US Insurance broker Insure.com, Inc. announced on Friday that that it has sold its brand name and website for a whopping $16 million in cash.

This sale price is ten times what they paid in December 2001 when they originally acquired the domain name Insure.com for a mere $1.6 million.  The buyer QuinStreet, Inc. is an online performance marketing company that aids businesses in targeting their customers and generating sales leads. It is very likely that QuinStreet will turn Insure.com into an information website with links to online leads.

The company intends to change its corporate name to Life Quotes Inc. and has said that the name change will assist them in focusing on their brokerage operation and insurance marketing businesses. Previously, Insure.com focused on providing free quotes to consumers as well as a comprehensive information service on insurance related topics.

The website provided visitors with free, instant quotes for protection products such as life insurance, home insurance, business insurance and critical illness cover amongst many others.