Last night, VentureBeat published an article about a $60 million round of funding for a company called Healthy.io. The healthtech startup has now reportedly raised around $90 million in funding to date:
— VentureBeat (@VentureBeat) September 12, 2019
As you can see, Healthy.io uses the .IO ccTLD for its website. In my opinion, this company is using its non .com domain name in a very smart way.
Healthy.io is not trying to be cute with its branding. The company is not trying to hide the fact that it uses a .IO domain name in its website. In fact, .IO is a part of its logo and its branding:
From my perspective, there is nothing really wrong with using a ccTLD or non-.com domain name. Sometimes the brand match .com domain name is already being used or priced beyond the budget of a prospective buyer. However, to minimize the amount of lost traffic, misdirected emails, and inability to capture goodwill, I think it behoves a company to embrace the extension in its branding. Healthy.io is doing that.
Instead of calling itself “Healthy,” and potentially encouraging people to visit a different website or misdirect email, while helping to build the goodwill of a different brand, Healthy.io is embracing its non-.com extension. I think this is the smart way for companies to market their brands when they do not have a .com. This could change in the future, but