Californian advertising software company SteelHouse has made a monumental decision to rebrand its company. SteelHouse is now known as MNTN, with the company unveiling the rebrand this week.
Founded in 2009, SteelHouse had attracted a lot of attention and funding, with Crunchbase revealing that the company has raised $64.8 million to date. Twelve years after launching, SteelHouse opted for a rebrand and so, SteelHouse has become MNTN. The company is still producing advertising software for brands, but it’s pushing forward under a new name.
In a LinkedIn post, MNTN CEO Mark Douglas noted:
With all of our growth in Connected TV, we decided it was time for a new name that matched the scale of what we’ve achieved.
Despite being called MNTN, the name is pronounced Mountain. The company has made an impactful statement by acquiring Mountain.com to accompany the rebrand. Curiously, MNTN hasn’t secured MNTN.com too, despite it being listed for sale.
Mountain.com was owned by Reflex Publishing Inc., an Internet publishing firm that owns thousands of desirable domains including Baseball.com, High.com, and Tea.com to name just three. Of course, Reflex Publishing owns Reflex.com, too. The company also owned Clubhouse.com before it was acquired by audio network Clubhouse earlier this year.
Mountain.com moved to GoDaddy in May, in a move spotted by DomainInvesting.com’s publisher Elliot Silver on Twitter:
It appears that Reflex Publishing has sold https://t.co/Hyt2h14lmZ. The domain name is now registered to a California law firm, and the page title now says MNTN Digital. https://t.co/Hyt2h14lmZ is a super domain name.
— Elliot Silver (@DInvesting) May 14, 2021
As of publishing, the domain is under WHOIS privacy protection at GoDaddy.