Unstoppable Domains: Bridging Web2 and Web3, Opening a New Era of Digital Identity
As blockchain and Web3 technologies become increasingly embedded in finance, identity, and property ownership, the biggest challenge is no longer innovation, but the ability to popularize those innovations to the masses. Sandy Carter, Chief Business Officer of Unstoppable Domains, is leading a strategic shift: transforming traditional domain names into flexible digital assets that can operate seamlessly between Web2 and Web3.
Bringing Web3 Closer to the Mass Consumer
Starting as an on-chain domain provider, Unstoppable Domains quickly realized that waiting for Web2 users to come to blockchain was a passive strategy. Instead of keeping their distance, the company proactively approached traditional users by “tokenizing” .com domains. Now, a domain name like sandy.com is not just a regular DNS address, but also exists as an on-chain asset, both traditional and decentralized.
The goal of this strategy is to simplify the experience: users do not need to understand digital wallets, encryption, or blockchain architecture. They just need to know that their domain name can now be a cryptocurrency receiving address, a secure chat tool, or even a digital identity.
Innovation in the approach to digital identity and virtual assets
Unstoppable Domains repositions the role of domain names in a new era: no longer just a web address, but a symbol representing individuals, organizations, or even AI agents. Domains like .crypto, .wallet, or recently .twin, a domain dedicated to AI agents, allow users and technology to communicate with each other on a decentralized, transparent, and identity-verifiable platform.
For Carter, this marks the beginning of an era where individuals can have multiple independent digital identities: from a regular Web3 user to an “AI agent” working in banking or e-commerce. Each of these identities is tied to a separate domain, a digital asset that is easy to use, secure, and clearly identifiable.
Strategic collaborations to create practical value
A highlight of Unstoppable’s expansion strategy is its extensive partnerships with influential brands. For example, its partnership with Brave Browser to launch .brave as a partner-branded top-level domain (TLD), allowing users to access Web3 content directly without an extension.
Brave not only launched the domain on-chain, but also participated in the process of making it an ICANN-accredited domain – an ambitious move that promises to completely merge the Web2 and Web3 domain name spaces. Unstoppable now has over 90 partner-branded TLDs, opening up a rich domain ecosystem that serves a variety of purposes from individuals to businesses.
Simplifying e-wallets to expand applicability
One of the biggest barriers to accessing Web3 is the complex user experience, especially with e-wallets. To overcome this, Unstoppable has integrated MPC (multi-party computation) wallet technology into the platform, helping users not need to set up complicated wallets but still have control over their assets.
This solution has been implemented in projects such as FarmScent, helping farmers in developing countries trade agricultural products with low fees and short payment times without understanding blockchain. This is a testament to the company's design philosophy: the power of technology must be in the hands of users without causing technical barriers.
Expanding the role of domain names in the real world
Beyond just being a web address, domains are being promoted by Unstoppable as a form of real world asset (RWA Real World Asset). Educational identities, occupations, digital passports or property ownership certificates can all be tied to an on-chain, transparent and verifiable domain. This not only increases security, but also solves the common problem of digital identities today: difficult to authenticate, easy to fake.
Carter emphasized that as financial institutions, governments, and the AI economy increasingly use digital assets, the role of domain names in identifying and representing entities becomes more important than ever.
The future: Domains for everyone, every actor.
Sandy Carter believes that in the near future, each person will not only have one digital identity but may own three to five separate identities, including AI actors. As the number of users, businesses, and AI agents increases, the need for unique domain names to both identify and operate services will explode.
Unstoppable Domains is preparing for this wave by building a two-way domain marketplace that helps users search, price, and trade as easily as on an e-commerce platform.
Conclusion: A new chapter for digital identity
From its original role as an on-chain domain provider, Unstoppable Domains is leading the game in defining
a reimagines the domain name in the digital world. With a vision to unite Web2 and Web3 through user-friendly technology, the company is not only building the infrastructure for digital assets, but also contributing to re-structuring the way people identify, own assets and interact in the era of complete digitalization.
The future of the Internet is no longer a separation between Web2 and Web3, but a convergence where each domain name is a gateway connecting the old world and the new world. And at the center of that convergence, Unstoppable Domains is playing a pioneering role.