Back in 2020 Jay from JuicyAds launched Broker.xxx. I had written an article when it launched here on TheDomains.com. Since we are coming up on 6 years to the day I decided to catch up with Jay and ask how things have been going?
Q1) It’s been 6 years since you launched Broker.xxx what has your experience been like running a brokerage?
A: The Broker.xxx platform launched in 2020 as a way to sell a bunch of my domains I was trying to exit. The background is that I had been working in acquisitions since the early 2000’s (mostly for my own needs) but I’d get people asking me to help sell their websites pretty often. Over the last six years we have completely disrupted an old and tired way of brokering adult websites, businesses, and domains. We are the largest marketplace and the go-to deal making platform in the adult industry.
Q2) What is the state of adult domain names in 2026? PPC has dried up for the most part and there is so much free adult content, how has it impacted buying habits?
A: My perspective on domains as a whole is that mainstream companies and startups have an advantage in the marketplace. They often have funding or access to capital, which drives high priced acquisitions of mainstream domains. Conversely, adult domains are often cash deals in a smaller buyer pool. Adult domain sellers often believe their domain portfolios are worth a lot more than they are, because the whole environment has changed in the industry. Average “adult” domains are not in high demand, so we focus on the premium ones that are actually worthwhile. Premium domains still carry their value, but the transactions are more rare.
Q3) In addition to domain names you broker content and businesses correct? Which one is the most active category with buyers and sellers?
A: Yes! Even though the platform started with domains, most of our business is selling adult websites and businesses. Every single property and deal is different than the last. We have as steady flow of established websites plus new startups being added to our carefully curated marketplace.
Currently we see the most activity in tubes, artificial intelligence (AI), and creator economy businesses. There’s something for everyone, with prices ranging between $25k into the millions.
Q4) What should a domain investor who owns a portfolio of domain names do in the adult sector? Sell or try to monetize themselves?
A: I’ve been vocal about the reality of domains as a whole. Everyone has too many. We get emotionally attached, overvalue them, refuse to drop them. There’s a lot of sunk-cost fallacy going on. That’s not specific to the adult sector.
The options aren’t just selling or monetizing. Because people buying adult domains are usually acquiring them for a project, the actual commercial viability of a domain is critical. Many adult domains are crude, have negative connotations, or are too long, hyphenated, or contain terms or themes that are no longer permitted by Visa or Mastercard. In those cases, who do you really think the buyer is? The answer in most cases is nobody, so if you’re not going to build a quick website and do something with them, just drop them.
I’m of course going to recommend people build on their adult domains. Its so easy now to build websites quickly, if there are domains you’re planning to hold, you should definitely put something on them. I’d be happy to help you sell the businesses you turn them into!
Q5) What are the leading mistakes you see sellers making when they’re trying to exit their adult websites or domains?
A: Domains are always wildly priced so adult or not, it really is “how much someone is willing to pay for it”. While its easy to overvalue a domain and cite future trends, keywords, search value, or brandability and actually still sell it for a premium .. selling a website or business really comes down to the financials and the business itself.
The biggest mistakes we see are Sellers overpricing websites when they are trying to sell quickly (or they’re in decline), and failure to have the business ready to sell. The difference between a job and a business is having real procedures and financials. A profitable website or business without structure or financials is either a hobby, or a job that relies too much on the founder.
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