Monarch.com Acquired by Monarch via Hilco Digital & Snagged

Monarch.com was recently acquired by Andy Booth in a deal brokered by Sedo’s Dave Evanson. Andy mentioned this acquisition on X a little over a week and a half ago. The acquisition price for Monarch.com was not shared by Andy or by Sedo.

When I visited Monarch.com today, I noticed the domain name is now forwarding to MonarchMoney.com. Monarch is a personal finance and expense tracking app that recently announced its $75 million Series B funding round. The company reportedly has a valuation of $850 million.

When I saw the domain name forwarding, I reached out to Andrew Miller of Hilco Digital Assets to see if he could share any information about whether Monarch.com was sold. Andrew advises on many of Andy Booth’s domain names. Andrew confirmed that he advised on the deal, and the domain name had been sold.

“I can confirm that Hilco Digital Assets oversaw the sale of the Monarch.com domain name, in a win-win transaction for the buyer and seller. It was great to work together with Rob Schutz who represented the buyer. Congrats to both,” Andrew told me in an email.

Unfortunately, Andrew was unable to share the sale price or a price range due to a non-disclosure agreement but my guess is that this is a seven figure deal.

Acquiring Monarch.com was a smart decision for this startup. The company is known as Monarch rather than Monarch Money, and it can now use its brand matching .com domain name for everything from marketing to emails. Monarch has been added to the list of companies that upgraded its domain name.