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Case study · 2019

How 37signals Acquired HEY.com: An 18-Month Domain Negotiation

haystack.com (working name)hey.com
"One cold email to kick it off, no domain brokers or middlemen, and a lot of patience and understanding on both sides."Jason Fried, "How we acquired HEY.com" (October 2021)

The story

Before launching its email service, 37signals (then Basecamp) was working under another name. Jason Fried wanted hey.com, a short word owned by an individual.

On June 9, 2018 he sent a cold email asking whether the owner would consider an offer. In his write-up he calls it "a long 18 month process, and there was uncertainty at every step."

A key insight from his account: "more than money, hey.com was important to him." Understanding what the owner cared about, and building trust, made the deal possible.

What founders can learn

  • "If you don't ask you don't get." Even names that look untouchable can be bought.
  • Understand the owner: for many, it isn't only about money.
  • Expect a long process and real uncertainty. Patience and trust on both sides matter.

Sources

This case study is based on public reporting and the company's own statements. NameUpgrade was not involved in this transaction.

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