.americanfamily

Overview

.americanfamily is a brand gTLD string applied for in ICANN's New gTLD Program by AmFam, Inc., a wholly owned subsidiary of American Family Mutual Insurance Company. The gTLD is intended as a branded, hierarchical namespace to serve American Family's customers, affiliates and internet users, and to protect and consolidate the company's online identity.

History

• Proposed in ICANN's New gTLD Program; application revealed on 13 June 2012 (Reveal Day).
• Applicant: AmFam, Inc. (a wholly owned subsidiary of American Family Mutual Insurance Company).
• Registry (as listed on the source): Verisign.
• Status in the source: Proposed / Brand gTLD application.

Usage and Audience

• Primary intended users:

  • American Family and its qualified subsidiaries and affiliates.
  • Potential extension to licensees, strategic partners, and independent agents.
  • Possible future use by customers, subject to business decisions and compliance requirements.

• Intended purposes include:

  • Providing a trusted, hierarchical, and intuitive namespace for American Family customers and internet users.
  • Serving as a secure channel for online products and services.
  • Consolidating intellectual property activities and protecting American Family's online presence.

Registration Rules

• Initial allocation and restrictions:

  • AmFam intends to initially limit registrations to American Family and its qualified subsidiaries and affiliates to allow secure testing and phased operational rollout.
  • Limited distribution and conditions tied to Specification 9 of the template Registry Agreement are cited in the application.

• Potential expansion:

  • After initial stages, AmFam may evaluate expanding registrations to licensees, strategic parties, independent agents, and possibly customers, potentially including fee-based registrations to third parties.
  • Any expansion would be subject to review of Specification 9 (Registry Code of Conduct) and compliance with American Family's business model.

• Rollout plan (four stages described by the applicant):

  1. Stage 1: Register a limited number of second-level names for internal testing, IT/security checks, and delegation/setup coordination.
  2. Stage 2: Broader corporate use within American Family; evaluation of migrating traffic from existing .COM and other gTLDs; assessment of permitting registrations to licensees and strategic parties.
  3. Stage 3: Potential permanent migration of Internet traffic to .AMERICANFAMILY and implementation of any decision to extend registration rights to licensees and strategic parties (timing contingent on assessments).
  4. Stage 4: Assess whether to further extend registration rights to a broader class, potentially including customers, based on operational experience and industry developments.

• Forecast: AmFam estimated fewer than 10,000 second-level registrations in the first five years of operation based on internal projections.

SEO and Brand Impact

• The applicant frames .americanfamily as a .BRAND gTLD aimed at:

  • Protecting American Family's online identity and presence.
  • Expanding marketing and promotional efforts under a controlled namespace.
  • Offering a secure, brand-controlled channel for products, services, and intellectual property management.

• The gTLD is positioned as a trusted, branded namespace; the application emphasizes controlled distribution and technical/security testing to ensure trust and interoperability.

% IANA WHOIS server
% for more information on IANA, visit http://www.iana.org
% This query returned 1 object

domain:       AMERICANFAMILY

organisation: AmFam, Inc.
address:      6000 American Parkway
address:      Madison WI 53783-0001
address:      United States of America (the)

contact:      administrative
name:         Vice President
organisation: FairWinds Partners, LLC
address:      1000 Potomac Street NW #350
address:      Washington DC 20007
address:      United States of America (the)
phone:        +1 202 223 9252
fax-no:       +1 202 223 9256
e-mail:       amfamregistries@fairwindspartners.com

contact:      technical
name:         IANA Contact
organisation: GoDaddy Registry
address:      100 S. Mill Ave, Suite 1600
address:      Tempe AZ 85281
address:      United States of America (the)
phone:        +1 480 505 8800
fax-no:       +1 480 624 2546
e-mail:       iana@registry.godaddy

nserver:      A.NIC.AMERICANFAMILY 2001:dcd:1:0:0:0:0:9 37.209.192.9
nserver:      B.NIC.AMERICANFAMILY 2001:dcd:2:0:0:0:0:9 37.209.194.9
nserver:      C.NIC.AMERICANFAMILY 2001:dcd:3:0:0:0:0:9 37.209.196.9
nserver:      X.NIC.AMERICANFAMILY 156.154.172.82 2610:a1:1074:0:0:0:1:82
nserver:      Y.NIC.AMERICANFAMILY 156.154.173.82 2610:a1:1075:0:0:0:1:82
nserver:      Z.NIC.AMERICANFAMILY 156.154.174.82 2610:a1:1076:0:0:0:1:82
ds-rdata:     16975 8 2 50d98dc6d7a2bc4ce8121a409ef96e22ea6ff8b0334f0629151093ac247bd80f

whois:        whois.nic.americanfamily

status:       ACTIVE
remarks:      Registration information: 

created:      2016-07-14
changed:      2024-08-23
source:       IANA