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What was once considered a deeply personal family decision – naming a child – has, for some, become a bespoke, outsourced task
Taylor Humphrey has named over 500 children since 2018. (Image: Instagram/@whatsinababyname)
In San Francisco, a city known for innovation and unconventional ventures, Taylor Humphrey has carved a niche that has left many astounded. Unlike traditional norms where parents choose names for their children, Humphrey offers a high-end service to craft distinctive and memorable names, for a price.
Her clientele largely comprises affluent families and celebrities seeking unique identities for their newborns. What began as a modest venture in 2018, with services priced at $100, soon escalated into a thriving business.
“I started with the idea of just helping people with names,” Humphrey recounted in an interview. A pivotal moment came during a dinner with venture capitalists, who encouraged her to raise her rates. Subsequent coverage in The New Yorker propelled her into the public eye, leading to a surge in clients.
Today, Humphrey offers packages ranging from $200 to $30,000. Entry-level packages provide name suggestions via email, while premium offerings include extensive family history research, branding consultations, and even mediation in naming disputes between parents.
Watch her viral video:
Over the years, she has named more than 500 children and amassed a following exceeding 1,00,000 on social media.
Experts say Humphrey’s success reflects a broader trend in tech and innovation hubs like San Francisco, where families are increasingly willing to pay for curated, premium services across every facet of life.
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San Francisco, California, USA
September 30, 2025, 18:01 IST
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