Marketing performance specialist, QuinStreet has recently purchased Insure.com for a whopping $16 million. This sale has sparked a debate over at Elliot’s Blog on whether or not it was purely a domain sale or if QuinStreet acquired more than just the domain, which would explain the $16 million price tag.
From the outset it looks like a pure domain sale. However, the Chicago Tribune reported differently. Clearly there are facts missing from somewhere. QuinStreet made the purchase from the insurance company that will now be re-branded Life Quotes. Life Quotes maintains that they will continue operating business. So, why the debate? I think a quote from Adam’s comment on Elliot’s blog post sums it up well:
“…Pure domain name sales are going to be more and more hard to figure out as domains mature and more of the premium domains are put to use. If buyers can grab up other assets in the deal and/or when sellers can get stock options and other intangibles, we’ll see less of these sales appearing on the highest sales “charts”…”
My only question is, why would an insurance company sell off Insure.com to a marketing firm? Life Quotes acknowledged that they will lose substantial amount of leads by selling the premium domain. I think it was a terrible decision unless they were looking to ‘cash in’ per se. By changing their business name to Life Quotes, they will confuse thousands of clients with the LifeQuote.com insurance website, a completely different business on nearly the same (and better) domain. Another note, QuinStreet is the same group that recently purchased the Internet.com network for $18 million.