dupa,

Endpoints News is moving to a new website domain in June. The front door is now at: https://endpoints.news.

The goal is a seamless transition to a URL that is an exact match to our brand. If you have any saved bookmarks, we kindly ask that you swap endpts.com for endpoints.news — everything works the same. Nothing else changes. We plan to redirect legacy endpts.com traffic for the foreseeable future to minimize service disruptions.

Why the change? I’ll confess to being attached to the truncated domain. I imagine some readers are too.

When John Carroll and I bootstrapped the company in 2016, we bought endpts.com as a compromise to a number of business realities. Having a dot com domain was important for credibility — both for search engines and for the legions of new readers that we wanted to attract as loyal subscribers. In the golden days of social media, a short domain helped drive volumes of traffic. Most importantly, we couldn’t afford to buy what we thought at the time was the ideal domain, endpoints dot com. Over the years, a small but sizable contingent of readers would know us by endpts.com instead of Endpoints News.

Nine years after launching, we’re proud to have built a strong independent news brand with our best days still ahead, operating under the global footprint of the Financial Times. Social media and Google used to be crucial reader acquisition tools, but that’s shifting fast in this new era, where the trust readers place in our brand is by far the most valuable asset we have.

So it’s time for Endpoints to move beyond the scrappy five-letter URL, and proudly wear our full name in your web browser address bar.

Thanks for growing with us.

Arsalan Arif
Founder and CEO
Endpoints News