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.
We intend to operate the .WISE TLD as a dotBrand TLD where all domain registrations will be restricted to organisations within our corporate group and, potentially, to licensees of our trademarks. 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. This restricted operating model further enables us to proactively combat fraud and copycats that might mislead or confuse our customers, which is a critical consideration given our role in the financial services sector. Operation of the TLD in this manner will easily be sustainable in the long term through the above-mentioned controls.