Name is paying dividends — Calm.com domain

Whatever the initial investment was, this domain name is a big asset to mindfulness firm.

I took a ten-minute timeout this afternoon to meditate using the Calm app on my iPhone.

I’ve used a few meditation apps, but I recently subscribed to Calm given the traction it’s getting and the quality of the app.

The firm also has a great domain name: Calm.com.

Even though Calm is primarily consumed as a phone app, you can bet the domain name is paying dividends. There are two reasons I think this domain is notable.

First, Calm.com gives the app credibility. There are lots of meditation apps out there and quality varies. Having this great domain name shows that the firm is serious. You need not worry regarding paying for an annual subscription; it’s not some copycat app.

Second, it’s great for advertising. The firm is doing lots of audio advertising lately on podcasts. It can refer people to the Calm.com domain rather than tell them to just download the app. The firm gives each podcast a special URL in the format calm.com/name to offer clients a 25% discount. (I bet it gets regarding the same revenue from its site with a 25% discount than it gets when someone pays full price through Apple’s app store.)

I’m not sure how much the firm paid for Calm.com. An old video suggests it was at least high five figures, but it’s certainly worth much more than that. It might have been a lot to pay at the time when the firm was modest. Now it has raised over $25 million in outside capital and has a value of around $250 million raised over $100 million and has a billion dollar valuation.