With over $33M in funding, Compound.finance is making big moves in DeFi, and they’re not alone


Okay, let’s be honest, finance can be a pretty boring world. I have friends that have worked in finance for years and they all typically say the same thing, love the money, the work, eh – kinda boring.

When you think of traditional, slow moving industries banking and finance is right up there with apparel and energy. All huge industries, but not famous for moving quickly or going out on a limb with innovation.

All that being said, the big boring world of finance is being disrupted by a new set of startups that aren’t afraid to move quickly, innovate, and challenge the status quo. The name for this emerging sector is DeFi which stands for Decentralized Finance and one of the leaders of the pack is Compound.finance, a startup backed by some of the biggest Venture Capitalists in the world like Andreessen Horowitz, Bain Capital, and more.

I recently came across a list of the top DeFi companies organized by category, and holy moly, it’s pretty nuts to see how much this space has exploded over the last couple of years 🤯

DeFi Pulse

As I went through, the list I saw that .FINANCE definitely seems to be popular with DeFi startups and in general, non .COMs represent more than half of the domain extensions.

When I think about someone like Compound.finance, I can understand why they might prefer this to something like Compound.com. Sure, there’s no argument that Compound.com is a great domain, but Compound.finance provides additional context to the brand. We’ve seen this with the explosion in both the .AI and .IO space as well as startups are frequently using what comes after the dot as a core part of their brand.

I could see Compound.com being used for a wide range of applications from medical to finance, social to gaming, but Compound.finance, yeah – I know that’s a finance company. With investors pumping over $33M into the company it’s also clear that Venture Capitalists are also a-okay with these new domain extensions as well.

Of course, these are still the early days, there’s always a chance that every new gTLD fails and twenty years from now every market leader is on a .COM…but something tells me twenty years from now we’ll see online branding continue to change and evolve, and this just might be an early look at where it’s going 🚀

{ 8 comments… add one }

  • Braden Pollock October 7, 2020, 10:56 am

    Maybe they should upgrade to TheCompound.com 🙂

    • Domaining.lol October 7, 2020, 12:38 pm

      Know what I find funny here? It took domaining 25 years to hit $2 billion in known sales.

      This ‘tiny’ finance thing is trusted with almost $2 billion in assets practically overnight.

      Think about that. A non com with 2 billion in really shakey/scam prone assets.

      Wasn’t yesterday’s narrative: “no one trusts the new domains”!?

      I don’t thinks folks take you .com domainers very serious. The market you’re involved in is a drop in the bucket. I’m sorry to say, but it’s a failure by industry leaders. Some tried. Alas no one listens to you.

      So what we have are folks like this talking ridiculous ideas. They literally can’t comprehend a lot of ongoing success can be attributed to the new domains that startups are using…

      It will never be due to a ‘good’ domain. They will always be ‘leaving’ and ‘losing’ money.

      I can literally turn everything you say against you because your arguments are backwards.

      The only thing that will prove you wrong is your own failure. Everything around you can be booming and you’ll still be in your bubble.

      It’s a simple principle called CHANGE. Smart people embrace and invoke change. Donkeys gossip among themselves and pass handshakes over the past.

      A good investment isn’t realized until sometime in the future. .COMmies can’t grasp that. Changing fast.

    • Logan October 8, 2020, 12:46 pm



      Yuk yuk…

  • Domaining.lol October 7, 2020, 10:57 am

    Domaining swallowed and regurgitated bad info for years. You know where MISleaders end up, right? Lost in the void with ppl that really aren’t their friends after all!

    Big big tech pulled wool over your eyes. Industry got HAD!

    This whole industry is so ignorant on issues regarding new domains. I’m not just talking usage. The usage you see is tiny. This is going to explode in popularity. But I mean hard performance data. .com gets wrecked! Perception shifting fast. .COMmies pointing to yesterday!

    Bottom line. Propaganda like I’ve been saying. Banned for helping. Banned for exposing lies.

    If this were baseball, the game really started this year and now it’s the 2nd inning.

    Domaining going to go viral alright. Everything *but* .com will turn out to be the best investment!

    In ‘finance’ we call you ‘bag holders’. Be like Rick. Celebrate some profit when a ntld drops your com some crumbs. Eventually those crumbs will diminish. That’s right, all you with 1000 empty bags, go ahead… celebrate your crumbs. Celebrate them because the punchbowl is being taken away!

    Being nice didn’t work! Sorry to say you’ve all been wrong!

    Thanks morgan for publishing some objective views. The shills like to say a lot of lies! There’s a lot to be excited about and uncover when you realize these DON’T suck! A lot to learn. You’ve been fed big $ lies! Kept masses out…THINK! That’s EXACTLY how the ‘finance’ world works! Next up: media frenzy. Soon!

  • gene October 7, 2020, 1:08 pm

    Thanks for highlighting DeFi, Morgan – and that this space is (miraculously) moving forward despite using non-dot-com extensions.

  • Rick Schwartz October 8, 2020, 6:37 am

    It’s like putting on million dollar shoes and wearing very dirty/smelly socks with holes in them. They will figure it out. But how many MILLIONS will they WASTE on that journey?


  • 168 October 8, 2020, 10:40 am

    LOL A very apt description of yourself Rick.
    You may be one hell of a salesman but are clueless in the field of innovation.
    Morgan is much more qualified and experienced to opine on this subject than you will ever be. Yesterday is gone dude get a grip.

  • Matt October 14, 2020, 9:27 pm

    Yes Rick, as someone else mentioned, I don’t think that you have the experience with startups, new domains or innovation to keep up with this one. These are different times to your era.

    It’s amazing to see what compound.finance has achieved. More and more stories like this are coming out all the time and these new domains simply fit. They match the innovation and new-ness that the startups want to project. They also make sense and are memorable.


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