It seems that this company rebranded because of a big domain sale.
While some companies never operate on an ultra-premium domain, a young financial brand has been associated with 2 inside a year. And it might have made a big domain sale along the way.
Fruitful, founded in 2021, has come to market with a timely financial service. In the wake of rising inflation and interest rates, millions across the globe are struggling to survive financially. While financial advisors may seem out of reach to many, Fruitful is pitching its financial wellness product to the masses.
The company matches qualified financial guides with customers, offering one-on-one video chats, direct messaging access, and a members area to help its clients make better financial decisions. All this is available for a monthly subscription that is, according to Fruitful, around half of the cost of a typical financial advisory firm.
Fruitful launched to the public in June 2022 with a huge capital reserve of $37 million, including a $25 million Series A round. However, behind the scenes, the company has been building since 2021. During that time, it has undergone a rebrand.
First, Fruitful operated under the brand name Branch and even operated on Branch.com. It’s unclear whether the company acquired the domain name outright, with historical Whois records offering no clues.
However, a small line in a press release suggests the company may have received an offer for Branch.com it couldn’t refuse. The press release from Fruitful mentions the company came to market with $43 million in capital, with $10 million of that assigned to a convertible note and a domain sale. According to Crunchbase, the convertible note covers $4 million, leaving $6 million potentially assigned to a domain sale. The actual domain price could be more or less, but with the company switching so quickly away from Branch.com, it’s possible that it sold the domain for $6 million.
By the end of 2021, Branch rebranded to Fruitful, with the company’s incorporated name switching from Branch App, Inc. to Fruitful, Inc., according to available data. Along with the entity name change came a new domain name, Fruitful.co.
Fruitful acquired Fruitful.co for $20,000 from domain investor Bar Franek, according to a tweet from October 2021.
The company stayed on Fruitful.co during its transition from stealth mode to publicly operating. However, shortly after its public launch, Fruitful managed to secure a domain name upgrade in the form of Fruitful.com. The domain sale was first spotted by Jamie Zoch.
According to Whois history, Fruitful likely secured Fruitful.com towards the end of June 2022. Domain brokers Lumis claimed responsibility for brokering both Fruitful.com and Branch.com, although the company wouldn’t go into further details.
As of publishing, Fruitful.com forwards to Fruitful.co, but it’s likely that the company will switch to the .com domain at some point. For a public-facing consumer finance brand, owning its exact-match .com domain is key, especially for a business that relies so heavily on its online presence.