Domain Price Evolution

Brett Adcock shares how his companies' domain name acquisitions evolved over time, from cheap alternatives to expensive .com domains.

"We own cover.ai, and I own figure.ai. I bought archer.com a month before going public. It was fly-archer.com for a while - that was $9, and then I spent hundreds of thousands of dollars buying archer.com a year or two later.

We bought figure.ai for $100,000, and then we bought cover for a few tens of thousands of dollars. I wouldn't own the .coms or .ais in these cases if possible.

I think names need to be really easy to say, spell, and pronounce. Most company names violate one of those first three rules. I really want something that over time we can build into a real iconic brand in the space. The branding around the name and everything is like when you build a house - you make a really good foundation and pour a lot of concrete. It's that foundation you do in the early days."