On the morning of 1 April 2026 a man called Chris emailed our sales address. He'd had enough of his current registrar, One.com, and wanted to transfer his single .co.uk domain elsewhere. The domain was for email forwarding, not a website. He didn't want hosting. He wasn't a 365i customer yet. There was almost nothing in it for us. He told me up front he was, in his words, "pretty hopeless with the web management side of IT".
I replied within three minutes, then sent three more emails the same morning before he'd even created an account. How to register a free account with no purchase required. What an IPS tag is. The exact tag to set (STACK). What to do once the change took effect on Nominet's side. I gave him the receipt before he asked for one.
One.com's chat support put him in a loop for "just under an hour" and got him nowhere. I offered to make the change in their panel for him with shared credentials, no charge. He preferred to push through it himself by email. So when One.com bounced his request back saying his IPS tag STASH was invalid, I worked out what had happened: autocorrect had silently swapped STACK for STASH between his draft and the send. I caught it gently. He fixed it, and the transfer completed eight days after we first spoke.
The Google review he left after the transfer is public, and it uses the exact phrase he'd used in his closing email to me: "7 stars, 11/10". It also says, verbatim: "Absolutely brilliant service and help right from the start, in fact even before the start because Mark helped me sort the whole process out before I'd signed up."
The domain transfer cost Chris £0. It cost us a few hours of email back-and-forth across eight days for an email-only domain on a single .co.uk. That's the trade we make. The customers who arrive needing a domain transfer don't always become hosting customers. Some do. Either way the help is the same.
Most domain registrars compete on first-year price. We don't. We compete on whether a registrar will stay in the conversation when you're stuck with the previous one.