Grégoire Leleu needed to replace his current name, GL Analytics, a company that brings data science to the due diligence of management and investment teams. When working with individual founders, their personal passions and histories can be a rich source for naming inspiration. As one of Grégoire’s passions was diving, we explored everything related to this sport and to the ocean in general. Vertical Blue, the name of an annual free diving competition held in St. John’s, worked on many levels. In two easy to pronounce words it conveyed attributes crucial to the company—a deep dive into an ocean of data and the extraordinary skill of its data scientists in providing evidence-based insights.