The “Buy Now, Pay Later” (BNPL) boom flooded the fintech world with new players, all racing for consumer trust, investor attention, and brand differentiation. But behind the funding headlines sat a quieter, more revealing story: how naming and domain decisions shaped which companies would stand out…and which would struggle to be found.
SmartBranding analyzed 130 BNPL brands and their domain names, uncovering patterns that every startup founder (in any sector) should pay attention to.
Because no matter your industry, your domain name tells the story investors, customers, and journalists hear first.
The Data: How BNPL Companies Named Themselves
| Category | Finding | Takeaway |
|---|---|---|
| Domain extensions | 103 of 130 companies use a .com | Founders still default to .com when trust and scale matter. |
| Exact Brand Match (EBM) | 93 companies own their exact brand name | Clarity wins. Extra words create friction and confusion. |
| Hyphens | Only one company used a hyphen | Clean names project confidence and polish. |
| Naming style | Half use descriptive names (PayLater, SplitPay); the rest chose invented words (Affirm, Klarna) | Descriptive names build immediate understanding; invented names allow broader evolution. |
Source: SmartBranding.com
What These Numbers Mean for Founders
1. Every Word You Add Is a Compromise
If your company is called Luma, but your domain is GetLuma.com, you’re building equity into someone else’s asset - the owner of Luma.com. Every click, article, and mention reinforces a domain you don’t control.
Founders often call this a “temporary solution.” In reality, it becomes a tax paid in lost traffic, missed emails, investor hesitation, and PR confusion.
2. The Extension Still Matters
Yes, alternative extensions (.io, .ai, .app) have gained popularity, especially in tech. But data consistently shows that .com remains the global default for credibility.
When investors or enterprise clients see your brand on .com, they don’t need an explanation.
3. Naming Is a Strategic Decision
BNPL leaders like Affirm, Afterpay, and Klarna didn’t just choose names that sounded good. They chose platformablenames - simple, scalable, and timeless enough to fit beyond one product category.
Your name and domain should leave you room to grow, not lock you into a single niche.
Why Founders Hesitate, and Why They Shouldn’t
Founders often say:
“We’ll upgrade after funding.”
“We just need something live right now.”
“It’s not worth the cost yet.”
But consider this: once your company is on the radar, others notice the gap between your brand and your domain, including potential competitors. The window to secure the right name quietly closes the moment you start growing publicly.
Think of your domain not as a line item, but as infrastructure. The digital foundation everything else stands on.
The New Way to Secure the Right Name
Historically, Strategic-Grade domain names were accessible only to scale-ups or corporate buyers. That’s changing.
Platforms like DomainsForEquity.com connect founders with domain owners who are open to equity-based or hybrid deals, structures that make it possible to secure Strategic-Grade domain names before huge funding rounds, not after.
You describe what you’re building, post a request, and get connected with owners of names that fit your vision. Some are open to equity trades; others offer flexible lease or partnership terms.
Founders get the names they need now, while keeping their capital focused on growth.
The Quiet Cost of Waiting
The longer you wait, the higher the cost - financially and strategically. The right domain makes fundraising easier, PR simpler, and partnerships smoother. The wrong one chips away at credibility every time someone types your URL or misdirects an email.
Founders who act early don’t spend more, they spend smarter.
Takeaway
You don’t need to overspend to compete with giants. You just need to make naming a strategic decision, not an afterthought.
The BNPL data shows the pattern clearly: brands that secure strong, exact brand match domains build momentum faster and sustain it longer.
So before your next pitch, launch, or rebrand, ask yourself whether your domain truly represents the company you’re building.
If not, start the conversation today.
Own a Great Domain Name? Or Looking for One to Build On?
DomainsForEquity connects founders, investors, and domain name owners in creative partnerships.
Post a Domain Name or Request a Domain Name - and find the right partner to grow your next big brand.