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NEW YORK, NY – The domain industry saw a notable identity shift recently with the announcement that Prime Loyalty has officially rebranded to URLs.com, a move that, in my view, represents one of the clearest examples in years of a company adopting a brand that truly reflects what it does.
The change was revealed by owner Jeff Garbutt, whom I’ve met at several domain conferences over the years. Garbutt announced the shift with the line: “We said loyalty must be unforgettable. We put our money where our mouth is. Prime Loyalty is now URLs.com. Unforgettable domains, delivered with trust. Upgrade complete.”
It’s a bold statement – and an even bolder brand upgrade.
If you weren’t already familiar with Jeff or Prime Loyalty, nothing about the old name suggested a domain brokerage, premium assets, acquisitions, or digital real estate. It was a brand that required explanation – not ideal in a business built entirely around clarity and first impressions.
URLs.com, on the other hand, requires no explanation. It instantly communicates what the company does and the market it operates in. For a domain brokerage, that kind of clarity is gold. In an industry defined by memorability, trust, and intuitive branding, this rebrand is not just logical – it’s a game-changer.
Prime Loyalty has long been active in the premium domain space, brokering high-value assets and well-known digital properties. But the name never matched the strength or focus of the inventory they handled. The new brand flips that dynamic completely.
URLs.com is clean, authoritative, and globally understandable. It sounds like a place where web URLs are bought, sold, and managed – because it is. By adopting a premium generic .com that reflects the very product they work with, Garbutt has aligned his company with the same branding principles domain brokers preach to clients.
While the underlying legal entity may still be Prime Loyalty LLC (I would personally do a DBA or corporate name change – super simple), the public-facing identity is now entirely centered on URLs.com. And that signals something important:
- A clearer path for new customers
- A stronger, more universal brand
- A name with built-in domain value
- A shift from curiosity to industry-defining
For a brokerage, that’s exactly the direction you want to go. It widens the funnel while instantly elevating credibility. As someone who has watched countless companies evolve, fold, or rebrand over decades in this industry, I can say with confidence that this was absolutely the right move.
And if there’s one thing I’ve learned in this industry, it’s that leverage matters. I don’t put my time into anything anymore unless it has leverage – and a domain name like URLs.com creates exactly that. It gives a business more reach, more authority, and more opportunity with every conversation that follows. Jeff’s new brand doesn’t just look better; it gives him real leverage in the marketplace. If you didn’t know Jeff the average person would instantly assume his business has been around forever or as long as it would have taken to get that URL.
Prime Loyalty wasn’t a bad name – it just wasn’t the right name.
URLs.com is.
- It’s memorable.
- It’s meaningful.
- It’s serious.
This was an exceptional rebranding effort. Jeff went from standing far back in a long crowded line of domain brokerages to suddenly being one the next patrons to be let into auction. With one move, he transformed his brand from something that required explanation into something instantly recognizable, authoritative, and industry-defining.
Businesses are hard enough as it is, and most begin with a built-in probability of failure. But with this upgrade, Jeff shifted his company firmly toward a probability of success. A strong brand doesn’t just grab attention – it shapes perception. And in this industry, perception is everything. This move didn’t simply change the name, it fundamentally changed how the entire business is viewed. The business does not even have to produce $1 in revenue and its still valuable, becuase it owns that URL.
Jeff is going to notice that people will start taking him a little more seriously, follow his advice a bit more closely, and ask more questions with genuine interest. They’ll have more patience, more trust, and more confidence in the guidance he provides. That’s what a strong brand does – it changes how others engage with you. Jeff will feel those effects almost instantly.
I wouldn’t be surprised if people start calling him “URLs Jeff.” You know Jeff…. URLs Jeff
About The Author: John Colascione is Chief Executive Officer of SEARCHEN NETWORKS®. He specializes in Website Monetization, is a Google AdWords Certified Professional, authored a how-to book called ”Mastering Your Website‘, and is a key player in several online businesses.
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