Every founder will tell you that naming a product is harder than building it. You want something short, memorable, available as a domain, and — if you're lucky — something that actually means what the product does. I went through pages of candidates: descriptive names, invented words, the usual "-ly" and "-ify" suffixes. They all felt like labels stuck on from the outside.

Then I found a word that has been describing this product for over a thousand years.

A verb older than English banks

To winnow is the ancient act of throwing grain into the wind so the chaff blows away and only the grain remains. The word comes from Old English windwian — "to fan, to separate" — derived from wind itself. Before machines, this was how every farming culture on Earth answered the same question: of everything I harvested, what is actually worth keeping?

Winnowing isn't violent and it isn't wasteful. You don't burn the field down. You lift everything up, let the wind do its work, and what has substance falls back into your hands. What was only taking up space drifts away.

The chaff in your bank account

Now look at a typical bank statement. A dozen recurring charges, maybe more. Some are grain: the cloud storage holding your family photos, the service you use every single day. And some are chaff: the trial that quietly became a paid plan, the annual renewal you forgot existed, the app you stopped opening months ago.

The problem is that on a statement, grain and chaff look identical — same format, same quiet monthly rhythm. Nobody throws them into the wind. So the chaff accumulates, $8 and $12 and $15 at a time.

That's the job WinnowFi was built for: lift every recurring charge into the air where you can see it, and make it easy to let go of what shouldn't fall back into your hands.

Why a verb matters

I chose a verb deliberately. A noun describes a thing; a verb describes an act — judgment, attention, the right moment. Winnowing was never automatic for farmers, and keeping your financial life clean isn't automatic either. Our software finds the charges and warns you before renewals, but the judgment — does this still earn its place? — stays yours. The name is an instruction as much as a brand: winnow your subscriptions.

And the Fi? Finance. The oldest sorting algorithm in human history, pointed at the most modern kind of clutter.

Keep what matters

There's a second reason the metaphor fits, and it's personal. As I've written on our mission page, 20% of WinnowFi's revenue funds autism research. The whole project is an exercise in the same principle: strip away what doesn't matter, direct what remains toward what does.

Keep what matters. Winnow the rest.

brand story

Why I Named It WinnowFi: A Thousand-Year-Old Verb for a Modern Problem