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R3-IoT rebrands to Krucial, representing the importance of making digital transformation available for all
By Monica Stankova access_time 2 min read

Satellite-enabled connectivity start-up R3-IoT announced a rebrand to Krucial and officially launched its new flagship product – Krucial CONNECT. The company, founded in 2018 by Allan Cannon and Kevin Quillien, has seen significant growth in recent years, doubling its headcount and closing a $4.3 million seed investment round in July 2021.


Since being founded as R3-IoT in 2018, Krucial has been on a mission to digitize the planet. We believe a fully digitized world is a better world, and that remains the case. Our mission hasn’t changed. But we have grown and evolved. We are now Krucial.  

Krucial team

R3-IoT used the domain name R3-IoT.com before rebranding to Krucial. Using numbers in domain names is discouraged since they might make the name less comprehensible. Because it is unclear if the domain name utilizes the numeral or a written out word for the number, having a name that contains digits often leads to confusion and ineffective marketing. Like numbers, adding hyphens is not advised since it adds complexity for consumers who frequently overlook it while typing in a domain name.

The new brand name offers more recognition and closely connects with Krucial’s flagship product. The company proved the importance of having an exact brand match domain name, switching operations to the new domain they secured, Krucial.com.


As Krucial continues to grow under our new identity, we are committed to helping the aquaculture industry digitize and yield the full benefits of space technology. Aquaculture’s ambition to feed the world sustainably is exciting – and I’m confident Krucial can play a major part in supporting that goal. 

Allan Cannon, co-founder and CEO of Krucial


How does your brand name match your company vision? What new horizons can a better name open? Get in touch if you feel your brand deserves a better name, we are always happy to help.

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