Welcoming Matt Serlin to Abion: Strengthening Our US Presence in Domains and Digital Identity

As the domain name system continues to underpin how organisations establish trust, protect their brands, and engage online, demand for specialist domain and brand protection expertise has never been higher. In response to growing interest from US-based enterprises and law firms seeking operational domain and brand protection support, Abion is pleased to welcome Matt Serlin to the team, who will be able to support our close partners’ needs on the ground.

Matt joins Abion as our Senior Director of Domain Management US, bringing over 20 years of experience in the domain and digital infrastructure space. Based in the US, he combines hands-on client expertise, a global perspective, and deep industry knowledge, reinforcing Abion’s commitment to supporting US-based enterprises with local insight while leveraging the company’s established global IP and domain management platform.

Matt has spent his career working directly with organisations to help them manage and protect their online presence, often through periods of rapid growth, technological change, and increasing digital risk. We spoke with him about his career journey, why he joined Abion, and how he sees the domain and digital identity landscape evolving

“Strong domain and digital identity strategies are no longer optional; they’re foundational”

- Matt Serlin, Senior Director of Domain Management - US at Abion

From Early Internet Days to a Trusted Advisor

You’ve been in the domain and brand protection space for over two decades. How would you describe your background?

I’ve always focused on working directly with clients to ensure their online presence is managed effectively,” Matt explains. “That means finding the right balance between domain registration and active brand management across today’s many online channels. I’ve been fortunate to work with some of the world’s most well-known brands, alongside some incredibly talented people. I often call myself a domain name geek, but I genuinely love this space.

What attracted you to the industry and what's kept you here?

When I started, it barely felt like an industry at all. Everything was so new. There were times when registering or transferring a domain in certain ccTLDs felt like an extraordinary effort, and we’d celebrate it as such. What’s kept me here is seeing that evolution firsthand, from those early days to what the landscape looks like today. No two days are ever the same, even after 20 years. I’m constantly learning and being exposed to new technologies, and that kind of pace is addictive, in a good way.

Working with Global and Growing Brands

What types of organisations have you worked with most closely?

Mostly large, global corporations across all major industries. But some of the most rewarding experiences have been working with companies that were small startups when I first met them and are now household names. Watching that kind of growth and knowing you were able to support them as their domain and brand challenges evolved is incredibly exciting. The reality is that every company, regardless of size, needs strong domain and brand expertise today.

How has the changing threat landscape shaped your view of digital trust? 

There hasn’t been one defining moment, but rather a steady realisation of how complex things have become for brand holders online. When I first started, domains weren’t really seen as an attack vector the way they are now. As the internet has grown, so have the risks. Building long-term trust with clients, so much so that they still seek my advice years later, means a great deal to me. That’s what motivates me to keep learning and improving.

“Abion already has a strong global foundation. What excites me is helping bring that strength closer to US clients."

- Matt Serlin, Senior Director of Domain Management - US at Abion

Why Abion?

What drew you to Abion?

I’ve known Jesper, Abion’s CEO, for a number of years and have always respected his client-first approach. After decades of working closely with clients, that mindset is non-negotiable for me. Abion clearly puts clients at the heart of everything it does. I was drawn to Abion’s 360-degree full-service, IP-focused approach, supporting clients across domains, trademarks, brand protection, and digital risk. This holistic perspective perfectly complements effective domain management and makes the role exciting.

How does Abion’s approach stand out in the market?

Abion is differentiated in several important ways. From the depth of its internal IP expertise around the world, to its focus on helping brands thrive in an ever-changing online environment, not just reacting to threats. This industry has grown significantly, but it remains relatively young. Abion is very well positioned to be a major player in the next phase of that evolution, particularly as digital complexity, regulation and security challenges continue to increase.

How would you describe Abion’s value proposition to US-based enterprises?

Many US enterprises are managing complex, global brand and domain portfolios, often with multiple providers. Abion offers a more unified, strategic approach, bringing clarity, consistency and resilience to domain management. With recent consolidation in the market, having an established, independent partner with global reach also provides redundancy and flexibility that many organisations are actively looking for. Abion is well-positioned to be that trusted advisor.

A Stronger Presence in the US

Why is the US market such an important focus right now?

The US is one of the largest digital economies in the world, which also makes US brands prime targets for bad actors. That means companies here need to be extremely vigilant about how they manage their online presence and how they demonstrate trust to customers, employees, and partners.

What challenges do US brands face in domain and brand protection, and how will your role help address them? 

US brands face many of the same challenges as companies elsewhere, but AI adoption and economic pressures stand out right now. Organisations are balancing the need to leverage AI for growth and efficiency while managing costs, which is not easy. At the same time, the US has historically been slower to adopt innovative domain strategies, so there’s a real opportunity for companies to take a forward-looking approach.

Being US-based allows me to support clients and partners in near real time, which is crucial in today’s fast-moving digital landscape. While local presence matters, a global perspective is also extremely important. Many US organisations operate internationally and need domain strategies that reflect that reality.

Looking Ahead

What trends do you see shaping the domain and digital identity space?

AI is the big one right now. It brings opportunities to manage IP assets in smarter, more efficient ways, but it also creates new risks as bad actors gain access to the same tools. And of course, the next round of gTLDs in 2026 is on the horizon. This time, we have real data from the 2012 round to help companies make more informed decisions.

Do domains still sit at the centre of digital strategy?

Absolutely. Despite what some might claim, domains remain central to a company’s online presence. Unlike social platforms or marketplaces, a domain is fully owned and controlled by the brand. As the digital world becomes more crowded, that authenticity and predictability are critical.

Why is now the right time for organisations to reassess their approach?

Because what worked five or ten years ago might not be enough today. Companies need to make sure they’re partnered with the right provider, one that can scale with them and add real value. Getting that right is key to long-term success online.