Hedge funds keep accidentally naming themselves after gory, swindling, incestuous Greek gods

Melius est nomen bonum quam divitiae multae: “A good name is better than great wealth” runs the Latin proverb, but some hedge funds are trying for a twofer.

Seeking the luster of power and might, many managers have named their businesses after characters from Greek mythology—but companies on the hunt for a letterhead with gravitas should tread carefully while traversing the blood-soaked pages of ancient epics and drama.

It’s a widespread phenomenon: Just pop the name of any major Greek god into Google alongside the word “capital,” and you will find at least one hedge or private-equity fund with that moniker. Dozens of them bear the names of Greek gods such as Zeus, Ares, Hermes, Poseidon, and Athena, or their Roman equivalents Jupiter, Mars, Mercury, Neptune, and Minerva. There is even an ominously named Hades Capital, named after the fearsome god of the underworld.

Source: Quartz

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  1. June 15, 2017

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