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There will always be a cheaper option. And sometimes that cheaper option is exactly the right one. If you are a startup, have a small domain portfolio, or simply need to keep costs down, there are plenty of providers that allow you to register and manage domains very cheaply. There is nothing wrong with that. The important thing is understanding what you are taking on yourself. Because the registration fee is only one part of managing a domain. Someone still needs to keep track of renewals, registrar accounts, access and MFA, ownership details, DNS changes, certificates, local requirements in different countries, internal approvals and, eventually, decisions around what should be kept, transferred, registered or allowed to expire. None of those things are particularly complicated on their own. But they add up. A portfolio of five or ten domains, perhaps even fifteen, with one clear internal owner can probably be managed perfectly well in-house. Then the company grows. More brands are added. More markets. More domains. Perhaps an acquisition or two. Different people register things through different suppliers. Someone leaves the company. Another department starts managing part of the portfolio. And at some point, managing domains stops being a small administrative task and becomes something that actually needs structure. That is usually where outsourcing starts to make sense. The individual tasks are simple enough, but someone still has to hold the whole thing together: keep the portfolio in one place, maintain clear ownership and consistent security and access rules, and track local requirements and renewal deadlines before they turn into problems. You can build all of that internally. But once the portfolio becomes large or complex enough, you are effectively creating your own domain management function anyway. And that is the point where I think companies should at least stop and ask whether that is really where they want to spend their internal time and resources. At some point, saving a little on each registration or renewal stops being the most important consideration. Visibility, consistency, security and having someone responsible for the whole picture start to matter more. There will always be a cheaper option. The better question is whether the saving is worth the additional responsibility that comes with it. When you compare domain costs, are you comparing the price of the domain, or the cost of managing the portfolio?

After over twenty-five years in the domain name industry there are a few things I keep coming back to. This is the big one: domains get treated as infrastructure to be managed, and I think that view is running out of road. For most leadership teams, domains have traditionally been operational. You register the company name, protect a few key variations, renew them every year and move on. But people discover brands in many more places than through a website now. Customers meet you across search, social platforms, marketplaces, apps, AI services and countless other touchpoints. At the same time, impersonation, phishing and misuse of trusted brands have become easier to scale. That changes the role of the domain. Domains are still addresses on the internet, of course. But they also sit inside your brand architecture. They help customers recognise that they're dealing with the right company, and they're becoming central to how you control and protect your digital presence. And right now, something significant is happening. On 12 August, ICANN closed the application window for its new round of generic top-level domains, the first since 2012. More than 1,600 applications came in. With a substantial fee just to apply, before anyone has spent anything on launching or operating a top-level domain, applying represents a real strategic commitment. In October we find out what was actually applied for. Some will be generic terms. Some will represent communities or new business ideas. And some will be brands. You don't need to apply for your own top-level domain for this to matter. But there is work worth starting now, and it doesn't depend on what turns up in October. Nobody knows the timeline for certain, but based on how 2012 went, we're probably looking at 2028 before the first of these reach the root, and then they'll launch in waves, each on its own schedule, each with its own sunrise period for trademark holders. Trying to work out what matters to you while that's happening is how companies end up either spending on everything or missing the one that counted. So you have about two years to decide instead. Which of your marks belong in the Trademark Clearinghouse and which don't. What your honest priority order is. Which extensions are worth watching and which are noise. And who inside your company actually owns this decision. Because deciding what you want to own online is also a decision about what you don't want someone else to own for you.

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