Domaincool becomes GoDotly

For over a decade we ran as Domaincool. The name did its job: people understood we worked with domains, and they came to us to buy one. But it described a transaction, and by 2024 the transaction was the smallest part of the work. Clients were asking what their company should be called, and whether that name could actually be owned.

So we did to ourselves what we do for clients. We wrote the brief, ran the invention, killed our own favourites and bought the dot. The brief asked for two syllables of action, the dot inside the name, a coined word, a clean read in six languages, and the .com or nothing. GoDotly.com is seven letters, and it was spelled correctly on first dictation in our tests.

What changes

Naming and acquisition now sit under one brand. They were always one practice: an invention team that knows what is realistically gettable, and a brokerage desk that knows what a name has to be worth to justify the chase. The name now says so. Dotly.ai, our naming platform, sits under the same root.

What does not change is who you deal with. Same people, same desk, and the same commitments on discretion and fair dealing. Conversations already under way carry on with the people you know. New briefs come in through the contact page, as before. The full story of the rename, including the candidates that did not survive, is on our blog.