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At Millo, we’ve been working closely for over two years with one of the best freelancing tools we’ve ever seen: Hectic.
This is by far one of our favorite all-in-one business platforms for freelancers, serving the freelance community since 2019. Recently, the Hectic team announced a complete rebrand from Hectic to Moxie. So if you’re wondering what happened to Hectic, the core features and amazing team are still serving freelancers – just with a new name, website, and logo.
Why did Hectic change its name to Moxie?
The decision to rebrand stems from Moxie’s development and the need to better align her name with her mission. Initially, Hectic adopted a reverse branding strategy aimed at highlighting the platform’s ability to ease freelancers’ chaotic work schedules. However, after years of user feedback and countless interactions, the reverse branding strategy has proven to be more confusing than engaging.
Moxie co-founder and CEO Geoff Mina reflected on the change, stating: “I have personally spoken… with thousands of our users since 2019 and finally, after so many interactions, I had to admit that our reverse branding strategy backfired. Most people just didn’t understand it. The name and brand created confusion, not excitement.”
In early 2023, Geoff spearheaded the decision to change the name of the company. “Moxie,” a word that embodied determination, nervousness, fortitude, and strength of character, flashed through his mind many times. Thus, Moxie was born – a name that resonates with the perseverance required of freelancers to advance their careers.
“I don’t believe there is one word that better describes what it takes to be a successful freelancer,” explained Geoff. “Combine our fancy new logo, domain, and brand name with our stupidly good tools, amazing customer service, and educational materials, and we’re on our way to helping more of you build a business that finances the lifestyle you truly desire. “
Moxie’s innovative toolkit enables freelancers to confidently manage and grow their businesses. From time tracking and scheduling to a client portal that streamlines project updates and accounting functions for seamless invoicing, Moxie serves as the platform for all your freelancing needs.
About Mox:
Formerly known as Hectic, Moxie reappeared in 2023 with a renewed vision. As the leading platform for freelancers, Moxie is committed to empowering freelancers to successfully manage and grow their businesses.
With a comprehensive feature set including time tracking, scheduling, customer portals and accounting capabilities, Moxie goes beyond invoicing to provide freelancers with a total business management solution.
Founded by a group of freelancers, Moxie understands the challenges freelancers face and is committed to providing an exceptional user experience.
Learn more at WithMoxie.com
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