Industry veterans join forces to apply for top level domains, announce eight of their applications.
Two well-known figures from the domain name and hosting industries have partnered to pursue new top level domain (TLD) registrations. The initiative brings together experience from both domain monetization and web hosting, signaling a move by seasoned operators into the expanding TLD marketplace.
Michael Blend, the founder of the domain parking company HotKeys, which he later sold to Demand Media, is one of the principals. Joining him is Josh Jones, a co-founder and former CEO of DreamHost. Their combined background covers domain portfolio management, hosting infrastructure, and business operations—skills that are directly relevant to launching and operating TLDs.
The duo established Endpoint Domains to submit formal applications for several TLD strings. Endpoint Domains has confirmed that its applications are fully paid, and the company has publicly disclosed eight of the TLDs they are prioritizing. These initial choices reflect a mix of expressive, niche, and potentially commercial-use strings.
The eight TLDs the company has revealed so far are:
- .big
- .fab
- .fart
- .ftw
- .happy
- .nsfw
- .private
- .true
Each of these strings presents distinct positioning opportunities. Some are short and brandable, lending themselves to marketing and creative domain registrations. Others are explicit or adult-oriented, which can target particular audiences or services. Still others convey descriptive concepts—words like “private” and “true” have obvious appeal for privacy-focused services, authenticity-driven brands, and other niche uses.
Endpoint Domains’ disclosed portfolio overlaps with applications from other industry groups. Notably, Link Freedom Group (LFG) has been reported to pursue a range of similar TLD strings, though public information does not always clarify whether LFG listed particular strings as primary or backup applications. When multiple applicants apply for the same TLD string, contention scenarios can arise that typically require resolution through private auctions, negotiated settlements, or, in some cases, ICANN’s contention procedures.
Endpoint Domains has indicated that it will disclose additional TLD applications at a later date. The company is also working with an established registry services provider for technical and operational support. Identity Digital will supply registry services for Endpoint Domains, providing the back-end infrastructure necessary to run authoritative domain name services, zone management, EPP provisioning, DNS uptime, and other registry functions.
For businesses and registrants watching the TLD landscape, the involvement of recognized industry names such as Blend and Jones adds credibility to the effort. Their prior track records in domain monetization and hosting suggest a practical approach to registry operations rather than purely speculative application activity. If Endpoint Domains secures any of these strings, registrars, brand owners, and end users can expect commercial rollouts, marketing strategies, and managed domain programs aligned with typical registry practices.
The disclosed strings span a range of potential use cases and audience segments. Short and memorable strings (.big, .fab, .ftw) can be positioned for branding and marketing; expressive or novelty strings (.fart, .happy) could be marketed in playful or entertainment contexts; and sensitive or descriptive strings (.nsfw, .private, .true) will likely require careful policy consideration to balance consumer expectations, regulatory compliance, and abuse mitigation.
As the formal application and evaluation processes progress, more details about Endpoint Domains’ plans and any additional TLDs it is pursuing are likely to emerge. Observers of the TLD market should monitor announcements from the company and registry operator to understand how these strings might be launched, what registration policies will apply, and how they could integrate with existing domain ecosystems.