We often notice that people accidentally spell our name as Dexter. That’s understandable, as the word has been part of everyday language and pop culture for decades. However, our name is deliberately spelled differently. In this blog, we provide an explanation of why, how our founders came up with the name, and you’ll find out more about the TV series Dexter.
The starting point: Dexxter as a right-hand man for start-ups
Dexxter came into being when three entrepreneurs – Giel Thomas, Robbe Claessens and Stan De Pauw – noticed that many students and people with side businesses were getting stuck on one thing: bookkeeping.
For start-ups, bookkeeping often felt like “a black hole”. At the same time, accountants had little capacity to take on these small start-ups, even though that is precisely where entrepreneurship begins. What started as an idea grew into a complete web application that today supports more than 23,000 users as a digital right-hand man.
What “Dexter” actually means
The word Dexter comes from Latin and literally means “right hand” or “right side”.
That meaning closes perfectly with the purpose of our application: a tool that supports you, guides you and helps propel you forward.
However… “Dexter” is much more than that traditional concept today.
The influence of the TV series Dexter
For a large part of the public, Dexter is first and foremost the name of the iconic TV series about Dexter Morgan.
The story follows Dexter Morgan, a forensic analyst specialising in blood spatter analysis with the Miami Police Department.
On the surface, he leads a normal life — colleague, brother, partner.
But he leads a double life: he is a serial killer who kills only other murderers and serious criminals. He does “selective killing” according to a strict code of conduct, instilled by his adoptive father Harry, to keep his impulsive urges “in check”.
Why we selected Dexxter (with a double “x”)
Our founders wanted to retain the positive connotation of “right hand”, but not take on the television-related baggage. That is why they selected Dexxter:
1. Distinction from the series and the pop-culture-dominated word
With a single x, you’re in the same space as a TV anti-hero who works in a laboratory and tracks down criminals at night.
With two x’s, we establish our own neutral and professional space.
2. A name that sounds like a person
“When people ask ‘Who does your bookkeeping?’, the answer is ‘Dexxter.’”
The name had to be approachable, as if you had a digital assistant.
3. Your right-hand man at your side
Dexxter acts as your right-hand man, assisting with your company’s administration and bookkeeping.
4. Von Restorff effect
Ever heard of the ‘Von Restorff effect’? Put simply, it boils down to this: you remember things better if they stand out from the rest. An unusual spelling like ‘Dexxter’ makes use of this principle.
Think of other well-known brands such as Flickr (without the ‘e’) or Google (derived from ‘Googol’).
A small tweak makes a name unique and memorable.
In short
- Dexter refers to a Latin word and – for most people – to a TV character who leads a complex double life.
- Dexxter refers to a digital right-hand man for start-ups, your accounting platform
The same sound, but a distinct identity.
