Boston Ivy is slashing the registry fee for 4 of its 6 new gTLDs by up to 97% in a bid to boost registrations.
The Boston Ivy new generic Top Level Domains are all aimed at the financial markets. The biggest reduction in registry fee is for .forex, which will see its registry fee for registrations, transfers and renewals reduced by 97% to $30 from $1,000. Other reductions are for .broker (to $20 from $500), .markets (to $10 from $40) and .trading (to $12 from $50). Their other gTLDs, .cfd and .spreadbetting, are unaffected.
Currently there are 1,470 registrations across the 6 new gTLDs, the biggest being .markets with 532 registrations, then .trading (454), .broker (377) and .forex (94). Their .spreadbetting and .cfd have 7 and 6 registrations respectively. All 6 commenced General Availability in 2015
The decreases are completely at odds with the recent announcement from Uniregistry that they would be upping the prices on 16 of their underperforming new gTLDs by up to 3,115% from 21 August.
“We need more revenue from these strings, especially the low volume ones, without question,” Uniregistry CEO Frank Schilling told Domain Incite at the time. “We can’t push on a string and stoke demand overnight. So in order for that string to survive as a standalone it has to be profitable.”
Boston Ivy is hoping the reduction will help with their mission to make their top level domains available to the broadest market possible. And while Boston Ivy’s marketing efforts are focused on the financial markets, the .markets and .broker TLDs also offer opportunities in industries outside of finance too — think food.markets and insurance.broker.
Boston Ivy’s unique, keyword-specific domains are helping financial companies, traders and brokers get ahead in a highly competitive industry, one in which players are digitally savvy and often established leaders in online marketing. The Boston Ivy TLDs are words frequently searched by those with interests in trading-related activities and keywords like ‘forex’ and ‘spreadbetting’ in particular are expensive to acquire. Therefore, with specific keywords forming part of the domain name, there is an excellent opportunity for companies to increase their conversion rates and improve their costs per acquisition. As such, the TLDs are well-placed to ease budgetary pressures and they can also help a company with a diversified product line streamline its message.