British bank Barclays is setting a historic precedent by moving away from its traditional web addresses ending in .com or .co.uk to its own .barclays and .barclaycard.
Customer service and better control of its online identity are the main motivations behind the move, which may turn out to be a powerful showcase for new gTLDs.
“In the long term, the move will also add an extra layer of security for customers and clients as only Barclays and Barclaycard will be able to set up websites ending in .barclays and .barclaycard,” says the bank.
“The launch of the .barclays and .barclaycard domain names creates a simplified online user experience, making it crystal clear to our customers that they are engaging with a genuine Barclays site,” explains Troels Oerting, Barclays Group Chief Information Security Officer.
“This clarity, along with the advantages of controlling our own online environment, enables us to provide an even more secure service, which we know is of utmost importance to our customers, and ultimately serves to increase trust and confidence in Barclays’ online entities.”