Fizzy launched on fizzy.axa a couple months ago.
This September insurance company AXA introduced a new test insurance product called Fizzy. The company launched it on its own .brand domain, Fizzy.axa.
Launching the test product on a dot-brand domain name means the company didn’t have to invest in buying an existing domain name. However, if Fizzy takes off the company might need to change names or pay more to acquire the matching domain. Fizzy.com is currently used by a game company.
Adding to the interest: Fizzy is based on the Ethereum blockchain. Insurance purchases are recorded on the blockchain so they are tamperproof. Payments are automatically made whenever a contract should pay off; in this case, if a flight is 2+ hours late.
AXA notes that the product can be trusted because the decision mechanism has been delegated to an independent, tamper-proof network. I think this would be a selling point for smaller insurers but I’m not sure how important this is for a company of AXA’s size.
Using a .brand domain to spin up a test idea can make a lot of sense, but companies also need to consider if they will want to change the domain name and brand if the product advances beyond a test.
Sorry, but I don’t think they’ll need the COM.
Who even thinks to buy an option on their flight’s departure or arrival times? Answer: NOBODY. So, who are they going to pitch this to? Young people who are tech savvy and most likely aware that there is more than just their parents’ .com.
I was able to view the site without it being .com. 🙂
Why add a superfluous extension to the mix like .com. The .axa extension tells people who Fizzy is by.
Younger consumers are in the main not against new gTLDs – in fact I believe the majority (at least in the UK) think they are modern, make sense and are pretty cool.