NewlyNamed

What NewlyNamed does

NewlyNamed is a Minneapolis-based, privately held direct-to-consumer company that sells personalized name change kits to individuals undergoing legal name changes following marriage, divorce, or court order. The company's core product is a software-driven kit-generation engine: customers provide basic personal information, and the system auto-fills federal and state government applications and assembles customized step-by-step instructions drawn from a proprietary database of more than 4,000 organizations (banks, credit cards, airlines, professional licensing bodies, loyalty programs, and government agencies). Products are sold in two primary tiers — Print at Home ($49, instant PDF download) and NewlyNamed Box ($99, physical kit with pre-filled forms and prepaid mailing envelopes) — plus a $219 Newlywed Starter Set that bundles the physical kit with a Couples Estate Plan powered by partner LifeLegacy. Individual and Couples estate plans ($129/$179) are also sold standalone.

Revenue is generated entirely through one-time purchases via the company's Shopify-hosted website, with secondary distribution through The Knot, Zola, Joy, Amazon, and MyRegistry wedding registries. The company also operates a DailyDocs sub-brand for home document organization. Founded by Colie Christensen after her own experience navigating a post-marriage name change, the company received its first institutional capital in December 2023 from Dallas-based private equity firm MPK Equity Partners and has served over 500,000 customers. Headcount is reported at 11–50 employees and the company operates exclusively in the United States.

Name

NewlyNamed

Legal name

NewlyNamed

Website

https://newlynamed.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

NewlyNamed is a Minneapolis-based direct-to-consumer company that sells personalized name change kits to U.S. newlyweds, divorcees, and individuals with court-ordered name changes. Its software auto-fills government forms from a database of 4,000+ organizations and has served 500,000+ customers.

Ownership category

akta.pro rank

Product category

Personalized Name Change Services

NAICS

Packaging and Labeling Services (561910)

SIC

Manifold Business Forms (2761)

akta.pro primary industry

Personalized & Custom Gift Creation (Engraving/Monogramming/Photo Gifts) (HSACANAC)

akta.pro secondary industry

Group Gifting & Registry Fulfillment (HSACANAL)

Keywords

• Name change kits
• Personalized paperwork services
• Estate planning software
• Wedding planning services
• Legal document services

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Name Change Kit Sales: One-time purchase revenue from selling physical name change kits (NewlyNamed Box at $99) and digital downloads (Print at Home at $49). Revenue is generated through direct e-commerce sales on the company website and through third-party marketplace listings on The Knot and Amazon.
2. Bundle and Add-on Sales: Upsell revenue from bundling name change kits with couples estate plans (Newlywed Starter Set at $219), individual estate plans ($129), and couples estate plans ($179). The company partners with LifeLegacy to provide estate planning services, earning revenue on the bundle sale.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

NewlyNamed sells personalized name change kits for individuals undergoing marriage, divorce, or court-ordered name changes. The company delivers physical kits (NewlyNamed Box) containing pre-filled government forms, prepaid envelopes, and step-by-step instructions, plus digital downloads (Print at Home), generated by proprietary software that integrates a database of over 4,000 organizations with their specific name change requirements. The company also bundles its name change kits with estate planning services powered by LifeLegacy.

Product overview

NewlyNamed is a platform offering tech-enabled name change solutions for marriage, divorce, and court-ordered name changes. The core product lineup consists of three name change kit tiers: Print at Home ($49) as a digital download, NewlyNamed Box ($99) as a physical shipped kit with pre-filled forms and prepaid envelopes, and the Newlywed Starter Set ($219) bundling the NewlyNamed Box with a Couples Estate Plan powered by LifeLegacy. The company also operates DailyDocs as a document organizer sub-brand. Estate planning add-ons (Individual at $129, Couples at $179) are available separately or as bundles. Gift cards round out the product portfolio. The software personalizes each kit by pre-filling government forms and generating customized instructions based on customer-provided information and selected accounts from a database of 4,000+ organizations.

Differentiator

Problem solved

Functional benefit

Brands

• DailyDocs: A document organizer product — an expandable binder system with customizable envelopes, acid-free paper, sticker labels, and a quick-start guide for organizing important personal documents at home.

Products and services

• Print at Home A digital download name change kit for marriage, divorce, and court-ordered name changes. Provides personalized instructions and pre-filled applications delivered as an instant PDF download for $49.
• NewlyNamed Box A complete personalized name change kit delivered to the customer's door for $99. Includes pre-filled state and federal applications, step-by-step instructions, and prepaid mailing envelopes for submitting documents.
• Newlywed Starter Set A bundle combining the NewlyNamed Box with a Couples Estate Plan powered by LifeLegacy for $219. Includes name change kit plus wills, healthcare directives, and power of attorney documents for both partners.
• Individual Estate Plan A single-person estate plan for $129 including Last Will & Testament, Advance Healthcare Directive, and Financial Power of Attorney. Attorney-drafted, completed online in 20 minutes, legally valid in all 50 states.
• Couples Estate Plan An estate plan for two partners for $179 covering both with Last Will & Testament, Advance Healthcare Directive, and Financial Power of Attorney. Attorney-drafted, completed online in 20 minutes, legally valid in all 50 states.
• DailyDocs A document organizer sub-brand featuring an expandable binder system with customizable envelopes, acid-free paper, sticker labels, and a quick-start guide for organizing important personal documents at home.
• Gift Cards Digital or physical gift cards for NewlyNamed products, redeemable for any name change kit or bundle. Available for Print at Home, NewlyNamed Box, and Newlywed Starter Set.

Quantifiable outcome

• Saves 11+ hours compared to DIY name change (13+ hours DIY vs 2-4 hours with kit)
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• LifeLegacycoreStrategic or Co-development PartnerOnline estate planning platform that provides the legal document generation for NewlyNamed's estate plan offerings (Newlywed Starter Set and standalone estate plans). LifeLegacy's platform generates attorney-drafted wills, healthcare directives, and powers of attorney. Documents are legally valid in all 50 states. The partnership enables NewlyNamed to offer bundled name change and estate planning products.
• The KnotcoreChannel Partner/ Reseller/ DistributorMajor wedding planning platform where NewlyNamed maintains an active storefront in The Knot Registry Store. The Knot has recognized NewlyNamed with 7 Registry Awards (2019-2026) and inducted the company into its Best of Weddings Hall of Fame.
• ZolaminorChannel Partner/ Reseller/ DistributorWedding registry platform where customers can add NewlyNamed products using URL paste or browser extension integration.
• JoyminorChannel Partner/ Reseller/ DistributorWedding registry platform with direct integration allowing customers to add NewlyNamed products directly from the Joy Registry listing.
• AmazonminorChannel Partner/ Reseller/ DistributorMarketplace channel where NewlyNamed maintains a storefront and product listings. Customers can purchase NewlyNamed products or add them to wedding registries through Amazon.
• MyRegistryminorChannel Partner/ Reseller/ DistributorUniversal wedding registry platform that allows customers to add NewlyNamed products using a browser extension.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Basic Invite: Customizable wedding stationery and invitation platform. Comparable in offering personalized printed products for newlyweds, though focused on invitations rather than post-wedding paperwork.
• Minted: Custom stationery and personalized paper goods marketplace. Comparable to NewlyNamed in selling personalized/printed products to engaged couples, though Minted's core is invitations and paper goods rather than name-change kits.

Regional players

• Joy: Wedding planning platform with registry and website-building tools. A channel partner for NewlyNamed and adjacent in serving newly engaged and recently married U.S. couples.
• MyRegistry: Universal wedding registry platform enabling couples to add products from any retailer. A distribution partner for NewlyNamed and adjacent in serving U.S. couples building wedding registries.

Direct peers

• Hitched: Wedding planning platform offering marriage-related paperwork and post-wedding administrative support to couples. Comparable to NewlyNamed in targeting newlyweds navigating post-marriage bureaucracy, though operating primarily in the UK market.
• Trust & Will: Online estate planning platform offering wills, trusts, and healthcare directives. Comparable as the engine powering NewlyNamed's higher-tier bundles and a direct competitor in the DIY estate-plan category.

Broad incumbents

• Zola: Major wedding registry and planning platform. A direct channel partner for NewlyNamed, but also a broader incumbent offering gifts, planning tools, and stationery that overlaps with NewlyNamed's registry presence.
• The Knot (XO Group / The Knot Worldwide): Largest U.S. wedding marketplace and registry platform. Both a channel partner and a broad incumbent that offers wedding planning, registry, and stationery adjacent to NewlyNamed's category.
• LegalZoom: Large online legal services platform offering wills, name changes, and other document services. Overlaps with NewlyNamed's name change and estate planning categories at a broader, lower-priced scale.

Others

• Snapfish: Custom photo products and personalized print platform. Comparable as a fulfillment-and-customization infrastructure comparable to the personalized physical-kit model NewlyNamed operates, though oriented to photo goods rather than legal documents.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@newlynamed
• Facebookfacebook.com/thenewlynamed
• LinkedInlinkedin.com/company/newlynamed
• Instagraminstagram.com/newly_named
• TikToktiktok.com/@newly_named
• Xx.com/newly_named

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NewlyNamed