Efty
Efty is a Netherlands-based domain name marketplace operating since 2013, serving domain investors, buyers, and sellers through its Efty Market marketplace, Efty Investor SaaS portfolio management tool, and Efty Pay transaction processing service launched in 2024.
- Company typePrivate
- Founded2013
- HeadquartersGroningen, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingDigital Commerce or Content
What Efty does
Efty B.V. is a Netherlands-based domain name marketplace company founded in 2013 and headquartered in Groningen. It operates a three-product ecosystem serving professional domain investors, domain sellers, and domain buyers. Efty Market is the public marketplace where buyers can browse and purchase domains across 100+ TLDs from listed inventory. Efty Investor is a subscription-based SaaS tool (priced $22–$249/month across eight tiers supporting 50 to 25,000 domains) that gives investors for-sale landing pages, DNS management, payment integrations, financial insights, and portfolio management. Efty Pay, launched in July 2024 under a separate subsidiary (Efty Pay B.V.), is a payment and transaction processing service that uses Mangopay for escrow-style fund handling, supports Lease to Own financing over 2–48 months, charges a 5% commission on imported leads, and provides a buyer protection program. The platform also offers an API Partnership Program and the Efty Distribution Network for registrars, website builders, hosting providers, and online marketplaces to embed Efty's listings and transaction infrastructure.
Efty's underlying technology is a domain transfer and transaction engine integrating KYC/KYB verification, automated workflows, and accounts at major registrars (GoDaddy, NameCheap, Porkbun, Dynadot) plus Metaregistrar as a fallback registrar for lesser-known TLD holdings. Revenue is generated through three streams: recurring subscription fees from Efty Investor, transaction commissions on Efty Pay and marketplace sales, and licensing/API revenue from integration partners. Stripe, PayPal/Braintree, and Google Analytics are used as supporting infrastructure. The company is bootstrapped and privately held, with no disclosed venture or private equity funding, and leadership consists of CEO Lionel Petitiaux (also Co-Founder and Head of Development), COO Doron Vermaat (Co-Founder), and CTO Patrick Kosterman. Scale signals include approximately 6 million monthly visitors and 10,000+ domains listed (including 276,000+ .com domains).
Efty firmographics
Firmographics- Name
- Efty
- Legal name
- Efty B.V.
- Website
- https://efty.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Efty is a Netherlands-based domain name marketplace operating since 2013, serving domain investors, buyers, and sellers through its Efty Market marketplace, Efty Investor SaaS portfolio management tool, and Efty Pay transaction processing service launched in 2024.
- Ownership category
- akta.pro rank
Efty industry classification
Industry- Product category
- Domain Name Marketplace
- NAICS
- Miscellaneous Intermediation (523910), Lessors of Nonfinancial Intangible Assets (except Copyrighted Works) (53311)
- SIC
- Security & Commodity Brokers, Dealers, Exchanges & Services (6200)
- akta.pro primary industry
- Domain Names & Digital Identity NFT Marketplaces (FSADANAK)
Keywords
Where Efty is headquartered
LocationHeadquarters
- HQ city
- Groningen
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Efty business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Efty Investor Subscription: Subscription-based SaaS tool for domain name investors to manage, market, and monetize their domain portfolios. Plans range from Basic ($22/month for up to 50 domains) to Enterprise ($249/month for up to 25,000 domains).
- Efty Pay Transaction Commission: Commission-based revenue from processing domain name transactions. Sellers pay a 5% commission when bringing their deals to Efty Pay. Also charges competitive commission fees on marketplace transactions.
- API Partnership Program: Revenue from API partnerships where companies integrate Efty Pay's domain transfer technology, with tailored pricing based on partnership arrangements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Basic - Up to 50 domains |
| Subscription | Monthly | Launch - Up to 100 domains |
| Subscription | Monthly | Starter - Up to 500 domains |
| Subscription | Monthly | Growth - Up to 1,500 domains |
| Subscription | Monthly | Scale - Up to 2,500 domains |
| Subscription | Monthly | Professional - Up to 5,000 domains |
| Subscription | Monthly | Professional Plus - Up to 10,000 domains |
| Subscription | Monthly | Enterprise - Up to 25,000 domains |
| Transaction based/ take rate | Pay-as-you-go | Efty Pay Commission - Bring Your Sale |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels3 records
Efty product offering
Product offeringCore offering
Efty runs an integrated domain name ecosystem consisting of Efty Market, a public marketplace where third-party sellers list domains and buyers can search/purchase across 100+ TLDs; Efty Investor, a subscription-based SaaS that lets domain investors manage, market, and monetize portfolios via landing pages, DNS, financial insights, and integrations; and Efty Pay, a secure payment and transfer facilitation service backed by Mangopay with KYC/KYB checks, Lease-to-Own financing, and buyer protection.
Product overview
Efty operates a multi-product domain name marketplace ecosystem consisting of three core products: Efty Investor (a subscription-based portfolio management platform for domain name investors offering landing pages, DNS management, payment integrations, and analytics), Efty Pay (a secure payment and transaction facilitation service for domain name sales with buyer protection), and Efty Market (the public marketplace connecting buyers and sellers). The platform is complemented by the Efty Distribution Network for partners and an API for integration partners. Efty processes transactions through Mangopay and maintains registrar accounts at major registrars including GoDaddy, NameCheap, Porkbun, and Dynadot.
Differentiator
Problem solved
Functional benefit
Brands
- Efty Market: The domain name marketplace platform for buying and selling domain names
- Efty Pay
- Efty Investor
Products and services
- Efty Investor A subscription-based SaaS tool for domain name investors and agencies to manage, market, and monetize domain portfolios of up to 25,000 domains; includes For-Sale landing pages, Domain Shop, DNS management, payment integrations (Stripe, Mangopay), financial insights, Smart Tools, brokerage access, custom marketplace creation, and integrations with WhatsApp, Tawk.to, Mailchimp, and Zapier.
- Efty Pay Secure payment and transfer facilitation service for domain name transactions. Acts as a trusted intermediary using Mangopay for payment processing and provides KYC/KYB verification, automated transfer workflows, buyer protection via its Transaction Assurance Program, expert guidance, and Lease-to-Own installment plans. Targets sellers importing their own leads (5% commission) and partners integrating via API.
- Efty Market Public, self-serve domain name marketplace where third-party sellers list domains and buyers discover and purchase them across 100+ TLDs; supports advanced search filters, competitive commission fees, global buyer reach, and pixel-perfect landing-page presentations for listings.
- Efty Distribution Network Partner / distribution program that allows third-party platforms to publish premium domain listings sourced from Efty.com, giving partners access to exclusive inventory from top portfolio holders.
Quantifiable outcome
- Digital presence increased by over 2,900% after purchasing Rise.co domain through Efty
- +1 more outcomes
Companies that use Efty
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Efty technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Feature5 records
Efty partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and supporting.
- MangopaycoreEfty Pay uses Mangopay as its payment processor for all domain transactions. When buyers purchase domains, funds are held securely by Mangopay, protecting both parties. Mangopay handles payouts to sellers upon successful transfer completion.
- GoDaddycoreEfty holds accounts at GoDaddy, one of the major domain registrars, enabling streamlined domain transfers for transactions processed through Efty Pay.
- NameCheapcoreEfty holds accounts at NameCheap, enabling efficient domain transfer processing for transactions facilitated through the platform.
- PorkbuncoreEfty holds accounts at Porkbun for streamlined domain transfer processing.
- DynadotcoreEfty holds accounts at Dynadot for efficient domain transfer processing during transactions.
- MetaregistrarsupportingFor domains registered at lesser-known registrars, Efty ensures they're moved to Metaregistrar before finalizing transactions to ensure secure handling.
- StripesupportingStripe is used as a payment processor for Efty services, adhering to PCI-DSS standards for secure payment handling.
- PayPal/BraintreesupportingPayPal/Braintree are listed as payment processors for Efty services.
- Google AnalyticssupportingEfty uses Google Analytics for web analytics, tracking and reporting website traffic and usage patterns.
Scale indicators4 records
Recent moves6 records
Expansion highlights3 records
Efty competitors and assessment
Company assessmentDirect peers
- Dan.com: Dan.com is a direct peer operating a domain name marketplace with payment processing, lease-to-own financing, and broker services. It was acquired by GoDaddy in 2022, making it the closest comparable in product offering to Efty Market, Efty Pay, and Efty Investor combined.
- Sedo: Sedo is one of the largest global domain marketplaces, owned by United Internet, offering domain sales, brokerage, and parking services. It directly competes with Efty in connecting domain buyers and sellers and provides comparable transaction facilitation.
- Squadhelp: Squadhelp is a domain marketplace focused on brandable and premium domains with a strong creative positioning. It competes directly with Efty Market in the brandable and short domain category and offers similar portfolio tools for sellers.
- Afternic: Afternic is GoDaddy's premium domain marketplace with one of the largest inventories of aftermarket listings globally. It is a direct peer to Efty Market in providing discovery and transaction services for premium domains.
- BrandBucket: BrandBucket operates a curated marketplace for brandable domain names with an emphasis on naming and branding services. It overlaps with Efty's brandable domain category and serves similar startup and SMB buyers.
- Atom.com: Atom.com is a premium domain marketplace acquired by Namecheap that offers curated premium inventory and lease-to-own financing. It directly competes with Efty Market and Efty Pay across listing discovery and installment-based transactions.
- Undeveloped: Undeveloped is a domain marketplace with a curated inventory and brokerage services, headquartered in Europe. It is comparable to Efty in offering premium domain listings with broker-assisted transactions for both buyers and sellers.
Broad incumbents
- GoDaddy: GoDaddy is the world's largest domain registrar and owner of Dan.com and Afternic. It is comparable to Efty as a broad incumbent operating across domain registration, aftermarket, hosting, and website building, though it covers a much wider portfolio than Efty's domain-only focus.
- Namecheap: Namecheap is a major domain registrar that owns Atom.com for premium domains. It is comparable to Efty in offering domain registration and aftermarket services, though at much greater scale and broader product scope.
Emerging players
- MarkMonitor: MarkMonitor (now part of Clarivate) provides enterprise domain portfolio management, brand protection, and registrar services. It is comparable to Efty Investor at the enterprise end of the market, where large corporate holders need portfolio tooling and transaction oversight.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Efty social profiles
Digital presenceEfty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Efty leadership team
Management profileNumber of profiles
Profiles3 records
Efty subsidiaries and ownership
Company hierarchySubsidiaries1 record
Efty funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Efty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Efty
What does Efty do?
Efty runs an integrated domain name ecosystem consisting of Efty Market, a public marketplace where third-party sellers list domains and buyers can search/purchase across 100+ TLDs; Efty Investor, a subscription-based SaaS that lets domain investors manage, market, and monetize portfolios via landing pages, DNS, financial insights, and integrations; and Efty Pay, a secure payment and transfer facilitation service backed by Mangopay with KYC/KYB checks, Lease-to-Own financing, and buyer protection.
Is Efty a public or private company?
Efty is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Efty founded?
Efty was founded in 2013. It employs 1 to 10 people.
Where is Efty based?
Efty is headquartered in Groningen, Netherlands, in the Europe region.
How does Efty make money?
Three revenue lines are on record. Efty Investor Subscription is the primary driver. The others are efty Pay Transaction Commission and API Partnership Program.
Who are Efty's main competitors?
Direct peers on record are Dan.com, Sedo, Squadhelp, Afternic, BrandBucket, Atom.com and Undeveloped. Broad incumbents are GoDaddy and Namecheap. MarkMonitor is listed as an emerging player.
Does Efty have an API?
Yes. The Efty Pay API Partnership Program allows companies to integrate Efty Pay's technology into their platforms or services for secure and seamless domain name transfers. The API provides tools and functionalities to incorporate secure domain name transfers into applications or websites. It allows for the initiation and tracking of domain transfers while ensuring the safe handling of funds during the transaction process. The API prioritizes security, utilizing encryption and authentication protocols to safeguard sensitive data and funds. It is designed for domain registrars, website builders, hosting providers, and online marketplaces. Pricing structure varies depending on partnership arrangement and transaction volume. Developer documentation is at github.com/eftybv.
What industry is Efty in?
Efty's product category is Domain Name Marketplace. Its primary akta.pro industry code is FSADANAK, Domain Names & Digital Identity NFT Marketplaces. Its NAICS code is 523910 and its SIC code is 6200.