.easy

The mission and purpose of the applied-for .easy gTLD is to provide a namespace built around simplicity, convenience, and ease of use. "Easy" is a short, universally recognised English word that has spread far beyond English-speaking markets through advertising, product names, and everyday speech, and it expresses one of the most common promises a business can make: that something will be simple, quick, and effortless. The string works naturally to the right of the dot, where a name combined with .easy reads as that thing made easy, giving registrants a self-explanatory address for services built on convenience. Intended registrants include local and home service businesses such as trades, repairs, cleaning, and maintenance whose pitch is making a job easy for the customer, tax, accounting, lettings, property, and administration services that simplify paperwork and processes, driving schools, tutors, and lesson providers, businesses and platforms whose core offer is simplifying something, such as booking, ordering, payments, or moving, software and app makers positioning their products around ease of use, providers of how-to content, tutorials, and beginner guides, comparison and switching services that make choices easier, and brands using "easy" in their names or campaigns. Registrations may be used for local service and trade sites, product and service sites promising a simpler way to get something done, onboarding, quick-start, and help pages, tutorial and learning resources for beginners, booking and ordering tools, and campaign and landing pages built on a "made easy" message. The purpose is sustainable because simplicity is a permanent and universal selling proposition: in every sector and every product generation, businesses compete on making things easier, and each wave of new services, tools, and technologies produces a fresh set of ventures whose entire identity is built on ease, supporting a broad and continually replenishing base of legitimate registrants over time.

easyGroup Ltd is a global brand licensing company based in the UK. Founded by Sir Stelios Haji-Ioannou more than 30 years ago, the company licenses the easy brand across a wide range of industry sectors to licensees around the world. The best known licensee is easyJet which has flown over 1.2 billion passengers since launching in 1995 and is among the world’s largest airlines. There are currently over 380 individual easy brands and associated domains which are listed on the easyGroup portal at www.easy.com. A 3 minute video as an overview of the business model can be viewed on www.easyHistory.info. We intend to operate the .easy TLD as a dotBrand TLD, where all domain registrations, and the associated DNS records will be restricted to organizations and affiliates within our corporate group, and potentially, to licensees of our trademarks. The TLD will allow us to establish a secure, trusted, and highly recognizable digital space for the organization. easyGroup’s mission is to extend the easy brand to as many different sectors and geographies as possible, bringing great value products and services to customers around the world. The main purpose of the application to own and operate the .easy dotBrand TLD will be to provide a simple mechanism for customers to know definitively that a business using the easy brand is a genuine and authorised licensee of easyGroup Ltd. This will reduce the potential for confusion by consumers and provide speedy and complete reassurance to customers, by establishing a secure, trusted and highly recognisable digital space for the easyGroup and the easy family of brands. We will implement a strict registration approval process to ensure registrations are limited to these types of registrant that will include: - an internal request and approval process for any part of the business that wishes to use a domain name within our TLD; - creation of pre-defined registration policies setting out who can register a domain within our TLD; - use of a trusted corporate registrar for the creation of all domain names. The registrar will only accept requests from authorised individuals within our organisation. All domains will be exclusively for achieving our corporate objectives, and the DNS for the whole space will be controlled by the easyGroup. Operation of the TLD in this restricted manner will easily be sustainable in the long term through the above-mentioned controls. Example domains could be: easy.easy which is likely to be the portal for all the approved members of the easy family And landing pages will be maintained with the full brand name of each members of the easy family and dot easy TLD that would then redirect to the actual business website: easyJet.easy easyHotel.easy easyCar.easy easyStorage.easy easyMoney.easy easyCleaning.easy easySim.easy The TLD will be operated in full compliance with ICANN policies, applicable data protection and industry best practices for DNS stability and abuse monitoring.

Link Freedom Group (LFG) aspires to become a best-in-class, vertically integrated domain name registration authority, see linkfreedomgroup.link. This TLD is part of a carefully curated portfolio of strings that LFG intends to pursue in ICANN’s 2026 New gTLD Program. In assembling this portfolio, LFG focused on securing meaningful, memorable, and commercially compelling strings that resonate strongly with end users and offer long-term growth potential. Over the past four years, LFG (Nova Registry) has successfully grown its flagship TLD, .LINK, from approximately 125,000 to more than 300,000 domains under management. This growth has been driven by innovative distribution strategies, the expansion of registrar partnerships, and a granular pricing model that has enabled .LINK to remain competitively priced while avoiding the significant fee increases implemented by some other registry operators. LFG’s experience in the domain name industry has reinforced one of the key lessons from the 2012 application round: long-term sustainability is strengthened through portfolio diversification. By spreading operational costs and mitigating revenue fluctuations across multiple TLDs, LFG is better positioned to withstand market volatility and invest in continued growth. Accordingly, LFG believes that even obtaining a subset of the TLDs for which it has applied will establish a diversified portfolio capable of supporting long-term economic stability, operational resilience, and sustainable growth.