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.