Thoughts

Andrew Miller

May 25, 2025

Fuse.com – Sold!

The strategic importance of the most valuable exact match and category defining .com domain names is being recognized by founders, CEO’s, and investors, at a level I have not seen since I began investing in & advising on domain name assets 26 years ago. That momentum continued this week with the sale of Fuse*com, which we at Hilco Digital Assets oversaw, https://shorturl.at/78zjQ . There are several more transactions in late stages and I do not see things slowing down, as companies are realizing that owning their exact match .com is game changing across all facets of the business; trust, credibility, authority, recall, email trust and email security, return on investment across all advertising and marketing (as noted by Jannick Malling, https://lnkd.in/ewfHRa7S), funding, and as an eventual necessity on exit or IPO.

Real World Examples of Leakage

Further to above, a funny but notable story. My phone rang on Sat and it was an older woman asking for me by name. She had bought a product that helps senior citizens with bladder control issues and was calling me as my name is on the landing page for the domain name Because*com, which we represent. It turns out, the product she wanted to get a refund on is indeed, “Because”, but the company is “BecauseMarket*com. Every day, this happens with so many companies with a one word brand (Ladder, Breeze), where we oversee the exact match domain, and the company is using something else. It is one of the many reasons why brand is everything, and nobody sees a company called Because as anything but Because*com.

The World is your Oyster

 I am primarily in BTC. I did, however, take a position in World Coin this week. In full transparency, we are overseeing the sale of the World*com domain name and for all the reasons above, believe it would be as important to World Coin as Chat*com (our deal) is now to ChatGPT. I invested because I am confident that if and when they become World*com, it will be accretive to the value of the token. World is co-founded by OpenAI CEO Sam Altman and aims to create a global digital identity system through iris scans, offering users WLD tokens in exchange. This week they did a large capital raise, https://lnkd.in/eQ83mxVA .

Now Overseeing: Find.com!

With AI companies being formed daily, we are excited to be overseeing the sale of a powerful brand for a new AI company (or really any category), Find*com. For all the domains we own and represent visit, https://lnkd.in/e6V-QDgh. Reach out to discuss any.

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