AXA uses its dot-brand domain name and blockchain for fresh insurance product

Fizzy launched on fizzy.axa a couple months ago.

This September insurance firm AXA introduced a fresh test insurance product called Fizzy. The firm launched it on its own .brand domain, Fizzy.axa.

Launching the test product on a dot-brand domain name means the firm didn’t have to invest in buying an existing domain name. Still, if Fizzy takes off the firm might need to change names or pay more to acquire the matching domain. Fizzy.com is right now used by a game firm.

Adding to the interest: Fizzy is based on the Ethereum blockchain. Insurance purchases are recorded on the blockchain so they are tamperproof. Payments are automatically made whenever a contract ought to pay off; in this case, if a flight is 2+ hours late.

AXA notes that the product can be trusted since the decision mechanism has been delegated to an independent, tamper-proof network. I think this would be a selling point for smaller insurers but I’m not sure how notable this is for a firm of AXA’s size.

Using a .brand domain to spin up a test idea can make a lot of sense, but firms also need to consider if they will want to change the domain name and brand if the product advances beyond a test.