Press Release

How Nic.Bond And Other Registries Brand Their TLDs

Press Release

You may never have thought about it before, but who do you think owns domain extension? They have to come from somewhere, and there are too many to simply be overseen by a single company. The reality is that almost all domain extensions are owned and policed by what could be called “registries,” which are companies that make rules about how the domains they own can be used, who has access to them, and so on. Even the ubiquitous .COM extension has an owner, a company called VeriSign. This article will focus on the company behind a particular domain extension, a new contender called .BOND.

What is and ShortDot?

The company that owns and operates the .BOND domain extension (as well as .ICU and others) is called ShortDot. Don’t look up ShortDot on Google, though. Funnily enough, if you search for “ShortDot” by itself, all that comes up is results for a rifle scope called “short dot.” ShortDot—the registry—operates under several websites, starting with NIC and ending with the domain extension that the website is dedicated to. If you’re looking to find out information about the .BOND domain directly from its owners, head over to*

*[It’s not entirely clear where the “nic” part of their domain comes from. NIC Bonding is a form of link aggregation that reduces bandwidth usage on servers, so would seem to be related to that, but that theory more or less falls apart when looking at the domains for ShortDot’s other-owned extensions like .ICU ( not really meaning anything.) Either way, ShortDot operates these sites.]


If you’re wondering what a .BOND domain extension is good for, is happy to let you know. ShortDot packages the .BOND domain as a great option for just about anyone who can come up with a creative way to apply the extension, but they most definitely market .BOND as being ideal for those in the financial industry. They include videos on their website discussing concisely how the extension works in favor of financiers, and in their list of big name users, financial institutions make up the majority.

Breene Murphy, director of client experience at EP Wealth Advisors, says, “Brands are nimble—you can brand anything any way you like, and actually convey the message you are going for so long as it is consistent across every touchpoint with your customer.”

That being said, ShortDot doesn’t want you to get things twisted: .BOND is a forward-thinking choice for a domain, especially for those on the vanguard of innovation. Their list of big users also includes technology powerhouses like Google, Microsoft, Oculus of virtual reality fame, and Amazon, in addition to companies that are slowly changing the way we consume content on the Internet, like Twitch, Twitter, Instagram, and YouTube. They say that .BOND adds a “powerful word” to your domain, effectively integrating feelings of trust and closeness (read “bonding”) directly into your web address, and thus into the minds of your customers. They are so committed to using .BOND as a domain for advancement and progress that they even include a section on their website under the header of “Marketing.” Here, users (or anyone, really) can download banners, videos, logos, presentations, and more—for free—to show off their use of .BOND like a badge of honor. Basically, if you want to help make the Internet the best it can be, .BOND wants to be on your side!

Use Cases

Despite the adoption of .BOND becoming widespread amongst leaders in finance and innovation, it has also been relatively quiet.’s list of users unfortunately only contains one working link, which is for the company Build American Mutual. That link takes the user to, the company’s registered .BOND name, but that domain redirects automatically to Using newer, more-cutting edge domains to redirect to an established .COM site is fairly common amongst large companies, who would prefer to save themselves the time and energy of totally transitioning sites, and risk confusing customers.

Let’s take a quick look at why this is. According to VeriSign, the registry that own the .COM domain,

.com was one of the first TLDs introduced for use on the internet back in January 1985. Today, there are over 144 million registered .com domain names. As an established domain, millions of individuals and businesses around the world trust .com for their online presence.

With nearly 50% of all domain names being registered under .COM, this is unlikely to change any time soon. Moreover, it may seem like .BOND will only be useful as a placeholder domain for large corporations, or else something with only niche appeal. Bear in mind, however, that the domain has only been available to the public since mid November of 2019, and for now it still sells for a premium price. As a result, most of the institutions that have registered a domain so far are simply trademark holders that were given exclusive access before the domain was made public.

.BOND thus offers a unique opportunity. It’s uncharted territory, full of potential and still largely untouched.,

It will take a few bold pioneers to risk using the domain before its full potential can be truly actualized.

Where to Get One

Thus far this article has been referring to ShortDot as a “registry.” If you’ve been digging around in the world of domain naming for a while, you may have already come across a similar term: “registrar.” The difference between these two entities is straightforward: a registry owns and operates one or more domain extension, and a registrar is an institution that the registry has given permission to sell the extension. In other words, Registrars go to registries to acquire new domain extensions to sell, but you would go to a registrar to purchase one for yourself.

If this is something you want to do, you can do so right now! includes a list of accredited registrars on their website, so you will want to search within that list. Many registrars, such as 101domain, offer the expensive domain at a significantly lower price than their competitors. So, do y

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