A brand is more than a name. It is a promise to the people you serve. When we launched under a previous name, our promise was narrow: help startups capture the R&D tax credit. We were good at that. But our customers kept asking for more—and we kept building more. Today Mainstreet is a full financial platform for small businesses, and our old name no longer fit what we had become.
Why We Changed
The decision was not made lightly. We surveyed hundreds of customers, ran naming workshops, and stress-tested every option against clarity, memorability, and domain availability. The word "Mainstreet" won because it captures something true: we exist for the businesses that make up the backbone of the American economy—not the venture-backed unicorns, but the founder-led companies on every main street in every city.
What Stays the Same
Our R&D tax credit expertise is unchanged. The same analysts, the same audit-defense commitment, the same transparent pricing. What changes is the scope of what we offer: banking partnerships, expense tracking, and retirement credit tools now live alongside the R&D product.
What This Means for Customers
If you are an existing R&D credit customer, your account, your credit history, and your dedicated analyst are all exactly where you left them. You will notice updated branding in your dashboard and correspondence, but nothing about the service has changed. For new customers, you now get access to a wider set of tools from day one.
Key Takeaways
- Mainstreet now covers R&D credits, retirement credits, healthcare credits, banking, and expense tracking.
- Existing customers: no disruption—same team, same portal, same pricing.
- The rebrand reflects our mission to serve all of small business, not just one tax incentive.
