Meet the San Francisco woman who charges $30,000 to name your baby

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Taylor A. Humphrey, with her blond highlights, camera-ready smile, well-lit videos and knack for going viral, is the model TikTok-era entrepreneur. But to some of her critics, she’s also the living embodiment of the Bay Area’s tech-fueled excess: an influencer catering to the uber-wealthy with a boutique business that sounds like satire. 

“It’s a little embarrassing when you get made fun of on the internet,” said Humphrey, who’s based in San Francisco. “But at the same time, I’m like, ‘Well, it is silly.’ I come up with baby names for a living.” 

Humphrey didn’t set out to build a luxury baby-naming enterprise. When she started posting online a decade ago about her baby-name obsession, she was just hoping for a distraction from one of her life’s bleakest periods. The 37-year-old Humphrey now has 100,000 combined followers on TikTok and Instagram, and an ever-expanding portfolio of more than 500 children’s names she helped select. Her “bespoke” naming services cost up to $30,000.

At a time when finding the perfect name can often feel like a high-stakes exercise in “baby branding,” Humphrey is one of a dozen or so professional baby-name consultants nationwide whose full-time job is to guide expectant parents along their naming journey. She’s also believed to be the only one in the Bay Area, where affluence and an innovative ethos make it one of this niche industry’s top markets.

For some moneyed parents, choosing a name is no different than selecting a kitchen backsplash: personal, yes, but best outsourced to a pro. Humphrey’s clientele tends to span everyone from high-profile celebrities to the anonymously rich. Regardless of the intricacies of their naming needs, she promises to have the ideal package.

Just want an email with some personalized baby-name recommendations? That’ll be $200. Need something far more in-depth? Any of her higher-end services, which start at $10,000, amount to the “VIP treatment.”

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