On Monday, Google announced the creation of a new company – Alphabet – to rule over Google and its various offspring. Financial experts seem rather impressed with Page’s new move, as it’ll offer investors and shareholders more transparency about some of Google’s ambitious and experimental business units.

“This new structure will allow us to keep tremendous focus on the extraordinary opportunities we have inside of Google“, Page said.

Alphabet is meant to be a cleaner, more accountable holding company, says Google co-founder Larry Page. In its bid to become a holding company through Alphabet, Google not only made one of the biggest promotions in its history but it has also emphasised its ambitions to become more diversified.

“For Sergey and me this is a very exciting new chapter in the life of Google – the birth of Alphabet“, Page wrote.

Alphabet will run Google’s X Lab skunkworks, along with Google’s prototype drone delivery service and other advanced projects, including presumably its self-driving cars and its robotics division. In addition to the hundreds of small businesses with Alphabet in their names, there are now 103 trademark registrations in the United States that include the word “alphabet” or some close variation, according to a database search of the US Patent and Trademark Office. “One near-term concern is that this new structure looks likely to also lead to more resources going toward non-core initiatives (though we think this is a positive for the long term)”, wrote analysts at Australian investment bank Macquarie in a note on Monday.

Perhaps it was inevitable given the myriad business interests and technology fields Google has been so eager to get its hands on.

In his post, Page explained that restructuring the company would provide better management scale by running unrelated projects independently. He’ll act as the Alphabet CEO, while Sergey Brin acts as the president.

Sundar Pichai, Google’s former SVP of products, is taking over as the company’s CEO, as Page and Brin will now be at the helm of Alphabet. All companies will have independence and develop their own brand. That includes Google’s most important products, like search, maps and Android.

Richmond added: “Google could see this as a way to ease the pain of regulatory issues, particularly in Europe, further down the line”. The company will retain its GOOG and GOOGL tickers, with each class of shares automatically converting into an equal number of Alphabet shares.