.brands Spotlight: Insurance industry

.brands Spotlight: Insurance industry

insurance industry spotlight dotbrand domains insurers

.brands Spotlight: Insurance industry

The .brands Spotlight series takes a deep-dive into interesting facets of the .brands space, looking at Stats Hub data to find insights about how .brands are being used across different industries, regions and organizations. This Spotlight piece focuses in on the global insurance industry.

Summary

The insurance industry is the largest sector in the .brands space in terms of total domains registered. This is perhaps more impressive when considering it includes just 34 TLDs – ranking it fifth in this regard behind the information technology, banking & finance, telecommunications and automotive industries. While average usage is very high, this is influenced heavily by just a handful of brands that make up the large majority of activity within the sector.

Key statistics

Total TLDs delegated: 42

Including TLDs from

AXA        STATEFARM        ALLSTATE       MMA       PRUDENTIAL

Total domains registered

Average domains per .brand

  • Industry percentage of all .brands 25% 25%
  • Proportion of active TLDs (more than 2 domains registered) 55.9% 55.9%
  • Proportion of active domains (resolving or redirecting) 94.7% 94.7%

Key use cases

Industry spotlight: MMA displays a clear strategy

While there are over 2,000 .brand domains registered in the insurance industry, 95% of these are contained in just five TLDs – and lead heavily by French-headquartered company MMA (MMA IARD SA).

Over the last year or so, MMA has registered 1,759 domains in its .mma TLD, 97% of which are active. The vast majority of these are redirects, set up as part of an extensive strategy using locations and regions to direct visitors to local broker information. For example, the domain antibes.mma displays contact details and product information for Antibes, a region in southern France.

This is a clever way for MMA to implement its .brand TLD and use it to create more localized experience for customers, in a similar strategy to that used by Audi.

Redirects, redirects, redirects

Though by far the dominant player in its sector, the MMA model of registering a large volume of domains and setting them up to redirect to existing content is illustrative of the industry as a whole. In fact, of the insurance industry’s 2,185 registered domains, 92% are redirects. Behind MMA in terms of registered domains is Esurance Insurance Company’s .esurance, which has only one non-resolving and 145 redirecting domains. Similarly, Prudential Financial Inc.’s .pru and .prudential TLDs have a combined 142 redirecting domains out of 144 total; and all 20 .allstate domains redirect to existing locations on Allstate’s website.

Where MMA’s redirect strategy is based largely on geographic locations, other companies like Allstate and Esurance have opted to set up redirecting domains based on product and service offerings, such as auto.allstate, claims.allstate and homeowners.esurance, marrying relevant, deep content to insightful, short URLs.

dotbrand spotlight stats hub

Conclusion

As a highly complex industry with a wide range of detailed products and services, insurance companies by their nature tend to have large multifaceted websites that would otherwise be very difficult to navigate and would force customers to rely on third parties like search to find the information they need. The current usage of .brand domains within the insurance sector shows a clear trend towards redirect strategies.

This approach can provide memorable, meaningful pathways to deeper website content that improves the customer experience and also reinforces the brand in the link. With one of the highest rate of domain usage than any other industry (94% vs industry average of 67%), the insurance sector – and a few key players in particular – is leading the way in this regard.

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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Why this domain name expert has stopped talking about domain names

Why this domain name expert has stopped talking about domain names

Why this domain expert has stopped talking about domain names

By Tony Kirsch
Head of Professional Services, Neustar

I’m lucky enough to spend my working life helping some of the world’s largest brands drive their .brand TLD projects.

The excitement and the challenges of this space stem largely from the fact that this is a new innovation; and when you’re working with something truly groundbreaking, naturally there’s an element of “learning as you go.”

And I’m not afraid to admit, sometimes we get things wrong.

The more I talk to .brand owners, the more they’re teaching me where the value of .brands is.

And newsflash: it’s not in domain names.

We’re becoming more and more aware of the potential of .brands as a true disruptor in digital marketing. While on a basic level, a .brand TLD allows an organization to rethink its domain name strategy, the business and marketing impacts of this asset are much more far-reaching.

But in order to execute on this, we need to get the senior marketers and brand managers on board. 

And until now, I (and perhaps we as an industry) haven’t done a great job of that.

For many in the .brands space, the challenge of engaging internal stakeholders in .brand projects is heightened by the jargon, history and technical nature of the domain name industry.

While some technical details are of course necessary, it’s easy to lose people in the chaos of domain name language – from ICANN to gTLDs to DNS to second-level domains.

So we’re changing the conversation.

Instead of ‘domain names’, we’re realizing the power of talking about ‘improved customer experience’.
Instead of saying “you can create this new domain”, we explain how “customers can find what they want faster and more intuitively”.
Instead of talking about websites and web pages, we talk about your holistic digital presence, and the identity it conveys to your audience.

More and more, we’re finding our discussions with .brands now include senior marketers and those in charge of branding and customer experience. 

And we’re quickly discovering that the story we’ve been telling just doesn’t land with this audience…and neither should it.

Because the truth of it is, that .brands are not about domain names.

And talking about domain names to your marketing team could be what’s killing your .brand project.

I spoke about this recently in a presentation at the Global Domains Division (GDD) Summit in Spain.

It’s a message that’s resonated so strongly, we’ll continuing the discussion at an upcoming .brands webinar on June 1st – check out more information here and register to attend.

If we as an industry want to see .brands succeed, we need to speak the language of our key audience: the marketers. Not only that, but we need to recognize that the value of .brands doesn’t lie in domain names, and instead build an approach that looks holistically at marketing, branding and online identity.

My name is Tony Kirsch and I’m a domain name junkie. But the first step is acknowledging the problem – and committing to discovering a better road ahead.

GoDaddy acquired Neustar's registry business as of August 3, 2020.

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MakeWay.World is the online hub for news, resources, tips and inspiration on .brands from global dotbrand experts.

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