or .Stockbrokers? |
Neustar Domain Names or .Stockbrokers?


Peter Dengate Thrush posted the tweet below in reference to a Namepros interview with the owners of I presume because was acquired for $185,000 and the application fee for the first round of new gTLD domain extensions was also $185,000, Peter mentioned the following:

I would have chosen over .Stockbrokers for 4  reasons:

1) is a great brand name, as I believe all strong keyword .com domain names are. The owners have capitalized on this branding and have increased the brand awareness of by successfully building a business on the domain name.

2) The cost to renew is around $8 a year. Maybe they are paying a bit more or less depending on the registrar, but the annual renewal fee is small. There is also not much of a cost to keep the domain name resolving to the proper website. The annual cost for a new gTLD extension like .Stockbrokers is much, much higher. They would also likely have to pay a company to manage and operate the TLD on their behalf.

3) As Rubens Kuhl pointed out in the abvoe Twitter thread, the owners of were able to get a 3 year head start. Depending on the application approval and draw, they might not even have a live website running on .Stockbrokers yet.

4) There would be less confusion operating  the .com domain name than the new extension. Instead of branding, they would likely have to teach people what .Stockbrokers is, and it would possibly even necessitate the subsequent purchase of, perhaps at a higher price. Further, what would they choose as their domain name – www.stockbrokers, home.stockbrokers, weare.stockbrokers…etc?

To expound on  Peter’s analogy, sometimes it’s better to be a tenant in a prominent building (.com) than to own a building, especially when the building hasn’t been built yet and the location of the proposed building is in a part of town that isn’t visited or known by prospective visitors  (.stockbrokers).

As always, your thoughts are welcome.

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 sold seven figures worth of domain names in the last five years. Please read the Terms of Use page for additional information about the publisher, website comment policy, disclosures, and conflicts of interest.

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Comments (26)

    Rick Hyman

    What a difference a dot can make!

    Rick Hyman

    August 5th, 2015 at 11:05 am

      What a difference a “com” or its non-existence can make and the place of the dot.

      But don’t forget that Stockbrokers will not resolve. Having http://www.stockbrokers will puzzle lots of consumers, at least in the coming few years. So… would try to secure both if I could.

      In reply to Rick Hyman | August 5th, 2015 at 5:08 pm


    Also add universal acceptance to the list, do all your emails go through if you are operating from a new gTLD …

    August 5th, 2015 at 11:21 am


    We own as an investment-we’ll see what happens. Thanks for this post.

    August 5th, 2015 at 11:28 am


    ps. scratch that -I meant to write

    August 5th, 2015 at 11:29 am

    John is by far the better name-as an investment or a site to build out. Go try and auction-after a year or two- the .stockbrokers name vs and see what happens. I think we all know the outcome.

    August 5th, 2015 at 11:35 am


    Your fourth point hits the nail on the head. If you want to have a site, owning .stockbrokers doesn’t do you any good. You need to pick a second level domain, and suddenly what you’re comparing is something like home.stockbrokers to I’d take the latter any day.

    (By the way, you’re examples of second level domains actually include .com at the end).

    Owning .stockbrokers puts a lot of additional burdens on a company that just wants to run a website. Now it’s a registry. It has registrant customers. It has legal bills and ongoing $25k ICANN fees. Nevermind that the application fee for a new TLD is only a smart part of the total upfront cost.

    August 5th, 2015 at 11:48 am

    James Iles

    I’ve conducted a few of these “Inside Interviews” now, and the one consistent fact among all interviewees is that .COM is king. In fact, on my interview, Jeff Braverman told me:

    “Can’t predict the future, but right now when I see something that is not a .com, I questioned the validity and credibility of the business”

    There was a similar theme with Their annual report was far better received when using the domain name, versus that they previously used. I doubt they’d have the same success with .stockbrokers instead.

    August 5th, 2015 at 11:49 am

      Elliot Silver

      On the other hand, though, if you interview people using new gTLD domain names, they would probably be equally as consistent in their support of that TLD.

      August 5th, 2015 at 11:51 am

      James Iles

      True… That may be part of the series in future 🙂

      In reply to Elliot Silver | August 5th, 2015 at 12:19 pm

    Jeff Edelman for sure. Not even a question in my mind that this wouldn’t be the right way to go.

    August 5th, 2015 at 12:20 pm


    “As always, your thoughts are welcome.”

    SOS*hit different day.

    dot com is KING!

    dot whatever is toooo long to type at the end of dot

    August 5th, 2015 at 12:54 pm


    Am I supposed to put .com at the end of .Stockbrokers???
    These new gtld’s are sooooo confusing????

    August 5th, 2015 at 1:36 pm


    Can you even use these new, looong extensions for email??? Will the system work with that many characters after the dot??

    August 5th, 2015 at 1:39 pm


      No, not all systems recognize it yet. I “invested” in a .email gtld for my own personal use and 50% of all of my online services are currently rejecting the extension as a properly formatted domain. It will probably be a while.

      In reply to Steve | August 7th, 2015 at 8:42 am


    As a person who supports and appreciates the new gTLD phenomenon in principle, I say “.stockbrokers” is about as embarrassing and imo poorly conceived embarrassment of a TLD as “.xyz,” much more so even. I would also contend that if you own, you do own the building and are not a tenant. Each of the best .com’s is a building unto itself as far as I’m concerned, just as is each of the best of the new gTLDs. “.stockbrokers” is no building; it’s an cardboard box hastily set up on the side of the road, waiting to be knocked down as people pass right by it, sometimes looking at it unfavorably.

    Don’t let an embarrassing TLD like that be used to denigrate the best of the rest.

    August 5th, 2015 at 10:12 pm


      (And do pardon my typos.) 🙂

      In reply to John | August 5th, 2015 at 10:13 pm


    Hands down is better than *.stockbrokers.

    .stockbrokers is such a long word for something right of the dot that it’s sure to cause confusion. is short, works as a brand, and is memorable. And that’s really the important thing for domain name.

    August 5th, 2015 at 10:20 pm


    Which one is better?

    Stock.Brokers ( assume you can have .brokers) or

    August 5th, 2015 at 11:38 pm

      Stock.Brokers appeals the most to me.

      In reply to Raymond | August 6th, 2015 at 6:23 am

      Also, you can only have Stock.Broker right now. Yes, .Brokers is already delegated. Owned by Boston Ivy who applied and got six strings, among others .Forex. They plan to come up with a smart solution: selling domain names and some .spreadbetting based on their

      In reply to | August 6th, 2015 at 6:26 am

      Elliot Silver

      Is that a serious question?

      I wouldn’t even pay 4 figures for Stock.Brokers.

      August 6th, 2015 at 8:35 am


      When people see
      I guarantee the MAJORITY of them will retype
      so it looks like wins that string’s traffic.

      In reply to Elliot Silver | August 7th, 2015 at 9:11 am


    Nonsense argument. So would you rather own a building in South Central or rent a property in Beverly Hills? is way better than .StockBrokers

    .StockBrokers is just a domain extension. And then you have to add some keyword to it. What would it be? Good.StockBrokers, Best.StockBrokers, Whatever.StockBrokers

    August 6th, 2015 at 12:46 pm


    Does anyone know anyone who even uses a “stock broker” anymore rather than a self-service discount brokerage like TD A. or Scottrade?

    August 7th, 2015 at 12:48 am

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