I had the privilege of speaking at Domain Summit in London last month and discussing the possibility that new top-level domains could be the next big digital investment category.
Here are some of the main points made…
Thank you again to Helmuts and everyone who helped organize this event. It’s always a pleasure to be surrounded by people who understand the value and opportunity of the domain name space.
When I first encountered it.com Domains, it felt like a full-circle moment. I began my career in this industry with CentralNic, where I helped sell us.com domains in the early 2000s. Back then, we were thrilled to register five or ten names a day. Things have changed—a lot.
A Personal Journey Through the Domain Industry
Like many of you, I got into domain names because I saw the potential. Around 2000, I heard people were buying and selling domains and making money. I loved the internet, and I wanted in. I started investing, met amazing people (some of whom are still around today), and even had a few wins—prescriptionmed.com, duckeggs.com (which I sold for $60,000 in 2007 or 2008), among others.
Domainers, brokers, trademark experts, registries, registrars, developers, advertisers—this community is rich with talent and experience. However, when we discuss new top-level domains (TLDs), many domainers are skeptical.
And I get it. Most of us are deeply invested in legacy domains, especially .com. We know what works. We understand the resale market. So why take a chance on something new?
A Challenge to Think Differently
I want to challenge that thinking. Yes, applying for a new TLD is expensive—$227,000 is just the starting point. Yes, ICANN isn’t making it easy this time around. And yes, there are real risks. But let’s rewind.
Remember registering your first domain? Remember trying to explain what a “domain name” was to your family? Remember how crazy it all sounded back then?
This is like that—again.
New TLDs are where .com domains were 25 years ago: misunderstood, underappreciated, and wide open for opportunity. The next round, set for launch within the next 6–8 months, could be your second chance to be an early adopter.
The Case for Rarity
There are approximately 386 million second-level domain names registered. Of those, maybe 100,000–300,000 have true value—short, memorable, brandable names. And just a tiny fraction sell for millions.
Now compare that with top-level domains. As of now, there are fewer than 1600 TLDs in existence—including legacy, country code, and new TLDs.
Let that sink in.
We regularly buy and sell second-level domains for five or six figures—yet there are hundreds of thousands of those. TLDs? Fewer than 1,600 exist globally. That’s true digital scarcity.
This next application window is only the second time in history that individuals and businesses can apply to operate their own TLD. It might be the last. We don’t know if ICANN will reopen this process.
The Business Opportunity
There are three key reasons someone might pursue their own TLD:
- It’s a great business.
Whether you’re a domainer, broker, registrar, or consultant—this is a natural extension of your work. Inventory control, low overhead, global reach, and digital-only operations make this one of the most efficient online businesses available. - It’s the ultimate branding move.
For companies, owning a TLD is the pinnacle of brand control. In 2012, I wrote about how owning a TLD could help reduce cybersquatting and consolidate trust. Instead of promoting “.com,” all of your advertising supports your brand and your brand alone. - You can help others.
There are clients, startups, and global companies that are unaware of this possibility. You can be the one who shows them the way—whether you’re a consultant, advisor, or investor.
We’ve Been Here Before
When we helped over 60 applicants obtain their own TLDs in the 2012 round, none of them incurred a loss. Every single one did well. That’s a track record I’m proud of. Yes, this new round is different, and yes, there are more complexities. But the opportunity is just as real.
If you understand domains—if you’re one of the few who “gets it”—this is your moment.
Final Thoughts
There’s a whole world outside the domain name conference circuit that is unaware of this opportunity. That’s your edge. Whether for your own venture or helping others, I challenge you to consider the possibility: What if new TLDs are your next big play?
If you’d like to discuss it further, I’m happy to connect. This is what I love, and I’m here to help
