Alloy Acquires and Rebrands


Late last year, I detected an ownership change for via the DomainTools Whois Monitor tool. As I reported on Twitter at the time, the domain name was transferred to Tucows under Whois privacy. began forwarding to Alloy.CO, an identity verification platform. Previously, the domain name had been owned by Hearst Communications.

Alloy, the company that operated on Alloy.CO, had recently announced a $40 million Series B fundraising round. At that time, the company had raised a total of $55.8 million in funding since its founding in 2015. It does not appear that the company has raised additional funding since then.

Earlier today, Alloy announced a major corporate rebrand, including a new logo and website. The company discussed the rebrand in a blog post:

“We’re excited to announce that as of June 14, 2021, Alloy’s brand has a new look! As our product and company have matured, our visual brand is growing too. We are thrilled to present our new website, logo, and colors.”

One thing that was not mentioned in the blog post is that Alloy also changed its domain name. Instead of using Alloy.CO for its website, the company is now using Alloy.CO now forwards to the brand.

After doing a bit of digging, I was able to confirm that the domain name was brokered by Amanda Waltz of Amanda represented the buyer in this transaction. I understand that Andrew Rosener of Media Options represented the seller on the deal.

I had reached out to Alloy when I saw the domain name transfer to ask about the acquisition, but the company did not reply. I presume the acquisition price will not be shared by either party.

Not only do I think the Alloy rebrand was well-executed, the upgrade to was a smart decision.

About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


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