The name the market already uses.

Secondaries have moved from an opportunistic corner of private equity to core liquidity infrastructure for LPs and GPs alike. Advisory has followed: bulge-bracket banks, mid-market banks and placement agents have all built or expanded dedicated secondaries teams in recent years.

In a market where mandates are won on credibility, the domain is a signal. SecondaryAdvisory.com describes the service precisely, reads cleanly in an email signature and is instantly understood by limited partners, sponsors and counsel.

It suits a newly formed advisory boutique, a team spinning out of a bank, a placement agent formalizing its secondaries practice, or a platform serving the broader secondary market.