The Story Behind Alively.com
When it comes to building a brand in today’s competitive digital landscape, the choice of a domain name is no small matter. For Andrew McConnell, CEO of Alively, securing the exact-match Alively.com was a critical step in his company’s journey. In a recent podcast conversation on YouTube with Grit Brokerage, Andrew shared how the deal came together, the bumps along the way, and the lessons other entrepreneurs (and investors) can learn from it.
Why the Right Domain Matters
Andrew pointed out something I’ve seen again and again: a domain name is basically your digital front door. Startups often wrestle with whether to spend early money on product development or branding, but he made a convincing case that the right domain actually fuels growth.
A premium .com instantly communicates credibility and professionalism. It’s easier to remember, easier to share, and just feels more “real” to investors and customers. Anyone who has tried to grow a business on a workaround domain—hyphens, odd extensions, or creative spellings—knows the friction it creates.
This isn’t just theory either. The domain industry has decades of proof that a strong name simplifies word-of-mouth marketing, reduces confusion in search, and gives you a global-ready brand from day one.
The Search for Alively.com
Alively’s brand is all about energy and engagement, and Andrew knew “Alively.com” was the perfect fit. The problem: someone else already owned it. Like a lot of founders, he had no idea what it might cost or if the owner would even consider selling.
That’s where Grit Brokerage came in. With their network and experience, they helped track down the owner and set up the conversation.
Negotiation: More Than Just a Number
Buying a domain isn’t as simple as “you want it, they sell it.” Owners may be unrealistic about price, sentimental about the name, or just not in a hurry. Buyers have budgets and timelines to hit. A broker helps bridge that gap.
Andrew emphasized how important that role was. Grit kept things professional, framed offers in the right way, and made sure the process didn’t go off the rails emotionally. In the end, they found a number that worked for both sides.
Domains as Assets, Not Expenses
This came up a lot in the conversation, and it’s something I’ve stressed here on the blog too: domains aren’t just marketing spend, they’re assets. Unlike most ad dollars that vanish, a premium domain usually holds or grows its value.
For Alively, owning the .com was about future positioning, not vanity. If the business scales, the domain keeps paying dividends. And in a worst-case scenario, the company still owns a valuable piece of digital real estate.
Lessons for Entrepreneurs
A few practical takeaways from Andrew’s story:
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Start early. Don’t wait until you have traction—by then, the name might be harder or more expensive to get.
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Work with experts. A broker saves you time and usually saves you money.
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Think long-term. The “cheap fix” domain today can cost you in confusion tomorrow.
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Budget realistically. Premium names aren’t cheap, but the return is real.
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Stay patient. Negotiations can take time. Professional buffers help keep things civil.
Implications for Investors
For domain investors, Alively.com is another reminder of why premium .coms still matter. New extensions, blockchain domains, social handles—those trends come and go. But when real founders are serious, they still want the exact-match .com.
Andrew’s experience is more than a single startup story. It’s a snapshot of how domains function as assets, why brokers add value, and why strong names continue to be in demand. Alternative naming strategies can have their moment, but the credibility of a great .com hasn’t faded.
If you’re a founder, get serious about your name early and don’t be afraid to lean on people who know how to navigate this space. If you’re an investor, take note—stories like Alively.com prove quality domains remain central to building businesses.
