Apollo Brokers acquires Limit.com, rebrands

Company rebrands as Limit and acquires limit.com domain name.

Image with green background that states "Domain Upgrades"
A company upgraded from clara.cc to clara.com.

Insurtech company Apollo Brokers has undergone a significant rebrand just two years after launching.

The San Francisco-based startup has built a digital brokerage platform that provides quotes for various commercial insurance products, including cyber insurance, tech errors and omissions insurance, and other miscellaneous errors and omissions insurance packages.

Rather than providing insurance products directly to end users, Apollo Brokers has built a wholesale platform, offering its data and insurance quotes to cybersecurity insurance vendors.

Apollo Brokers recently announced a $14.3 million venture funding round, and the company has now followed that up with a phenomenal brand upgrade.

Apollo Brokers is now Limit. An announcement by the company gave some insight into why it switched to the Limit name,

We’ve spent many hours trying to find the right brand identity for ourselves. Ultimately, the word Limit stands out to us not just because it represents such a core concept in insurance, but also because the products we sell and services we provide all limit risks and costs of many forms.

Along with a name change came a domain name change; Apollo Brokers has transitioned from ApolloBrokers.com to Limit.com. Limit acquired the name from Brent Oxley’s portfolio of domains in a deal brokered by Lumis.

In an email, Oxley confirmed the deal to me, disclosing that the domain was sold on a payment plan in July. Oxley could not share further details about the sale, but an Archive.org capture from February 2022 shows that Limit.com was available for sale at Oxley.com, Oxley’s own marketplace, with a minimum offer value of $300,000. This may be indicative of Oxley’s expectations for the domain. Oxley purchased Limit.com in December 2020 for $120,000 in a deal facilitated by Sedo.

As Apollo Brokers, the company’s scope for improving its domain name and digital presence was limited. Publicly traded asset management company Apollo is firmly settled on the Apollo.com domain name, while a move to an alternative extension would have been a sideways move at best.

The acquisition of Limit.com reflects a long-term ambition from the company to build a lasting, leading platform trusted by insurance providers throughout the US. Through the combination of its domain name and new brand name, Limit also has the scope to pivot or begin to offer other services, something that may have been difficult to achieve as Apollo Brokers.

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