Donuts Sells HOME.LOANS In Biggest New gTLD Domain Sale Yet

Donuts announced Tuesday it sold the for $500,000 in what is believed to be the largest sale of any domain name for a new gTLD to date in a sale they brokered themselves. was acquired by Home.Loans LLC founder and chief executive officer Blake Janover, a serial entrepreneur, digital media visionary and capital markets innovator. Janover is launching the website with a primary focus on being the internet’s most complete, well organised and responsive source for “all things home loans.”

The .loans new generic top level domain is the largest of all the new gTLDs with 2.401 million registrations, although there are over 548,000 upcoming deletes according to

“It’s a terrific name, because it says exactly what we do: home loans,” said Janover in an interview published on the Donuts website. “Let’s face it: a two word domain is awesome; now, because of what registries such as Donuts are out there doing the second word in a two-word domain can be part of the company name, brand, mission, and keywords. We aren’t wasting any digital real estate, .net, or something else that no longer really means anything. Our goal is to connect directly with home buyers and homeowners alike and to simplify the home loan shopping process, so our website name has to be synonymous with our mission.”

“We are leading an industry transformation and starting in a small niche. It’s about putting the end user first and leveraging technology to empower consumers with as much knowledge and resources as possible, on an easy and intuitive platform. Our focus is user experience and empowerment,” Janover commented in a news release, also on the Donuts website. “ is the ideal organic search term and digital media asset for this business. The website URL is the brand, which will help us drive awareness rapidly and cost-effectively. It creates an absolutely clear vision for the entirety of the site — we won’t be selling credit cards or car loans.” joins a portfolio of websites that includes: Multifamily.Loans, HUD.Loans, and CommercialRealEstate.Loans. The objectives of these businesses, says Janover, are to simplify and streamline complicated loan products, and provide access to more sources of more competitively-priced capital for consumers, multifamily investors and developers. These websites help loan seekers navigate complex lending alternatives to discover and select the best possible solution from a variety of financing products and lenders.

“We’re excited to be affiliated with yet another innovative business that’s leveraging the power of a Donuts premium name,” said Matt Overman, senior vice president of sales, Donuts. “Blake is an amazing entrepreneur with an outstanding track record launching new businesses. He purchased the best possible name for his new venture. We look forward to supporting the rapid growth and success of in its marketplace.”