In branding, the domain name is a critical asset in communicating identity, trust, and permanence. The evolution from M1Finance.com to M1.com offers a compelling example of how a carefully chosen domain can reinforce a brand’s core values and long-term vision.
The Origin of the Name
The name M1 comes from an economic term that represents the money supply. Economists use M1 to capture the total liquidity available through coins, paper bills, and checking accounts. As money becomes increasingly digital, the name reflects a vision in which instantaneous digital transactions replace traditional cash. The company recognised that if money is digital, then a checking account should not be limited to being backed solely by cash or deposits. This insight led to creating a platform that enables seamless conversion between spendable cash and digitally represented assets such as investments or lines of credit. In essence, this is their version of a comprehensive money account.
Branding for Longevity
In building a brand that would endure, the founders of M1 aimed for a name that exudes stability and longevity. Their decision was not driven by trends or a focus on a single feature but by a desire to craft a name that would carry weight for years to come.
Financial institutions endure for decades, if not centuries. Their names have a timeless quality to denote they’ll be around to serve you in years to come. That’s our plan with M1. Create a company that helps you improve your financial well-being over your lifetime. Lifetimes are long, and we need a name that stands the test of time. M1 fits that bill.
Brian Barnes, Founder and CEO at M1
The Pursuit of the Perfect Domain
The availability of M1.com is an opportunity rarely encountered. Two-letter domains are scarce and highly coveted. Adding “Finance” to the original domain name M1Finance.com was a pragmatic solution to secure an available domain. However, the company’s unwavering commitment to its vision led them to pursue the ideal digital identity relentlessly.
It turns out two-letter domains are difficult to procure. As a finance company, we added “Finance” to the end of our name to secure our naming rights and domain. But that pesky M1.com ownership problem is no longer an issue. M1 Finance is now M1.
Brian Barnes, Founder and CEO at M1
Investing in the short, powerful Exact Brand Match (EBM) domain, M1.com, culminated in that effort. A valuable domain like M1.com enhances memorability and ease of use, exudes authority and professionalism, minimises customer errors, and simplifies the overall user experience.
Final Thoughts
For companies looking to create a lasting digital impact, securing a short, relevant domain is an investment worth considering. It helps establish a memorable, highly recognisable, and trusted brand. Whether a company is just starting out or looking to revise its digital identity, choosing the right domain is essential to the branding journey, as M1’s story clearly demonstrates.
The right domain name is an important consideration when it comes to building and protecting your brand. If you’re ready to take the next step and invest in a perfect domain name for your business, contact us to learn more about our available options and how we can help you get started.
Previous Next