18(b) How do you expect that your proposed gTLD will benefit registrants, Internet users, and others?

Prototypical answer:

The .cfa gTLD will enable CFA Institute to create a memorable, user-friendly structure for locating CFA Institute content across our web properties. Internet users will benefit because .cfa will provide an enhanced online experience from the existing cfainstitute.org website through its ability to build a more comprehensive and targeted experience for internet users and provide greater control over the domain as a registry operator.

.cfa will function, per the ICANN-Registry Operator Registry Agreement, as a Specification 9 exempt and will carefully monitor and safeguard the user experience to provide users confidence that they have found CFA Institute, and can be certain that users will find the high quality content, information and services associated with CFA Institute.

The .cfa gTLD will make finding content easier and more logical, uniting a universe of investment education and advocacy content under one nomenclature. It also will complement efforts to make more of our content “outside the wall” and not require a member log-in credential to access content.

The gTLD also will help us to better track usage across web platforms to build content that the public we serve needs most.

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