diff --git a/cli/root.go b/cli/root.go
index 29083d6d03..0c30724db7 100644
--- a/cli/root.go
+++ b/cli/root.go
@@ -43,7 +43,7 @@ func Root() *cobra.Command {
 `,
 		Example: cliui.Styles.Paragraph.Render(`Start Coder in "dev" mode. This dev-mode requires no further setup, and your local `+cliui.Styles.Code.Render("coder")+` CLI will be authenticated to talk to it. This makes it easy to experiment with Coder.`) + `
 
-    ` + cliui.Styles.Code.Render("$ coder start --dev") + `
+    ` + cliui.Styles.Code.Render("$ coder server --dev") + `
 	` + cliui.Styles.Paragraph.Render("Get started by creating a template from an example.") + `
 
     ` + cliui.Styles.Code.Render("$ coder templates init"),
@@ -63,7 +63,7 @@ func Root() *cobra.Command {
 
 	cmd.AddCommand(
 		configSSH(),
-		start(),
+		server(),
 		login(),
 		parameters(),
 		templates(),
diff --git a/cli/start.go b/cli/server.go
similarity index 99%
rename from cli/start.go
rename to cli/server.go
index 6a1776cb20..f442fda0b9 100644
--- a/cli/start.go
+++ b/cli/server.go
@@ -43,7 +43,7 @@ import (
 	"github.com/coder/coder/provisionersdk/proto"
 )
 
-func start() *cobra.Command {
+func server() *cobra.Command {
 	var (
 		accessURL   string
 		address     string
@@ -67,7 +67,7 @@ func start() *cobra.Command {
 	)
 
 	root := &cobra.Command{
-		Use: "start",
+		Use: "server",
 		RunE: func(cmd *cobra.Command, args []string) error {
 			logger := slog.Make(sloghuman.Sink(os.Stderr))
 			if traceDatadog {
diff --git a/cli/start_test.go b/cli/server_test.go
similarity index 90%
rename from cli/start_test.go
rename to cli/server_test.go
index bbe49ad463..6d848f92cb 100644
--- a/cli/start_test.go
+++ b/cli/server_test.go
@@ -29,7 +29,7 @@ import (
 
 // This cannot be ran in parallel because it uses a signal.
 // nolint:tparallel
-func TestStart(t *testing.T) {
+func TestServer(t *testing.T) {
 	t.Run("Production", func(t *testing.T) {
 		t.Parallel()
 		if runtime.GOOS != "linux" || testing.Short() {
@@ -41,7 +41,7 @@ func TestStart(t *testing.T) {
 		defer closeFunc()
 		ctx, cancelFunc := context.WithCancel(context.Background())
 		done := make(chan struct{})
-		root, cfg := clitest.New(t, "start", "--address", ":0", "--postgres-url", connectionURL)
+		root, cfg := clitest.New(t, "server", "--address", ":0", "--postgres-url", connectionURL)
 		go func() {
 			defer close(done)
 			err = root.ExecuteContext(ctx)
@@ -72,7 +72,7 @@ func TestStart(t *testing.T) {
 		t.Parallel()
 		ctx, cancelFunc := context.WithCancel(context.Background())
 		defer cancelFunc()
-		root, cfg := clitest.New(t, "start", "--dev", "--skip-tunnel", "--address", ":0")
+		root, cfg := clitest.New(t, "server", "--dev", "--skip-tunnel", "--address", ":0")
 		go func() {
 			err := root.ExecuteContext(ctx)
 			require.ErrorIs(t, err, context.Canceled)
@@ -97,7 +97,7 @@ func TestStart(t *testing.T) {
 		t.Parallel()
 		ctx, cancelFunc := context.WithCancel(context.Background())
 		defer cancelFunc()
-		root, _ := clitest.New(t, "start", "--dev", "--skip-tunnel", "--address", ":0",
+		root, _ := clitest.New(t, "server", "--dev", "--skip-tunnel", "--address", ":0",
 			"--tls-enable", "--tls-min-version", "tls9")
 		err := root.ExecuteContext(ctx)
 		require.Error(t, err)
@@ -106,7 +106,7 @@ func TestStart(t *testing.T) {
 		t.Parallel()
 		ctx, cancelFunc := context.WithCancel(context.Background())
 		defer cancelFunc()
-		root, _ := clitest.New(t, "start", "--dev", "--skip-tunnel", "--address", ":0",
+		root, _ := clitest.New(t, "server", "--dev", "--skip-tunnel", "--address", ":0",
 			"--tls-enable", "--tls-client-auth", "something")
 		err := root.ExecuteContext(ctx)
 		require.Error(t, err)
@@ -115,7 +115,7 @@ func TestStart(t *testing.T) {
 		t.Parallel()
 		ctx, cancelFunc := context.WithCancel(context.Background())
 		defer cancelFunc()
-		root, _ := clitest.New(t, "start", "--dev", "--skip-tunnel", "--address", ":0",
+		root, _ := clitest.New(t, "server", "--dev", "--skip-tunnel", "--address", ":0",
 			"--tls-enable")
 		err := root.ExecuteContext(ctx)
 		require.Error(t, err)
@@ -126,7 +126,7 @@ func TestStart(t *testing.T) {
 		defer cancelFunc()
 
 		certPath, keyPath := generateTLSCertificate(t)
-		root, cfg := clitest.New(t, "start", "--dev", "--skip-tunnel", "--address", ":0",
+		root, cfg := clitest.New(t, "server", "--dev", "--skip-tunnel", "--address", ":0",
 			"--tls-enable", "--tls-cert-file", certPath, "--tls-key-file", keyPath)
 		go func() {
 			err := root.ExecuteContext(ctx)
@@ -162,7 +162,7 @@ func TestStart(t *testing.T) {
 		}
 		ctx, cancelFunc := context.WithCancel(context.Background())
 		defer cancelFunc()
-		root, cfg := clitest.New(t, "start", "--dev", "--skip-tunnel", "--address", ":0", "--provisioner-daemons", "0")
+		root, cfg := clitest.New(t, "server", "--dev", "--skip-tunnel", "--address", ":0", "--provisioner-daemons", "0")
 		done := make(chan struct{})
 		go func() {
 			defer close(done)
@@ -204,7 +204,7 @@ func TestStart(t *testing.T) {
 		t.Parallel()
 		ctx, cancelFunc := context.WithCancel(context.Background())
 		defer cancelFunc()
-		root, _ := clitest.New(t, "start", "--dev", "--skip-tunnel", "--address", ":0", "--trace-datadog=true")
+		root, _ := clitest.New(t, "server", "--dev", "--skip-tunnel", "--address", ":0", "--trace-datadog=true")
 		done := make(chan struct{})
 		go func() {
 			defer close(done)
diff --git a/coder.env b/coder.env
index dc341d542a..370314b0f4 100644
--- a/coder.env
+++ b/coder.env
@@ -1,4 +1,4 @@
-# Run "coder start --help" for flag information.
+# Run "coder server --help" for flag information.
 CODER_ADDRESS=
 CODER_PG_CONNECTION_URL=
 CODER_TLS_CERT_FILE=
diff --git a/coder.service b/coder.service
index 3fc9a01f1e..47e765b19f 100644
--- a/coder.service
+++ b/coder.service
@@ -19,7 +19,7 @@ AmbientCapabilities=CAP_IPC_LOCK
 CacheDirectory=coder
 CapabilityBoundingSet=CAP_SYSLOG CAP_IPC_LOCK CAP_NET_BIND_SERVICE
 NoNewPrivileges=yes
-ExecStart=/usr/bin/coder start
+ExecStart=/usr/bin/coder server
 Restart=on-failure
 RestartSec=5
 TimeoutStopSec=30
diff --git a/develop.sh b/develop.sh
index 2f82c347b8..10a17a8d56 100755
--- a/develop.sh
+++ b/develop.sh
@@ -14,6 +14,6 @@ cd "${PROJECT_ROOT}"
 (
   trap 'kill 0' SIGINT
   CODERV2_HOST=http://127.0.0.1:3000 INSPECT_XSTATE=true yarn --cwd=./site dev &
-  go run cmd/coder/main.go start --dev --skip-tunnel &
+  go run cmd/coder/main.go server --dev --skip-tunnel &
   wait
 )
diff --git a/docs/README.md b/docs/README.md
index ed986f655f..e172ca1c14 100644
--- a/docs/README.md
+++ b/docs/README.md
@@ -17,14 +17,14 @@ Install [the latest release](https://github.com/coder/coder/releases).
 To tinker, start with dev-mode (all data is in-memory, and is destroyed on exit):
 
 ```bash
-$ coder start --dev
+$ coder server --dev
 ```
 
 To run a production deployment with PostgreSQL:
 
 ```bash
 $ CODER_PG_CONNECTION_URL="postgres://<username>@<host>/<database>?password=<password>" \
-    coder start
+    coder server
 ```
 
 To run as a system service, install with `.deb` or `.rpm`:
diff --git a/site/e2e/playwright.config.ts b/site/e2e/playwright.config.ts
index dd5af571d5..b1d36ee5c6 100644
--- a/site/e2e/playwright.config.ts
+++ b/site/e2e/playwright.config.ts
@@ -17,7 +17,7 @@ const config: PlaywrightTestConfig = {
   // https://playwright.dev/docs/test-advanced#launching-a-development-web-server-during-the-tests
   webServer: {
     // Run the coder daemon directly.
-    command: `go run -tags embed ${path.join(__dirname, "../../cmd/coder/main.go")} start --dev --skip-tunnel`,
+    command: `go run -tags embed ${path.join(__dirname, "../../cmd/coder/main.go")} server --dev --skip-tunnel`,
     port: 3000,
     timeout: 120 * 10000,
     reuseExistingServer: false,