Who owns the big insurance domains?

Regular readers will know how valuable generic domain names can be in the insurance sector.

Super premium domains in the finance sector have sold for six figures in the past, and we decided to have a look at who owns the super premium insurance domains and what they’re doing with them.

For each domain we have used the whois records to reveal the owner and have also looked at how the domain is being utilised.

We’ve also provided valuations on each domain name with assistance from some of the experts at DNtrade.  The valuations are based on the domain name only, and not the associated website.



Owner:  Insurance Consulting Services Pty Ltd

Value:  $200,000 – $250,000

Usage:  Stand-alone website which offers quotes for life insurance products and referrals for general insurance products.

Comments:  The most generic of all insurance domains is surprisingly not owned by one of the major insurers, and is instead owned by a financial planning company.  It’s not a bad looking website, but is fairly light on information.



Owner:  iSelect

Value:  $150,000 – $250,000

Usage:  Redirects to the life insurance page on the main iSelect website.

Comments:  With online life insurance being a red-hot sector, this would be one of the most sought after domain names out there.  By using the domain as a redirect iSelect would not be getting an major SEO benefit, but given that they already rank number 1 in Google for ‘life insurance’ I don’t think they’ll be too concerned.



Owner:  Luke Donnelley

Value:  $150,000 – $200,000

Usage:  A very basic one page website with no ability to request a quote or contact them.

Comments:  It’s almost unbelievable that such a premium domain has remained in private hands and is still so underutilised.  No doubt the owner is fully aware of its value and has received countless offers over the years.



Owner:  REA (realestate.com.au)

Value:  $30,000 – $50,000

Usage:  Redirects to the realestate.com.au website.

Comments:  It’s not a huge surprise to see this domain used by the owners of realestate.com.au, but it is surprising to see that it is very underutilised.  There is an insurance section on the website, but this domain does not redirect to that area.  I should add that I believe ‘realestate.com.au’ is the best use of ANY premium generic domain name in Australia.



Owner:  Income Protection Pty Ltd

Value:  $50,000 – $100,000

Usage:  Main website for the business of the same name.

Comments:  Out of all the premium insurance domains, this would be the best utilised.  In this case an entire business has been built around the domain name, and having met the original owner who started the business around 15 years ago, it has been quite successful.



Owner:  iSelect

Value:  $5,000 – $10,000

Usage:  None.

Comments:  This is the second entry for iSelect, but unlike lifeinsurance.com.au which redirects to the relevant page of the iSelect website, tpdinsurance.com.au simply returns an error message.  This certainly seems to be a lost oportunity, however iSelect already rank #2 for the term in Google and would probably get limited benefit from using this domain any differently.



Owner:  iSelect

Value:  $5,000 – $10,000

Usage:  None.

Comments:  iSelect have scooped the trifecta with lifeinsurance.com.au, tpdinsurance.com.au and traumainsurance.com.au.  Unfortunately this one also returns a nil result, but iSelect won’t be too upset since they also rank #1 for this term.



Owner:  iSelect

Value:  $20,000 – $50,000

Usage:  None.

Comments:  Ordinarily a domain name with three words would no be considered as ‘super premium, but this particular domain would be one of the rare exceptions.  Unsurprisingly this domain is also owned by iSelect, and as with their TPD and trauma domains it simply returns an error message when you attempt to visit the site.



Owner:  TIOTN Pty Ltd

Value:  $150,000 – $250,000

Usage:  Travel insurance business of the same name.

Comments:  Finally we have a second premium domain name which is being properly utilised.  Travelinsurance.com.au is a fully branded website offering travel insurance as a fully fledged business.  Unfortunately for the owners of this website it does not rank very well in Google at all, which is a little unusual for a well used premium domain.



Owner:  H and N (Nominees) Pty Limited

Value:  $20,000 – $50,000

Usage:  Insurance brokerage of the same name.

Comments:  The last domain we’ll look at is businessinsurance.com.au, and it’s pleasing to see that this is another very well utilised domain.  The website is owned by an AFSL holder and contains plenty of great information about business insurance and about their company.

Small Business v Big Business

It’s interesting to see that other than those owned by iSelect and REA, many of the super premium domain names are not owned by big corporates.

It’s also clear that the smaller sized owners are utilising their domains in a far better fashion than the big corporates.

The reason for this may be that the big corporates can afford to buy up valuable domains and sit on them, whilst smaller businesses really need to generate a return on what will have been a fairly large investment in most cases.


Going back to iSelect, they own four of the best insurance domains available, being lifeinsurance.com.au, tpdinsurance.com.au, traumainsurance.com.au and incomeprotectioninsurance.com.au.

These four domains have a combined value of anywhere between $200,000 and $400,000 depending on who you ask, and potentially even up to one million dollars.

But each of the domains are completely underutilised, and there is probably little need for iSelect to develop the domains since they already rank #1 or #2 in Google for each term.

So why would they spend up big on buying them?  One possible reason is to simply stop anyone else from getting them and doing something more substantial with the domains which could compete with iSelect’s main website.

To Be Continued

In part 2 of this article we will be asking some of the owners of these websites why they decided to invest in a premium domain name.

We hope to get some interesting answers to share over the next few months.