Back Office Rebrands to Finally – Using

TechCrunch reported on the $95 million Series A funding round of a company called Finally. Originally, the company was known as Back Office, and it used the BackOffice.CO domain name for its business. Along with the rebrand to Finally, the company is using for its website.

It is unclear to me when was acquired by the company that is using it. At the moment, is registered under Whois privacy at GoDaddy.

Using the Whois history tool at DomainTools, I can see the domain name had been registered to a California-based venture capital firm since 2020. The domain name was registered at Network Solutions prior to the transfer to GoDaddy. Prior to that, had “Statutory Masking Enabled” on the Whois record and Whois privacy enabled before that. One of the names listed as an individual investor in the TechCrunch article is the Founder of the VC firm.

Interestingly, using, I can see the domain name had been listed for sale via BrandBucket as recently as December of 2019. At that time, was listed for sale with a price of $138,000. Amanda Waltz of published an article a short while ago about Finally and its domain name. I presume Amanda brokered the sale of

One thing is clear – Finally made a big upgrade when it moved from a two word .CO domain name to a one word .com domain name. This rebrand and upgrade was added to the list of domain name upgrades tracked at

Elliot Silver
Elliot Silver
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


  1. Another company has an active business, dealing with ‘back office’ solutions on did the right thing by rebranding to

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