18(a) Describe the mission/purpose of your proposed gTLD

Prototypical answer:

gTLDFull Legal NameDetail
.amicaAmica Mutual Insurance CompanyView

Headquartered in Lincoln, Rhode Island, Amica is a direct writer of personal insurance with auto, homeowners, personal excess liability and marine coverages. The company is known in the insurance industry for its financial strength and exceptional customer service.

Established in 1907 and with more than a century of business know-how to our name, Amica Mutual Insurance Company (“Amica”) is the oldest mutual insurer of automobiles in the United States.

As documented in this application, Amica is a financially capable applicant. Amica is rated A++ (Superior) by A.M. Best Company (as of Jan. 9, 2012) and maintains assets of US$4.1 billion, including US$2.5 billion in cash (as of Dec. 31, 2011).

Amicaʹs mission is to enhance the financial security of its customers by offering personal insurance protection and other related services at the lowest reasonable cost, consistent with sound financial management.

Core to that mission is the company’s extensive use of online technology and media in bringing its financial products and services to customers, and in developing and maintaining customer relationships. Amica invests significantly in Internet-based marketing and lead generation to attract new customers. The .amica TLD will be an enhancement to this effort and used to advance the company’s brand and further acquire and solidify customer relationships.

Though the .amica TLD will be assertively used and promoted, it also will be deployed in a relatively closed manner. Specifically, the TLD will not be open to general end-users for second-level registrations—instead, Amica will employ the TLD to develop specific marketing sites oriented toward valuable market segments or around its current or future products, and as such initially is unlikely to have more than a few second-level names in the registry. Decisions on second-level registrations will be made only by Amica, as will future decisions on when and how to put second-level names to use.

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gTLDFull Legal NameDetail