The State of the Domain Industry

The domain industry is in a period of renewed strength and maturity. The speculative waves that once defined the market have seemed to give way to strategic ownership and long term vision. More and more businesses now recognize that a premium domain is more than a marketing shortcut, it is a brand cornerstone that builds credibility, authority, and permanence in an increasingly competitive digital landscape.

At Grit Brokerage, we have been at the forefront of this evolution, facilitating over eight figures in domain sales during the past year. Premium .COM domains continue to be the foundation of digital real estate, the most trusted and globally recognized extensions in existence. Yet the market is also expanding, with .AI emerging as the clear second power TLD. The rise of AI driven companies has elevated .AI beyond a niche tech signal to a mainstream status marker for innovation and credibility. It has become the extension that companies use to define themselves as forward thinking and part of the next wave of technology.

Insight from Industry Leaders

Across X, the leading voices in domaining reflect this shift. Michael Cyger (@MichaelCyger) not only talks about the evolution in domain investing, he demonstrates it publicly through his ongoing DNAcademy challenge. His focus on research, consistent sales, and building cash flow through leasing and structured deals highlights how he prioritizes sustainability and proven systems over one time wins or speculation.

Josh Reason (@JoshDotCo) takes a practical, data driven view of domains. Through DNX, he focuses on turning premium domains into active, investable assets rather than static inventory. His emphasis is on liquidity, precision in sourcing, and creating real utility in how domains are bought and sold. It’s a shift away from the old “buy and hope” mindset toward a smarter, performance based model. He questions the narrative that tokenization and fractional ownership model of domains is necessary at this point. 

Nathan Barry (@NathanBarry), founder of ConvertKit, recently shared how rebranding to Kit.com dramatically improved their brand traction and business performance. His post reinforces what domain professionals have long known, that the right domain name can transform visibility, user trust, and growth potential. It is a clear sign that more companies outside the traditional domain world are beginning to understand the true business impact of owning a premium name.

Also worth noting, HubSpot cofounder Dharmesh Shah (@Dharmesh) who is seriously deep in domains having acquired names like Connect.com, Prompt.com and Agent.ai, recently launched DomainValue.com, a new platform for domain pricing and appraisals. It’s a big deal when a business leader at his level invests this kind of effort into the space, reinforcing that domain names are digital assets with real world value and long term strategic importance.

Andy Booth (@360) recently shared his view that while .com domains remain the blue chip standard, the bigger near term upside may currently lie in .ai. He argues that hunting for strong .ai names can deliver faster returns, especially for investors without six figures to spend on top tier .coms. In his opinion, .ai represents the most promising short to mid term opportunity in the market right now for some types of investors.

Shane Cultra’s (@ShaneCultra) regular market updates and daily auction posts at DSAD.com continue to show that activity remains high, especially around strong one word names, short brandables and category defining assets. The Castello Brothers (@Castello_Bros) remind us that while the landscape evolves, the fundamentals have not changed and owning meaningful digital real estate still sets businesses apart.

Where It’s Headed

As 2025 moves toward its close, the market’s direction is clear - .COM remains the cornerstone of trust and recognition, while .AI has solidified itself as the natural second force, a modern complement that signals innovation and momentum. The overall domain environment is healthier than it has been in years, with stronger end user demand and a more educated buyer base.

If you are holding premium assets, this is the moment to evaluate where you stand. Whether you are ready to capitalize on the strong market or secure and position your names for long term appreciation, working with an experienced brokerage like Grit Brokerage ensures your assets are represented at the highest level and reach the right buyers.