Wednesday, 08 February 2017 01:48

iSelect launches top level domain name

iSelect launches top level domain name Image courtesy of Stuart Miles at

Online comparison website iSelect has launched its Top-Level Domain (TLD) — .iselect — as it moves to claim a market position as Australia’s “first and only” life admin store.

iSelect managing director and chief executive Scott Wilson says launching a brand TLD allows iSelect to create Web addresses ending in .iselect, such as and  

Wilson said the decision to move to simplified TLDs was driven by the desire to make life easier for customers.

“Our business continues to evolve along with our expanding product suite as we move towards becoming Australia’s ‘Life Admin Store’. But to truly help Australians take care of their boring but important life admin tasks we need to make it as easy as possible,” he said.

"For example, our current health Web address ( is 36 characters long but our new health TLD ( halves that to just 18 characters.”

According to Wilson, the decision to establish a TLD puts iSelect alongside other brand TLD owners including the AFL, Monash University and Channel 7 as one of Australia’s “leading digital brands”. Other international brands to embrace TLDs include BMW, Nike, Barclays and Google.

Approximately 60 .iselect names have been created initially such as and

Wilson said the new TLDs would simplify the navigation process, making it more intuitive and direct, and “connecting customers to what they are after faster than ever before”.

“Well over half our customers begin their search for us via their mobile phone which makes a short navigation even more important.

“We want customers to be able to just ‘iSelect it’. Our .brand TLD means customers need only think of the product they are after and then simply put that product in front of .iselect.”

Wilson said another key benefit of brand TLDs such as .iselect was their global nature, “meaning country-specific domains are no longer needed”.

iSelect launched mobile phones, credit cards and travel insurance earlier this year to complementing its existing insurance (health, life and car), utilities (energy and broadband) and personal finance (home loans) services and Wilson said the company plans to launch a number of new businesses next year.

iSelect will begin promoting its .iselect Web addresses in the coming months.


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).



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