Joist AI, a pursuit intelligence platform for Architecture, Engineering and Construction (AEC) marketing teams, has rebranded to Kantiv. The rebrand reflects the company’s evolution and a shift in how it wants to define itself. Since launching as Joist AI in 2022, the platform has expanded beyond proposal generation into pursuit analytics and business development decision-making.
At the same time, AI has become the default across much of the software industry, making it less useful as the defining feature of a brand. With Kantiv, the company is putting the focus on the outcome rather than the technology behind it.
The name Kantiv is derived from cantilever, a structural form that extends outward while supported by a strong anchored base. According to the company, the name reflects the idea behind the platform: that a firm’s accumulated knowledge, past proposals and client history can provide the foundation for marketing teams to pursue new markets, opportunities and project types.
So why change the name? Because the vision outgrew it. We’re not building a tool anymore. We’re building the way the AEC industry wins its most important work. Kantiv comes from cantilever. A structure that carries enormous weight by reaching far past its support. That is exactly what we do for the teams we serve. We let them extend further than they ever could alone. New name, same mission, bigger than it has ever been. - Rohan Jawali, Fouunder and CEO of Kantiv
Before the rebrand, the company used Joist.ai, while Joist.com belongs to another business operating under the Joist name. For a growing company, that kind of overlap can weaken brand clarity, create confusion for customers and increase the chances of traffic or emails reaching the wrong destination.
Many companies looking to highlight their focus on artificial intelligence have adopted .ai domains, often overlooking the fact that .ai is the country-code top-level domain (ccTLD) for Anguilla. While the extension has become closely associated with the AI sector, relying on a country-code domain can bring branding, security and scalability considerations.
For its new identity, Kantiv has secured Kantiv.com, a natural move as the company steps away from being defined primarily by AI. The new domain gives Kantiv a broader digital identity, strengthens its brand presence, and provides a solid foundation for long-term growth.