Company acquired great domain from Digimedia.
In the early days of a startup’s existence, domain names and brand names often take a backseat to more important considerations such as proof of concept and product development.
Once traction starts to build and funding starts to roll in, branding becomes more important. At this stage, it’s common to see companies perform a simultaneous rebrand and domain purchase.
Software as a service company PlacePull was co-founded in 2018 by then eighteen-year-old Adam Guild after developing a marketing tool to help drive business to his mom’s dog grooming shop. PlacePull rebranded to ProfitBoss and started to offer a free online ordering system and customized advertisements to restaurants during the COVID-19 pandemic, picking up $3.5 million in seed funding in the process.
Despite reportedly facing bankruptcy during the pandemic in 2020, the founders turned the company around, and this year they made a significant investment in its future.
In June 2021, ProfitBoss acquired Owner.com and subsequently rebranded. According to DomainIQ’s WHOIS history, Owner.com’s previous owner was Digimedia, an Oklahoma-based company that maintains a portfolio stuffed with some of the best domains on the Internet, such as Bed.com, Dark.com, and Read.com.
The domain moved from Digimedia’s possession into a privacy-protected GoDaddy account. It’s not clear whether the domain was purchased outright or whether it was a lease-to-own or investment arrangement. I reached out to Owner.com for more details but have not heard back.
Off the back of Owner.com’s announcement of its $10.7 million in Series A funding, co-founder and CEO Adam Guild acknowledged the company’s rebrand via Twitter:
We’re now called https://t.co/M83xWaiv41 because restaurant owners take great pride in finally being owners after over 80% worked their way up from being employees in others’ restaurants.
— Adam Guild (@adamguild) August 31, 2021
The company is smartly using the domain name within its branding. While Owner.com’s logo simply references “Owner,” the domain appears throughout the website and social media. Speaking of social media, Owner.com has also acquired the @Owner Twitter handle, which many brands now do alongside a premium domain purchase.
ProfitBoss’ rebrand to Owner.com signifies a leveling up that gives a better sense of what the company provides while offering an air of legitimacy and longevity to this young brand. Would you rather buy a product or service from ProductBoss.com or Owner.com?