How and Why Julian Hearn Acquired for Huel

Julian Hearn is the Founder and CEO of Huel, a meal replacement and nutrition company with a valuation of more than half a billion USD, as of last year. The company began by operating on, but it upgraded to sometime in 2015.

In an interview on Deep Dive with Ali Abdaal, Hearn discussed why his company decided it was necessary to acquire instead of continuing with In addition, he shared some commentary about his negotiation with the seller of The company acquired for either $10,000 or 10000 GBP – it is unclear what currency was used for the transaction.

Since the acquisition, pronounceable 4 letter .com domain names like have increased in value. In addition, Huel’s growth would have also made even more valuable. The registrant likely would have detected more direct navigation traffic, and the risk of lost customers and mis-sent emails would have made it more important for the company to own.

Smartly, Hearn realized the need to acquire, and he did not let some adversity in the negotiation prevent him from striking a deal. The full video interview is embedded below, but it starts just before the domain name discussion.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest. Reach out to Elliot: Twitter | Facebook | LinkedIn


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