Giuseppe Graziano is the founder of LXME, which is billed as the “Liquid Domains Market Exchange.” LXME has become known for its extensive quarterly market reports focused on the short, liquid domain name market. Yesterday afternoon, Giuseppe announced that LXME was being rebranded as LMX using the LMX.com domain name, which seems like a better matching brand name for the marketplace and platform.

Giuseppe told me the “purpose of LMX is to create a safe environment in which investors are able to trade liquid domains quickly, efficiently and at low fees.” Buyers are able to list one word .com domain names for sale as well as short acronym and numeric domain names on the platform. The platform is currently invitation-only, although sellers with qualifying domain names may apply to create an account. One feature of the platform is creating alerts to be notified when specific types of domain names are listed for sale on LMX.

I asked Giuseppe why he opted to rebrand from a 4 letter branded domain name to a similar, but shorter 3 letter branded domain name. “When we asked our customers what they liked most about our platform, one of the most common responses was that the inventory was limited to top notch domains [pun intended]. We felt that rebranding to LMX.com underlines the quality of the inventory on the platform,” he told me. With the focus on short, liquid domain names, having an even better domain name makes sense.

For those who are curious, the LMX.com domain name was acquired in private earlier this year. The domain name had been owned by James Booth, although Giuseppe and James declined to share the acquisition price for LMX.com.