Business Insider, the popular news website, is reverting back to its original name and undergoing a leadership change. Co-founder Henry Blodget is stepping down as CEO and will be replaced by Barbara Peng, the current president of the company. The decision to return to the name "Business Insider" is part of Peng's strategy to refocus the publication on business news, technology, and innovation. The move comes after several changes in the company's branding and direction.

Originally launched as "Silicon Valley Insider" in 2007, the website later changed its name to "Business Insider" in 2009. In 2015, German publisher Axel Springer acquired a majority stake in the company and retired the name "Business Insider" in 2021 as part of an effort to expand coverage. The rebranding as "Insider" aimed to attract a broader audience and capture more ad revenue.

Now, with the return to its original name, Business Insider seeks to reaffirm its focus on business news. The decision reflects a shift in strategy and a return to the publication's roots. Peng stated in a memo to staff that they will embrace "storytelling that's fascinating, unexpected, and always helpful."

It remains to be seen if this rebranding strategy will pay off for Business Insider. The company has undergone several reinventions and faced challenges in the past, including a recent employee unionization and a leadership shakeup. However, with Peng at the helm and a renewed focus on business news, Business Insider aims to reclaim its position as a leading source of business information and analysis.

Sources:

- Business Insider reverts to earlier name and Henry Blodget is out as CEO

- Insider co-founder Henry Blodget to step down as CEO amid strategy overhaul

- Will Business Insider's Rebranding Strategy Pay Off?

- Acquisition of Business Insider puts Axel Springer ahead of the game