Why FlatTurtle? The Story Behind the Name

23 February 2026, 10:30

This post first appeared on LinkedIn.

𝗪𝗵𝘆 “𝗙𝗹𝗮𝘁𝗧𝘂𝗿𝘁𝗹𝗲”? 𝗧𝗵𝗲 𝗦𝘁𝗼𝗿𝘆 𝗕𝗲𝗵𝗶𝗻𝗱 𝘁𝗵𝗲 𝗡𝗮𝗺𝗲 𝗮𝗻𝗱 𝗪𝗵𝗮𝘁 𝗜𝘁 𝗠𝗲𝗮𝗻𝘀 𝗳𝗼𝗿 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴𝘀 𝗧𝗼𝗱𝗮𝘆

We get asked this a lot: “𝗪𝗵𝘆 𝗮 𝘁𝘂𝗿𝘁𝗹𝗲?” 🐢🐢🐢

Because at first glance, turtles don’t sound fast. But in our world, it’s not about speed, it’s about stability and longevity.

Back in 2011, Yeri Tiete and our founding team were in a bar in Ghent, brainstorming a name for a digital signage startup. We were building cloud-based screens that showed live transport, news, and building info and each feature was a module called a “Turtle.”

As the product evolved, those modules became the foundation for something much bigger: the connected, intelligent buildings we manage today.

Over the years, FlatTurtle evolved from digital signage to meeting room tech to fully managed WiFi and network infrastructure across commercial real estate. But the name stayed.

Because it reflects what we stand for:

• 🐢 Reliability: Turtles may be slow, but they always get there.
• 🐢 Simplicity: A network you don’t have to think about.
• 🐢 Resilience: Built to last, like the buildings we support.

So yes, it’s a funny name. But it reminds us daily that great technology doesn’t need to be loud or flashy. It just needs to work, always.

💬 Fun fact: Our first logo really was a “flat turtle.” Glad we’ve upgraded that too. 😅

👉 The name might be playful, but our mission is serious: building the most reliable networks in real estate.

If that sounds like the kind of partner your property needs, let’s connect.