U.S.-based insurance and financial services giant Prudential Financial Inc. has officially terminated its branded top-level domain .pramerica. In a letter dated March 11, 2025, the Newark-headquartered company, which employs approximately 40,000 people, notified the Internet Corporation for Assigned Names and Numbers (ICANN) of its decision to end the Registry Agreement (RA).
As is standard with .brand TLDs, the termination was made under Section 4.4(b) of the RA, which allows a voluntary termination with a 180-day notice period. Prudential did not provide specific reasons for ending the TLD but explicitly requested that .pramerica not be reassigned to a successor registry. ICANN has preliminarily agreed to this request.
The only known domain registered under .pramerica was the mandatory Nic.pramerica. Prudential Financial continues to operate two other branded TLDs: .pru with 74 domains and .prudential with 64 domains currently in use.
It’s worth noting that Prudential Financial Inc. should not be confused with Prudential plc, the British financial and insurance firm with international operations.
This move adds to the growing number of corporations reevaluating and retiring their branded TLDs, often due to limited usage or shifting digital strategies.
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