Case Study
Delivering essential services
without added overhead
How Infinite Partners uses OpenSRS to offer domains and related services under its own brand.
About Infinite Partners
Infinite Partners was relaunched in 2025 and today centers on fractional advisory and auxiliary services for mid-sized businesses. However, the firm’s story begins well before that, in the early days of the commercial Internet. Taking us back to 1997, founder David Chaddock explained how back then, the company “specifically focused on small business startup advisory” to help get them off the ground.
But like many founders, his path wasn’t linear. As his career evolved, Infinite Partners was maintained in the background for years before returning to his primary focus. “This is now my full-time gig.”
That prompted a closer look at which services could support long-term growth without adding unnecessary complexity.
Bringing domains into the service stack: clients don’t want to “deal with them”
If you’ve worked with SMBs, this will sound familiar. Domains, DNS, hosting, SSL—those aren’t most business owners’ passions. However, they’re foundational, necessary, and easy for clients to mess up if they’re non-technical.
“Every one of my clients, with very few exceptions, typically wants to find somebody to manage [domains]… most of the time the answer I get is just ‘take care of it.’”
That expectation quickly raised a bigger question about how to meet those needs sustainably.
“We realized we need to move beyond trading time for dollars. How do I get residual income? How do we provide a service that we build once and brings money in?”
Together, those realities create a challenge for service providers: delivering an essential service efficiently, without locking clients into a one-size-fits-all experience. Storefront is built to address that by offering:
- A white-labeled, brand-forward search and checkout that allows you to offer domains under your brand identity.
- A flexible management experience that lets you manage domains on your clients’ behalf—or give them the option to self-serve.
- Efficient tools and workflows that help you keep your focus on higher-value work.
For David, Storefront made it possible to offer what clients needed without adding ongoing overhead—something he could put in place once and rely on going forward.
As he put it: “…it was just a natural fit…”
Relearning the landscape with hands-on support
As David incorporated domains back into his business and began setting up his Storefront, he had a few questions along the way. His experience working with OpenSRS support stood out for reasons beyond problem-solving.
“Your [support] team was awesome… I got [real] individuals on a call. Almost everywhere else, I got ‘here’s our fact page,’ and [it’s] out of date, doesn’t work.”
He contrasted that with what he experienced with OpenSRS Support: continuity, responsiveness, and real human help.
“I was on a first-name basis… They remembered the conversation from last week… Knowing that [we’re] probably not the biggest fish and still got that support was huge.”
That experience carried real weight when it came time to commit.
“OpenSRS’s support was one of the main factors we decided to move all our domains over to them.”
Why OpenSRS: white labeling without friction
What does David like most about Storefront?
“White labeling—that’s the number one thing.”
Storefront allows resellers to keep their own brand front and center, without sending customers into a disjointed third-party experience—one that can involve unfamiliar interfaces, inconsistent branding, separate logins, or a sudden handoff to a provider the client doesn’t recognize.
“The ability to have my clients’ Storefront experience live on a subdomain means it doesn’t feel disjointed… that was huge for me.”
That matters for trust-based service businesses like Infinite Partners. When you’re positioning yourself as a long-term partner, every handoff affects credibility.
And Storefront made it easy to launch a professional, on-brand experience without a long or complicated setup process.
“It didn’t take me long to get started with a Storefront. We were ready to go live from day one—it’s right to the point. It gives me what I need and doesn’t overcomplicate things. Easy, intuitive. It’s perfect for that.”
Why domains are an essential part of trust
David offered one of the clearest explanations of why domains matter to service providers—even if domains aren’t their core offering.
“If we position ourselves as your trusted advisor but can’t solve the problem or have to direct you to somewhere else, then we’ve completely failed.”
And then the line we’ll be quoting for a while:
“Without [domains]… it’s like a McDonald’s with no french fries.”
Domains and related services aren’t always where a provider wants to spend time, but they’re a baseline expectation for most clients. Storefront helps ensure the baseline is covered—reliably, professionally, and without added complexity—so the relationship stays strong.
Cover the essentials—without losing focus
Storefront delivers value in multiple ways—from saving time and simplifying the buyer experience, to making domain management easier and opening up new revenue opportunities. When asked how Infinite Partners has benefitted, David summed it up quickly:
“I mean, short story: check, check, check, check, check”—they’re able to deliver more of what clients need.
He also pointed to a bigger business impact. Storefront gave him a way to continue offering essential services to smaller businesses without pulling focus away from the work he does with mid-sized and larger clients. They can easily register their domain on Infinite Partners’ website and manage it themselves, which keeps the relationship active and open to future opportunities.
“It allowed me to still help smaller businesses without ever having to say no… That’s still something I care about.”
That’s a key Storefront outcome: delivering essential domain services with minimal effort, without demanding constant attention.
Scaling confidently with OpenSRS
David’s focus now is growth—both in his advisory work and in building revenue streams designed to scale without constant oversight. And when asked how it feels knowing OpenSRS can support him as he scales, he was clear.
“That’s very, very comforting… We know we’re going to scale.”
That peace of mind comes from knowing the platform won’t be outgrown. When evaluating platforms for Infinite Partners, he wasn’t just looking for a short-term fit—he was thinking about what the business would need down the road.
“Let’s not look at right now. Let’s look at the house you want to grow into.”
That meant flexibility. Being able to support different types of clients, adapt as the business evolves, and still keep his own brand front and center all mattered.
“Can I service the mom and pop? Can I service a large enterprise? Can I white-label? You met all of those marks.”
As he thinks about what comes next, serving clients internationally is a part of the picture.
“I’m going to need to offer multiple currencies. So, super helpful to know that can happen.”
And when it comes to partnerships and co-marketing, David sees real potential in how easily Storefront can plug into a broader ecosystem. With custom header and footer tags, Infinite Partners can quickly add tools like Google Analytics, tag managers, live chat, or custom styling, making it easy to track performance, optimize SEO, or align Storefront with their existing brand experience.
Webhooks extend that flexibility even further by sending real-time notifications for key events such as new customer sign-ups, completed orders, or domain changes. This allows them to integrate Storefront directly into their existing systems, automate workflows, and keep teams informed without manual effort.
“That will again allow me to expand in multiple ways with something you all created that’s very, very simple. Copy. Paste. Here you go… lower effort, high value.”
The takeaway: your brand in front, the platform behind
Infinite Partners’ experience highlights how Storefront supports offering and managing domains without demanding constant attention or pulling focus away from higher-value work. That means:
Letting customers self-serve their domain needs
Reducing time spent on domain administration
Building repeatable, scalable revenue around foundational offerings
Backing it all up with support that makes it easier to commit and grow with confidence
For David, the result was a setup that felt intuitive from the start—especially after years away from the domain space.
“Everything clicked. Everything was easy… This is turnkey.”
Support your clients, scale your business, and keep your brand at the center.
With OpenSRS Storefront, domains become a seamless, white-labeled service that grows with you.