In recent years, the development of Web3 technology has given rise to numerous new companies. For domain owners, one of the most attractive aspects of Web3 is the ability to own decentralized domains without renewal fees. However, Web3 domains have long been inaccessible through web browsers like traditional Domain Name System (DNS) domains. Ideally, Web2 and Web3 should be seamlessly interchangeable, and many emerging companies are working toward this goal.
Different Web3 companies are taking various approaches to bridging Web2 and Web3. Market competition fosters better solutions, but tracking the progress of different companies can be challenging, especially since Web3 remains a mystery to many everyday users. To address this, we have launched a series of feature articles on major Web3 industry players.
In the first article of this series, we introduced the Web3 company D3 and explored its technology at the Dominion Conference in January 2025. This event was held in Las Vegas right after the 2025 ICA Annual Meeting. While attending, we also spoke with WebUnited Co-CEO Lars Jensen and VP of Business Development Kathy Nielsen. We were pleasantly surprised to find that WebUnited’s Web2-Web3 connection was far simpler and more user-friendly than expected—an essential factor in the widespread adoption of any new technology. As a result, we decided to focus on WebUnited in this installment.
How WebUnited Bridges Web2 and Web3
Kathy Nielsen, a seasoned Web2 expert, provided a detailed explanation of WebUnited’s Web3 solution. Kathy stated, “WebUnited was founded through a collaboration between the gTLD registry Shortdot and the Web3 technology company Freename. Like most startups, our product has gone through multiple iterations to align with market needs. While it’s tempting to do everything at once, often the simplest solution is the most effective.”
“WebUnited offers an elegant solution for registrars and resellers, allowing Web2 domain owners to mirror and use their domains on the blockchain (Web3). This extends DNS domain functionality beyond Web2 into Web3. Whether users are Web3 enthusiasts or Web2 users curious about Web3, they can integrate their brands and domains across both platforms without making changes.”
WebUnited’s solution enables users to continue managing their domains with their original registrars or resellers, while also adding Web3-specific management features, such as linking a domain to a crypto wallet address. This simplifies crypto transactions and serves as a digital identity for Web3 applications (dApps). The concept is similar to how a Web2 domain replaces a complex IP address, making access more convenient.
Market Recognition for WebUnited
On March 3, 2025, WebUnited announced a partnership with Domain Cost Club, and more registrars are expected to offer WebUnited’s Web3 services as an additional registration option. Kathy noted, “There is a lot of enthusiasm, curiosity, and many questions! Web3 technology is evolving rapidly. While it’s still in development, it is becoming increasingly practical, secure, and user-friendly.”
“Many registrars and resellers recognize this huge opportunity. They can participate immediately, allowing customers to integrate Web3 functionality into their existing domains without changing domain names or branding. While Web3 has other naming systems that can serve as digital identities, domains hold a significant advantage—they have operated on DNS for over 30 years, are trusted by users for navigation, and have an established purchasing process through registrars and resellers. Additionally, being an early adopter provides a first-mover advantage.”
Rapid Growth in the Web3 Market
A 2025 Grandview Research study predicts that the Web3 market will expand rapidly over the next five years, with a projected compound annual growth rate (CAGR) of 49.3% until 2030. Investors are pouring funds into Web3 companies, providing innovators and developers with the resources needed to enhance technology, making Web3 easier to use, more secure, and giving users greater control over their data.
Kathy believes that Web3 represents the next era of the internet, stating, “Innovators are working to solve Web3’s challenges, aiming to make it as simple and accessible as Web2 while ensuring better data security and user control.”
Kathy Nielsen’s Web3 Journey
As a Web2 industry veteran, what motivated Kathy to join WebUnited and enter Web3? She reflected, “I have always loved technology and its ability to improve the world. I have also been a strong supporter of domain names and branding. Back in 2016, a friend and respected colleague, Lori Anne Wardi, introduced me to cryptocurrency. I started experimenting and opened my own crypto wallet.”
“At the time, I lived near MIT in Boston and remember the first-ever crypto ATM at a gas station near the MIT campus along the Charles River—a place I passed daily on my commute to Sedo’s office. Over the next nine years, I closely followed crypto and blockchain developments, realizing their deep connection to Web3 and the shift in the digital economy.”
“What drew me to WebUnited was its intuitive approach to expanding the utility of existing domains in Web3. With WebUnited’s technology, I can effortlessly mint my Web2 domain on the blockchain and use it for a crypto wallet, Web3 email, Web3 website, and digital identity for dApps. This future-proofs my domains and brands while allowing me to use them today and in the future.”
Kathy also highlighted the strong leadership at WebUnited. Lars Jensen (from Shortdot) brings extensive domain industry experience, while Davide Vicini (from Freename) has a deep background in technology, business, and finance. “I met several team members who know Web3 as well as I know the domain industry. Their expertise and vision excited me about joining this dynamic team.”
WebUnited’s Future Plans
Kathy revealed that WebUnited is expanding partnerships and will be present at ICANN Seattle to engage with registrars and resellers. She emphasized, “In-person networking is crucial in this industry. We want to help more partners understand how WebUnited can expand their domain businesses into Web3.”
As Web3 rapidly evolves, WebUnited has chosen a simple and intuitive approach, making Web2-Web3 integration seamless. We will continue to monitor developments in this space.
News Source:dnjournal，This article does not represent our position.
