Home » Domain Name Stories » Durable.co upgraded to Durable.com for $125K

Durable.co upgraded to Durable.com for $125K

Posted on: February 18, 2026 | By: Raymond Hackney – Leave a Comment

James Clift posted on X that his company paid $125,000 for one extra letter. The company says on their website, Launch a website, get customers, and grow your business faster with AI. Get online in 30 seconds.

30 seconds that’s quick.

We spent $125,000 on one extra letter.https://t.co/nGTfT6qZwx is now https://t.co/PUMLp1rIl2.

Over three million people have used Durable to start and grow their independent business.

It's time our domain name matched our ambitions.

We're launching something big soon to… pic.twitter.com/v0M4kIRtvt
— James Clift (@jamesclift) February 18, 2026

About The Author

Raymond Hackney

Raymond Hackney has been involved with domain names since 1997. One of the most prolific writers in the domain industry and founder of TLDinvestors.com and 3Character.com. Raymond is the managing editor at DomainBlog.com