services to small companies. Erply was founded in Estonia in 2009, but “ERP” isn’t Estonian: its an acronym for enterprise resource planning.
Then there’s a red herring: Zerply, “a professional network built around people who love what they do.”
One of the founders, Christofer Karltorp, is Swedish; another, Taaniel Jakobs, is Estonian. (Does “urply” sound particularly euphonious in Estonian? Anyone?) Adverbs were not on their minds, according to the About page:
The name Zerply, which is derived from serious play, came to C and T in the wee hours of the night in Tallinn in the summer of -09.
Got that? They somehow elided “serious play”—charmingly accented, no doubt—into “Zerply.” Which does not sound like either “serious” or “play” to a native speaker of English. No, it just sounds like another dumb portmanteau. Go figurely.
Hat tip to Karen for the Zerply lead.