Look, we get it. Our name is a little bit unconventional. But like most things, there’s a story behind it. And just so that we’re on the same page, it’s pronounced “Simplicity” (/simˈplisədē/).
As an organization, we’ve been in the property tax business since 2010 (see our History), doing business in over a dozen states around the country. We were about to open our doors to Texas property owners right when the Covid pandemic struck.
At the time, a lot of folks were wondering how the world was going to change. Social norms were broken, new systems for getting business done were being created, and Wall Street was falling in love with Zoom stock. We didn’t fully know what the world was going to look going forward, but we knew that we had no intention of abandoning our mission:
“Ensure that Texas property owners never pay a dime more in property tax than they have to.”
People assume that “iPhone” just stands for “Internet Phone.” And technically, it does stand for that. But according to Steve Jobs, the “I” in iPhone also stands for “Individual, Instruct, Inform and Inspire,” core values of the company.
The “E” in our name stands for “Electronic.” As best we could tell, in the wake of a pandemic, we were going to have to figure out how to make the property tax loan process simple. We also believed that we were going to have to rely heavily on technological solutions to do so. Thus, our original motto was.
“Make Electronic Simple”
Like Apple, the “E” in our name definitely still stands for electronic, but it also means so much more than that. With the world back to relative normalcy, our values have evolved to include words like
“Ethical, Empathetic, Engaged, and Effective”
So, in light of all that, we opted to go ahead and just keep the “E.” It’s not only emblematic of who we thought we were going to be. It’s also an icon of who we’re becoming.
Of course, the rest is history. Get started
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