UpName is a domain name search engine and comparison shopping site, launched in 2010 by John Armonk and Sam Rosen. John and Sam aspired to bring badly-needed transparency and efficiency to the domain aftermarket. With dozens of domain marketplaces, from small brochureware sites to giants like eBay and GoDaddy, they found it painful to find that special domain name with both brand appeal and the semantic relevance necessary for top search engine ranking.