The top-level domain (TLD) is the last segment of a domain name, placed after the last dot. For example, in www.example.com, “.com” is the TLD. Initially, there were only a few TLD options such as “.com”, “.org”, “.gov”, and “.edu”. However, with the expansion of the Internet, over a thousand new TLDs have been created. These new Generic Top-Level Domain (gTLDs) expansions have allowed for numerous company-specific or brand TLDs, like “.google”, “.apple”, or “.amazon” etc.
In this context, “.JPMorgan” becomes very interesting. However, research and investigation into the IANA (Internet Assigned Numbers Authority) Root Zone Database, which contains the authoritative record of all TLDs, indicate that “.JPMorgan” is not currently listed as a TLD as of the time of writing this (source: https://data.iana.org/TLD/tlds-alpha-by-domain.txt). The IANA database is managed by the ICANN (Internet Corporation for Assigned Names and Numbers) organization which is the international body responsible for coordinating unique identifiers across the worldwide network, including TLDs.
According to a list of brand TLDs provided by makeway.world, a website that provides comprehensive information on .BRAND domains, JP Morgan Chase & Co. previously applied for “.Chase” and “.JPMorgan”. While “.Chase” is listed as officially delegated TLD to JP Morgan, “.JPMorgan” appears to have been withdrawn (source: https://brand-tld.news/brands/jpmorgan-chase-co/).
However, the use of company-specific TLDs is becoming increasingly common for many reasons. Firstly, it offers branding opportunities. The brand name is included in every website address, reiterating brand recognition. Secondly, the company gains full control over its domain, meaning that it can ensure that no counterfeit websites arise with its TLD. Furthermore, security can be better ensured on a brand-controlled TLD. Lastly, these kinds of brand domains indicate a modern, digitally advanced company.
Nevertheless, JP Morgan Chase & Co. does not primarily use the “.Chase” TLD for its main website addresses. Instead, they use the “.com” domain in their official site (www.jpmorganchase.com) and hence, it seems that they have not fully embraced the use of their own TLD yet. As larger companies move towards using branded TLDs, we could expect more financial institutions to follow the trend.
In conclusion, “.JPMorgan” does not currently exist as a TLD according to the IANA Root Zone Database. While JP Morgan Chase & Co. had initially applied for “.JPMorgan”, it appears as though that application was later withdrawn. They do, however, have the “.Chase” TLD in their name. The use of company-specific TLDs presents several benefits, and with the trend of digital branding growing, it may become more common in the future.
