The top-level domain (TLD) “.fidelity” is what is known as a branded TLD. It was introduced as part of a program by ICANN, the Internet Corporation for Assigned Names and Numbers, which is a non-profit organization given the task of maintaining and managing the Internet’s domain name system. It started in 2012 and lets companies acquire and utilize their brand as a domain extension, as explained by Verisign, a global provider of domain name registry services and internet infrastructure.
According to ICANN’s delegation record, the “.fidelity” TLD was delegated to Fidelity Brokerage Services LLC in April 2016. Fidelity is a multinational financial services corporation, providing a wide range of investment options. It is based in Boston, Massachusetts, and owns domain names related to its exactly matched brand name “.fidelity”.
Using a branded top-level domain brings several advantages for a company like Fidelity. Having the “.fidelity” TLD allows the company to have full control over its internet presence. This adds to online security measures, reducing the chances of cyber theft and phishing scams that might affect their customers, as detailed by Registry Trust Manager in their report on branded TLDs. It can also improve brand recognition because customers can immediately identify the authenticity of a site using the “.fidelity” extension.
For instance, instead of www.fidelity.com, the company can use exact match domains like www.investment.fidelity or www.services.fidelity, which are not only uncomplicated but also more user-friendly. Branded TLDs also improve search engine optimization, as Google treats all TLDs equally, whether generic or branded, as stated by Google’s official central help page.
However, it should be noted that as of the time of this response, a quick search shows no live or functioning sites using the “.fidelity” TLD yet. This means while Fidelity maintains ownership rights to this domain extension, it doesn’t seem to have deployed any particular site with it at this point.
In conclusion, the “.fidelity” top-level domain signifies Fidelity’s ability to take control of and manage its entire digital ecosystem. It creates a distinctive identity for the company in the digital world. Yet, so far, Fidelity seems to have not fully utilized this feature for their internet presence.
Sources:
1. ICANN, “ICANN TLD Delegation Record – .fidelity“
2. Verisign, “Domain Name Industry Brief, Q4 2020“
3. Google Search Central Help, “Frequently asked questions about new TLDs“
4. Registry Trust Manager “Why every brand should have its own TLD“
5. Fidelity official website.
