Why I Launched Embrace.xyz

If you follow my Twitter account, you may have noticed a retweet of another account I operate:

I launched a website on Embrace.xyz to sell my company’s .XYZ domain names. For those of you who have seen Embrace.com, the logo and website probably look familiar to you. I retained the “embracing E” concept in the logo. I also have a similar tagline – “we embrace .xyz domain names.” In addition, the customized theme is the same for both websites.

Since selling a .XYZ domain name, I have slowly been buying what I believe are good domain names on the aftermarket that could appreciate in value. I think it would be difficult to hand register domain names that could have resale value, so I have been looking for domain names that meet specific criteria I have set for these acquisitions. You can look at the homepage of Embrace.xyz to see some of the domain names I bought.

With the launch of my own marketplace website, I can connect directly with prospective buyers. Someone who visits a domain name like Lexa.xyz to see if it’s for sale can send me an offer or make an inquiry. I can negotiate directly with the prospect without an intermediary. I still have all of my domain names listed for sale via GoDaddy and its Afternic network.

This doesn’t mark a big shift in my investment strategy. After selling my first .XYZ domain name for ~$20k, I am still in the black with my .XYZ investments. This includes the > $2,000 purchase of Embrace.xyz and development costs. I am still trying to buy great .com domain names every day. It’s gotten much harder to buy good .coms at reasonable prices though. After observing the market, I believe I can strategically buy some .XYZ domain names for decent prices and resell them profitably.

People have asked if I want them to send me their domain names to purchase, and the answer is “no.” I enjoy the hunt of finding good domain names. In addition, none of the domain names I have bought, other than Embrace.xyz, have cost more than $500. Most people with very good domain names who believe in .XYZ have their names listed at retail prices.

I am not accepting third party listings on Embrace.xyz. I don’t have the desire to be a broker nor do I want to be responsible to anyone else for the website’s functionality. At some point in the future, I may be willing to show listings from other people, but I am not comfortable doing that right now.

Because of the growing usage of .XYZ domain names, I have become more willing to invest in something other than .com. I only have a small data sample of my own, and it will take some time to see if this was a good use of resources and capital.

Elliot Silver
Elliot Silver
About The Author: Elliot Silver is an Internet entrepreneur and publisher of DomainInvesting.com. Elliot is also the founder and President of Top Notch Domains, LLC, a company that has closed eight figures in deals. Please read the DomainInvesting.com 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


  1. Having recently registered a thousand plus .LINK domains I’m looking to develop a brokerage trading as GreatDomains.link or CoolDomains.link. Since learning that “.LINK is no worse than .XYX”, a quote from a well respected leader in the domain industry, I decided “Game On”:) It doesn’t matter to me what other domainers think, but it does matter what “end users” think. Also, i’m working closely with a local university to survey the “end user” market, and early results are very interesting. Fore!


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