Cove.Tool? There is No .Tool

TechCrunch published an article about a startup called Cove.Tool that just raised $5.7 million in funding. When you have a look at the tweet linking to the article, see if you can spot what really caught my attention:

As you can see, the Cove.Tool branding in the tweet is not automatically hyperlinked by Twitter. What this means is that Cove.Tool, which is the company’s brand name, is not actually a domain name. Even though Cove.Tool looks like it would be a domain name, it is not a domain name – it is just the startup’s brand name.

From what I can tell, there were no new gTLD applications for the .Tool extension. There is, however, a .Tools domain name extension. Donuts operates the .Tools extension (see

Confusingly, the company known as Cove.Tool uses a different new gTLD domain name for its website – Cove.Tools. The company does (smartly) own, which it forwards to Cove.Tools, but it seems needlessly confusing, particularly from an email perspective. I bet a lot of people are going to email X@cove.tool instead of because of the corporate branding.

I think it’s branding and domain name combination is peculiar.

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. A lot of companies put a dot between two words in a brand name and the general public does not assume that it is a url. It is a long established branding technique.

    That said is a very strange domain to use. would be the logical choice.


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