A writing assistance software company has adopted the name of a business it acquired four months ago, marking an unconventional approach to post-acquisition branding.

Grammarly announced on Tuesday it will rebrand the corporate entity as "Superhuman" following its July acquisition of the email client of the same name. Despite the company-level name change, the Grammarly product itself will retain its existing brand identity.

The firm indicated it may eventually rebrand Coda—a productivity platform acquired last year—though no immediate changes are planned for that product.

Alongside the corporate rebranding, the company launched Superhuman Go, an artificial intelligence assistant integrated into Grammarly's existing browser extension. The tool provides writing suggestions, email feedback, and can connect with applications including Jira, Gmail, Google Drive and Google Calendar to access contextual information.

These integrations enable the assistant to perform tasks such as logging support tickets or retrieving calendar availability when scheduling meetings. The company plans to add functionality allowing the assistant to fetch data from customer relationship management systems and internal databases to suggest email modifications.

Users can activate Superhuman Go through a toggle in the Grammarly extension, which permits connections to various applications. An agent store launched in August offers additional specialised tools including plagiarism checkers and proofreaders.

All Grammarly users can access Superhuman Go immediately, though the company is also offering product bundles. A Pro subscription costing $12 monthly (billed annually) provides grammar and tone support across multiple languages. The Business plan, priced at $33 monthly (billed annually), includes access to Superhuman Mail.

The firm stated intentions to incorporate additional AI-powered features into the Coda document suite and Superhuman email clients, such as automatically fetching details from external and internal sources to enhance documents and email drafts.

Grammarly has pursued expansion into broader productivity software over recent years, demonstrated through its Coda and Superhuman acquisitions. The new AI assistant positions the company to compete more effectively with rivals including Notion, ClickUp and Google Workspace, all of which have launched numerous AI-powered capabilities recently.

The decision to adopt an acquired company's name rather than absorbing it into existing branding represents an unusual corporate strategy. Typically, acquiring firms either eliminate the purchased company's identity or integrate it as a subsidiary brand whilst maintaining the parent company's primary identity.

The move suggests Grammarly's leadership believes the Superhuman brand carries greater market appeal or better represents the company's evolving identity as a comprehensive productivity platform rather than solely a writing assistance tool.

Whether users and investors will embrace the corporate rebranding—particularly given that the most widely known product retains the Grammarly name—remains uncertain. The arrangement creates potential confusion with the company called Superhuman whilst its flagship product bears a different name.

Grammarly has built substantial brand recognition since launching in 2009, with millions of users relying on its writing assistance across documents, emails and web browsers. Relinquishing that brand equity at the corporate level represents a significant gamble, though maintaining product-level naming may mitigate risks.

The AI assistant launch reflects broader industry trends toward embedding artificial intelligence throughout productivity software. Major technology companies have rushed to integrate generative AI capabilities into their offerings following the November 2022 launch of ChatGPT, which demonstrated consumer appetite for such tools.

Grammarly's approach—connecting the assistant to multiple external services rather than operating in isolation—mirrors strategies employed by competitors seeking to make AI assistants more contextually aware and practically useful beyond simple text generation.