Lori Anne Wardi: The .CO Pioneer and Champion for Women in Domains (2025)

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Who is Lori Anne Wardi?

Lori Anne Wardi is one of the most influential figures in the domain industry, known for her pioneering work in transforming the .CO extension from an obscure Colombian country code into one of the most recognized domain alternatives in the world. She combines a rare blend of legal expertise, corporate leadership experience, and entrepreneurial drive that has made her a standout in every role she has taken.

The Lori Anne Wardi Profile

Why She Matters

Lori Anne Wardi is widely credited with helping "write the book" on how to successfully launch and promote a new gTLD. Her work with .CO created a blueprint that has been studied and replicated throughout the domain industry. Beyond her professional achievements, her 15-year commitment to advocating for women in a male-dominated industry has helped shape a more inclusive domain community.

From Law to Goldman Sachs

Lori Anne Wardi's path to becoming a domain industry leader began with an impressive academic and early career foundation that set her apart from the typical domain investor.

Academic Excellence

Wardi's educational credentials reflect a commitment to excellence across multiple disciplines:

Undergraduate: Muhlenberg College, B.A. cum laude in International Relations (1985-1989)

Law School: Brooklyn Law School, J.D. magna cum laude (1989-1992)

Graduate Studies: Cornell University School of Industrial and Labor Relations, M.A. with honors (1997-1998)

This combination of international relations, law, and human resource management would prove invaluable in her later career navigating complex business environments.

Starting as an Attorney

After earning her law degree, Wardi began her career as an associate attorney at Proskauer Rose LLP, one of the nation's most prestigious law firms. She specialized in employment law and ERISA (pension law), spending five years developing expertise in labor and employment matters.

"I was working in ERISA - pension law," Wardi has explained in interviews. While successful, she felt drawn to something different.

The Goldman Sachs Years

After five years as a lawyer, Wardi made a significant career pivot, joining Goldman Sachs as Global Manager for Training and Development for the Technology Division.

Her responsibilities included:

• Career development programs for technology professionals
• Leadership development for executives
• Executive coaching
• Performance management systems
• Professional training initiatives

"I got this amazing job at Goldman Sachs managing learning and development for the technology department - helping developers, engineers, and executives to be the best they could be in the workplace," Wardi has recalled.

This role exposed her to the technology sector at a critical time - the late 1990s dot-com boom was creating unprecedented opportunities in the digital space.

The Entrepreneurial Leap

Inspired by the dot-com era's energy and her desire for independence, Wardi decided to strike out on her own. In 2000, she founded Pebble Alley LLC, a consulting firm focused on her learning and development expertise.

Pebble Alley clients included:

• JP Morgan Chase
• UBS
• AIG
• The Legal Aid Society
• Hildebrandt International

Goldman Sachs itself became her first client, demonstrating the value she had created there and the strength of her professional relationships.

She also pursued certification as a life coach at the Hudson Institute of Coaching, adding another dimension to her consulting practice.

Discovering the Domain Industry

While running Pebble Alley and building her consulting practice, Wardi discovered what would become her true passion: domain names.

"A Domain Junkie"

As Wardi describes herself: "I'm a domain junkie. I've been buying, selling, studying, developing, dreaming about, promoting and preaching the bible of domain names since 2000."

This self-description captures the enthusiasm that has driven her two-decade career in domains. Unlike many who stumble into domain investing, Wardi recognized early that domains represented valuable digital real estate.

Dream Big Media, Inc.

Wardi founded Dream Big Media, Inc., through which she actively built a domain portfolio. This hands-on experience as a domain investor gave her insights into the challenges and opportunities that domain owners face - knowledge that would prove invaluable when she later worked to promote .CO.

Director of Domain Strategy at WashingtonVC

Her growing expertise led to a role as Director of Domain Strategy for WashingtonVC, where she managed "an extremely valuable domain portfolio."

Her responsibilities included:

• Domain acquisitions and sales
• Portfolio monetization strategies
• Development initiatives
• Strategic portfolio management

This position gave Wardi experience managing premium domains at scale, preparing her for the opportunity that would define her career.

Building .CO Internet

In 2009, Wardi joined what would become one of the domain industry's greatest success stories: .CO Internet S.A.S.

The .CO Opportunity

The .co country code had been assigned to Colombia, but for years it was underutilized. Colombian entrepreneur Juan Diego Calle saw an opportunity: .co was short, memorable, and could stand for "company" or "community" - making it a natural alternative to .com.

In 2009, Calle and Neustar formed .CO Internet S.A.S. to bid for the rights to operate and commercialize the .co extension globally. Their 1,165-page proposal to the Colombian government outlined a vision for transforming .co into an international brand.

Employee Number 4

Lori Anne Wardi joined the founding team of .CO Internet in 2009 as the Director of Marketing. She was employee number 4, joining at the earliest stage of what was then an ambitious but unproven venture.

"From 2010 through today, it has been amazing to watch .CO grow from 28,000 domains under management to well over 2.2 million - and become the domain of choice for many of the world's leading innovators, entrepreneurs and startups," Wardi has reflected.

The Founding Team

The core .CO Registry leadership team included:

• Juan Diego Calle - CEO and visionary founder
• Nicolai Bezsonoff - COO
• Eduardo Santoyo - VP & ccTLD Manager
• Lori Anne Wardi - VP Marketing and Communications

This small team would execute one of the most successful domain extension launches in history.

The .CO Success Story

On July 20, 2010, .CO officially launched globally, and what followed exceeded all expectations.

Explosive Launch

The numbers told an extraordinary story:

• First 6 months: 600,000 .co domains registered
• By September 2010: Over 500,000 domains registered
• By 2014: 1.6 million domains across 200+ countries
• Current: Well over 2.2 million domains under management

These weren't just speculative registrations. Major technology companies quickly adopted .co for strategic purposes.

Tech Giants Embrace .CO

The validation from major tech companies transformed .co's credibility:

Twitter (t.co): Twitter adopted t.co as its default link shortener for all tweets - giving .co billions of impressions daily.

Google (g.co): Google began using g.co as a URL shortener, putting their stamp of approval on the extension.

Amazon (a.co): Amazon secured a.co for its shortened URLs.

Snapchat (s.co): Snapchat followed the pattern with s.co.

These adoptions by the world's largest technology companies validated .co as a legitimate, trustworthy extension.

The Marketing Genius

Wardi is widely credited with helping develop the marketing approach that made .co's success possible. Key elements of the strategy included:

Positioning as "The Domain for Innovators": Rather than competing directly with .com, .co was positioned as the choice for startups, entrepreneurs, and forward-thinking companies.

Startup Ecosystem Partnerships: .CO formed partnerships with Techstars, 500 Startups, and other accelerators, cementing its association with innovation.

Conference Presence: .CO became a visible sponsor at startup and tech events, building brand awareness in their target market.

Storytelling Over Features: The marketing focused on the stories of entrepreneurs building on .co domains, creating emotional connection rather than just technical pitches.

The $109 Million Exit

On March 20, 2014, Neustar announced it would acquire .CO Internet S.A.S. for $109 million.

This represented an extraordinary return for a company that had launched just four years earlier. The acquisition validated the potential of creatively marketing ccTLDs as global alternatives to .com.

"Historic times for .CO Internet," the Miami Herald reported. The small Miami-based startup had created a prized asset.

Legacy of the .CO Playbook

The strategies developed for .co's launch have been studied and adapted by numerous new gTLD launches since 2014. Wardi's work helped establish best practices for:

• Positioning new extensions
• Building registrar relationships
• Creating startup partnerships
• Developing emotional brand narratives
• Targeting specific user segments

General Manager of .NYC

Following the Neustar acquisition, Wardi remained with the company and was given an opportunity close to her heart: launching the .nyc domain for her home city.

A Born New Yorker's Dream

Wardi, a "born and bred New Yorker," was appointed General Manager overseeing the launch and management of the .nyc domain - the official web address for New York City.

Working alongside the Mayor's Office of Tech + Innovation, she led the effort to create a digital identity for one of the world's most iconic cities.

The .NYC Launch

On October 8, 2014, .nyc became available to the general public on a first-come, first-served basis.

"When launching .nyc three years ago, we set out to create a vibrant digital destination for all the businesses, organizations and residents of New York," said Miguel Gamino, the City's Chief Technology Officer.

Wardi emphasized the opportunity: "As the first U.S. city to acquire its own top-level domain, New York has an exciting opportunity to galvanize its reputation as the city of possibility."

Building a City's Digital Identity

The .nyc launch involved unique challenges:

Residency Requirements: Unlike .co, .nyc required registrants to have a nexus to New York City, adding complexity to the verification process.

Government Partnership: Coordinating with city government required navigating bureaucracy while maintaining marketing agility.

Local Business Outreach: The target market was local New York businesses, requiring different messaging than the global .co campaign.

Community Building: The goal was to create a sense of digital community for New Yorkers.

Best of Boroughs Success

By 2017, .nyc had established itself as New York's digital address. The "Best of Boroughs" contest celebrated businesses using .nyc domains across all five boroughs.

"We couldn't be more pleased with the success that .nyc has brought to the city," Wardi noted. "Today's entrepreneurs and local business now understand that .nyc is the best way to align their initiatives with the city as it instantly connects them to the powerful brand that is New York."

Championing Women in Domains

Beyond her business achievements, Lori Anne Wardi has been a consistent advocate for women in the domain industry - a field that has historically been heavily male-dominated.

15 Years of Women of the Web

In 2025, Wardi celebrated 15 years of co-hosting Women of the Web (previously called Women in Domaining), an event that has become a cornerstone of domain industry conferences.

"What started as a small gathering has grown into a standing-room-only lunch where women from every corner of the industry - domain investors, registry and registrar leaders, brokers, hosting companies, website builders, web3 builders, and more - come together to connect, be seen, and support one another," Wardi has explained.

"It's one of the things I'm proudest of in my 21+ years in domains."

Origins of the Movement

The Women in Domaining initiative originated at DomainFest and later expanded to NamesCon. What began as a small networking lunch has evolved into a significant industry event.

At NamesCon Global 2025, Wardi joined as a featured guest for a 1:1 conversation with Rachel Sterling, demonstrating her continued leadership in the community.

The Glasshammer Recognition

In 2012, TheGlasshammer.com - a publication focused on professional women - profiled Wardi in their "Life After Corporate" series, highlighting her transition from Goldman Sachs to the domain startup world.

The feature recognized her as a model for women considering entrepreneurial paths after corporate careers.

Impact on Industry Diversity

Wardi's advocacy has helped:

• Create visibility for women in domain investing and management
• Provide networking opportunities in a relationship-driven industry
• Mentor the next generation of female domain professionals
• Normalize women's presence in industry leadership

A Male-Dominated Industry Changing

DNJournal has noted that Wardi is "recognized as one of the female industry stalwarts who have been putting their heart and souls into domains for 10+ years and continue to lead the charge in a male-dominated industry."

The domain industry has gradually diversified, with more women in leadership positions at registries, registrars, and investment firms. Wardi's consistent presence and advocacy have contributed to this shift.

Angel Investing and Current Projects

Beyond her operating roles, Wardi has established herself as an active angel investor in technology startups.

Investment Portfolio

Wardi's investment portfolio includes companies such as:

• 500 Startups (now 500 Global)
• The Trendlines Group
• NFX
• Getaround
• aescape

Her investment focus reflects her industry experience, with particular interest in:

• Digital Media
• Mobile
• Consumer Internet
• Social Media

Current Projects

According to her LinkedIn profile, Wardi is currently based in the Miami-Fort Lauderdale area and working on two notable projects:

Synthetic.com: A premium domain property in the rapidly growing synthetic/AI space.

LiquidStaking.com: A domain positioned in the cryptocurrency and DeFi sector.

These projects demonstrate her continued ability to identify valuable domains in emerging technology categories.

Investment Philosophy

Wardi's approach to angel investing reflects lessons from her domain career:

• Identify trends early
• Focus on quality over quantity
• Build relationships with founders
• Understand technology markets
• Apply patience and long-term thinking

Lessons from the .CO Playbook

Wardi's experience transforming .co from obscurity to mainstream acceptance offers valuable lessons for anyone in the domain industry.

Lesson 1: Positioning Matters More Than Features

.CO succeeded not because it was technically superior, but because it was positioned brilliantly as "the domain for innovators and entrepreneurs."

Application: When marketing domains, focus on the story and identity they enable, not just their technical characteristics.

Lesson 2: Strategic Partnerships Accelerate Growth

By partnering with Techstars, 500 Startups, and other accelerators, .CO became embedded in the startup ecosystem.

Application: Identify communities where your domains or services have natural fit and build genuine relationships.

Lesson 3: Let Your Customers Tell the Story

The most powerful .CO marketing featured real entrepreneurs building real businesses on .co domains.

Application: Customer success stories create credibility that advertising cannot buy.

Lesson 4: Validation from Leaders Changes Perception

When Twitter, Google, and Amazon adopted .co, it instantly became credible.

Application: Early adoption by respected players can transform market perception overnight.

Lesson 5: Focus on a Niche Before Going Broad

.CO initially targeted startups specifically rather than trying to compete with .com for all users.

Application: Dominating a niche creates momentum for broader expansion.

Lesson 6: Patience Combined with Urgency

The .CO team moved quickly on launch execution while maintaining patience for long-term brand building.

Application: Balance short-term wins with long-term vision.

Industry Recognition and Impact

Wardi's contributions to the domain industry have been recognized through various honors and her sustained influence on industry practices.

DNJournal Cover Story (2016)

In November-December 2016, DNJournal featured Wardi on their cover with the story "From Sorrow to Success: How Lori Anne Wardi Turned Her Woes Into Resounding Wins."

The feature highlighted her complete journey from attorney to Goldman Sachs executive to domain industry pioneer.

Speaking Engagements

Wardi has been a featured speaker at major industry events including:

• NamesCon - Multiple appearances
• NameSummit 2017 - Featured speaker
• Various domain conferences worldwide

Her presentations often combine practical marketing insights with inspiration for newcomers to the industry.

Contributions to Techstars

Wardi has contributed thought leadership to Techstars, the global startup accelerator network, demonstrating her ongoing connection to the entrepreneurial ecosystem.

CircleID Contributor

She has shared expertise through CircleID, a respected publication covering Internet infrastructure and domain topics.

The "Domain Diva"

Known on Twitter/X as @domaindiva, Wardi maintains an active presence in industry discussions and continues to advocate for the domain community.

Frequently Asked Questions

What role did Lori Anne Wardi play in .CO's success?

Wardi was employee number 4 and co-founder of .CO Internet S.A.S., serving as VP of Marketing and Communications. She was instrumental in developing the marketing strategy that positioned .co as "the domain for innovators" and helped secure partnerships with major tech companies and startup accelerators.

Is Lori Anne Wardi still active in the domain industry?

Yes. While she has transitioned from full-time executive roles, she remains active through her current projects (Synthetic.com, LiquidStaking.com), angel investing in tech startups, and her continued co-hosting of Women of the Web.

How did Wardi transition from law to the domain industry?

After practicing law for five years, Wardi joined Goldman Sachs for training and development, then founded her own consulting firm. She discovered domain investing around 2000, eventually becoming Director of Domain Strategy at WashingtonVC before joining .CO Internet in 2009.

What is Women of the Web?

Women of the Web (formerly Women in Domaining) is an initiative Wardi has co-hosted for 15 years that brings together women from all corners of the domain industry for networking, mentorship, and support. It began at DomainFest and expanded to NamesCon.

What happened to .CO Internet after the Neustar acquisition?

Following Neustar's $109 million acquisition in 2014, .CO Internet became a wholly-owned subsidiary of Neustar, continuing operations from Bogota, Colombia. GoDaddy later acquired Neustar's domain registry business in August 2020, renaming it GoDaddy Registry.

What is Wardi's educational background?

Wardi holds a J.D. magna cum laude from Brooklyn Law School, an M.A. with honors from Cornell University's School of Industrial and Labor Relations, and a B.A. cum laude in International Relations from Muhlenberg College. She is a member of the New York State Bar.

What companies has Lori Anne Wardi worked for?

Her career has included Proskauer Rose LLP (attorney), Goldman Sachs (Global Manager IT Division Leadership Development), Pebble Alley LLC and Dream Big Media (founder), WashingtonVC (Director of Domain Strategy), .CO Internet S.A.S. (co-founder and VP), Neustar (VP Registry Services), and GoDaddy Registry (Senior Director).

How can I learn more about Lori Anne Wardi?

Her personal website is lori.co, where she maintains information about her career and current projects. She is also active on LinkedIn and Twitter (@domaindiva).

Key Takeaways

• 21+ years in domains: From personal investing to executive leadership at major registries
• Employee #4 at .CO: Co-founded the company that transformed .co into a global brand
• $109 million exit: The Neustar acquisition validated the .CO strategy
• Tech giant adoption: Twitter, Google, Amazon, and Snapchat all use .co domains
• 15 years advocating for women: Co-hosts Women of the Web, championing diversity
• Goldman Sachs to startups: Transitioned from corporate America to entrepreneurship
• New York State Bar attorney: Legal expertise combined with business acumen
• Active angel investor: Continues investing in technology startups
• Wrote the playbook: Her .CO work created best practices for gTLD launches

Next Steps

• Study the .CO story: Learn how strategic positioning transformed a ccTLD
• Explore creative extensions: Read about domain hacks and creative extensions
• Learn from other pioneers: Read profiles of the Castello Brothers and Michael Cyger
• Develop your strategy: Create your own investment thesis
• Understand valuation: Learn domain valuation methods
• Connect with the community: Attend industry events like NamesCon to network and learn

Research Sources

• DNJournal - From Sorrow to Success: How Lori Anne Wardi Turned Her Woes Into Resounding Wins
• ICANNWiki - Lori Anne Wardi
• ICANNWiki - .CO Internet S.A.S.
• The Glasshammer - Life After Corporate: Lori Anne Wardi
• Business Wire - Neustar to Acquire .CO Internet S.A.S.
• Neustar Press Release - Best of Boroughs Contest Winners
• DNJournal - Women For the Win: How An Influx of Talented Female Professionals Is Transforming the Domain Industry
• DomainInvesting.com - Women in the Domain Name Industry
• AngelMatch - Lori Anne Wardi Investor Profile
• Namecheap Blog - How .CO became the hot domain for startups
• Crunchbase - Lori Wardi Profile