David Fuller's view

It may seem inconsistent to be changing our name again in the early stages of a major redevelopment of this service, but it has important implications in the internet era. I wanted to move on from the Fullermoney name, as you may recall, feeling that Eoin should be included in the title. 

FT Money achieved this and offered brevity as an email address.  However, it does not help us in the important area of search engine optimisation (SEO) and has even led to some confusion.  We trust that with enhanced SEO and your generous word-of-mouth mentioning of the service, we can attract additional subscription revenue to help in the development of this site.