Where we've been
Five years ago, as CIRA’s previous strategic plan was kicking off, the world was on the cusp of major change. The COVID-19 pandemic had just begun, war in Europe was on the horizon and democracies around the world were beginning to see the impacts of authoritarian advancements.
NFTs were an emerging trend, AI was a far-off dream and domain name adoption was losing momentum.
We know now that the world experienced a tremendous shock in the years that were to come. The pandemic created a black swan event that drove an online renaissance. Domain registrations soared, digital issues became top of mind, online business exploded, the impacts of the digital divide were brought to light and cyber threats increased to levels never before seen.
Having made some key strategic decisions in the years prior, CIRA was in a fortunate position—being at the centre of the hottest sector of the economy amplified everything the organization was focused on. These strategic decisions were designed to offset the declining growth in .CA revenues, mitigate the risk of having only one revenue stream, and protect the organization’s finances to ensure the long-term health of Canada’s domain.
Fortunately for the world as a whole, the pandemic faded; but the reality that CIRA faced at the beginning of 2020 reemerged. The domain industry returned to its pre-pandemic conditions—flat growth, industry consolidation and a mature market.
However, the boost CIRA received in the years prior put the organization in a unique position amongst its peers. Momentum building around the CIRA Registry Platform led to a partnership with SIDN that shook up the industry. Real excitement grew around the idea that the domain industry still had life left in it and that working together could bring new energy to a legacy technology.
Similarly, the rise in cyber threats created an environment where CIRA’s expanded cybersecurity products and services saw increased demand. Schools, hospitals, governments and municipalities across the country were (and continue to be) faced with a massive increase in online threats; having a partner like CIRA with a public good focus, a Canadian perspective and an understanding of their unique circumstances was a natural fit.
These two circumstances led CIRA to surpass its FY21-25 revenue and new product objectives, setting the organization up for the next phase of its evolution.
The renewed focus on digital issues also provided a boost to CIRA’s policy, advocacy and give back programs. The pandemic shone a light on the impacts of the digital divide and made CIRA’s efforts to advocate for a trusted internet more relevant than ever.
This momentum led to the launch of the new CIRA Net Good program, integrating all CIRA Community Investment Program give-back initiatives, including grants, under one banner—positioning CIRA as a leader in digital advocacy.
While circumstances were helpful, an organization can only take advantage of tailwinds if it’s pointing in the right direction. The direction provided by CIRA leadership, staff and the Board ensured that the organization was in the right place, at the right time with the right plan.
So, what’s the next step?
Where we’re going
CIRA will build on its strength in registry services by harnessing the momentum of the SIDN partnership and onboarding more TLDs onto Hello Registry, the jointly developed registry platform. It’s clear there is an appetite for building a community of like-minded TLDs who don’t see the domain industry as stagnant but rather have hope that there’s a better way forward. CIRA and SIDN are ready to fill that demand by creating a data-driven, first-rate platform built by two of the most trusted ccTLDs in the world at a price that is premium but not expensive. Capturing this opportunity will require scaling up business development and support functions to compete as a top-tier registry and onboard new customers around the globe.
Similarly, CIRA’s cybersecurity efforts have generated opportunity and goodwill with our customers, partners and stakeholders. To take the next step in this market, and capture this opportunity, CIRA will own more of its own content and technology stack by building in-house, generating further value while mitigating costs and creating intellectual property. Having spent the last five years building a solid customer base amongst Canada’s institutions, the next step is to expand CIRA’s cybersecurity offerings into a lean, enterprise-grade cybersecurity portfolio that supports existing customers while growing the base. This expanded CIRA cybersecurity portfolio will be launched with a new name and visual identity as part of the CIRA brand family.
With the rise of cyber attacks, unauthorized access and misuse on the internet, CIRA has begun development of endpoint protection that monitors and mitigates cybersecurity threats—the first step in a product roadmap that will see CIRA have a portfolio that can continue to compete in the market and win. Upholding a safe, secure and stable internet requires a spectrum of products and services that provide our customers with the confidence that CIRA can support their full range of cybersecurity needs.
In the past five years, the Policy & Advocacy team has positioned CIRA as a leader in internet governance, bringing awareness to cybersecurity issues, regulatory compliance, Canada’s digital divide and more. The team’s efforts in building strong, trust-based relationships with key officials within government is further bolstered by CIRA’s high standing in global internet governance circles. CIRA is a sought-after voice on digital issues not just because of its words but also its actions. The organization’s global footprint, vast technical skill and day-to-day expertise running mission critical systems that underpin the internet are a significant contributor to its credibility in policy, governance and political arenas. Given the continuously changing political landscape, these relationships will benefit CIRA as it leverages its data-backed expertise to advocate for the internet as a force for good in the world.
CIRA will continue to leverage its influence in internet policy within Canada and abroad, as well as act as a convenor for the wider internet community through events such as the Canadian Internet Governance Forum (CIGF). CIRA will persist in its efforts to advocate for a strengthened multistakeholder model of internet governance—one that ensures technical operators do not see their influence over the administration of critical internet resources weakened.
On the Net Good side, the grants program will continue to support our community by providing issues-based funding for people and projects that offer the highest impact for Canadians online.
The organization’s momentum is well situated to support CIRA’s core mandate, the operation of .CA, as it provides the team behind Canada’s domain with the opportunity to retool for the new reality of the domain industry.
CIRA fundamentally believes that, even in a mature industry, there is still room to grow for .CA and there is untapped potential in the market. Canadians under 40 and new Canadians represent significant markets that have growth potential; these groups in turn can renew the .CA registrant (and membership) base as older generations—who came of age in the early days of the internet—start to retire.
Leveraging data to retool marketing, go-to-market strategies and developing new—and redefining old—partnerships with registrars and resellers are all necessary to ensure these new audiences can be grown into a sustainable future for .CA. Exploring initiatives with registrars, new IDNs and developing product and partnership opportunities that focus on registrations for individuals in addition to businesses, are all tactical options being considered. A continued focus will be put on broadening partnerships with website builders and e-commerce platforms to capture more of this growing segment of the market.
To support these pillars of growth, CIRA will continue to invest in key initiatives to ensure its operations can scale efficiently and adapt to changing business conditions. CIRA will put a renewed focus on leveraging the vast amounts of first-party data the organization collects to better inform our business and support both our customers and an open and interoperable internet.
The People & Culture team will continue to ensure CIRA is an employer of choice in Canada that recruits the finest and brightest. CIRA has created a unique culture at the intersection of technology and giving back—a testament to the strong talent management practices that attract the best people to come and stay at CIRA. To continue recruiting and retaining the calibre of talent required to scale up CIRA’s operations and compete for talent within the Canadian technology sector, the organization must continue to offer a compelling value proposition
Finally, the lens by which everything CIRA does is projected by its brand. Using one voice, CIRA as a brand is greater than any of its parts. CIRA has grown into one of the most respected and dynamic brands in Canada’s technology ecosystem, regularly alongside large multinationals when it comes to thought leadership, partnerships, events and content. Brand will continue to build on CIRA’s reputation as a trusted and critical player in Canada’s technology ecosystem including launching a national brand campaign to help tell CIRA’s story. The core CIRA story will continue to rely on the things Canadians know us best for—.CA, Canadian Shield and our grants program—but will also highlight all that CIRA does behind the scenes to create a more equitable, accessible and safe internet for everyone.
The next three-year segment of CIRA’s journey will increase the scope, depth and breadth of the organization’s influence in Canada and beyond. By scaling and amplifying our operations, CIRA will be best positioned to support our goal of a trusted internet for Canadians.
What does a successful CIRA look like in 2028?
In many respects, CIRA is the same organization in April 2028 as it has been for years, but with the scale, efficiency, sustainability and level of sophistication and visibility that far exceeds its beginnings as the operator of .CA.
While the domain industry has been renewed by a new round of gTLDs, .CA has spent the last few years nurturing new audiences, deploying new tactics and building new partnerships that make it not only competitive in the Canadian market but a top choice for young Canadians and new Canadians—both markets that lead the industry in growth. CIRA’s partnerships across a variety of digital sectors (cybersecurity, access, digital adoption) have cemented its position as a central figure in the fabric of Canada’s internet ecosystem.
.CA is looking to expand its character sets (IDNs) beyond English and French to support different initiatives led by partners such as ICANN and the ccNSO. These product enhancements come at a perfect time to capture the attention of young and new Canadians, all of whom are now the economy’s driving force. CIRA’s commitment to supporting Canada’s multicultural communities is a critical reason why younger, values-driven consumers prefer .CA over .com.
And when CIRA’s team is not busy building new features for the .CA domain, they are onboarding new TLDs onto CIRA and SIDN’s jointly owned and developed registry platform, Hello.
While Hello Registry had a lot of buzz from the outset, there was a noticeable shift in momentum when .NL (the country-code top-level domain for the Netherlands) was migrated onto the platform. Hello has increased its customer base, including a number of ccTLDs. CIRA and SIDN are generating a lot of interest in the TLD community for adding additional partners to the joint venture as Hello is now recognized as a leader in the industry.
Adding managed services to the registry portfolio was a big turning point for the platform as once round two of gTLDs opened up, a new suite of registry customers came on board, which created opportunities for TLD Anycast.
CIRA’s new cybersecurity brand has expanded into a portfolio of products and services, with endpoint security at the core serving as the central hub and driving force behind CIRA’s rapid cyber expansion. CIRA is now a recognized leader in Canada’s cybersecurity ecosystem, regularly called upon by media, government and civil society for its expertise and input on how to keep Canadians safe online.
CIRA’s leadership in Canada’s internet and digital policy ecosystem has been a key contributor to its product success. Being seen as an honest broker and advocate for a trusted, secure and accessible internet attracts partners, customers, vendors and advocates to our cause.
CIRA is now consistently asked to consult on key government programs, legislation and to help guide the direction of Canada’s internet. The CIGF has grown in size and visibility, regularly helping set the direction for Canada’s digital policy.
Net Good is helping more Canadians than ever access and navigate the internet safely. The program is well known throughout the tech ecosystem due to investments in storytelling and strategic partnerships that help bring those stories to life. Net Good is now fully established as a core tenet of the organization, no longer confined to one business unit but embedded across the organization.
In three years, CIRA has leveraged emerging technology (i.e. machine learning and AI) to find efficiencies and scale its operations to maintain pace with an ever-changing and highly competitive market. The success and growth seen thus far were accomplished due to strategic investments in our people, processes and technology. CIRA has found the appropriate balance between strategic agility and dependable operational excellence by focusing on scaling responsibility with an eye towards efficiency, and both financial and environmental sustainability.
Having established CIRA as carbon neutral in FY24, the organization is now well on its way to reducing scope 1 and scope 2 emissions by rethinking everything from data centres to supplier agreements.
The People & Culture team continues to foster a culture that is values-led, purpose-driven, performance-oriented and inclusive. CIRA is a magnet for top talent across Canada, with strategies that relentlessly focus on supporting the organization’s objectives. Policies and programs are built to last but are under constant review to ensure that they are responsive to our people and the dynamic talent market. These systems empower people leaders to identify, develop and retain the next generation of leaders at CIRA, in support of CIRA’s important mission.
Finally, CIRA’s values-based approach to work is reflected in its brand, enabling the organization to be recognized as a key player in the Canadian technology field and a trusted service provider and thought leader globally. The Brand team regularly partners with podcasters, influencers, members and more to produce content that showcases CIRA’s purpose to build a trusted internet in action.
CIRA will approach the FY26-28 Strategic Plan with a focus on doing more in key areas of success that have been identified over the past few years. While this approach doesn’t break any new ground, it seeks to claim more of the existing territory in the areas where the organization’s unique combination of expertise, infrastructure and experience have shown promise.
.CA stewardship
Tap into new market segments and share the value of a domain name
Establish new and redefine existing partnerships with registrars and resellers
Introduce product enhancements including new IDNs
Refocus .CA for success in a new industry landscape
CIRA believes that there is still room for .CA to grow by tapping into new market segments such as Canadians under 40 and new Canadians. This is particularly important as a significant portion of the .CA registrant and membership base, who were early adopters of the internet, are approaching retirement age.
To ensure a sustainable future for .CA, it is essential that CIRA educate these new market segments about the value of a domain name and owning their own corner of the internet.
And while CIRA will continue to target small and medium-sized businesses, it will also rely more heavily on middle and bottom of funnel pay-to-play or conversion-based marketing activities. The .CA team will enhance go-to-market plans and establish new—as well as redefine existing—partnerships with registrars and resellers.
Product enhancements are also being considered, such as the addition of new IDNs to help increase the appeal of a .CA domain to specialized markets like new Canadians. Opportunities around web3/crypto domains will also be explored as that industry is actively looking for partners to help bridge the gap with the traditional web.
As always, CIRA will position .CA as the best way to declare that you are Canadian online and will continue to be champions for a trusted internet in Canada.
Registry services
Build a community of TLDs integrated into Hello Registry platform
Scale business development and support operations
Invigorate the market with great technology via a collaborative environment
Seizing the opportunity to transform the industry
CIRA’s collaboration with SIDN has sparked genuine excitement amongst our peers. There is a real appetite for a fairly-priced, premium registry service that combines best-in-class technology with a collaborative community—all run by a vendor that understands and appreciates the value domain names bring beyond financial metrics. CIRA plans to further strengthen its position in registry services by leveraging the momentum from its partnership with SIDN and expanding the number of TLDs integrated into their jointly developed registry platform, Hello.
To seize this opportunity, CIRA will need to scale up its business development and support operations to ensure the seamless onboarding of new customers across the globe. Adding these resources in a scalable way is particularly important for CIRA’s plans to provide the registry platform as a managed service, solidifying CIRA’s role as a key player in the global domain industry.
Cybersecurity
Introduce simple, yet effective enterprise-grade cybersecurity portfolio under new brand
Evaluate and implement adjustments based on market changes, key learnings and data
Better integrate Canadian Shield into product roadmap
Launch endpoint protection that monitors and mitigates cybersecurity threats
Comprehensive but not complex, enterprise-grade security solutions
Despite the success of CIRA’s cybersecurity portfolio, customers often say they must seek out other vendors for a complete suite of services to cover every part of the cybersecurity stack. The problem with these large enterprise portfolios is that in most cases they are difficult to understand, hard to integrate, expensive, and many smaller, less technically savvy customers only use a fraction of their features and services.
There is a clear place in the Canadian market for a comprehensive but not complex suite of cybersecurity services that provides a robust set of features, are simple to operate and implement, and most importantly, are cost-effective for organizations without enterprise-level budgets.
The MUSH sector (municipalities, universities, schools and hospitals) is only the starting point as there are thousands of small and medium sized businesses in Canada who are similarly underserved and looking for a simple, cost-effective solution to protect their businesses, customers and data.
As part of this data-focused agenda, and to reinforce CIRA’s commitment to giving back to our community, CIRA Canadian Shield will be moving from the Community Investment, Policy and Advocacy team over to the cybersecurity team to better integrate its product roadmap with the rest of CIRA’s portfolio.
Net Good, policy & advocacy
Elevate policy discourse and champion the interests of technical operators
Forge trust-based relationships with governments and technical communities
Advance the cause of a secure, stable, reliable internet
Keeping a close watch on the legislative agenda will help actively manage policy risks and mitigate any downstream risks to CIRA’s business or operations. The organization plans to lead the technical community in shaping a future where the internet continues to be a positive force in the world, supported by a stronger multistakeholder model of internet governance.
On the domestic front, CIRA Net Good will work to advance the cause of a secure, stable, reliable internet in Canada that offers a positive impact where every voice is heard.
Each year, CIRA will define the focus of its grants to align with the fast-changing priorities of supporting an open, accessible internet. Priorities for the grants program will be chosen based on CIRA’s ability to make the most impact with its resources.
CIRA will review the Net Good formula annually, ensuring a forward-looking, sustainable approach to its philanthropic efforts.
