Last November, Jamie Zoch detected a change in the Whois record for the Wise.com domain name. Wise.com had been owned by Broadcom / Symantec, and the domain name transferred from CSC to GoDaddy under Whois privacy. In a tweet, Jamie predicted that an online money transfer service called TransferWise was going to be revealed as the buyer of the domain name:
It is likely that Broadcom/Symantec (they merged) sold Wise․com with the domain transferring to GoDaddy under privacy in June 2020. I will go on a limb and say Transferwise may be the buyer? They filed a “Wise” TM in April 2020 & both domains are using Cloudflare NS currently.
— Jamie Zoch (@DotWeekly) November 18, 2020
Over the weekend, TransferWise confirmed the acquisition and announced that the company would rebrand itself as Wise, and the company would continue to operate at Wise.com. The rebranding news was covered by TechCrunch yesterday evening.
Why did the company rebrand as Wise? Their brief rationale was shared on a popup on the Wise.com landing page:
“We’ve changed our name to Wise
Because we’re so much more than transfers. We’re the international account used by over 10 million people who live, work, travel, and do business around the world.”
The company expanded on this in a corporate blog post. Put simply, the company outgrew its TransferWise branding. It does more than just transfers now, so the TransferWise brand was a bit limiting for it.
When I wrote about the news on Twitter, Media Options CEO Andrew Rosener announced that his company brokered the sale of Wise.com:
— Andrew Rosener (@andrewrosener) February 22, 2021
I highly doubt Andrew or anyone else associated with the deal will share the purchase price, but my guess is that it was a substantial, seven figure deal.