--- title: "12 Case Studies - Founders Discuss How and Why they Acquired a Better Domain Name for their Brand" description: "Case studies of founders who upgraded to premium domains, from DataRecovery.com at $1,660,000 to Voice.com at $30,000,000 and Ring.com at $1,000,000." url: https://gritbrokerage.preview.multisites.ai/post/12-case-studies-founders-discuss-how-and-why-they-acquired-a-better-domain-name-for-their-brand publisher: Grit Brokerage contact: https://gritbrokerage.preview.multisites.ai/contact offer: https://gritbrokerage.preview.multisites.ai/inquiry --- [Sales & acquisitions](https://gritbrokerage.preview.multisites.ai/blog?topic=sales-and-acquisitions) # 12 Case Studies - Founders Discuss How and Why they Acquired a Better Domain Name for their Brand This post collects public interviews with founders and executives who acquired a better domain for their brand. Cases include DataRecovery.com for $1,660,000, Ring.com for $1,000,000 in 2016 and Voice.com for $30,000,000 in 2019. Grit Brokerage says the companies it sold premium domains to call the move one of their best decisions. By Grit BrokerageDec 8, 20202 min read ![Founders discussing why they acquired a better domain name for their brand, case study collage](https://gritbrokerage.preview.multisites.ai/_astro/a53ed9_b868952c26264c689d2c4719e017b67c.CRSfLRsA_ubOKW.webp) The decision to acquire a high value domain name and use it for a rebrand is not an easy choice for founders or executive teams. Thankfully, there have been several founders willing to share their stories on the process of upgrading their domain and brand names and the impact it has had on their businesses. Companies we’ve sold premium domains to have all shared the same sentiment - that it has been one of the best decisions they’ve made. Check out a few interviews of founders and corporate executives that went on record to share their stories publicly: [**Article**](https://dsad.com/datarecovery-com/): Ben Carmitchel, President and CEO of DataRecovery.com discusses why his purchase of **DataRecovery.com** for $1,660,000 was well worth the acquisition price. [**Podcast**](https://domainnamewire.com/2020/12/07/acquiring-a-killer-domain-dnw-podcast-315/): Tim Hargis, VP Marketing of Tuft & Needle discusses why their company acquired **TN.com** for an undisclosed amount and how it affected their advertising and marketing results. [**Video Blog**](https://www.domainsherpa.com/saylor/): Michael Saylor, CEO of MicroStrategy discusses his sale of **Voice.com** in 2019 for $30,000,000 and why he acquired over 100 top one word .COM domains in his company’s early days. [**Article**](https://www.extend.com/post/new-url-whos-this-extends-new-home-at-extend-com): Extend drops the ‘Hello’ from its domain and shares three key factors as to why they upgraded to **Extend.com** in 2019. In [October 2020 the company raised $40M](https://news.crunchbase.com/news/extend-secures-40m-series-b-to-reinvent-warranty-purchases/) in series B funding. [**Podcast**](https://stitcher.acast.com/livestitches/215eda3d-9a2f-42a0-83db-411555b9abb2/2608f500be4b80b5f038121d5e548560.mp3?aid=215eda3d-9a2f-42a0-83db-411555b9abb2&chid=8cf4cec7-5a0f-49c5-8ec9-36941b5c6b6e&ci=7ovzNfwJYdX8payCFxSyF04c13XNsVNxyMqcSuMWlGI78YMKAFf9eQ%3D%3D&pf=rss&sv=sphinx%401.39.4&uid=ef81dc17e84339bb844f8a691d970c7b&Expires=1619282389&Signature=qsY%7ERZUfonoQHwDZVaErS-0vE%7EuxzsrN0z-YwNr-mV%7EJ-Vq97qUQw2hyjhqQehESARCQXNq0Vg3qro16bDNjVxilaTwHobxLyIjEBTtWtcueMiHc4vQ6w1tQP04beuz5rrRk6FgjxGqqEJe4s4dSYZMBIo9QOMvYNvNdnmXPXyKO8keTtHikfrlacKrUAPkFb8%7EqHJyB5FzApHzY06vQKOwmcLBnWRRRpPgkntOzoOT7wcOXI9mG47nxdv7WctGh8uVE3uAiHLUx2jE9fL-86ECpi6-YS3J-nM%7EDHQwJH9vQBDXsAYcc6qMxiHdKwm9dFI0Go3OPm59Cra6-iUZrSQ__&Key-Pair-Id=APKAJXAFARUOTJQ3BLOQ): Jamie Siminoff of Ring.com discusses how and why he acquired **Ring.com** for $1,000,000 in 2016 (_fast forward to 29 minute mark for the ring.com discussion_). Ring was [later acquired](https://www.dnjournal.com/archive/lowdown/2018/dailyposts/20180307.htm) for $1,000,000,000. [**Article**](https://www.namepros.com/blog/inside-interview-why-buying-pillows-com-was-worth-every-penny.1067555/): Craig Clark, founder of Pacific Pillows discusses why they acquired both **Pillow.com** and **Pillows.com** (for an undisclosed amount) and how they’ve benefited from owning the two domains. [**Podcast**](https://okdork.com/what-i-learned-spending-1-5-million-on-sumo-com/): Noah Kagan, CEO of Sumo discusses how and why they upgraded from SumoMe.com to acquire **Sumo.com** in 2017 for $1,5000,000 and what he learned from the process. [**Article**](https://www.namepros.com/blog/inside-interview-why-packet-paid-350-000-for-packet-com.1127585/): Jacob Smith, CMO of Packet discusses how and why they purchased **Packet.com** in 2019 for $350,000. They were [recently acquired](https://domaininvesting.com/after-packet-com-acquisition-packet-acquired-for-335-million/) for $335M. [**Article**](https://www.dnjournal.com/archive/lowdown/2019/dailyposts/20190327.htm): Joe Vargas, CEO of Buy Legal Meds discusses how and why he acquired **CBDOil.com** for $500,000 in an interview on DNJournal.com. [**Article**](https://entrepreneurshandbook.co/you-should-never-spend-825k-on-a-domain-but-heres-why-i-m-glad-i-did-7139f9c00728): Karn Saroya, CEO of Cover discusses how and why his team acquired **Cover.com** for $825,000 in 2018. [**Podcast**](https://domainnamewire.com/2019/09/09/buying-woven-com-with-tim-campos-dnw-podcast-252/): Tim Campos, CEO of Woven discusses how and why he acquired **Woven.com** for an undisclosed price, upgrading from the limiting woven.app. [**Video**](https://www.youtube.com/watch?t=15m19s&v=U6gbCDL02R0): In 2011 Brian Sharples, CEO of HomeAway discusses why they acquired the **VacationRentals.com** website for $35,000,000. _“Only reason we bought it was so Expedia couldn’t have that URL.”_ HomeAway was later acquired by Expedia. (BONUS) [**Article**](https://www.namepros.com/blog/we-com-sales-price-was-8million-buyer-revealed.873017/): Tencent, parent company of popular messaging and social media company WeChat acquired **We.com** for $8,000,000 in 2015. Not a case study but interesting domain acquisition by a large corporation (BONUS) [**Article**](https://www.strategicrevenue.com/shoebuy-com-becomes-shoes-com-walmart-maximizes-domain-name-acquired-in-9m-transaction/): Walmart acquires **Shoes.com** for $9,000,000 in strategic domain name acquisition. Not a case study but interesting domain acquisition by a large corporation. _\*These are only a small handful of case studies on premium domain names_. This year (2020) there have been [**numerous domain upgrades**](https://gritbrokerage.preview.multisites.ai/post/11-recent-domain-name-upgrade-acquisitions-revealed-on-twitter) by companies. While most sale prices on the highest end of the spectrum are under NDA, more and more companies are finding it a priority to acquire the best domain for their business. Also, see [**domain names for sale**](https://gritbrokerage.preview.multisites.ai/notable-sales) via Grit Brokerage. ! ## Questions this post answers ### How much did Ring.com cost? Jamie Siminoff of Ring.com discusses acquiring Ring.com for $1,000,000 in 2016. The post notes that Ring was later acquired for $1,000,000,000. The podcast discussion of the domain starts around the 29 minute mark. ### Which domain sales in these case studies had public prices? Public prices include DataRecovery.com at $1,660,000, Cover.com at $825,000 in 2018, Packet.com at $350,000 in 2019 and CBDOil.com at $500,000. Voice.com sold for $30,000,000 in 2019, and VacationRentals.com sold for $35,000,000 in 2011. ### Why did HomeAway buy VacationRentals.com? In 2011 HomeAway CEO Brian Sharples said the company bought the VacationRentals.com website for $35,000,000. He said the only reason was so Expedia could not have that URL. HomeAway was later acquired by Expedia. ## Terms in this post - [Non-disclosure agreement](https://gritbrokerage.preview.multisites.ai/glossary/nda) - [Premium domain](https://gritbrokerage.preview.multisites.ai/glossary/premium-domain) - [Domain name](https://gritbrokerage.preview.multisites.ai/glossary/domain-name) - [DNJournal](https://gritbrokerage.preview.multisites.ai/glossary/dnjournal) - [Rebrand](https://gritbrokerage.preview.multisites.ai/glossary/rebrand) - [.com](https://gritbrokerage.preview.multisites.ai/glossary/dot-com) ## Keep reading - [11 Recent Domain Name Upgrade Acquisitions Revealed on TwitterThis Grit Brokerage post lists 11 confirmed domain name upgrades revealed on Twitter within 30 days, plus one bonus corporate acquisition. Examples include Evolution.com, Stash.com and Orchard.com. Grit credits domain trackers Jamie Zoch and James Iles for finding them and recommends following both to watch premium domain moves.](https://gritbrokerage.preview.multisites.ai/post/11-recent-domain-name-upgrade-acquisitions-revealed-on-twitter) - [Why Premium .COM Domains are Still the Best Bet in 2023Grit Brokerage argues that premium one word .COMs remain the best choice for growing businesses and funded startups. Recent sales include NFTs.com for $15,000,000 and Connect.com for $10,000,000. These domains are memorable, brandable, versatile, in limited supply and signal authority and trust.](https://gritbrokerage.preview.multisites.ai/post/why-premium-com-domains-are-still-the-best-bet-in-2023) - [When Should a Startup Upgrade to a Better Domain Name?Upgrade when the weak domain costs you more than the better one would: customers mistype it, investors or partners question it, or you are about to spend on brand and marketing. Most startups do it right after a funding round or before a major launch, using a broker so the owner does not see a funded buyer.](https://gritbrokerage.preview.multisites.ai/guides/startup-domain-upgrade) - [AI.com Sold for $70 Million: The Stealth Acquisition PlaybookAI.com sold for $70 million, the largest domain sale on record, to the owners of Crypto.com. The deal closed in April 2025 and became public on February 6, 2026. DNJournal reports a broker who specializes in stealth acquisitions represented the buyer. Anonymity protects the buyer from an inflated price.](https://gritbrokerage.preview.multisites.ai/post/ai-com-70-million-stealth-acquisition) - [Digital Assets - Domains, NFT’s, Hype & ValuationThis post compares NFT art with premium domain names as scarce digital assets. Beeple's Everyday sold for $69 million at Christie's, while the highest recorded domain sale, Voice.com at $30 million, is less than half of that. Grit Brokerage argues domains offer lifetime utility and remain undervalued.](https://gritbrokerage.preview.multisites.ai/post/digital-assets-domains-nft-s-hype-valuation) - [Premium Domain Names Evolving Into An Asset ClassMichael Law argues premium domains are scarce, undervalued and still not a formal asset class. Appraisals can be off by orders of magnitude, and there is no Kelley Blue Book for domains. He cites education and liquidity as the two barriers and expects prices to keep rising.](https://gritbrokerage.preview.multisites.ai/post/premium-domain-names-evolving-into-an-asset-class) ## Buying or selling a domain? Call, text or email. Responsiveness is our trademark, and a broker answers, not a form robot. [Talk to a broker](https://gritbrokerage.preview.multisites.ai/contact) [Call (442) 500-GRIT](tel:+1-442-500-4748)