The new .iselect gTLD will operate as a restricted registry, in which iSelect Ltd (iSelect) can create and control domain spaces that promote its brand identity and authenticity. In this regard, .iselect will be used by iSelect, its affiliates and partners to provide authoritative information and resources to consumers regarding its innovative online comparison and advisory services for purchasing household products in a way that promotes trust, accessibility and utility. Second and third level domains can then be utilised for specific product and service categories and for marketing purposes, with internet users assured of brand authenticity.

iSelect is an Australian online company that provides innovative services for consumers to easily compare, select and purchase household products that best suit their needs. iSelect was founded in 2000 as a private health insurance intermediary and quickly became Australia’s leading, fastest growing destination for consumers to compare, select and purchase health insurance. iSelect’s innovative comparison website,, has expanded and now offers tools for consumers to compare a range of household products and services, including health insurance, life, car and travel insurance, home loans and mobiles. Around 250,000 consumers engage iSelect’s unique online comparison and advisory services each month looking to find a better solution for their household products and services. In 2007, iSelect’s health insurance sales increased 116% and its estimated share of Australian health insurance sales was approximately 8%, which has continued to grow strongly. As measured by Hitwise, Australiaʹs independent internet measurement company, is one of the most visited health insurance websites in Australia and consistently wins a “top 10 website” award for the health insurance category. In this regard, consumer trust and continuous innovation are paramount considerations in all its activities. .iselect will improve consumer experience and thus strengthen iSelect’s reputation by streamlining the process of consumers accessing their desired products or services and further simplify the comparison and decision-making process. These goals will be complemented by iSelect’s separate applications for .select and .compare.

Since the inception of the current domain name system, business activities conducted on the internet are constantly changing and evolving with increased complexity. The volume of commercial transactions over the internet is constantly growing and bringing benefits of simplicity and lowered transaction costs to businesses and consumers. However, at the same time, criminal activities over the internet including data breach, hacking and phishing activities have also become more sophisticated resulting in loss of consumer confidence beyond mere monetary harm. .iselect will facilitate greater trust and assurance from internet users connecting with iSelect online, whilst still allowing convenient and efficient interaction.

iSelect’s mission and purpose of the gTLD share ICANN’s initiatives to promote public interest. iSelect is committed to contribute towards achieving such initiatives in line with ICANN’s Affirmation of Commitments, which includes:
  • consumer trust: .iselect will be operated in a centralised manner with a restrictive registration policy. Registration of domain names will only be available to iSelect and its affiliate entities, at this stage, which will provide added consumer trust that .iselect domain names are trustworthy. As .iselect domain names are subject to registration standards, policies and procedures under iSelect’s control, this eliminates the possibility of malicious conduct within .iselect;
  • competition: .iselect is not intended to instigate competition and consumer choice at the level of registration of domain names among prospective registrants. Instead it is anticipated to contribute to ICANN’s initiatives to promote public interest through its operation focused on promoting consumer trust. Increased trust in .iselect will drive existing and new top level domain (TLD) registry operators to make improvements in mechanisms to improve consumer trust of their TLDs; and
  • consumer choice: the gTLD will enable user-driven improvements and innovations assisting iSelect’s marketing efforts through its ability to create new second and third level domain names on demand. These names will provide the consumers with more choices for interacting with iSelect. As iSelect has effective control over the registration and use of domain names under .iselect, this will also contribute towards general service innovations on the internet.
Given the restricted nature of .iselect, the projected number of registration is likely to be limited with about 100 to 150 domain names to be registered in the first three years. This number is likely to increase as iSelect implements new products, services and marketing campaigns.

As .iselect expands, iSelect may consider offering the use of second level domain names to its participating insurers and other customers at a later date. iSelect will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. iSelect will keep ICANN reasonably informed of any material developments relating to .iselect including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement.

iSelect intends to create relevant domain names including household product and service categories at the second or third level. In accordance with registration policy and the proposed measures for protection of geographic names as outlined in response to Question 22, iSelect may use geographic names to localise its websites if it enters new geographical markets. The use of geographic names would be intended to:
  • connect internet users with relevant information as applicable to the territory; and
  • comply with required rules and regulations in the national territory.
At this stage, iSelect does not intend to utilise Internationalized Domain Names (IDNs) at the second level. However, as .iselect evolves, iSelect may wish to utilise IDNs to allow internet users to engage with .iselect in their native language, creating a more positive user experience and encouraging diversity.

iSelect is a well-recognised Australian brand with its “iSelect” trademark (held by its wholly-owned subsidiary, iSelect Health Pty Ltd) registered in Australia for Advertising and business services (Class 35) and Insurance and financial services (Class 36). iSelect also has a pending trademark application for the combined “ISELECT” word and logo for the above classes.

iSelect has existing domain names with an exact match to the “iSelect” trademark and the applied-for .iselect string including in the following spaces:
  • gTLDs:,,,
  • ccTLDs:,,,,,
iSelect also has 45 domain names containing the “iSelect” trademark. Recently, iSelect was successful in securing sunrise application for the .xxx domain space based on existing trademark registration.

iSelect believes that the .iselect gTLD is unlikely to cause confusion with either a generic term or any existing TLDs. iSelect trademarks are a leading brand in Australia. iSelect has used the term iSelect in conjunction with its health insurance comparison business for almost 12 years. As such, the iSelect brand is well known for offering consumers a simple way to compare, select and save on health insurance and other household products.
Jovenet Consulting,
Aug 11, 2016, 7:51 AM