Booth, who reportedly scored a 1,000% ROI on the Search.io deal, also holds a sizable portfolio of some of the best .io domains around including Smart.io and Hero.io.
Long after the sale, the domain has started to be used.
Sajari, a cloud-based instant search platform for websites and e-commerce, completed a rebrand to the domain name, as detailed in a blog post by the company.
Hamish Ogilvy, the company’s CEO, explained how Sajari began using that name:
We landed on the name “Sajari” because it sounded different, it was only 6 letters and the domain and all the various internet accounts were also available.
Unfortunately, Sajari ran into problems with its brand name, in the form of both pronunciation and spelling issues:
While it was unique and served us well, we wanted a name to disambiguate our mission and the pronunciation. We also wanted everyone to stop referring to us as “Safari” (thanks spell checkers!).
The company has now moved its whole operation over to the Search.io domain name. Interestingly, the company uses its domain as its brand name, too, rather than purely branding around the generic “Search.”